11 Smart Tactics to Reduce Shopping Cart Abandonment

Do you want to reduce shopping cart abandonment rate on your site? Shopping cart abandonment is the single largest obstacle for eCommerce retailers to overcome. In this article, we’ll give you 11 smart tactics to reduce shopping cart abandonment.

Shopping Cart Abandonment Statistics

Baymard Institute pegs the average online shopping cart abandonment rate at 69.23%. Most estimates fall between 60-70%, as shown in this infographic by Invesp.

shopping cart abandonment statistics infographic

If you’re not taking measures to reduce shopping cart abandonment rate, you’re leaving a lot of money on the table.

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But by following just a few of the tips below, you can reduce abandonment and see a boost in your bottom line.

1. Track Shopping Cart Abandonment

Before you implement any tactic to reduce the cart abandonment rate, you first need to determine your current cart abandonment rate.

Setting up Google Analytics’ Enhanced eCommerce tracking is the best way to track your shopping cart abandonment rate.

Aside from determining your shopping cart abandonment rate, enabling Enhanced eCommerce tracking gives you powerful reports like:

  • Shopping Behavior
  • Checkout Behavior
  • Product Lists Performance
  • Sales Performance

You can learn how to add Enhanced eCommerce tracking in WordPress.

In your Google Analytics report, go to Conversions » Ecommerce » Shopping Behavior to find your cart abandonment rate.

cart abandonment rate in google analytics

2. Determine Leaky Spots in the Checkout

Now that you’ve set up Enhanced eCommerce tracking on your site, the next thing you need to do is conduct a goal flow analysis to determine leaky spots in the checkout.

You can find the goal flow report by navigating to Conversion » Goals » Goal Flow provided that you’ve already created a Google Analytics goal for your shopping cart on your site.

how to avoid shopping cart abandonment with goal flow analysis

By conducting a goal flow analysis, you can identify how your visitors actually flow through your site to the checkout. It also helps you determine leaky spots so you can come up with measures to reduce the drop off and boost conversions.

3. Make Navigation from Shop to Cart Convenient

The easier you make it for customers to navigate between the shop and the cart, the more likely they are to stick with it and actually check out.

Below are a few ways that will help you make navigation easy.

  • Identify the drop offs from the user flow report and fix them.
  • Create a seamless shopping experience for your customers. Don’t make them click the back button after adding a product to the cart.
  • Keep the cart visible on every page so your customers can easily return to your cart to complete the checkout at their convenience.

4. Add Reassuring Copy

No matter how well you optimize the conversion funnel of your store, your customers will have anxieties that keep them from completing the order.

These anxieties may not have anything to do with the product you’ve been selling. But, in order to encourage them to submit sensitive information like payment details, you need to reassure them of certain things in your checkout page to reduce the anxiety. Otherwise, chances are your customers will leave your cart without completing the order.

Adding reassuring copy to your checkout page is one of the best ways to reduce the anxiety your customers may have.

For instance, to reassure customers, Groupon offers an FAQ section alongside a customer promise at the bottom of the checkout page.

groupon reassuring copy reduces shopping cart abandonment

5. Offer Free Shipping

Free shipping is everywhere, so your customers will likely expect it on your site as well.

A Forrester study shows that 44 percent of online shoppers who abandon their carts do so because of shipping and handling costs. Without a doubt, free shipping can reduce cart abandonment.

Why do people abandon shopping cart?

But what if offering free shipping is not profitable for your business?

In that case, the solution is to set a free shipping threshold.

For instance, you can set your free shipping threshold just above your average order value of your store. Not only will it help you to reduce shopping cart abandonment, but it also boosts the average order value of your customers.

6. Eliminate Surprises

The same Forrester study we mentioned earlier reveals that 22 percent of shoppers abandon their carts because the seller didn’t mention the charges from the beginning.

That means if you want to include any additional fee to the order, may it be shipping fee, tax, handling fee, etc. make sure to mention the charges from the beginning.

The tricky part is, how do you do that when your shipping costs are variable?

With a plugin like WooCommerce Shipping Calculator on Product Page, you can add a button to your product pages. The plugin will calculate the estimated shipping cost for your customer before they hit the shopping cart.

7. Build Trust With Security Badges

77% of your website visitors are concerned about their data being intercepted or misused online. That means when your customers shop from your store, they want to know if their credit card information is safe with you.

One of the best ways to foster trust on your store is by adding a security badge on your checkout page. Adding a security badge will instill confidence in your customers, and also reduce the cart abandonment rate.

According to research by Baymard Institute, the SSL seal from Norton is the most trusted.

trust badges are effective shopping cart abandonment solutions

8. Offer Guest Checkout

Enticing your customers to create an account on your site is a great strategy for customer retention. It also helps you gather more data about your visitors, so you can curate a personalized user experience for each individual based on the data you have.

That being said, forcing your customers to create an account prior to checkout may discourage them from completing the order. To tackle this, you can tear down the sign-in barrier by enabling a guest checkout. This way, you can encourage your customers to complete the order even they’re in a hurry. You can always ask them to sign up for an account at the end, after they’ve already made their purchase.

Note: If you want to gather onsite behavior of your logged in customers, you’ll need to enable logged in user tracking in Google Analytics by setting up custom dimensions.

For more details, read the beginners guide to custom dimensions in Google Analytics.

9. Use Remarketing to Target Abandoners

Remarketing is a cost-effective advertising method that helps you display customized ads to your potential customers who have recently visited your website.

You can use remarketing ads to target cart abandoners on social networks and other websites by displaying a customized ad reminding them to complete the order. To better target your customers on different marketing channels, you may also need to collect demographics and interests report on your site. Learn how to collect demographics and interests report in Google Analytics.

10. Exit Intent Popup

We’ve seen that remarketing helps you to target abandoned customers on different marketing channels. Even though remarketing is cost effective, you still need to have an advertising budget and create an ad campaign at scale to target them.

But, what if you can target abandoning customers on your site and prompt them with a customized campaign at the precise moment they try to leave your site? With an exit intent popup, you can do just that.

Email with Discount can reduce shopping cart abandonment

Creating an exit intent popup using OptinMonster, the best optin form builder and WordPress popup plugin, you can save your marketing budget by targeting abandoning customers before they leave your site. Best of all, it is a lot easier than running a remarketing campaign.

11.  Send Emails Reminding About Abandonment

A remarketing email is a personalized message targeting abandoned customers that convinces to complete the order. When implemented intelligently, an email remarketing campaign can reduce the abandonment rate and increase conversions by as much as 25%.

Take a look at an example of remarketing email below.

remarketing emails

You can see that headlines are focused on reminding customers about their incomplete order. The CTA is made prominent to drive visits to the cart page.

Google Analytics allows you to easily scale your remarketing emails, so you can track ROI and email conversions. Learn more about tracking email marketing campaigns in Google Analytics.

If you’re looking to boost sales and make more money online from your store, you may read how to fix mistakes that hurt your eCommerce conversion rate.

And don’t forget to follow us on Twitter and Facebook for more Google Analytics tutorials.

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