How To Reduce Cart Abandonment and Close Sales (2024)

What is cart abandonment?

Cart abandonment refers to the act of online shoppers adding items to their virtual shopping carts but leaving the website without completing the purchase.

Why do people abandon their online shopping carts?

There are several reasons why customers abandon their online shopping carts:

Extra costs are too high

Customers may be put off by additional costs such as shipping fees, taxes, and other charges that are only revealed during the checkout process.

An account is required

Forcing customers to create an account before they can make a purchase can be a turnoff and lead to cart abandonment.

Delivery is too slow

Customers may abandon their carts if they are not satisfied with the expected delivery time for their items.

The checkout process is too long

A complicated and lengthy checkout process can frustrate customers and lead to them abandoning their carts.

Pricing was unclear

If the total cost of the purchase is not clearly displayed or if there are unexpected charges, customers may decide to abandon their carts.

The website is untrustworthy

If the website does not look professional or secure, customers may feel hesitant to input their payment information and abandon their carts.

What is the average shopping cart abandonment rate?

The average shopping cart abandonment rate across all industries is around 70%.

The effects of shopping cart abandonment

When customers abandon their carts, it can have several effects on your ecommerce business:

Purchase later from the same retailer

Some customers may return to complete their purchase at a later time.

Buy from another retailer

Customers may choose to purchase the same or similar items from a different online retailer.

Buy in-store

Some customers may opt to make their purchase in person at a physical store instead.

Abandon the purchase entirely

In some cases, customers may decide not to make the purchase at all.

7 strategies to recover abandoned carts

1. Use a trustworthy ecommerce platform

Choose a reliable ecommerce platform that offers secure payment processing and a user-friendly checkout process.

2. Accept alternative payment options

Provide customers with various payment options to cater to their preferences, including credit cards, PayPal, and other electronic payment methods.

3. Offer free (or discounted) shipping

Consider offering free or discounted shipping to incentivize customers to complete their purchases.

4. Highlight your returns policy

Make your returns policy clear and easily accessible to reassure customers about the ease of returning items if they are not satisfied with their purchase.

5. Retarget cart abandoners elsewhere online

Use retargeting ads on social media and other websites to remind customers about the items they left in their shopping carts.

6. Optimize abandoned cart emails

Send personalized and timely abandoned cart emails to remind customers about their unfinished purchases and encourage them to complete the transaction.

7. Offer one-click checkout

Streamline the checkout process by offering a one-click checkout option for returning customers, making it easy for them to complete their purchases quickly.

Start recouping lost ecommerce sales

By implementing the strategies mentioned above, you can start recouping lost ecommerce sales and reduce cart abandonment on your website.

Shopping cart abandonment FAQ

What is the main cause of shopping cart abandonment?

The main causes of shopping cart abandonment include unexpected costs, a complicated checkout process, and a lack of trust in the website.

What is a good abandonment rate for a cart?

A good abandonment rate for a cart varies by industry, but generally, anything below the average of 70% is considered favorable.

What percentage of online shopping carts are abandoned?

On average, around 70% of online shopping carts are abandoned before the purchase is completed.

What is the abandoned cart theory?

The abandoned cart theory suggests that customers who abandon their carts may still be interested in the items and could be persuaded to complete the purchase with the right strategies and incentives.