What is an abandoned cart?

An abandoned cart refers to a situation in eCommerce where a customer adds products to their online shopping cart but does not complete the purchase by checking out. Instead, they leave the website or app without finalizing the transaction, leaving the items in the cart “abandoned.”

The main causes of abandoned carts

  1. Distractions: The customer may get distracted by something else while shopping, such as a phone call or another task.
  2. Comparison shopping: Some customers use the cart as a way to compare prices or products across different websites before making a decision.
  3. Shipping costs: High shipping fees or unexpected costs during the checkout process can deter customers from completing their purchase.
  4. Registration requirements: Requiring customers to create an account before making a purchase can lead to cart abandonment, as some users may find it cumbersome or time-consuming.
  5. Technical issues: Technical glitches, slow website performance, or payment processing problems can frustrate users and lead to cart abandonment.
  6. Change of mind: Customers may change their minds about a purchase, or they might have been just browsing and not intending to buy in the first place.
  7. Lack of trust: If customers do not trust the website’s security or the legitimacy of the products or the company, they may abandon their cart.

How to reduce cart abandonment

Cart abandonment is a common challenge for eCommerce brands, but there are several strategies you can implement to reduce it and increase your conversion rates.

Here are some effective ways to reduce shopping cart abandonment:

  1. Streamline the checkout process:
    • Offer a guest checkout option that doesn’t require users to create an account.
    • Minimize the number of steps in the checkout process, and make it as simple and straightforward as possible.
    • Provide clear progress indicators so customers know how many steps are left in the checkout process.
  2. Display shipping costs upfront:
    • Clearly communicate shipping costs and any additional fees early in the shopping process, preferably on the product page or in the cart.
    • Offer free or discounted shipping options when possible, or set a minimum order amount for free shipping (a good strategy to also increase average order value).
  3. Implement a persistent shopping cart:
    • Allow customers to save their cart and return to it later by implementing a persistent shopping cart feature.
  4. Offer multiple payment options:
    • Provide a variety of payment methods, including credit/debit cards, digital wallets (e.g., PayPal, Apple Pay), and alternative payment options.
  5. Show trust and security seals:
    • Display trust badges, security certifications, and customer reviews to build trust with potential buyers and assure them of the security of their data.
  6. Optimize website performance:
    • Ensure your website loads quickly and is responsive on both desktop and mobile devices.
    • Test your website for any technical issues or bugs that might disrupt the shopping process.
  7. Use exit-intent pop-ups:
    • Use a tool like Privy to implement exit-intent pop-ups that appear when a user is about to leave the site. Offer incentives, such as discounts or freebies, to encourage them to stay and complete their purchase.
  8. Send abandoned cart emails:
    • Automatically send personalized emails to customers who have abandoned their carts, reminding them of the items and providing a direct link to return to the checkout process.
  9. Offer transparent return policies:
    • Clearly state your return and refund policies to reassure customers that they can easily return items if they are not satisfied.
  10. Use remarketing and retargeting:
    • Implement retargeting ads on platforms like Facebook and Instagram to reach out to customers who have abandoned their carts and bring them back to your website.
  11. Provide live chat support:
    • Offer real-time chat support to assist customers with any questions or concerns during their shopping journey.
  12. Optimize the mobile experience:
    • Ensure that your website is mobile-friendly and offers a seamless shopping experience on smartphones and tablets.
  13. A/B testing:
    • Continuously conduct A/B testing to experiment with different elements of your website, such as button placement, color schemes, and call-to-action wording, to identify what works best for your audience.
  14. Personalization:
    • Use customer data and browsing history to personalize product recommendations and content, making the shopping experience more relevant to each user.

By implementing these strategies and continually monitoring your website’s performance and customer behavior, you can reduce cart abandonment and improve your eCommerce conversion rates.

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