Do you want to reduce shopping cart abandonment on your site? It’s troublesome to think of getting
a customer all the way to the shopping cart, only to lose out on the sale.
For an e-commerce business, shopping cart abandonment is the most common and most inevitable
scenario. A Baymard Institute study states that 68.63% of carts are abandoned every year . That
means that only about 1 in every 4 customers actually finishes their purchase.
Here are proven tips to reduce cart abandonment.
- Implement Exit-Intent Popups
Exit-intent popups can be installed on any page, including shopping cart and checkout pages , and
works by detecting when a user is about to leave the page. It then sends a popup message that
encourages them to stay by offering a deal or presenting more information like presenting them with
- Eliminate Surprises
You see, the most common – and CORRECTABLE – reason that shoppers abandon their carts is due to
unexpected costs like shipping, taxes, and fees.
If you have any other fees besides shipping (sales tax, handling fees, product customization charges,
or anything else that gets tacked on to the advertised price), you will want to make sure those fees
are made clear on the product pages so that the customer isn’t surprised by them once they add an
item to their cart.
- Enable Guest Checkout
It’s not a smart idea to require customers to create an account prior to checkout. Not only does this
slow down the process, but most customers will actually bounce.
If you use Shopify, you can enable guest checkouts by selecting “Accounts are optional” inside your
Customer Accounts settings
- Save the Cart
84% of online shoppers are comparison shoppers. That’s the convenience of the internet. They open a
bunch of windows, find similar products, compare prices and terms, and then make a final selection.
This back and forth often means they’ll close out windows, log back on, and move around. A
particularly discerning shopper may even do this for days before making a final decision.
This means it is crucial that shopping carts are saved so that you can retarget users who’ve previously
added something to the cart but haven’t checked out yet.
- Offer Free Shipping
While only a few dollars in many situations, the cost of shipping is enough to win or lose a sale.
A Forrester study shows that 44 percent of online shoppers who abandon their carts do so because of
shipping and handling costs.
Although retargeting is an effective way to recover the lost revenue, the most important tactic I’ve
found for tackling shopping cart abandonment is to send cart recovery emails. Cart abandonment
emails are not just highly conversion-centric, they are also personal, re-engaging shoppers with a
human touch. These emails have a high open rate and click-through rate compared with promotional
You also have some free apps for working it out.
Be Sure Your Emails Are Responsive
You can create a great email that includes rich product images, compelling copy, a good offer, and a
good CTA. However, if it’s not responsive across all devices, such as laptops, tablets, and
smartphones, it’s not going to increase your conversions.
Being responsive is the key to making the customer experience seamless because people are checking
their emails on different devices, mostly mobile. How optimized your emails are for these devices will
play a significant role in determining whether or not people will complete their purchases.
Customize Your Cart Abandonment Emails Based on Customer Lifecycle
To aid your cart recovery efforts, you should customize your email messages according to the various
stages of the customer lifecycle. For example, if a repeat customer abandons his shopping cart,
instead of sending a friendly reminder, you should ask him if he faced any issues during checkout.