Before talking about how to reduce shopping cart abandonment, we thought it will be better to clarify what cart abandonment is.
According to Webopedia
“Abandonment is an ecommerce term used to describe a visitor on a web page who leaves that page before completing the desired action. Examples of abandonment include shopping cart abandonment, referring to visitors who add items to their online shopping cart, but exit without completing the purchase.”
Shopping cart abandonment statistics
According to Baymard Institute, 69.57%* of the potential clients abandon their carts. This means that from 100 potential clients, almost 70 leave their carts.
More data says that:
- The travel sector has one of the highest abandonment rates of any ecommerce vertical, at almost 85%
- Completion rates on desktop and tablets hover around 13% – but mobile completion rates stand at just 8.5%
- Average shopping cart abandonment rates for checkout pages are as high as 87%, and this rises on Fridays, Saturdays, and Sundays – as high as almost 90%
How to reduce shopping cart abandonment?
Create Exit Pop-ups
Pop-ups are a great method to tell your visitors what are they missing if the don’t complete their order. Use this to give them a gift or a discount if they return and order now.
Offer a Variety Of Payment Methods
Paying with credit/debit card is very common, but there are people who like to pay their orders using PayPal, or even paying at delivery. Don’t forget to give each one of them a choice. Plus, make sure that you have partnership with more banks, so they can pay with their credit cards regardless.
Increase Trust in Your Website
Send Cart Abandonment Emails
If you still have a high shopping cart abandonment, sending some emails with promotions will help visitors return and order. Create special discounts and offers for those who left products in their carts.
Reduce Price Shock
Nobody likes to see one price on your website and a different one at checkout. Make sure the shipping cost is specified on checkout and that on the product page you mention it.
There are people who leave products on their carts and go on other websites to see if they can find a better price. The problem is, this way they might forget about your website. And even if your website convinced them to order, they don’t know where to return. Remind them about your products using remarketing!
*based on 41 different studies containing statistics on e-commerce shopping cart abandonment