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Are you observing that the majority of your online customers proceed to the checkout page but then abandon their carts?
Your eCommerce marketing may have been flawless up until the point of checkout, so why do your customers suddenly decide against making a purchase?
The truth is that a large portion of internet buyers abandon their carts. They might put products in shopping carts, only to remove those carts before checking out.
In reality, the average rate of abandoned shopping carts across all industries in 2022 will be close to 69.99%.
An e-commerce website will experience a loss of revenue as a result.
Fortunately, we can assist you in recovering customers by lowering abandoned cart rates, enhancing client retention, and raising your online sales.
Let’s first understand what abandoned carts are, why customers don’t complete their purchases, and what abandoned cart recovery entails before we discuss the numerous tactics you may use to minimize shopping cart abandonment and increase revenue.
In this manual:
1. What Is A Cart Left Alone?
2. Why Do Customers Leave Their Carts in Stores?
3. What Is Cart Recovery After Abandonment?
4. How To Lower Your Cart Abandonment Rate
5. Preventing Cart Abandonment Increases Sales
What Is A Cart Left Alone?
When a customer decides to abandon their cart and leave your website, there is a low likelihood that they will come back on their own to finish their purchase.
Numerous polls and research have shown that the majority of online buyers who leave carts unattended won’t come back to finish their purchases.
That low number allows us to conclude that the consumer has given up on their cart.
You lose out on a possible sale each time a customer leaves their shopping basket alone.
After leaving a cart empty, many of these customers will subsequently buy identical items from another e-commerce site or physical store.
As you can see, one significant way you can be restricting your own success is by not addressing a high cart abandonment rate.
Why Do Shoppers Leave Their Carts in Stores?
Online customers can leave their shopping carts empty for a number of reasons, including:
comparison shopping to find the best deals from numerous vendors.
examining the goods or services through study.
searching for a promo code.
worried about the security of payments.
Fortunately, a strong abandoned cart recovery approach can fix every customer concern.
Abandoned Cart Recovery: What Is It?
A sort of internet marketing approach called abandoned cart recovery aims to turn abandoned shopping carts into purchases by:
automating advertising efforts to re-engage potential clients.
improving your e-commerce site’s user experience (UX) with the goal of making shopping simpler.
addressing the frequent problems that your prospective customers have.
To decrease the number of abandoned carts, and increase brand trust and loyalty.
Virtually all sectors that sell online are impacted by shopping cart abandonment, so eCommerce marketing specialists have developed effective strategies to get customers to:
Visit your website again.
reclaim the shopping carts they left behind.
Spend more than they had originally intended to.
The number of abandoned carts your eCommerce business receives can be easily decreased, and your profit can be increased, by implementing the professional sales, marketing, and UX recommendations listed below.
How To Lower Your Cart Abandonment Rate
We’ll show you how to: To lower your abandoned cart rate.
campaign creation for automatic cart abandonment.
Provide a variety of payment options to make the checkout process simpler.
Increase customer trust by being transparent.
Allowing guests to check out will speed up the checkout procedure.
Ensure that your customers feel secure during the payment process.
Use trust seals to influence customers’ choice-making.
Make the checkout process feel quick and simple.
Use persuasive calls to action (CTAs) to encourage checkouts.
With cart reminders, allow customers to save their carts.
Improve the speed of your website to improve user experience.
Let’s start now.
1. Use abandoned cart campaigns to automatically remind customers to complete their transactions
As long as you intervene with marketing, shopping cart abandonment isn’t irreversible.
In fact, according to one survey, the correct communication approach might convince up to 74% of buyers who leave their carts unfilled to make a purchase.
A tried-and-true method for rescuing abandoned carts is an email or SMS campaign.
Workflow Example for the Abandoned Cart Campaign
The customer starts the checkout process and adds a product to their cart, but they don’t finish the transaction.
You remind the customer to finish the purchase with an email or text message (this often includes adding a discount as an incentive).
The customer is encouraged to finish their purchase at your online store and is reminded to do so.
It’s often simpler to say than to do.
In order to connect such shopper behaviors to your email or SMS program, you must have the technical ability to do so.
The ideal reward should also be tested, as well as the ideal cadence for sending abandoned cart alerts. Free shipping may be more alluring than a 10% discount, but you can only determine that through experimentation.
Setting up abandoned cart campaigns for logged-in, recognized clients is quite easy.
What about customers who are only browsing as a guest or who haven’t logged into their store accounts?
Thankfully, there are technological options that enable you to contact potential customers who aren’t already in your database via abandoned cart emails.
Yes, you could theoretically send a guest shopper or even a first-time shopper an abandoned cart email with a promotion.
Make certain you consider the following while examining a company that makes it possible:
Email and privacy compliance: It is not worth having your emails blocked or worsened in order to save a few sales by using a dubious service. Any solution you use should be compliant with CAN-SPAM, CCPA, GDPR, and any other laws that may be applicable to your company.
Has this type of service for abandoned carts been successful for other brands? It’s a good sign if well-known and reputable brands value this kind of supplier.
The company structure: This form of marketing channel is best approached using a cost-per-action model because you only have to pay if it successfully drives sales for your business.
2. Offer Various Payment Options To Make Checkout Simpler
Online buyers have varying preferences for payment options.
When a consumer discovers their preferred payment method isn’t accepted, they may abandon their shopping cart and you may lose out on a transaction if your online store only takes a small number of payment alternatives.
Accepting a variety of payment methods can also ease the checkout process for clients.
For instance, if your online store utilizes Apple Pay rather than requesting credit card information from every visitor, the purchasing process may go much more smoothly than it otherwise might.
3. Be Open and Up Front About Taxes & Shipping Charges
There are a variety of probable causes for shopping cart abandonment. Among the more notable ones are excessive taxes and unexpected shipping expenses.
Due to the high delivery prices, 63% of online shoppers abandon their shopping carts.
Unexpectedly large shipping charges may have a negative impact on a customer’s decision to buy.
How: Be sure to provide customers with a reasonable knowledge of what shipping costs and other additional expenses will amount to before they reach the final checkout page. In some cases, it might even be a good idea to give free shipping.
Offering free delivery for some items may help lower your shopping cart abandonment rate, even though it isn’t always a choice.
4. Make guest checkout available to make shopping easier
One of the simplest and most efficient ways to reduce cart abandonment during the checkout process is to offer guest checkout.
Customers prefer using guest checkout in 43% of cases. In fact, even when they have accounts with online retailers, 72% of study participants said they generally use guest checkout options.
Eddie Jones on his failures with England and why he was fired
Yes, it is excellent for visitors to register with your e-commerce site. The likelihood that customers will return in the future may increase as a result.
However, forcing all customers to register could lead to a decline in e-commerce sales. Don’t undervalue the benefits of letting visitors make transactions without creating accounts.
5. Ensure and Promote a Quick and Secure Checkout
There’s a chance that your potential customers are busy. The checkout flow needs to be created accordingly.
Overall, it shouldn’t take more than four minutes to complete the checkout procedure.
It ought to be safe as well. You can lower the rates of shopping cart abandonment if you can gain the trust of your customers.
How can you win over more clients’ trust? Go on reading!
6. Make Your Customer Feel Safe By Using Trust Symbols
Trust symbols are graphic components on checkout pages that instantly convey to customers that an e-commerce store will protect their data.
Symbols that can increase clients’ trust when shopping online:
emblems on security badges.
indications of third-party endorsements, such as those from the Better Business Bureau.
Just a few examples of excellent trust symbols that you can use on your website are provided here.
Throughout the whole customer journey, the existence of trust symbols helps reassure customers. Additionally, by effectively communicating important information, these symbols prevent a drawn-out checkout process.
7. Utilize progress bars when checking out.
When making purchases from eCommerce sites, customers typically desire to have an idea of how long the process would take.
Customers may quit shopping carts without realizing their purchases are almost finished if they don’t know how far along they are in the checkout process at any given point.
What is a market intelligence and how can you use it?
What To Do: To decrease shopping cart abandonment, add progress bars to all checkout pages so that customers can see how much longer they still have to wait.
This is just another way that streamlining the checkout process to maximize convenience might help your online business draw in more clients.
Use Powerful, Individual CTAs During Checkout
An online buyer who is on the fence about buying anything can be persuaded with the correct CTA to do so. This also applies to your checkout.
The tone of a compelling CTA on the checkout page should match that of the product pages. They should also use language that is action-oriented to guide customers through each step of the checkout process.
Avoid using the words “Continue” or “Proceed.”
CTAs such as “Keep going! You can take advantage of this one-time deal in just two easy actions.
To find the best solution, test out various possibilities.
Depending on the goods being sold and the conditions surrounding the sale, a different CTA will be appropriate.
9. Provide check-out reminders and allow customers to save their carts for later.
A customer might not have enough time right now to complete the checkout procedure. They might, however, have every intention of finishing the transaction later.
Allowing customers to keep their carts for later during the checkout process will make sure that doing so is simple.
Pro Tip: As soon as the customer saves their cart, include them in the automatic abandoned cart campaign from tip one.
Shopping cart abandonment will be a less major source of lost revenue if a consumer can return to their own shopping cart when they have more time for online shopping.
10. Increase Page Loading Speed
A high cart abandonment rate may be significantly impacted by slow loading times for checkout pages and all other pages on an e-commerce website.
Keep in mind that your customers are busy people. If the site speed isn’t ideal, customers could frequently click away before finishing their transactions.
Ensure that the speed of your website is optimized for all e-commerce store versions. This also applies to your mobile website.
According to statistics, mobile shopping is growing in popularity and may eventually surpass desktop online buying. In reaction to this trend, many e-commerce businesses are optimizing their mobile websites and applications. Yours ought to too.
Avoiding Shopping Cart Abandonment Increases Sales
For e-commerce websites, online shopping cart abandonment is a common issue. That is not to indicate that you cannot solve the issue.
These tactics will increase sales and decrease cart abandonment. You may prevent abandoned shopping carts from getting in the way of your success by streamlining the checkout process overall, lowering unpleasant surprises, and using strategic abandoned cart advertising.