When a customer visits an e-commerce website, adds at least one or more products to the shopping cart, and then exits the website without completing the purchase, this is referred to as shopping cart abandonment. Products added to the shopping cart but not purchased by the customer are considered “abandoned.” In today’s world cart abandonment is a major issue among retailers.
According to the report, the cart abandonment rate is approximately 70%, or 69.57% to be precise. This is the average rate of all industries. Some industries have a higher abandonment rate while some have a slightly lower. For example, fashion products have a higher abandonment rate compared to tech products.
Poor User Interface – This issue cannot be neglected. Poor interface refers to the complexity of the website or the app, the long and tedious checkout process, and the overall user experience as not being user-friendly. Maybe the customer has an interest in the products which they had added to the cart. But the poor user interface can make them abandon the cart.
Extra Cost – This is a major issue in eCommerce businesses. Customers frequently abandon shopping carts when they notice extra fees which are for shipping, tax, or other fees. They instantly abandon the cart because most of the sites are not clear with their extra fees including their shipping.
Browsing or Price Comparison – Many customers visit shopping sites just for their research about multiple products. They didn’t intend to buy anything so these customers will abandon for sure. Sometimes they do this because they didn’t aware of the sales or they can’t able to decide what to buy. So these customers add random products to their cart as a Wishlist to buy them later.
Lack of Payment Options – Customers who shop online prefer to use their preferred payment method. The fewer options your customers have, the more likely they are to abandon. Customers may leave if they add items to their cart only to discover they cannot purchase using the payment method they prefer.
Account Opening – If you look closely, you will notice that both traditional and online shopping serve the same purpose. The convenience and ease of shopping. When you add an extra step to the checkout process, such as asking your customers to create an account, you risk detracting from their overall experience.
Shopping cart abandonment can caused by a variety of factors, making it a difficult problem to solve. We can learn many possible aspects from Cart Abandonment and by solving them we can optimize our business. The first step in resolving the problem is to develop theories about why visitors abandon their carts. This can be done by analyzing analytics data and identifying what needs to be done, conducting user research and surveys, or comparing your checkout flow to that of competitors.
Cart Abandonment Emails
When a customer leaves the website without completing the payment for the items they have added to the cart, there is a higher possibility that they will forget about the item and never make the purchase. There comes emails that we can send them for a reminder. Few services which we can try for cart abandon email –
There is a high chance that the customer might come back and complete the purchase after getting the reminder.
This can be a great solution for Cart Abandonment. But pop-up notifications need to be sent smartly to the customers. We can set up and customize the notification content according to the user to create a sense of urgency among the customers. Creating a sense of urgency encourages customers to make an impulsive decision by appealing to their FOMO.
A proper checkout process that works smoothly on mobile and desktop is important. Also, the checkout form needs to break into three to four steps for reducing confusion.
These particulars are important to customers. Try to implement fast shipping options so the customer receives the product on time. Similarly, more payment options will be there in order for the customer to complete the payment with their proffered payment mode.
We also need to implement an easy return facility and mention as many details as possible so the return rate would be lower.