{"id":8475,"date":"2023-10-03T03:52:02","date_gmt":"2023-10-03T03:52:02","guid":{"rendered":"https:\/\/ownrblog-preprod.go-vip.net\/?p=8475"},"modified":"2023-12-07T13:22:26","modified_gmt":"2023-12-07T13:22:26","slug":"shopping-cart-abandonment","status":"publish","type":"post","link":"https:\/\/www.ownr.co\/blog\/shopping-cart-abandonment\/","title":{"rendered":"12 Ways to Reduce Shopping Cart Abandonment"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Retailers with online businesses focus a lot on inbound marketing when it comes to drumming up customers. But just because someone makes it to your website doesn\u2019t mean they\u2019re going to complete a transaction.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of things that can derail an online sale, and one of the biggest factors that can tank your conversion rates is shopping cart abandonment.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is shopping cart abandonment?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let&#8217;s face it\u2014online shopping is fun. You can scroll through a website and fill your shopping cart with everything you think you might want. But you haven\u2019t committed to purchasing anything, so your credit card is still good with it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But as an entrepreneur trying to make sales, it\u2019s not an ideal scenario. Shopping cart abandonment is when shoppers start the checkout process (adding a single item to a cart counts) but never complete the transaction.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a big problem in the online retail world, regardless of if you\u2019re running your own online store or selling through a third-party site like <\/span><a href="\&quot;https:\/\/www.ownr.co\/blog\/how-to-successfully-set-up-an-ebay-store\/\&quot;"><span style=\"font-weight: 400;\">eBay<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why do online shoppers abandon their carts?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Online retailers have a disadvantage to in-person retailers when finalizing the sale. There\u2019s no grabbing the coat, shoes and car keys to make it to the store. Nor is there any waiting in line or facing down almost empty shelves to get what you want. Which means it\u2019s incredibly easy to abandon the process at any time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are countless reasons for cart abandonment<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">from getting distracted to customers simply changing their mind. But these are some of the most common reasons for abandoning an online cart:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lack of trust<\/b> <span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">They\u2019re not entirely sure if your store is a scam or not.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>High shipping costs<\/b> <span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">Customers don\u2019t really want to pay additional costs for <\/span><a href="\&quot;https:\/\/www.ownr.co\/blog\/6-reasons-ecommerce-businesses-should-use-shipping-software\/\&quot;"><span style=\"font-weight: 400;\">shipping<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time-consuming or complicated checkout process <\/b><span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">Short and sweet is the name of the internet shopping game.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Low buying intent<\/b> <span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">They\u2019re window shopping but don\u2019t necessarily intend to buy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Technical problems <\/b><span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">They happen and they\u2019re frustrating for customers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Price is too high<\/b> <span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">It\u2019s really easy to comparison shop on the web.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lack of payment options<\/b> <span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">Not every online shopper wants to pay with PayPal.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">How to calculate shopping cart abandonment rates<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Reducing cart abandonment is important, but you need to know your shopping cart abandonment rates to tell if your reduction practices are actually working.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you calculate your store\u2019s cart abandonment rates, you need to first calculate your <\/span><a href="\&quot;https:\/\/www.adroll.com\/blog\/marketing\/how-to-calculate-your-cart-abandonment-rate\&quot;"><span style=\"font-weight: 400;\">cart conversion rate<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 the rate of completed transactions. To get this rate, you want to divide the number of completed sales by the total number of carts open, then multiply the answer by 100. So, if you have 25 completed purchases and a total of 65 carts, open your conversion rate calculation looks like this:<\/span><\/p>\n<p><b>(25 \u00f7 65) x 100 = 38.46%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Then, with your conversion rate in hand, calculating the cart abandonment rate is simple. You want to subtract the cart conversion rate from the number one. For example:<\/span><\/p>\n<p><b>1 &#8211; 38.46% = 61.45%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Once you know your number, you\u2019re ready to start making moves towards reducing it and getting yourself more paying customers.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to reduce shopping cart abandonment<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With an understanding of what shopping cart abandonment is and the tools to figure out yours, it\u2019s time to discuss some tactics for reducing your shopping cart abandonment and getting more paying customers. Here are 12 ways you can do that:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Use exit-intent pop-ups<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Exit-intent pop-ups are usually full screen or pop-up \u201cwarnings\u201d that appear right before someone exits the page asking the visitor if they\u2019re sure they want to leave.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, you might be of the opinion that pop-ups are annoying, but what you should know is they work. <\/span><a href="\&quot;https:\/\/optinmonster.com\/case-study-fastrack-recovers-53-percent-of-abandoning-visitors\/\&quot;"><span style=\"font-weight: 400;\">Fastrack<\/span><\/a><span style=\"font-weight: 400;\"> recovers 53 per cent of abandoning visitors with their exit-intent pop-ups, and they\u2019re not the only ones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This strategy is particularly good for online retail stores that see a lot of virtual window shoppers. Adding a simple \u201cAre you sure?\u201d message with a clear call to action before someone checks out could be key to securing paying customers.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well-built exit-intent pop-ups have a clear call to action and a value proposition. You could further offer:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-term discount codes (that will expire in the next few minutes)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content upgrade<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Related items that might pique their interest<\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">2. Send cart abandonment emails<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes shoppers simply get distracted, they fill up a cart with the intent to purchase but never go through with it, or they\u2019re saving their items for later. And all of these scenarios could possibly be turned into sales by sending cart abandonment emails.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sending a \u201cDid you forget something?\u201d or \u201cGrab these before they\u2019re gone!\u201d email to someone who\u2019s filled up a shopping cart in your online store but hasn\u2019t finalized their purchase has a pretty high chance of turning into an actual sale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cart abandonment emails have more than a <\/span><a href="\&quot;https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/what-is-the-average-conversion-rate-for-cart-abandonment\/\&quot;"><span style=\"font-weight: 400;\">10 per cent<\/span><\/a><span style=\"font-weight: 400;\"> chance of bringing customers back to you. If you follow up with additional emails, you might be able to get even more users back. Research shows that a sequence of three abandon cart emails can bring in 69 per cent more revenue than simply sending one.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Offer free shipping<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Most online shoppers have spent time excitedly filling up a virtual cart and moving through the checkout process, only to be blindsided with shipping costs that add a hefty amount to purchase price and cause them to abandon their cards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Honestly, no one likes to pay for shipping\u2014most shoppers would rather add another item or two into the cart to get free shipping.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, you can use this to your advantage by offering free shipping. Most online retailers can\u2019t (or simply don\u2019t want to) afford to offer free shipping on every single purchase. But a higher cart price could make free shipping worth it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can reduce these unexpected costs on your customer\u2019s bills by offering free shipping after a certain amount\u2014$50 and $100 are popular price points that online stores use. It\u2019s not hard for a customer to justify tacking on a quick $10 item if the bill total is $42, and they get free shipping at $50.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Give incentives based on the cart total<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Offering a coupon code for a discount to someone who\u2019s about to exit your website without making a purchase is one thing, but what about giving someone an incentive if their cart has reached a certain level?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This tactic is akin to offering free shipping after a particular dollar amount but uses the cart total to offer an additional something to help seal the deal. When a customer reaches a certain dollar amount, you can add an additional incentive (like 10 per cent off or a free tote bag) to help push them over that purchasing edge.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Provide multiple payment options<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Not every customer wants to pay with PayPal. The online space has a ton of different payment options, and if you\u2019re offering only one to your customers, you\u2019re probably losing out on sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Online shoppers today expect to pay how they want to, and are used to having the option of paying via digital wallets, credit cards, through familiar systems, and even with direct bank transfers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do some research and figure out how your customers like to pay, then double check that the payment options also work for you. Each payment method will have its own cost associated with it, so take those into account when offering multiple payment solutions.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. Use your transaction forms to build trust<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Lack of trust is another big reason why purchases aren\u2019t completed. The internet is a big place and sadly, it\u2019s not that hard to make a scam site seem legitimate these days. So, naturally, buyers are sceptical about paying money and giving away their personal information to a website they\u2019re not familiar with.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, there are specific verification badges that are made just for scenarios like this that can be added to your site. Security badges from familiar companies, like VeriSign Secured or Norton Secured, placed in a prominent position, can help a customer easily identify that you\u2019re trustworthy.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The checkout process can also be a great place to drop other kinds of trust-building material such as social proof and information on your return policies<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">so customers know what they&#8217;re getting themselves into.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">7. Simplify your entire checkout process<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The ideal checkout process takes the least amount of input from your customer, while still providing you with all the information you need. If your checkout process is too long, chances are you\u2019re seeing shoppers jump ship halfway through.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While you need to check all the legal and financial boxes, you don&#8217;t want your customers to have a poor user experience while visiting your ecommerce site. So, get rid of unnecessary steps, combine where you can, and consider adding a progress indicator somewhere on the page. With a progress bar customers can see how close they are to finalizing the sale.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">8. Make your store mobile friendly<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Shopping from your phone is popular. Mobile shopping is on the rise and as of 2019, 33 per cent of <\/span><a href="\&quot;https:\/\/www.trade.gov\/knowledge-product\/canada-ecommerce\&quot;"><span style=\"font-weight: 400;\">ecommerce purchases in Canada<\/span><\/a><span style=\"font-weight: 400;\"> were made from smartphones. And that number is going up. So having a mobile-friendly website is key.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But a mobile-friendly store doesn\u2019t simply mean your customers can surf through your products on their phone. They want to be able to seal the deal and complete their transaction from them as well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s inconvenient to fill up your cart while online shopping on-the-go only to find out you need to stop and open your laptop. Make sure that it\u2019s as easy as possible for your customers to shop the way they want to.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">9. Include images of products throughout the checkout process<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Chances are your customers won\u2019t forget what they\u2019re purchasing in the time it takes them to complete their checkout (if they are, your process is way too long), but it doesn\u2019t hurt to remind them either.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having thumbnails of the products in their cart displayed throughout the checkout process can help reassure customers they\u2019ve loaded the right things into their cart, and keep them excited throughout the transaction. It\u2019s akin to holding your items while you wait in line at a physical store.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">10. Allow customers to save their online shopping carts<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Maybe it\u2019s Wednesday night, and a customer is loading up their cart in anticipation of being able to make the transaction on Friday when the paycheck rolls in. Or they can\u2019t quite figure out which colour\u2014yellow or blue\u2014fits the room better and they want to take longer to decide.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As nice as it would be to make the sale immediately, a saved cart is not necessarily a lost one. Which is why allowing customers to save their carts can have a positive effect on your shopping cart abandonment figures. You can also remind shoppers about their pending items with personalized abandoned cart emails.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">11. Offer a guest checkout option<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Making users sign into your site in order to complete a transaction can be a deterrent for new online customers. When it comes to repeat business, it\u2019s nice to have them sign up for an account. But to \u201crepeat\u201d the sale, you need it to go through the first time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A guest checkout option can be a great way to ensure you aren\u2019t excluding potential customers and losing sales. If you\u2019re concerned about not being able to collect important information like an email address, you can prompt customers to save their information or create an account at the end of the transaction.\u00a0\u00a0\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">12. Optimize your page load times<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Internet users can be a little impatient, and waiting for your check out pages to load is not on the top of their to-do list (it\u2019s really not on their list at all!). You have <\/span><a href="\&quot;https:\/\/www.entrepreneur.com\/article\/281986#:~:text=If%20people%20think%20they%20can,in%20two%20seconds%20or%20less.\&quot;"><span style=\"font-weight: 400;\">mere seconds<\/span><\/a><span style=\"font-weight: 400;\"> for your pages to load, otherwise, your visitors might go elsewhere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want more transactions to be completed, take a look at how long it takes for the different pages in your checkout process to load. If you find any lags along the way, start <\/span><a href="\&quot;https:\/\/optinmonster.com\/ecommerce-checkout-page-optimization\/\&quot;"><span style=\"font-weight: 400;\">optimizing<\/span><\/a><span style=\"font-weight: 400;\"> your checkout flow so your visitors have a fast, frustration-free process.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Closing the abandoned cart rate gap<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While there is no one single method that will solve all of your shopping cart abandonment issues, a combination of the above best practices might just help you turn a prospect into a happy customer. Not every tip on the list is going to be right for your online store, so it&#8217;s important that you put some real thought into what works best for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you&#8217;re brand new to the eCommerce world and are considering opening your own<\/span><a href="\&quot;https:\/\/www.ownr.co\/blog\/start-online-business\/\&quot;"><span style=\"font-weight: 400;\"> online business<\/span><\/a><span style=\"font-weight: 400;\">, Ownr is there to help you get your next great idea off the ground!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shopping cart abandonment is a major problem for eCommerce retailers. If you want to take action, here are 12 ways to get those rates down and your sales up. <\/p>\n","protected":false},"author":5,"featured_media":8476,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[982],"tags":[263,508],"class_list":["post-8475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-marketing","tag-ecommerce","tag-online-store"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>12 Ways to Reduce Shopping Cart Abandonment | Ownr Blog<\/title>\n<meta name=\"description\" content=\"Shopping cart abandonment is a major problem for eCommerce retailers. 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