Shopping cart abandonment is a common issue that any E-commerce business all around the world has been facing. According to the Baymard Research Institute, almost 69 percent of online shopping carts are abandoned calculated based on 33 different studies. Many clients give up their purchases and that kind of action may lead to bad effects on E-commerce business.
Hence, in this article, we are pleased to give you a look at reasons why shopping carts are abandoned and 12 outstanding ways to deal with this problem.
The Reasons Explaining For Cart Abandonment
There is no doubt that if you want to recover abandoned shopping carts, you must discover the reasons why your clients relinquish their carts first. Based on what we have studied about shopping cart abandonment, it was found that there are 8 main reasons people ditch their carts. Let’s take a look at the following list:
- Customers are not glad about the shipping cost or taxes.
- Customers concern about website data and transaction security.
- Customers have to create a new user account.
- Customers unexpectedly walk away from or leave their computer.
- Customers find more reasonable prices for products in their cart from your competitor.
- The system does not offer customers with guest checkout.
- Long and complex check out.
- Payment options are not vivid.
- No express shipping available.
After pinpointing the reasons why cart abandonment occurs, we would like to show you 12 useful tips for getting customers to complete their purchase process.
Provide Free Shipping or Low Shipping Cost
One study by Forrester about E-commerce shows that there is 44 percent of online shoppers do not complete their purchase process because of high shipping fees as well as handling costs. Therefore, it can be clearly seen that high shipping cost is one of the most critical reasons leading to cart abandonment and causing a large number of potential customers’ losses for E-commerce stores. To solve this problem, a lot of business offer their purchasers free shipping cost as an incentive to encourage buyers to continue shopping and finally check out all added products in the shopping cart.
However, it seems improper to totally offer free shipping cost on your online store all the time due to far distance and especially high delivery costs that E-commerce stores have to pay. Hence, instead of providing customers Free shipping cost every time, it is a wise to only give it to customers in some promotion programs to boost up sales for stores. And we had better provide lower shipping cost to both increases the number of customers completing a transaction and save total operation costs.
Provide Full Information For Purchase Process
As we mentioned above that 22 percent of them express that they cancel the order because the website does not include shipping fees from the beginning. It means that they truly hate additional surprises. So, to avoid this problem happens, we recommend that you have to reveal all additional fees as clear as possible for customers to refer before they add items to cart.
Let The Cart Be Visible and Display It in The Clearest Place
Approximately, 24 percent of people abandoning a transaction aim to save their items to consider later. Therefore, in order to make sure that your customers backtrack your website to check items existing in their carts for purchasing, the important thing you need to do is to keep the cart in the clear position. We highly recommend cart icon in the top right corner of the screen that enables to expand when hovering it over. Besides, you also can look at popular E-commerce websites such as Amazon, Walmart Best Buy or eBay to see how they put their cart icon on the site.
Allow Guest to Checkout
It is quite awkward and such a stupid idea to permit only registered customers to have the right to check out. It does not only make the process slower but most clients do not like to undergo this step.
Let’s think about it if your customers are interested in buying your products but they do not own an account on your site, which can make them not check out their products. Therefore, to complete their purchase process, they compulsorily create a new account by doing so many things such as putting information, confirming an email address and navigating to their shopping cart. It is really time-consuming and even causes customers leave your websites immediately due to long and complicated process while purchasers often want to have as quick and simple experiences as better. Hence, don’t ignore guest customers and also let offer them the best and most convenient shopping experiences with a very small function in the checkout page. E-commerce stores can allow buyers to create accounts while they check out instead of requiring customer log into your site to check out.
Make Checkout Process as Quick as Possible
With the role as an online shopper, you have to undergo checkout process with many unnecessary steps in several pages, how do you feel? We are sure that feeling of frustrated and thinking of giving up the cart will appear on your mind. So, one of the best ways to reduce cart abandonment rate is to optimize checkout process right away. Currently, you can easily find an extension for check out to help you solve the problem about checkout process in the market. For example:
Magento 2 One Step Checkout Extension for Magento 2 platform with the main feature is displaying all information in only one page which can help customers to checkout faster and reduces abandoned cart rates effectively.
Always Be Available to Advisory Your Customers
A large number of customers will wonder and have questions when completing purchase process. Thus, giving them the ability to ask via a live chat function or a customer service phone number is quite a brilliant idea to satisfy your clients and push them to complete the transaction.
Save The Cart and Send “Abandoned Cart” Reminder
That customers leave their carts does not mean they totally do not want to check out and buy products anymore but maybe they would like to save them for considering in the future. So, remaining every stuff on the cart and sending abandoned cart reminder may make sense and push a customer to backtrack their cart and complete purchase process. Because also based on the Forrester study, there are 41% of online shoppers who abandon their carts and do not intend to make the purchase but they expect to remain all selected stuff when they are back.
Besides only sending reminder emails, you can combine it with offering “Save for Later” or “Wishlist” feature to urge customer backtrack to their abandoned carts and complete the transaction.
Offer Sale and Discounts
Applying sales, discounts, coupon codes for products can be considered as an interesting thing to push purchasers to continue checkout process for saved shopping carts.
Show Security Badges
Many people do not complete E-commerce transaction because they worry about security. They need to have assurances for safety when having a deal on the internet. Hence, your online store should have an SSL certificate, security badge, lock icons or privacy policies if you do not want to lose your customers.
Provide Wide Variety of Payment Options
As far as we know, each payment method is suitable for each customer group. Not all customers can pay with the same payment options. Some of them are interested in paying with cheque while other people like to use credit cards and so on. Therefore, offering as many payment methods as you can is also a good suggestion for decreasing cart abandonment rates.
Scarcity absolutely gives motivation in order to complete the purchase for a part of customers and urge them the need to buy now. You can describe that situation with a banner, a notification about the number of items remained or add a countdown clock.
Display Exit Confirmation
Exit confirmations or exit-intent pop-ups will bring you a huge chance to maximize your revenue. For instance, when someone who has abandoned cart intends to quit your site, you can show them a reminder about the abandoned cart and a coupon code for the discount.
In short, with all of these 12 tips, E-commerce stores can decrease the cart abandonment rates for their websites effectively. Moreover, store owners can improve the shopping experience for customers as well as boost up sales to get a great business.
BSSCommerce is a team of e-commerce experts focusing on Magento and especially Magento 2 extensions. We hope to bring the best success solution for business owners.