4 Tips to Avoid Abandoned Shopping Carts

Posted by Catarina Fonseca

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One of the most common problems for an eCommerce is the high number of incomplete purchases or, in other words, the high number of abandoned shopping carts.

According to Barilliance, in 2017, the average rate of abandoned shopping carts was 78.65%. That is, approximately 8 out of 10 buyers left the website without completing a purchase they started. This is a large percentage of purchases to complete.

There are a number of reasons for shopping cart abandonment, but the most common reasons are unexpected shipping costs, the obligation to create an account to complete a purchase, the existence of a long and complex checkout process, and a concern about the security of payment.

Therefore, based on the most common causes for shopping cart abandonment, we will give you some important tips to reduce the probability of this happening.

1 – Be transparent with your costs

Several studies indicate that unexpected shipping costs are the main reason for abandoning a shopping cart. In fact, extra costs accounted for 60% of the abandoned carts.

One of the solutions to this problem may be to offer ‘free’ delivery by including the cost of delivery in the price of the product. However, if this option damages the competitiveness of your online store due to the increase in the price of the product, another option is to inform buyers right at the start of any additional cost.

And although these costs can’t be calculated right away very often, as they depend on the location of the customer, an estimate of the delivery price can be showed. And even though the real value may vary among consumers, most users will receive information that is close to their real costs. To calculate this value, it’s important to take into account the location of the majority of your current consumers or keep in mind a realistic radius of distance between the starting place of the products and the potential customers.

The idea here is that the mere statement that there are extra costs contributes greatly to building a relationship of trust with the consumer. Transparency is key.

2- Facilitate the creation of an account

Asking a customer to create an account can bring a lot of benefits as it increases the likelihood of a repeat purchase and improves communication between your online store and the consumer. However asking a customer to create an account at the time of checkout can damage the user experience and increase the abandonment rate of a shopping cart.

One possible option is to make the process of creating the account the easiest as possible. Since you’ll already have the most important details about the client, such as their email and address, just ask to create a password for the account. And even this part should be as simple as possible. That is, accept any password that the client writes. If this is not very safe, you can mention it, but don’t reject it.

Another option that you can test is a guest checkout, that is, buy without the need for an account. There are platforms like WooCommerce and Shopify that allow this option simply by ticking a box in the settings. Once the purchase is completed you can always ask the customer to create an account.

3 – Simplify the checkout process

One of the reasons for the increase in online consumption is due to the convenience of being able to buy anywhere. However, a long and complex checkout process ends up minimizing one of the biggest advantages of online shopping: its simplicity.

So, for starters, you can rethink the information you need from the customer. For example, it is always interesting to know the nationality of the client. However, is it worth it to add an extra field of information to the process just because the information is “interesting”? Yes, it is true that an extra field of information will not have a very pronounced impact. However, if the information ends up not being used and if it doesn’t bring any real value, maybe you can remove this field from the checkout.

Of course, there are other questions that may be useful for your online store’s communication, such as the question ‘How did you learn about the online store?’. In this case, you should test the impact that this extra information will have on your checkout process. You can test both versions of the checkout, one with the extra field and one without it, and then analyze how the shopping cart abandonment rate has changed.

And, as in the previous suggestion, you can always ask the customer for this information after the purchase. The response rate may not be as high, but this way you don’t influence the customer’s purchase.

4 – Display security in payment

While eCommerce is gaining more and more supporters and improving significantly, the sense of insecurity about online shopping still exists – particularly when it concerns the payment. That is why it is essential to demonstrate that your online store is safe. We know this may not be the easiest task, but it is achievable.

During the purchase process, particularly in payment, you can assure your customer that the purchase is safe by adding a small message about it during the checkout. You should use clear and simple language in this message and you can even provide a link with the security measures that your online store has.

Another step you can take to increase the sense of security in your business can be by adding a seal of online security. Although there are different security perceptions regarding these companies, they increase the feeling of confidence in the website and, consequently, in the payment of your online store.

Conclusion: How You Can Avoid an Abandoned Shopping Cart

There are several reasons for shopping cart abandonment and many of these reasons are out of your control. But tackling the problems that are within your reach, like the ones mentioned above, will already be a good first step.

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