12 Ways to Reduce Digital Shopping Cart Abandonment (With Examples)

Dealing with shopping cart abandonment is a big challenge for eCommerce stores. There are many reasons why consumers abandon their online shopping carts.Whether it’s because the checkout process isn’t clear, or because users aren/t ready to buy just yet, the effects of shopping cart abandonment are hard to ignore.

In this article, we share the top ten reasons why online shopping cart abandonment happens, how to combat this, and strategies you can employ to recover lost sales.

What is Shopping Cart Abandonment?#

Shopping cart abandonment is when visitors add products to their online shopping cart then fail to complete the transaction. That’s the in-store equivalent of walking away at the counter without buying anything.

Sometimes they fail to hit the "checkout button" after adding items to the cart, other times they start the checkout process but exit your site before finalizing the payment.

Regardless of how it happens, no retailer wants shopping cart abandonment and its negative effects on their store. When customers abandon the cart, conversion rates decrease, stores miss out on revenue and profits, and inventory counts get miscalculated.

Shopping Cart Abandonment Statistics#

A large number of online shoppers –up to 70% according to Statista– abandon carts and there’s no way to completely change that. But we can seek to understand how many shopping carts are abandoned on average, why cart abandonment happens, and where there’s room for improvement.

For example, Baymard averaged the results from 44 studies and found that 50% of shoppers will abandon carts because of high extra costs like shipping, tax, and fees. They also found that 28% won’t buy when they are required to create an account to complete the checkout.

21% of shoppers will abandon their cart because of a long or complicated checkout process. Yet most checkout flows contain around 15 form fields for users to fill out, as opposed to the 7-8 Baymard found to be ideal.

The shopping cart abandonment rate formula is the number of completed transactions divided by the number of initiated transactions, subtracted from 1, and multiplied by 100.

Reasons for Shopping Cart Abandonment#

Understanding why online shopping cart abandonment happens is key to reducing it and winning what would otherwise be lost sales.

Hidden Shipping Costs#

This is the number one reason for digital shopping cart abandonment, especially among shoppers who want to purchase only one item. Most people expect to see all costs associated with a product before they reach the checkout page.

So when they think a new pair of shoes is going to cost them $50, only to find an extra $10 shipping fee at the checkout page, it’s no doubt an unexpected and unpleasant shock. Imagine having to pay $20 in shipping fees for a $10 product, and only finding out at the end of the transaction.

Ironically, most stores will only calculate and display shipping costs at the checkout page –after the buyer entered their address.

And because you've wasted the buyer’s time and energy, this becomes a problem not only for your abandonment rates but for convincing visitors to return as well.

Long Delivery Time#

You may easily overlook the delivery time as a potential reason for shopping cart abandonment. But 18% of shoppers are likely to abandon their cart because of this.

While online shoppers know they won't receive their purchase immediately (except in the case of digital products), most shoppers expect that their items will be delivered within a reasonable timeframe. If the delivery time surpass what thet expected, they are likely to shop somewhere else.

Mandatory Account Creation#

Imagine searching online for a product you are interested in. You find a store that looks promising, read the product page, add the item to your cart, and proceed to checkout only to meet a "create an account to complete your purchase" prompt. With 7+ form fields sometimes. Chances are, you'll be frustrated over the wasted time and hit the back button.

Requiring customers to create an account adds unnecessary steps to the checkout flow and is a reason for cart abandonment for up to 28% of shoppers.

Not Ready to Buy#

Another reason why shoppers may abandon carts is simply that they are not ready to buy. They may be doing some window-shopping, comparing prices or features, or simply planning a future purchase.

This particular reason for shopping cart abandonment has nothing to do with how good your product or sales page is, or how seamless your checkout experience is. But even though it is out of your control, it doesn't mean that there is nothing you can do about it.

We’ll share with you how to turn some of these would-be lost sales into revenue in a bit.

High Pricing#

Customers like to shop around for the best deal before they commit. So if your prices are higher than other stores, they'll likely quit the purchase.

But why do they bother to add items to the cart if they are just going to quit? Sometimes, when buyers want to purchase multiple products they may find that prices differ for each product across different stores. What they would then do is add all the products they want in the cart in each of the stores, then see which one has the best final price.

Lack of Trust#

Online customers need to provide sensitive information like credit card details to complete a purchase,. This is why lack of trust in your website can lead to cart abandonment.

Things like poor reviews take away your credibility and affect the cart abandonment rate. Sites that don't display security badges, trust seals, and an SSL certificate will often turn off potential buyers.

Complex Checkout Process#

21% of buyers say that they’ll abandon an online shopping cart if the checkout process is complex. Many sites complicate their checkout process by asking shoppers to create accounts or having them click through too many pages.

This slows down the checkout process, and gives buyers enough time to start experiencing buyers’ remorse before they can pay.

Poor Mobile Experience#

When you factor that mobile users have more payment options than desktop i.e mobile wallets, it becomes more important to provide a stellar mobile experience.

If customers have to keep zooming in and out on their cell phones or if they experience issues while entering their personal info, they become more likely to exit without checking out.

Lack of Support#

Even when you've built a seamless shopping experience, many shoppers will have questions that need to be addressed. Most times, not addressing those questions at the point of sale will lead to shopping cart abandonment.

It's easy to think that a FAQs page will do, but many shoppers would rather buy from somewhere with live chat, or email support than read your FAQs page. It's not just about having questions answered, there's a sense of trust when support feels personalized.

Ambiguous Return and/or Refund Policies#

Most shoppers want to know that they can easily return a purchase and get a refund for it if anything goes wrong. So it's easy to see why an unclear return or refund policy can be a problem.

For example, mentioning "7-Day Replacement" on the sales page might raise questions like "who pays for shipping?", "Will I get a replacement within 7 days or do I have to request a replacement within 7 days?". These questions can lead to doubt, uncertainty, and confusion regarding the purchase and cause them to abandon their cart.

Negative Effects of Digital Shopping Cart Abandonment#

Loss of revenue#

When you think of the negative effects of shopping cart abandonment, loss of revenue is most likely the first that comes to mind, and for good reason. According to Forrester’s research, shopping cart abandonment costs eCommerce brands a whopping $18 Billion in yearly sales revenue.

Reduced Product Availability#

When users click "add to cart", the shopping cart software adjusts the store inventory to avoid multiple orders that can't be fulfilled for low inventory products.

This means abandoned carts may end up making products unavailable to people who want to buy them. Customers may move on to a competitor’s site, buy from them, and potentially become their long-term customers.

Deflated Conversion Rates#

Cart abandonment happens close to 70% of the time and some of those will be out of your control. That’s a huge percentage of lost sales.

The higher the abandoned carts, the more deflated your conversion rates will be. The average conversion rates for Desktop, Tablet, and Mobile traffic are 2.1, 3.32, and 2.01% respectively.

12 Ways to Reduce Online Shopping Cart Abandonment#

1. Offer Live Chat Support#

Real-time chat leads to higher conversion rates. Many times, a buyer will have one question standing in the way of the purchase. Implementing live chat allows you to offer support, overcome objections and empower online shoppers to complete the purchase.

People like to chat with real humans, so the best case scenario is to have a dedicated team of support specialists on hand to offer personalized responses. But you could also use an AI chatbot. Doing this will significantly reduce shopping cart abandonment in your store.

Another benefit to using live chat software is the real-time data it provides. This can help you send proactive messages to your visitors to guide them to the right product, and even encourage the purchase with discount codes.

2. Offer Free Shipping or Discount#

One reason for shopping cart abandonment is the hidden shipping fees and taxes the visitor only sees at the time of checkout. When faced with these unexpected costs, many users prefer to look for another store to find a better price.

A highly effective way to prevent it from happening is to reduce the costs for your customers. You can do this by offering free shipping. Advertise that on your site, for example by adding a banner on the top of the pages.

This simple offer will encourage your visitors to load up their carts and complete their purchase without worrying about extra costs.

3. Provide multiple Payment Options#

You need to make sure your potential buyer has no excuse not to buy from you to reduce shopping cart abandonment. One of those potential excuses is the lack of a preferred payment option. If you are still sticking to only credit cards you may want to rethink that approach.

Accepting Paypal payments is pretty standard these days but have you considered mobile payment options like Google Wallet and Apple Pay?

Although this may increase your merchant service fee, you'll be giving customers the power to choose what is more suitable to them. The profits from the increased sales should outweigh whatever fees or inconvenience you may experience by providing additional payment options.

4. Use Trust Badges#

Many people will have issues with entering their personal information, and credit card details if they don’t see recognizable trust logos. Including trust badges on your ecommerce website will increase people’s trust in your store.

Consider using:

• Recognized trust seals
• Money-back guarantee seals
• SSL security badges
• Secure payment icons
• Industry award badges
• Accepted payment option logos (for example credit cards).

5. Include a Progress Bar#

The checkout process is a journey your customer takes and they want to know where they are, and how much time it will take to complete. A progress indicator shows customers how close they are to finalize the process.

This removes the worry if buying things from your website will take more time than they are willing to spend. A progress indicator will assure them that they are almost done, which reduces the cart abandonment rate.

6. Include Product Thumbnails During Checkout#

Including thumbnail images of products throughout the purchasing process is a simple way to remind and reassure customers of what they are acquiring. You show that they didn't add the wrong product to the cart, avoiding mistakes.

7. Include Prominent CTAs#

The calls to actions (CTA) are supposed to guide the buyer along the path you want them to take. Use CTAs that are clear and will convince the customer to move to the next step. Many store owners don't see the need for using CTAs on the checkout pages, but it’s the perfect location for strong calls to actions that push customers to complete the transaction.

Even if you have CTAs on your product pages, it's smart to add them to your checkout pages too. While doing so, avoid using ambiguous words like "Continue" and use clear CTAs like "Continue to shipping" for example, to provide a sense of direction and an understanding of what's next.

The problem with using a word like "continue" is that the buyer doesn't know what they are continuing to. Will they be charged now? Will they need to create an account? Using clear and compelling CTAs removes confusion and encourages them to finish the purchase.

Also, try to use consistent messaging across your CTAs on your site. If you choose fun, friendly language, maintain this tone throughout the checkout process.

8. Enable Add Product to Favorites#

Let's imagine that you have a list of things you want to buy from a store, but you don't have the money to pay for them right away. You have two choices, save the product links for later or create list of favorite products on the ecommerce website, if they have this feature.

The second option facilitates the process for customers, they can return to your online store, and simply add the products that are on their list. You remove the need to search for the items they want all over again, making them more likely to buy .

9. Enable Guest Checkout#

It's understandable why many stores require users to create an account to complete a purchase. After all, getting a customer's email address and recognizing their purchase decisions helps you to create personalized marketing strategies and increases sales. Yet, forcing customers to sign up before they can buy may hurt your sales.

When asked, 28% of online shoppers say they will abandon a buying process because of mandatory account creation. To these people demanding login makes the checkout process unnecessarily complex.

By offering a guest checkout option, you make it easier for people to buy. Even though you may feel like you are losing out on marketing opportunities, people who've bought from you will be more willing to come back and shop with you again. When they do, take advantage of incentives like loyalty programs to get them to create accounts.

10. Provide a Money-back Guarantee#

The difference between buying in-store and buying online is that you get to see, touch, and even test the product. With online stores, customers don;t know for sure if the product will meet their expectatives. That's why the more you can reassure them, the more likely you'll be to close the sale.

One of the best ways to do this is to offer a money-back guarantee. By doing that, the customer goes from "what if this is the wrong size?" to "I can't wait to try this out".

11. Improve Page Load Speed#

If you haven't optimized your store to load as fast as possible yet, this should be first on your list. Slow loading times are detrimental to conversion rates for 3 major reasons:

• Online shoppers are largely impatient so the longer it takes to process an order, the more likely it is that they'll abandon the process.
• Customers may be left wondering if the order already went through or not.
• Users will be unlikely to buy a second item after a slow checkout process.

Some key culprits of slow online pages are poorly coded scripts, large images, and bloated plugins so use only the best-reviewed plugins (the fewer the better), compress your images, and optimize your code.

12. Make Store-to-Cart Navigation Seamless#

Effective navigation is a key part of every successful ecommerce site setup. If customers can’t figure out what to do or where to go to find what they are looking for on your site, they'll go to another online store.

Focus on creating a navigation menu with clear and meaningful language. It should be easy to find the right product with a simple click on a drop-down menu. Don't forget to add the cart icon to the top of your navigation so it's easy for people to find their carts even if they get lost while shopping.

Here are some other things you can do to make navigation seamless:

• Make Top-Level Items Clickable - Dropdowns can be confusing to some visitors so even when you use them, make the top-level labels link to a category landing page.
• Add navigation menus to the header, footer, and maybe even a sidebar for better accessibility.
• Make use of breadcrumbs to show customers where they are at all times.

Don’t Forget About Shopping Cart Recovery#

Even if you optimize your checkout process to 100%, there will be people who choose to stop halfway through the check out process. Maybe they get distracted along the way, or they are just bargain hunters looking for the best deal. Whatever the case, it’s still possible to win a sale. Here are some ideas to recover sales even after a customer abandons their cart.

Exit-Intent Popups#

Exit-intent popups are those disruptive messages that appear at the moment your user wants to leave your website.

With cart abandonment popups, you can regain a customer's attention and get them to give up their email address or even convince them to buy.

Here are some ideas to try for your exit-intent popup:

• Offer free shipping - If it's a large cart and the profits from the order can cover shipping it may be a great idea to offer free shipping.
• Invite them to enter for a giveaway.
• Offer a special limited-time discount.

Retargeting Ads#

Retargeting ads are ads that try to get your user to come back after they’ve left your site. These ads appear in their social media feeds or on other places they visit online. Retargeting works with cookies that use Javascript code to anonymously ‘follow’ your user around the web.

You place a simple pixel (small code) on your site, a new user visits, the code drops an anonymous browser cookie. That cookie triggers a message to your retargeting provider to serve ads when the visitor browses the web.

This type of advertising is very effective because it focuses on people who already demonstrated an intent to buy.

Abandoned Cart Emails#

Shopping cart abandonment emails serve to remind the user of the items they left in their cart.

This type of email should include some kind of incentive to get the user to come back and complete the purchase. For example: a limited time discount, free shipping or an opportunity to get products in a giveaway. You can also add testimonials to show your credibility.

Combat Shopping Cart Abandonment Today#

Shopping cart abandonment is a huge pain for ecommerce store owners. It damages conversion rates, and revenue.

However, there are things you can do to significantly reduce your abandonment rate, such as: improve page load speed, enable guest checkout, give free shipping, and allow multiple payment methods.

Remember that many users expect support so it's best to also implement live chat software like JivoChat.