5 Ways to Reduce Abandoned Cart Rates

Ally Feiam By Ally Feiam | 11 Nov 2019

The average Aussie abandons their shopping cart 48 per cent of the time – it’s something that happens often, and there are ways retailers can reduce this number. 

There are many reasons why a shopper will abandon their cart, from unexpected shipping costs to boredom. No matter how advanced or established your e-commerce platform is, there is always room for improvement. If you’re having a bit of trouble finding the catalyst to the issue, here are five ways to reduce an abandoned cart.

  1. Be Transparent with Shipping & Fees

    Put yourself in their shoes: If you’re a customer and you’re ready to check out online, the last thing you’d be happy tom find are added costs to your final total. When it comes to abandoned carts, unexpected charges remain one of the top reasons. In order to reduce this shock for the customer at the end of their purchase journey, make sure your brand is transparent with all added costs before the customer reaches the checkout page. This can include adding a shipping calculator or expenses on the product page – this is also an easy way to drive further trust between a brand and its customer. This is inclusive of any insurance, membership fees, etc.

  2. Be Our Guest (Checkout)

    One of the biggest reasons behind an abandoned cart is the lack of checkout options. For many time-sensitive shoppers, logging in or creating a new account with a retailer can be an excuse to leave a cart – they’ll ‘do it again another time’ or will find a retailer that offers a no login option. For an easy fix, add a ‘guest checkout’ option – make sure you still include an email address, so they can receive their confirmation. To kill two birds with one stone, you can also add an ‘opt-in’ for eDMs, weekly newsletters or push notifications. Just because a customer isn’t a member of your club, doesn’t mean they’re not a customer.

  3. Remarket Their Attention

    When a shopper abandons their cart, a great way to capture their attention is by sending out a ‘did you forget about us’ email. It’s simple, but can be widely useful. Over the next 25 hours after they’ve left their cart, send out an email or two suggesting they bag the item before it’s too late. There’s a fine line, though. Make sure you don’t send out more than two, as you can wind up doing the opposite than you expected and make the customer unsubscribe altogether. Another way of remarketing to the customer is offering an exclusive discount on the item they’ve left behind – using a Facebook tracking pixel can push the item the customer has abandoned into their feed. This can then prompt them to make the purchase.

  4. Keep it Simple

    Simplicity is vital when it comes to making a purchase. Not every customer wants to click to seven separate steps to make a purchase – they want it to be as straightforward as possible. According to a study by SEMrush, 25 per cent of shoppers will desert their carts because of an ‘overly complex’ navigation. In order to keep the checkout a straightforward process, cut down the method to three clicks.
    1. Choose a product.
    2. Add to cart.
    3. Click ‘checkout’ button.
    In this time, the customer can add in their details, payment options and discount codes – having more than one page for personal information can become tiresome and cause them to leave.

  5. Review Your Options

    Customers rely on a trustworthy site when they buy online. Seldom will you find a customer who buys a product without any reviews, and this is a clear indicator why many items on a site go unsold. Encourage previous shoppers to leave a review on the site and post pics on their social media platforms. Featuring these on your site encourages shoppers to make a purchase and can ultimately reduce the number of abandoned carts.

Other tips also include optimising your mobile site – m-commerce is ramping up in terms of daily use, so the website must be well oiled for smartphones and tablets. Keep the imagery inspiring and straightforward – make sure the customer knows how the product can be used daily or how it can improve their lives.

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