Shopping cart abandonment is one of the most critical issues that almost every eCommerce website is fed up with. Every owner needs ways to tackle this problem, so they can enjoy success in the market.
We understand this, and that’s why we researched and experimented with a lot of ways to handle these issues. Through this blog, we will present you with the top common problems and multiple ways to combat them, so your business can grow in the long run.
Your website has a new visitor; he is checking out a product and adding it to the cart. Oh, he/she is going to buy it, and then he/she disappears.
You have faced such a situation on your Direct-to-Customer (D2C) eCommerce brands, where potential customers added a product to their cart but left without completing the purchasing, in short, shopping cart abandonment.
Cart abandonment leads to lost revenue, wasted marketing efforts, and a decline in conversion rates. Therefore, you need to understand why shopping cart abandonment happens and what strategic solutions you can implement effectively to improve user experience and increase sales, reducing cart abandonment.
So, let’s move on and find the key issues and solutions to reduce cart abandonment.
Cart abandonment is a widespread issue affecting businesses across all industries. According to WordStream, the average shopping cart abandonment rate is around 69.57%. Some industries like finance and travel, experience even higher rates, reaching up to 81%.
Some of the key statistics that highlight the gravity of this issue:
All these statistics emphasize the importance of streaming the checkout process and ensuring transparency to increase conversions.
Cart abandonment happens for a lot of reasons; different circumstances lead the user to abandon their cart. Some common reasons are:
Many websites make it compulsory for a user to create an account to purchase from them causing customers to be a deterrent. Shoppers prefer a quick and hassle-free checkout experience and are more likely to abandon the cart if they feel pressurized to sign up.
A multiple-page and complex form can frustrate the customer. This forces them to leave without completing their purchase. Each additional step in the process increases the likelihood of cart abandonment.
As a shopper, everyone wants to feel assured that they can return or exchange a product if needed. Therefore, if your return and refund process and policy are unclear, then they may hesitate to finalize their purchase because of uncertainty about their options.
Shoppers get discouraged when they see their high or unexpected shipping fees on the checkout page. This is the biggest reason for cart abandonment with around 48% (as per Baymard Institute).
Additional fees force customers to abandon their carts and seek alternatives for the same.
Customers expect fast shipping. If your estimated delivery time is too long or unclear, shoppers may hesitate to buy from you or choose a competitor over you who offers clear and quicker delivery options.
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Solving common problems and improving other functionality on your website can help reduce shopping cart rates on your eCommerce website. Apart from this, you need to ensure transparency across the process; moving on, here are some of the ways to reduce cart abandonment:
Adding security signals like SSL certificates is not enough to convince customers of your trustworthiness. You need to add secure checkout signals like verified by Visa, Norton secured, MasterCard SecureCode, and more.
This aids in reassuring customers that their payment information is safe. Additionally, displaying customer reviews, testimonials, and social proof improves credibility and reduces hesitation.
Be completely clear about all costs, including taxes, shipping, and other additional fees, early in the shopping journey. There are two ways to handle this; firstly, compute all the costs and club them in the product display price; secondly, display all other costs below the product price.
However, free shipping is the best way to persuade customers to buy from your eCommerce website.
It allows customers to check out as guests as it removes the hassle of signing up and provides all the details. Because customers tend to be more cautious while buying from an unknown website.
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To ensure they are comfortable buying from your website, remove the hassle of mandatory account creation. Just ask for basic delivery-related details and let them check out seamlessly.
Adding a checkout progress bar helps customers understand the total steps and how many are left. This reduces uncertainty and improves the user experience. This simple visual cue can encourage customers to complete their purchase.
Smaller and simplified processes increase the chances of process completion.
Just like progress indicators, product thumbnails can be an effective technique to reassure customers of their purchase. This is similar to in-store experience where the product is in front of them all the time.
This reinforces the customer’s buying decision and eliminates the risk of distraction, especially when they are buying from a new website.
Ensure a smooth and intuitive checkout process by placing every button, option, and functionality in the right place. Moreover, it allows customers to easily edit their cart, navigate between pages, and return to the shopping cart without losing progress. Furthermore, avoid unnecessary steps that slow down the process.
You need to add various payment methods on your website such as digital wallets, debit/credit cards, Buy Now, Pay Later (BNPL) services, online payment, etc. help cater to different customer preferences and improve conversions.
Your call to action (CTA) button should be clear, compelling, and action-driven. A simple logic behind this is the assumption that if a prospective customer has added a product to their cart, then they are most likely to buy it—but is it, right?
On the other hand, checkout pages are the perfect place for strong, clear calls to action. It strengthens the resolve of the chances to complete their purchase. Phrases like “Complete Your Purchase” or “Secure Checkout Now” can encourage customers to finalize their orders.
Analyzing user behavior through heatmaps, session recordings, and analytics tools such as Microsoft Clarity to identify where customers drop off. Address these pain points to optimize the checkout experience and increase conversions.
Sending personalized email reminders, offering discounts, and displaying retargeted ads can help bring back customers who left without completing their purchase. Automated cart recovery emails with limited-time offers are particularly the trigger to effectively recoup them.
You need to have a transparent and easy-to-understand return and refund policy that boosts customer confidence. Displaying these details close to the ‘Add to Cart’ or ‘Buy Now’ button encourages customers to be more confident and complete their purchases.
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Slow-loading pages frustrate customers and increase abandonment rates. Optimize images (use png or webp), reduce unnecessary scripts, and use a Content Delivery Network (CDN) to improve site speed and provide a seamless shopping experience.
Live chat and chatbot support during the checkout process can resolve customer concerns in real-time. This reduces hesitation and improves the conversion of your website. Offering quick answers to last-minute questions can help secure more sales.
Strengthening the chances of completing purchases and creating a sense of urgency by providing limited-time discounts or free shipping incentives can encourage customers to complete their purchases before leaving the site.
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Minimizing cart abandonment requires a combination of technical optimization, UX improvements, and customer-centric strategies. You can significantly improve conversion rates by eliminating common friction points, simplifying the checkout process, and maintaining transparency.
As an eCommerce website development company, implementing these best practices can lead to higher customer satisfaction and increased revenue. A well-optimized checkout experience reduces cart abandonment and builds long-term customer trust and loyalty.
Through a proactive approach and continuously refining your checkout process, you can create a seamless shopping experience that encourages customers to complete their purchases with confidence.
Investing in a frictionless checkout experience pays off in the long run by driving higher sales and improving customer retention. Besides, if your cart abandonment rate is high and want to reduce it and need expert help with it, then take action now and contact our team
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