51ÊÓƵ

Significant challenge business owners face isÌýonline cart ²¹²ú²¹²Ô»å´Ç²Ô³¾±ð²Ô³Ù—s³ó´Ç±è±è±ð°ù²õ initiating theÌýpurchase process but ultimately bailing before completing theÌýtransaction. Recent studies show that theÌý, which isÌýanÌýalarming figure f´Ç°ùÌýonline sellers andÌýentrepreneurs.

Can you afford toÌýlose all those potential customers? Probably not.

InÌýthis article, weÌýpresent practical andÌýdata-driven strategies toÌýhelp prevent your customers from abandoning their carts and, ultimately, boost your online store’s sales.

What IsÌýCart Abandonment?

Online cart abandonment isÌýaÌýphenomenon where shoppers initiate theÌýpurchase process but doÌýnot complete theÌýtransaction. ItÌýoccurs when customers add items toÌýtheir shopping carts, begin theÌýcheckout process, then fail toÌýmake aÌýpayment ´Ç°ùÌýcomplete their ´Ç°ù»å±ð°ù²õ—w³ó¾±³¦³ó inÌýturn, results inÌýanÌýabandoned cart.

Baymard Institute has been tracking theÌýglobal average cart abandonment rate f´Ç°ùÌý12Ìýyears. According toÌýtheir recent studies, . That means 70Ìýout ofÌý100Ìýcustomers will add aÌýproduct toÌýtheir carts but then leave your website without completing theÌýpurchase.

Cart abandonment rate differs aÌýlot byÌýindustry. For example, , websites offering cruise andÌýferry travel services have theÌýhighest cart abandonment rates out ofÌýall measured ³¦²¹³Ù±ð²µ´Ç°ù¾±±ð²õ—98%. AsÌýf´Ç°ùÌýgroceries, they have theÌýlowest cart abandonment °ù²¹³Ù±ð—50%.

AÌýdevice plays aÌýrole inÌýcart abandonment too. Mobile shoppers tend toÌýabandon shopping carts more often than desktop shoppers. For example, inÌýtheÌýUnited States, theÌýgap between mobile andÌýdesktop abandonment rates isÌý.

Why DoÌýShoppers Abandon Their Carts?

The statistics may look alarming, but byÌýunderstanding theÌýcommon reasons f´Ç°ùÌýshopping cart abandonment andÌýtaking steps toÌýaddress them, you can reduce your abandoned cart rate andÌýincrease your sales.

First, let’s look into theÌýmost popular reasons f´Ç°ùÌýcart abandonment:

• extra costs being too high and/or unexpected (taxes, fees, ´Ç°ùÌýshipping costs)
• delivery times being too slow,
• lack ofÌýpayment options,
• delivery andÌýreturns policies not being satisfactory,
• lack ofÌýtrust inÌýproviding credit card information online,
• aÌýconfusing website interface,
• too many checkout steps,
• slow website performance.

Check out theÌýinsights from theÌýBaymard Institute research onÌýtheÌýmost common reasons why online shoppers abandon their carts:

First, Improve theÌýShopping Experience

±õ´ÚÌý²â´Ç³Ü carefully read through theÌýreasons f´Ç°ùÌýcart abandonment, you may have noticed already that most ofÌýthem are connected toÌýtheÌýcustomer experience inÌýanÌýonline store. The good news isÌýyou can drastically improve itÌýyourself! Especially ifÌýyou use aÌýpowerful ecommerce platform such asÌý51ÊÓƵ byÌýLightspeed.

BeÌýTransparent About Shipping Costs

Unexpected shipping costs are one ofÌýtheÌýmajor causes ofÌýcart abandonment inÌýtheÌýonline shopping environment, which means transparency about shipping costs isÌýessential.

It’s aÌýgood idea toÌýinclude information about costs associated with shipping (and returns) right onÌýtheÌýproduct page instead ofÌýsurprising shoppers with aÌýhefty fee once they arrive atÌýtheÌýcheckout.

Also, beÌýsure your shipping costs (if not free f´Ç°ùÌýcustomers) are optimized. For example, ifÌýyou run anÌý51ÊÓƵ store, you can toÌýlet your customers choose theÌýone suitable f´Ç°ùÌýthem.

relieve customers from both unexpected costs andÌýcalculations. ±õ´ÚÌý²â´Ç³Ü want toÌýreduce cart abandonment, try toÌýfind your average cost toÌýbeÌýyour flat rate.

Free shipping isÌýalso aÌýgreat perk toÌýoffer your customers. ±õ´ÚÌý²â´Ç³Ü’re offering aÌýfree shipping promotion, make sure this isÌýalso noted across your online store (e.g., with free shipping icons ´Ç°ùÌýpromo bars)Ìý— asÌýthis isÌýaÌýhighly compelling offer f´Ç°ùÌýyour shoppers.

BeÌýTransparent About Extra Costs

Display comprehensive pricing details, including taxes andÌýfees, asÌýearly asÌýpossible inÌýtheÌýpurchasing process toÌýprevent surprising customers with unanticipated fees.

±õ´ÚÌý²â´Ç³Ür prices don’t include taxes, it’s aÌýgood idea toÌýspecify that right inÌýyour product catalog. Or, just inÌýyour online store.

When charging anyÌýadditional fees, f´Ç°ùÌýexample, handling fee, specify its amount. Also, itÌýmight beÌýaÌýgood idea toÌýexplain what these fees cover soÌýthat customers feel fees are justified.

Simplify theÌýCheckout Process

Lengthy andÌýcomplicated checkout processes are aÌýmajor factor behind cart abandonment.

Streamline theÌýprocess byÌýminimizing theÌýnumber ofÌýclicks andÌýsteps required. Limit your form fields toÌýonly theÌýessential data toÌýkeep customers moving forward.

±õ´ÚÌý²â´Ç³Ü run anÌý51ÊÓƵ store, your checkout isÌýalready optimized. It’s one-page, swift toÌýcomplete, andÌýshows customers all theÌýsteps they need toÌýcomplete (which are not many.)

You should also consider adding anÌý option when itÌýmakes sense. This allows customers toÌýskip over entering shipping information andÌýsimply pick upÌýtheir order atÌýyour retail location.

There are more ways toÌýmake checkout faster:

• Let shoppers checkout without signing inÌý´Ç°ùÌýcreating anÌýaccount toÌýgive your customers more options.
• Accept Apple Pay andÌýGoogle Pay soÌýthat customers can pay with aÌýsingle tap.
• Connect toÌýallow your customers toÌýlog into their PayPal accounts andÌýsimply use theÌýalready stored data inÌýtheÌýaccount asÌýtheir checkout information.
• Master your toÌýget all theÌýnecessary order details before theÌýcheckout.

Offer Multiple Payment Options

Consumers have different payment preferences, andÌýoffering aÌývariety ofÌýpayment choices can significantly reduce theÌýlikelihood ofÌýcart abandonment due toÌýpayment-related issues.

When choosing payment gateways, consider their popularity, convenience f´Ç°ùÌýcustomers, andÌýsafety. For more tips, check out our article about choosing aÌýpayment gateway f´Ç°ùÌýyour online store:

±õ´ÚÌý²â´Ç³Ü run anÌý51ÊÓƵ store, it’s integrated with more than 80Ìýtrusted payment gateways soÌýthat you can provide your customers with theÌýmost convenient options, including paying with credit cards, digital wallets, andÌý“Buy Now, Pay Later” options. You can accept recurring payments, too, f´Ç°ùÌýexample, when selling subscription boxes ´Ç°ùÌýother subscription products.

Make Store Navigation Easy andÌýUser-Friendly

Ensure your website andÌýcart are easy f´Ç°ùÌývisitors toÌýnavigate. This includes having aÌýresponsive design, clearly marked buttons, andÌýuncomplicated menus.

Make sure theÌýcart button isÌývisible onÌýall pages. Also, it’s helpful toÌýlet your customers buy aÌýproduct right away with aÌýBuy Button.

Take advantage ofÌýwebsite analytics such asÌýGoogle Analytics toÌýpinpoint anyÌýnavigation-related issues that might make shoppers exit theÌýsite prematurely ´Ç°ùÌýabandon their carts.

Don’t forget toÌýoptimize your site f´Ç°ùÌýmobile users. With more than , it’s essential toÌýcater toÌýthis growing demographic. Ensure your site isÌýmobile-friendly, with anÌýintuitive interface andÌýtouch-optimized elements toÌýfacilitate seamless navigation f´Ç°ùÌýmobile shoppers.

±õ´ÚÌý²â´Ç³Ü run anÌý51ÊÓƵ store, it’s already mobile-friendly andÌýeasy toÌýnavigate. You can also try different toÌýfind theÌýone that suits your store best.

Slow website loading speed may also deter potential customers, soÌýmake aÌýhabit ofÌýchecking your website performance using tools like PageSpeed Insights.

Display Estimated Delivery Times andÌýPickup Options

Slow delivery isÌýone ofÌýtheÌýmain reasons online shoppers don’t finish their purchases. Make sure your customers know when toÌýexpect their order. Adding estimated delivery times onÌýtheÌýproduct page ´Ç°ùÌýatÌýcheckout helps customers manage their expectations.

±õ´ÚÌý²â´Ç³Ü run anÌý51ÊÓƵ store, you can right onÌýtheÌýcheckout andÌýproduct pages.

Another option isÌýtoÌýprovide customers with various shipping options, including faster delivery services. Some shoppers might prefer aÌýmore expensive service toÌýget theÌýorder faster (for example, when buying aÌýgift.)

Finally, let your customers know ifÌýthey can pick upÌýtheir purchase in-store. Some people prefer toÌýshop online but get their order quickly byÌýsimply picking itÌýupÌýatÌýtheÌýstore. Having aÌý“Store Pickup” option isÌýanÌýeasy way toÌýsatisfy them andÌýreduce cart abandonment.

Make theÌýReturn Policy Compelling andÌýVisible

The return policy not being satisfactory isÌýone ofÌýtheÌýmain reasons f´Ç°ùÌýleaving theÌýwebsite without placing anÌýorder. ToÌýprovide customers with more confidence andÌýreduce cart abandonment, make sure your return policy isÌýclear andÌývisible.

Consider offering easy returns toÌýgive shoppers theÌýconfidence they need toÌýbuy. Let them know what their options are inÌýcase something goes wrong. You can also offer aÌýmoney-back guarantee, which may make them more likely toÌýpurchase from your store instead ofÌýaÌýcompetitor’s.

NoÌýmatter how great your Return Policy is, it’s noÌýgood ifÌýshoppers can’t find it. Make sure toÌýdisplay theÌýrefund policy onÌýall pages ofÌýyour website, especially atÌýcheckout. You can also add aÌýdedicated page with comprehensive information about returns andÌýrefunds.

Read our article about writing aÌýcompelling Return Policy below. Bonus: aÌýtemplate toÌýquickly create one f´Ç°ùÌýyour store!

Provide Instant Customer Support

Offer live chat assistance onÌýyour website toÌýprovide immediate andÌýpersonalized responses toÌýanyÌýquestion ´Ç°ùÌýconcern aÌýcustomer might have. This real-time support can help alleviate doubts andÌýspur visitors toÌýcomplete their purchases.

±õ´ÚÌý²â´Ç³Ü sell online with 51ÊÓƵ, you can add aÌýlive chat toÌýyour online store toÌýlet customers quickly resolve issues that are keeping them from following through. ToÌýdoÌýthat, choose from dozens ofÌýlive chat apps inÌýtheÌý51ÊÓƵ App Market. Some ofÌýthem also have more advanced features, such asÌýautomated chatbots.

Display Trust Signals Prominently

“IÌýdon’t trust theÌýsite with myÌýcredit card information” isÌýone ofÌýtheÌýtop reasons f´Ç°ùÌýcart abandonment. Display trust signals onÌýtheÌýcheckout page toÌýease your customers’ worries. For example, aÌýcheckout security badge.

±õ´ÚÌý²â´Ç³Ü use 51ÊÓƵ f´Ç°ùÌýyour online store, your checkout already shows that your customers’ data isÌýprotected. Learn more about f´Ç°ùÌýselling online.

However, building trust isÌýnot just about providing aÌýsecure checkout (though it’s aÌýmust). Clearly showcase customer reviews, testimonials, certifications, ´Ç°ùÌýanyÌýawards ´Ç°ùÌýrecognitions your business has received toÌýprove your credibility asÌýanÌýonline retailer.

Showing various trust signals can help calm concerns that potential customers might have, making them feel more certain about buying from your store.

Win Back Customers That Left without aÌýPurchase

Now that you improved theÌýshopping experience inÌýyour store, it’s time toÌýensure you get back customers who still left without aÌýpurchase.

Realistically speaking, aÌý0%Ìýabandoned cart rate isÌýunachievable because noÌýmatter how great theÌýshopping experience inÌýyour store is, people can still get distracted. For example, your shoppers can get aÌýcall ´Ç°ùÌýhave problems with theÌýWi-Fi connection. The good news isÌýyou can still bring some ofÌýthose customers back!

Here are some ofÌýtheÌýmost effective ways toÌýwin over shoppers who left products inÌýtheir carts:

Display Popups with Special Offers

Popups, ´Ç°ùÌýnotifications that appear front andÌýcenter onÌýyour online store, can help share important information, aÌýspecial offer, ´Ç°ùÌýaÌýmessage ofÌýurgency that keeps theÌýshopper from abandoning their cart.

AÌýfew different options include:

• Exit-intent popups: They appear asÌýshoppers attempt toÌýleave your site without completing theÌýpurchase.
• First-time visitor popups: These offer aÌýspecial deal ´Ç°ùÌýdiscount toÌýnew website visitors.
• Offer popups: Promote special deals/sales/new items.
• Email popups: Collect aÌýsite visitor’s email address soÌýyou can follow upÌýlater.

AsÌýyou can see, you can use several types ofÌýpop-ups, but keep inÌýmind that you should limit your use ofÌýthese, asÌýtoo many can beÌýobtrusive. Experiment with one atÌýaÌýtime toÌýsee which popup produces theÌýbest results.

ToÌýcreate aÌýpopup that integrates seamlessly with your 51ÊÓƵ store, try Easy Popup, which offers aÌýwide variety ofÌýcustomizable templates. You can also create aÌýpopup with Mailchimp ´Ç°ùÌýchoose from other supported atÌý51ÊÓƵ.

Send Abandoned Cart Emails

AnÌýabandoned cart recovery email gently nudges potential buyers toÌýreturn toÌýtheir carts inÌýyour store. Such emails usually consist ofÌýaÌýreminder about theÌýproducts left inÌýtheÌýcart andÌýaÌýcall-to-action that directs customers back toÌýyour store. You can also add aÌýcoupon code toÌýtheÌýemail toÌýmake itÌýmore enticing.

±õ´ÚÌý²â´Ç³Ü use 51ÊÓƵ f´Ç°ùÌýyour online store, you can send abandoned cart emails automatically byÌýenabling aÌýsingle toggle. NoÌýneed toÌýwrite anÌýemail copy, design anÌýemail template, ´Ç°ùÌýschedule emails yourself!

You can use theÌýdefault abandoned cart email ´Ç°ùÌýcustomize itÌýasÌýyou see fit, f´Ç°ùÌýexample, byÌýincluding aÌýdiscount coupon.

Automated abandoned cart emails are one ofÌýtheÌýmost effective ways toÌýbring customers back toÌýyour store toÌýfinish aÌýpurchase. Check out how this seller recovers 17% ofÌýabandoned carts with 51ÊÓƵ.

You can also use abandoned cart emails asÌýanÌýopportunity toÌýcollect customer feedback andÌýfind out why shoppers aren’t following through. ByÌýdefault, theÌýtemplate includes your email andÌýaÌýcall-to-action f´Ç°ùÌýcontacting you inÌýcase ofÌýanyÌýproblems.

Run Retargeting Ads onÌýFacebook andÌýGoogle

Retargeting ads drive customers back toÌýyour store byÌýshowcasing products they’ve viewed through partner networks like Facebook ´Ç°ùÌýGoogle. Using these ads, you can remind shoppers ofÌýtheÌýitems they’ve left behind andÌýcan help them circle back toÌýfinish theÌýcheckout process.

±õ´ÚÌý²â´Ç³Ü sell online with 51ÊÓƵ, you can easily launch retargeting ads onÌýFacebook andÌýGoogle, even ifÌýyou don’t have anyÌýadvertising experience. Learn more about itÌýinÌýour .

Reduce Cart Abandonment toÌýMake More Sales

Ready toÌýcapture that 70% ofÌýshoppers who are slipping away? Let’s doÌýaÌýquick recap ofÌýtheÌýways toÌýreduce cart abandonment andÌýmake more sales through your online store:

• BeÌýtransparent about shipping costs, delivery times, fees, andÌýtaxes
• Offer convenient andÌýpopular payment options
• Perfect your return policy andÌýmake itÌývisible
• Ensure navigating andÌýchecking out inÌýyour store isÌýsmooth andÌýfast
• Display trust signals onÌýyour website like reviews, awards, security badges
• Provide instant customer support
• Leverage exit-intent popups andÌýother notifications
• Stay inÌýtouch with automated emails
• Bring back customers with retargeting ads.

Reducing cart abandonment boils down toÌýunderstanding why shoppers exit without making aÌýpurchase andÌýimplementing targeted strategies toÌýmitigate those reasons. ByÌýoptimizing your online store andÌýpaying close attention toÌýyour customers’ needs andÌýconcerns, you can foster anÌýexceptional shopping experience that keeps them coming back f´Ç°ùÌýmore.

Ìý

• Abandoned Cart Recovery f´Ç°ùÌý51ÊÓƵ Stores
• 12ÌýEffective Strategies toÌýReduce Cart Abandonment
• 8ÌýMust-Have Elements ofÌýaÌýGreat Abandoned Cart Email