Top 7 Tactics on how to reduce Shopify Cart Abandonment in 2022
August 11, 2022
Online shopping had a global cart abandonment rate of slightly over 88 percent in March, according to Statista, a renowned supplier of market and consumer statistics. An abandoned cart indicates a consumer connection that should be continued.
People frequently leave their shopping carts empty, whether shopping in person or online, for a variety of reasons. While certain cart abandonment events, such as an emergency phone call, are unavoidable, the abandonment rate is frequently correlated with a flaw in the shopping experience, which eventually impedes the checkout process.
What are Shopify Abandoned Carts?
When a consumer abandons the checkout process, the items in their basket are not stored. Only the Online Store sales channel, the Buy Button sales channel, and the Plus Wholesale Channel offer abandoned checkout recovery.
Why do customers abandon their shopping carts in online stores?
1. Extra expenses are excessive
Free delivery is the inducement that more than half of online buyers find most persuasive when trying to persuade them to make a purchase. Then comes close behind that (41%), coupons and discounts.
Cost is undoubtedly essential to modern consumers. Therefore it should not be surprising to hear that any additional fees added at checkout are a significant reason for cart abandonment.
2. A account is necessary
Your online store's new consumers demand a simple, quick checkout process. But unfortunately, when they are requested to establish an account, that does not take place.
Your birthday and phone number are not required information when making an online purchase. However, having to provide all of that information for a single transaction might be annoying for some customers, which is why nearly a quarter (24%) of cart abandonment occurs because the site requires them to create an account.
3. The transaction procedure takes too long
Did you know that 23 form components are automatically used in the typical US checkout flow? Popular form fields that assist internet businesses in understanding their clients include your name, address, and birthdate. However, your search for knowledge can be driving people away.
4. The cost was not apparent
Cart abandonment is frequently caused by expensive delivery. Similarly, many (17%) customers abandon their basket because they cannot determine the whole amount of their order before placing it.
Online shoppers may be charged additional costs, particularly if they are shopping internationally. Whether it is worthwhile to purchase from an online shop depends on a variety of factors, including import taxes and currency exchange rates.
5. The webpage lacks credibility
Nearly 1.4 million Americans reported experiencing identity theft in 2020. Understandably, contemporary consumers are concerned about their privacy while purchasing online, given that critical information—like credit card numbers and home addresses—is provided through an online checkout.
Because they didn't feel comfortable sharing their credit card information with the website, 17% of customers quit their online shopping carts.
7 Tactics on how to reduce Shopify Cart Abandonment
We will outline seven strategies to keep online users interested, lower cart abandonment, and increase client retention. These recommendations are applicable to any e-commerce website. However, they specifically address capabilities provided by the Shopify e-commerce platform.
1. Make Checkout Simple To Prevent Cart Abandonment
The checkout process is already underway before your customer ever gets to the cart. Therefore, eCommerce websites should feature easy-to-use navigation that directs visitors to be specific yet detailed product pages to lower the cart abandonment rate.
How can you make the checkout process simpler?
- Use unambiguous product images, videos, and descriptions.
- Checkout Process Validation
- Make sure your CTA buttons are straightforward.
2. Give Rewards to Clients Who Open Accounts
Give your online customer the option of a guest checkout in the shopping cart, but encourage them with rewards if they register for an account (such as 10 percent off of a future order). Even though they have the option of using the guest checkout, reassure them that making an account is simple and will save them time the next time they shop.
You'll have access to a customer's email address when they register an account, enabling you to contact with them and forge a relationship (another way to reduce shopping cart abandonment). Additionally, returning customers will be able to personalize their experience by seeing prior transactions, the status of their orders, receiving product recommendations based on past purchases, and saving their preferred payment methods for quicker future purchases.
3. Talk to shoppers who leave their carts behind
Shopify's Abandoned Checkout functionality allows you to examine payment events, cart recovery data, and other shopping cart details. You can contact customers who left their carts behind in order to try and recover them!
If customers try to leave the cart, you may also employ a pop-up offer as a preventative precaution. You may even email them a secure link to their shopping cart and offer them a discount once they've completed the transaction.
4. Give customers a range of payment options
Offering both the well-known payment methods, such as a credit card or electronic wallet, as well as a buy now, pay later (BNPL) option like Splitit is a terrific idea. Ecommerce sites are more appealing thanks to BNPL solutions since they provide flexible payment options. Customers can purchase goods now and pay for them over time in interest-free installments.
If their preferred method is not accessible, some customers may leave their carts empty, especially if they are just getting to know you (I sure have).
Make sure you have at least these choices available:
- Credit card
- Debit card
- Apple Pay
- Samsung Pay
- Google Pay
The Shopify Payments gateway, which is accessible in certain nations and areas, may be needed for some of these alternatives.
5. Offer Free or Reduced Shipping to Customers
63 percent of online buyers abandoned their carts in 2018 because of expensive delivery, according to Statista. Extra costs such as shipping fees were the main reason in a recent study done by BayMard Institute. They have examined statistics regarding cart abandonment for several years now.
You may use strategies to decrease shopping cart abandonment by offering free or discounted delivery on specific goods, free shipping once a customer spends a particular amount or even a free shipping coupon code.
6. Send an email campaign to shoppers who abandoned their carts
Let's say you heeded every piece of advice in this article, but the worst-case scenario still occurred: the customer left your shop.
Whether or not you use the strategies mentioned above, it will definitely happen with some of your clients. So what do you do then?
The final piece of advice is to send out an email campaign to remind customers who have previously registered with you or provided you with their email address before or during the checkout process to complete the transaction.
You should send out at least one email as part of your cart abandonment email campaign. But if you create a campaign with many emails distributed throughout a week, that's even better.
As the campaign develops, use new approaches in each email:
- Remind them politely of the item they left in the cart to keep it simple.
- Emphasize the urgency of the limited supply and/or the high cost.
- Give them a voucher or discount as an inducement.
7. Add a Chatbot to your Shopify store
Do you know that 50% of mobile website visitors and 41% of online consumers alike anticipate live chat to be available on your site?
So, if your Shopify website doesn't offer live chat, you're blatantly disregarding your clients. But, of course, you could assume that we are overreacting and that it is not a big problem. Yes, that is, in fact!
Add a live chat feature to your website to help clients check out, or they will leave and abandon their shopping carts.
What percentage of shopping carts are abandoned on average?
The average cart abandonment rate varies by device, according to research by the Baymard Institute, with mobile and tablet devices having the most significant percentage of customers that click the "exit" button on a checkout page:
- Desktop: 69.75%
- Mobile: 85.65%
- Tablets: 80.74%
Their location also influences your clients' likelihood of abandoning their online shopping carts. For example, 86.15% of Spanish shopping carts are abandoned in the middle of their contents. On the opposite end of the spectrum, consumers in the Netherlands abandon stores at the lowest percentage (65.49%).
Additionally, certain goods have more excellent drop-offs. For example, women's knitwear, leather goods, and lingerie are the categories where "online window-shoppers" are most likely to purchase items.
Unsurprisingly, December is the month with the highest rate of cart abandonment. This is because more individuals are purchasing as a result of Black Friday and holiday deals (hence the increase in cart abandonment).
It's reasonable to say that the great majority of customers adding things to their online carts won't finish a purchase—for one reason or another—because a lot of reasons contribute to online shop cart abandonment. However, it doesn't follow that you have no options. To learn more about the primary causes of shopping cart abandonment, continue reading.
Every retailer experiences the agony of cart abandonment, and those that are unable to control this rate will struggle with weak sales results. We thus hope that the advice we have provided might assist you in lowering the cart abandonment rate for your Shopify business.