How to Reduce Shopping Cart Abandonment?

Revathy Nair Revathy Nair
Apr 21, 2022 6 min read
How to Reduce Shopping Cart Abandonment?

Do customers add products to their cart but ditch them without completing the transaction? We know how badly it affects your business. That is why we are here with some expert tips on how you can reduce shopping cart abandonment. Delve in!

Most online shoppers have a bad habit of ditching their cart items. This ditching process is popularly known as shopping cart abandonment in the online shopping world. The customer might not care much about abandoning the product added to the cart. However, it is a major headache for the sellers. They take a note of each cart activity to calculate the cart abandonment rate by dividing the total number of complete transactions by the total number of incomplete or abandoned transactions. Currently, the global cart abandonment rate is around 74%, which is huge.

For the sellers, even a small cart abandonment rate is heartbreaking because they want their business to flourish like never before. Hence, they try their best to reduce the rate. But most of them are new to selling things online and cannot manage the work alone. If you are also one such seller, we are here to help. In today's guide, we will teach you the best ways using which you can easily reduce the cart abandonment rate. Keep reading!

Ways to Reduce Shopping Cart Abandonment Rate

Ways to Reduce Shopping Cart Abandonment Rate

Here are some of the best ways you can follow to decrease the abandonment of shopping carts by customers while shopping on your E-commerce website.

Keep Multiple Payment Options

Most customers do not complete the transaction because they cannot find a suitable payment option as per their preference. Due to this, they often switch to some other shopping site and buy the same product from there. But you can easily avoid it by providing multiple payment options on your site. Some of the most common ones are PayPal, Stripe, Neteller, Skrill, and credit cards. You can also include third-party payment services.

Even though online payment is highly preferred by shoppers these days, some like sticking to the traditional mode of payment, which is paying with cash. Hence, make sure you also keep the cash on delivery option available if possible. Even new customers who are not sure about buying from your platform will be prompted to buy if you allow COD.

Exclude Shipping Charges

Nobody likes to pay shipping charges after adding their favorite item to the cart. Moreover, if the shipping charge exceeds the product's original price, it is even more disappointing. High shipping prices can often be a reason for customers to abandon their carts.

We understand that shipping a product includes several expenses, and hence, providing free shipping for all products is not possible. But here are a few solutions following which you can keep the customers impressed:

  • Try to add the shipping charge to the price of the product. For instance, if you are charging $2 for shipping, add it to the product's original price. If it is $30, make it $32. In doing so, you make the customer feel that they are just paying for the product and there are no shipping charges.
  • If you are selling products that have a fixed price, such as cosmetics and grocery, you can keep the shipping charges as it is. You will see that some customers choose to buy the product despite the shipping charges, whereas a few will abandon the cart. Now, you can send a new coupon only to those customers who abandoned their cart items. They can opt for free delivery or an extra discount using the coupon.
  • You can keep a free delivery coupon for first-time buyers. This will motivate the customers to make their first purchase from you.
  • If you want to gain more loyal customers and are happy with little profit, you can exclude shipping charges altogether. This will give you better profits in the long run as the customers will choose you again and again because of free delivery.

Besides free delivery, you should also have a free return and free exchange policy for at least a week after the product has been delivered. This will help you become a more trustworthy shopping brand in the market.


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Use a Trust Seal

As you might already know, new customers are often unsure about making purchases from a brand new website. They fear getting scammed off of their money, and hence, they like sticking to their old shopping platforms. But this problem can be solved if a trust seal reflects on your website. A trust seal is given by a renowned authority that analyses the platform and gives the trust badge if everything looks fine. Many such companies in the market offer a trust seal. Choose the one that is popular in your country. The usual popular trust seal choices that most customers rely on include Google, the Norton Seal, PayPal, GeoTrust, the McAfee seal, and Better Business Bureau.

Allow Guest Checkout

We know how important it is for a business to get new member accounts. But at times, the customers are either skeptical about creating an account on a new platform or simply too busy. In that case, a guest checkout helps a lot. It allows the customer to purchase from your site without creating an account. Of course, after they are done buying, you can ask them to create an account. But even if they don't, you sold something at least!

Keep the Checkout Process User-Friendly

A complicated checkout process, where the customer has to do many things before making the purchase, can be tedious. So, please try and keep the checkout process easy and manageable. Also, make sure the interface of the site is easy to understand. You don't want to scare the customer away by creating a website that is too hard to use.

Using a progress indicator in an eCommerce platform is also great. It helps the customer track their progress while making the purchase, motivating them to reach the end of the transaction after completing just a few steps.

Conclusion

We hope our solutions help you effectively reduce the cart abandonment rate and get better sales than before. At times, the reason for cart abandonment is also because the seller is selling faulty or unattractive products. Hence, make sure you also check the quality of the products before hosting them on your eCommerce platform.

Reducing the cart abandonment rate will take time, but you will be able to do it easily with the right techniques and a little patience. So, what techniques will you use for reducing the cart abandonment rate? We are excited to know!

FAQs

What is the shopping cart abandonment rate?

The Shopping Cart Abandonment Rate is the percentage of online shoppers who add items to a shopping cart but then abandon the purchase.

Why does cart abandonment happen?

Shopping cart abandonment can happen due to following reasons:

  • High shipping charges
  • Unavailability of preferred Payment options
  • Purchasing is not allowed without an account

How to reduce the shopping cart abandonment rate?

Things to consider to reduce the shopping cart abandonment rate are:

  • Keep Multiple Payment Options
  • Exclude Shipping Charges
  • Use a Trust Seal
  • Allow Guest Checkout
  • Keep the Checkout Process User-Friendly

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