In online stores, one of the biggest challenges is combating abandoned carts. This is a phenomenon in which potential customers start the purchasing process but do not complete the transaction. Abandoned carts are a big loss for businesses, but there are many ways to deal with them. In this article, we will show you our best tips that will help you effectively combat abandoned carts and increase conversions in your online store.
What are abandoned carts?
Abandoned carts are a situation in which a potential customer starts the purchasing process, adds products to the cart, but does not complete the transaction. This is a big loss for online stores because they lose both potential sales and important information about customer preferences and behavior.
It is worth noting that cart abandonment does not only apply to online stores. Similar phenomena can be observed in other industries, such as submitting a form, abandoning a reservation, or browsing websites without making a purchase.
Abandoned cart statistics
Before we get to the tips, it's worth taking a look at how often shopping carts are abandoned. According to various estimates, the percentage of abandoned carts in online stores is around 71%. This number is quite high and shows how important it is to combat this phenomenon effectively.
Abandoned carts in recent years
Analyzing data from the last 15 years, it can be seen that the percentage of abandoned carts has increased significantly. In 2008 it was approximately 59%, while in 2023 it will be approximately 71%[^1]. This is a trend that requires attention and action to reduce the number of abandoned carts.
Abandoned carts depending on the industry
It's worth noting that the percentage of abandoned carts may vary depending on the industry. Some sectors have higher cart abandonment rates than others. For example, the fashion industry tends to have a higher percentage of abandoned carts compared to the electronics industry. Therefore, it is important to adapt the strategy for combating abandoned carts to the specificity of a given industry.
Reasons for cart abandonment
There are many reasons why customers abandon shopping carts. Understanding these causes is key to effectively combating abandoned carts. Here are the 10 most common reasons why customers abandon purchases:
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Mandatory account creation: The requirement to register and create an account may discourage customers from continuing the purchasing process. Many users do not want to waste time filling out registration forms and prefer quick and simple purchases.
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Long and complex settlement process: A complicated checkout process that requires many steps and additional information may discourage customers and lead to cart abandonment.
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Unexpected additional costs: Unexpected fees, such as shipping costs or additional taxes, can be an unpleasant surprise for the customer and result in cart abandonment.
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Shipping time too long: A long wait for the delivery of the ordered product may discourage customers and make them abandon their cart.
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Page loading speed and performance issues: Slow websites, loading issues and performance issues can irritate customers and cause them to leave your store.
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No payment options: The limited number of available payment methods may be an obstacle for customers, especially if they prefer methods other than those available in a given store.
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Lack of security: Lack of trust in the online store, lack of information about payment security and personal data may result in shopping cart abandonment.
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Pushy sales techniques: Overly aggressive and intrusive sales techniques may irritate customers and cause them to abandon their purchases.
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No customer service: Not being able to communicate with customer service in case of problems or questions may make the customer feel uncomfortable and abandon the cart.
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Product comparison: Customers often compare different products and their prices before making a final purchasing decision. If they can't compare products in your store, they may be tempted to abandon their cart.
How to minimize the number of abandoned carts?
Combating abandoned carts requires appropriate strategies and actions. Here are some effective ways to minimize the number of abandoned carts in your online store:
1. Make sure the purchasing process is simple and intuitive
The most important thing you can do to minimize abandoned carts is to ensure that the shopping process is simple and intuitive for customers. Make sure that customers can easily add products to their cart, change their quantity and proceed to checkout without any interruptions. Reduce the number of steps customers need to complete and keep the number of required fields to a minimum.
2. Offer various payment methods
It is important to offer customers different payment methods that are popular and convenient for them. Provide a wide range of options such as credit cards, bank transfers and mobile payments. The more payment options, the greater the chance of completing the transaction.
3. Eliminate unexpected additional costs
Avoid unexpected additional costs such as shipping, taxes and handling fees. Inform your customers about all costs at the stage of adding products to the cart, so that there are no unpleasant surprises when finalizing the transaction.
4. Improve website performance and loading speed
Make sure your website is optimized for performance and loading speed. Slow websites can discourage customers and cause them to leave your store. Use website performance testing tools and identify areas that need optimization.
5. Ensure data and payment security
Invest in appropriate security measures to protect customer data and ensure they feel safe when making payments. Use certified payment solutions and inform customers about the security measures you use in your store.
6. Provide an option to purchase without registration
Give your customers the opportunity to make a purchase without having to create an account. Many people prefer quick purchases without having to fill out registration forms. Providing the option to purchase as a guest can increase conversions and reduce abandoned carts.
7. Ask for feedback from customers who abandoned their cart
Take advantage of the opportunity to communicate with customers who have abandoned their cart and ask them to share their opinion. Understanding the reasons for cart abandonment can help you make changes and improve your marketing strategies.
8. Use marketing automation
Automated marketing tools can help you recover abandoned carts by sending personalized emails or push notifications. Use these tools to remind customers about abandoned carts and offer them additional incentives to make a purchase.
9. Offer attractive promotions and discounts
Attractive promotions and discounts can be an effective way to recover abandoned carts. Offer customers special offers that will encourage them to come back and complete their purchase.
10. Monitor and analyze data
Monitor and analyze abandoned cart data to better understand your customers and adapt your marketing strategies. Analyze customer behavior, preferences and reasons for abandoning carts to make appropriate changes and improve your results.
How to recover abandoned carts?
Not all abandoned carts are lost. There are many ways to regain lost customers and convince them to complete the purchase. Here are some effective strategies for recovering abandoned carts:
1. Send email reminders
Send personalized emails to customers who have abandoned their cart. Remind them about an unfinished purchase and offer them additional incentives, such as promotions or discounts. It is also worth providing information about the products left in the basket to remind the customer of their attractiveness.
2. Use push notifications
Send push notifications to customers who have abandoned their cart. Push notifications are more immediate and can effectively attract customer attention. Offer them special promotions and incentives to keep them coming back and completing their purchase.
3. Offer additional benefits
Prepare special offers and additional benefits for customers who come back and complete the purchase. It may be free shipping, an additional discount or a free gift. It is important to show the customer that you appreciate his interest and want to reward him for his loyalty.
4. Apply a remarketing strategy
Use a remarketing strategy to reach customers who have abandoned their carts on other websites. Use tools to track users and show them ads or offers that are related to the products they left in their cart.