Conversion Rate Optimization, Fashion Email Marketing

Effective Strategies to Reduce Shopping Cart Abandonment

Forrester Research showed that digital shopping cart abandonment loses revenue of almost $18 billion annually. Another study mentioned that 58.6% of US online shoppers abandon a cart because they are not ready to buy. 

But what are the exact reasons behind cart abandonment? This article explains every reason behind these issues and guides you to reduce shopping cart abandonment, retailers, inventory management insights, and more. 

Now, let’s dive into the strategies to reduce shopping cart abandonment and boost your online store’s conversion rates!

Understanding Shopping Cart Abandonment

Shopping cart abandonment, a significant issue in the online retail industry, occurs when potential customers add items to their carts but leave the website or app without completing the purchase. In other words, “abandoned” refers to the item added to the cart, but the purchase is incomplete.

Baymart Institute states that the average documented online shopping cart abandonment rate is 70.19%. This ratio indicates that over two out of three people add items to their shopping cart but leave them without completing the purchase. However, the ratio depends a lot on the industry, such as cruise and ferry services, which went through 98%, groceries, which went through 50.03%, and more.

reasons-for-abandonment

Reference image: https://baymard.com/lists/cart-abandonment-rate 

 

However, most of the time, cart abandonment happens due to – 

  • Charging extra costs and unexpected hidden costs like taxes, fees, or shipping costs.
  • Slow delivery time.
  • Lack of multiple payment options. 
  • Lack of clear delivery and returns policies.
  • Website errors and slow loading times.
  • Complex checkout process.
  • Lack of trust in providing credit card information online. 
  • Out-of-stock items.
  • Comparison shopping. 
  • Lack of customer support.
  • The site is not mobile-friendly, and many more.  

The Impact of Shopping Cart Abandonment on Retailers

impact-of-shopping-cart-abandonment

Online retailers lose billions and potential customers for shopping cart abandonment annually. When a customer faces difficulties in completing the initial purchase process, this raises a trust issue in your business or brand. Here, we’ve highlighted five key common concerns:

  • Product planning and forecasting challenges: High shopping cart abandonment makes it difficult for retailers to predict demand and plan inventory levels. When many shoppers add items to their cart but don’t complete the purchase, the forecast sales data and inventory needs are skewered. 
  • Loss of revenue: Cart abandonment loss a huge amount of money due to mismanagement of inventory needs, overspending on unsold inventory, and more. 
  • Increase customer acquisition costs: Companies spend a significant portion of their marketing budgets on content marketing, paid acquisition channels, influencer marketing, social media, Email Marketing For Fashion Ecommerce and more. Cart abandonment increases customer acquisition costs. 
  • Increase retargeting costs: Abandoned carts cost money and effort to retarget. Some companies invest thousands or more in PPC and CPC ads to entice consumers to their online stores.
  • Switch to your competitors: When customers experience slow page loading speed, a complex checkout process, or other issues, they switch to your competitors. After that, you lose a huge number of potential consumers. 

The abandonment of shopping carts also affects inventory management. Are you curious to explore more? Go through the next section now!

 

The Effect of Shopping Cart Abandonment on Inventory Management

As you already understand, abandonment carts limit items’ availability and visibility to other potential buyers. Customers who are interested in purchasing those items can’t access them. For more in-depth details, here we’ve mentioned five key factors:

  • Stock level changes: The abandonment of the digital shopping cart affects your product’s stock levels. For example, you add a table lamp to your cart without completing the purchase process. Then, others can’t add the product to their cart at the same time.
  • Inventory relevance: Sometimes shopping cart abandonment indicates that your inventory requires some improvements. But the brands or businesses don’t have a way to know the reason. 
  • Discounts and promotions: Businesses offer discounts and promotions to prevent potential loss. However, cart abandonment affects profit margins if consumers do not convert.
  • Skewed analytics: Shopping cart abandonment misleads inventory stock decisions and prediction of future demands. 
  • Increase returns and exchanges: When customers can’t order items due to website errors or get items’ detailed pricing for items, return and exchange rates increase. 

However, we’ve compiled the top 10 ways to reduce shopping cart abandonment. For more details, check out the next section now!

 

10 Ways to Reduce Shopping Cart Abandonment

If you want to reduce cart abandonment and increase sales, you need to address the barriers customers face during their purchase journey. It is mentioned that $260 billion is recoverable by solving checkout usability issues.  

Let’s discover the top 10 different methods that are highly effective to make a difference. 

1. Transparent shipping and additional costs

The cart abandonment rate has been increasing steadily since 2014. To reduce cart abandonment and increase sales, you need to address the barriers customers face during their purchase journey. Here, we’ve highlighted ten different methods that are highly effective in making a difference. 

To do this, you can –

  • Break down all costs, i.e., product detailing price, shipping, taxes, and more. 
  • Consider integrating tools like a shipping calculator on a cart or your product pages (if possible).
  • You can also offer “free shipping” beside or below the price on selected products. 
Note: One study states that 47% of consumers love to spend a minimum amount for free shipping. 

 

2. Optimize website performance 

Statistics show that 90% of users reported stopping using an app for poor performance, and slow-loading websites lose retailers over $2 million in sales each year. A user-friendly, responsive, and fast-loading website plays an important role in boosting sales. 

So, to fulfill ever-growing customer expectations, optimize website design for both mobile and desktop interfaces and performance. 

Tips to streamline your UI/UX:

  • Ensure the site is responsive across devices and web browsers. 
  • Regularly monitor site speed and use Google Analytics to identify any navigation-related issues. 
  • Choose a dedicated eCommerce hosting provider. 
  • Offer guest checkout and use an intuitive cart to guide shoppers on every step. 
  • You can add a progress bar showing how close they are to completing the buying process. 
  • Keep simple yet engaging CTAs, i.e., “Buy Now,” “Add to Cart,” and others. 
  • Remove distractions like pop-ups, sticky navigation bar, and more.

 

3. Provide effective inventory management

Another important factor is inventory management as a behind-the-scenes factor helps to reduce cart abandonment rates. When a shopper spends lots of time navigating the purchase process at the last moment of out-of-stock, it makes them crazy. 

So, to reduce these unwanted issues, you can take advantage of real-time inventory tracking systems. Also, back-in-stock notifications keep buyers updated when their desired product becomes available. 

Tips for effective inventory management:

  • Try to implement real-time inventory tracking to minimize out-of-stock issues.
  • Consider offering back-in-store notifications.
  • Control orders with quantity limits (minimum & maximum purchase quantity).

 

4. Simplify checkout process

According to statistics, 48% of online shoppers’ biggest motivation is a quick and easy checkout process. Another study shows that an ideal checkout flow can be as short as 12-14 form elements. So, to improve the cart abandonment issue, you need to simplify the checkout process. 

Tips to simplify the checkout process:

  • Reduce the number of required steps.
  • Offer autofill options to decrease the manual inputs.
  • Take advantage of A/B testing to determine which process provides the highest conversion.

 

5. Offer multiple payment options

Another hack to reduce abandoned carts for woocommerce, Shopify or other popular eCommerce platforms is to provide flexible payment options. In the digitalization era, shoppers prefer diverse preferences. 

So, to make purchases more attainable and less daunting, offer customers popular and secure payment alternatives, like digital wallets and credit/debit cards. However, the most popular payment solutions are:

  • Amazon Pay
  • Apple Pay
  • PayPal
  • Stripe
  • Shop Pay
  • GPay, etc. 

Tips to increase payment options:

  • You can offer BNPL (Buy now, pay later) services that are expected to earn over $94.9 billion
  • If your state permits cryptocurrency payments, you can offer. 
  • You can offer onboard third-party payment processors. 
  • Offer financing options or payment plans for high-priced products. 

 

6. Display delivery times 

Nearly two-thirds of global online shoppers expected to receive their purchases within 24 hours. On the contrary, about one-third of customers want their healthcare and pharmaceutical products delivered within two hours. Therefore, to reduce the cart abandonment rate, you need to offer fast shipping.

Tips to display delivery times:

  • You can offer different delivery options like Amazon, i.e., express delivery and standard delivery.
  • Showcase estimated delivery time. 
  • Highlight delay delivery factors with pop-up notifications like holidays or special events. 

 

7. Easy returns and money-back guarantees

The National Retail Federation highlights that the average return rate remained flat at 16.5% in 2022 compared with 16.6% in 2021. So, to reduce checkout abandonment, you need to make returns easy. Also, easy return, refund, and cancellation policies give potential buyers the confidence to rely on your business or services. 

Tips for easy returns and money-back guarantees:

  • Offer prepaid returns or promote free returns to improve purchase completion.
  • Display clear and easy-to-understand policies with quick links during the checkout process.
  • Provide easy subscription-changing terms. 

8. Engaging user experience 

An engaging and responsive user experience matters more than high-quality product visuals. Eye-catching visuals and 360-degree product views can deepen consumers’ engagement with your online business website. You can also provide 24/7 customer support and live chat to fulfill consumers’ instant requirements for orders or products. 

Tips for engaging user experience:

  • Provide exit-intent popups on your product and checkout pages with a coupon, deal, or other information.
  • Manage conversations from the Shop app, online store chat, Messenger, and Instagram. 
  • You can recommend other products and give discounts.

 

9. Provide retargeting strategies 

Another effective hack to reduce abandonment is running retargeting ads. You can use those ads to convince abandoners to come back and complete the purchasing process. Cart abandoners have less connection with the conversion funnel, and retargeting ads entice them by showcasing a discount or free shipping. Setup automated email funnels to win back the lost customers using abandon cart emails funnels. 

Tips for effective retargeting ads:

  • Address comparison shopping. 
  • Send abandoned cart emails to boost click rate and revenue per recipient.
  • Offer rewards programs that entice consumers to buy more products.
  • Send push notifications to convert site visitors into subscribers. 

 

10. Use social proof

The last but most effective way to decrease cart abandonment is to build audience trust by providing social proof on your product pages. You can provide customer testimonials to prove your products are worth the shopper’s money. 

Tips to use Social proof:

  • Use dynamic ads on different social media platforms.
  • Showcase client testimonials on the product pages. 
  • Provide authentic client review sites like Trustpilot. 

Netgains Fashion Digital Marketing Agency’s Conclusion

In this eCommerce era, to skyrocket your sales and build trust, first, you need to provide a responsive and user-friendly website with a simple checkout process. Also, you must focus on every factor to reduce shopping cart abandonment.

So, what are you waiting for? Say goodbye to abandoned checkouts in your eCommerce stores today!

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