35 Actionable Tips To Reduce Shopping Cart Abandonment Rate

35 WAYS TO FIGHT
The ultimate list of tips & tricks.
CART ABANDONMENT

What is shopping cart abandonment?
Abandonment rate is a term used to describe the ratio of the
number of abandoned shopping carts to the umber of completed
transactions.
Although shoppers in brick and mortar stores rarely abandon their
carts, abandonment of virtual shopping carts is very common.
35 WAYS TO FIGHT CART ABANDONMENT

How high is high?
Currently, shopping cart abandonment rate is as high as 68.63%.
This means that almost 70% of your shop visitors that have
already gone as far as adding products to their carts and almost
becoming your customer, will never be your customer.
Source: Baymard Institute

People abandon their carts for a reason.
Unexpected costs
Just browsing
Found a better price elsewhere
Too expensive
Decided against buying
Complicated website navigation
Website crashed
Process was taking too long
Excessive payment security checks
Concerns about payment security
Unsuitable delivery options
Website time out
Price displayed in foreign currency
Payment declined 11%
13%
15%
16%
17%
18%
21%
24%
25%
26%
32%
36%
37%
56%
Source: Statista

But it’s preventable.
Most of these issues are preventable — but it
takes a tweak or three to resolve them.
HERE’S HOW:

Before abandonment.

1. Be transparent about your
costs
If people are given a proper heads up about how much the product costs,
they’re more likely to buy it — even if it’s more expensive.
Source: Harvard Business Review

2. Oﬀer free shipping
A free shipping oﬀer that saves a customer $6.99 is more appealing to
many than a discount that cuts the purchase price by $10.
Source: David Bell

3. Be clear about your return
policy
Give your customers a clear understanding of how your return policy
works without sounding ambiguous.

4. Reduce the average checkout
steps
On average, it takes customers 5.08 steps to complete a checkout.
To reduce the process, only ask for essential information, e.g. name, email, delivery
address, and payment method, and never make people ﬁll out the same information
twice.
Source: Smashing Magazine

5. Don’t demand too much
Registration shouldn’t be compulsory — it should be optional. Let people
sign up only if they want to.

6. Have a clear progress indicator
A small tweak, and yet a huge game changer.

7. Make your content shoppable
If your content is directly shoppable, customers can add items to their
shopping carts right away — and as a result, buy more.

8. Remove distractions
Remove all distractions that urge people to click elsewhere, such as the
menu navigation, unnecessary calls-to action, etc.

9. Be smart about your CTAs
Do your calls-to-action attract enough attention?
Do they have a powerful look?

10. Improve website speed
A two-second delay in load time during a transaction process increases
shopping cart abandonment rate up to 87%.
Source: hobo-web

11. Improve website navigation
People should be able to navigate around your website as smoothly as
possible. If they don’t get where to click and how to proceed,
you’re losing a deal opportunity.

12. Improve your mobile
Are the product images too small? Are the buttons impossible to click on?
Is the checkout process a pain? If you answered yes, it’s time to get a grip
of your shop’s mobile performance.

13. Make sure your shop's getting
relevant traffic
Traffic quality is a major contributor to whether or not people find your product
interesting enough to buy it. So make sure your marketing team is pulling the right
targeting triggers and attracting the right audience.

14. Use more images
Adding more images showing oﬀ extra details about the product would
deﬁnitely make it look more appealing.

15. Use more interactive images
Ability to see an item in a diﬀerent colour or style; ability to alternate views of
the item; the zoom-in functionality — all this is a must-have.

16. And even better — use videos
Use the power of video to describe, use and demonstrate your products.

17. And even EVEN better — use User
Generated Content (UGC)
86% of businesses use UGC. It is a huge, and yet still pretty much untapped, marketing
opportunity that unveils unique angles of your product and adds an extra layer of personality
to it.
 
Source: SEMrush

18. Is your product page persuasive
enough?
Good product pages are built to say “Here’s how your life will change if you buy this product”.
Bad product pages are built to say “Here’s the product, sweetie. I do hope you like it”.
Feel the diﬀerence? 

19. Have a section for sales &
specials
47% of online shoppers buy only discounted products. 
Source: ConversionXL

20. Use coupons
Provide a special spot in the checkout process for people to insert the
code in order to activate the coupon. 

21. Allow customers to review and
edit their cart…
…as well as get the details of products added at any time of the checkout process. 

22. Persistent shopping cart
“Sorry, you shopping cart has expired.”
That’s not what you want your customers to hear.
The solution? Persistent shopping cart. For at least 30 days. 

23. Enable people to save their
wishlists
Encourage shoppers with weak purchase intent go back to the online shop by
enabling a “wishlist" feature that would allow them to save items they like.

24. Make sure you don’t go out of
stock
Make sure you don’t go out of stock too often — or at the very least, send a
gentle reminder to inform a customer that certain items in their shopping cart
are getting sold out.

25. Use limited time oﬀers
According to behavioural psychologists, “urgent situations cause us to
suspend deliberate thought and to act quickly”, so by having a very short-
term special oﬀer, customers will be motivated to take action.

26. Show that you’re
trustworthy
Put security features everywhere, so that people know that their private
information won’t get leaked. Having a clear privacy policy, displayed phone
number, and live support chat can also help you look more trustworthy.

27. Add reviews for social proof
Let people know if other customers were happy with the product.

28. Oﬀer multiple payment
options
Every popular payment method is a must: VISA, Maestro, MasterCard,
PayPal, Google Wallet — you name it.

29. Show local currency
If your shop runs international sales, make sure that your international
clients can pay in their own currency.

30. Allow delivery tracking
If your shop runs international sales, make sure that your international
clients can pay in their own currency.

31. Make sure that delivery service
is fast enough
60% of consumers decide not to purchase from a retailer because of slow
delivery speed.
Source: Dropoff

32. Show error messages on
the checkout page
People sometimes make mistakes when entering a form ﬁeld. Be helpful
and point out what went wrong.

After abandonment

33. Send an email reminder
Even when you’ve done everything you possibly could, some people will
still be abandoning their shopping carts. Send a gentle email reminder.

34. Offer a discount
Offer a discount or a special offer, such as a coupon code, or free
membership to a loyalty programme, or a matching item — the
possibilities are endless, really.

35. Do re-targeting
Retargeting brings you back 98% of online shoppers who visited our site
before.
Source: AdRoll

35 Actionable Tips To Reduce Shopping Cart
Abandonment Rate (Ultimate List)
Read the full article on the Styla blog!

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35 Actionable Tips To Reduce Shopping Cart Abandonment Rate

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35 Actionable Tips To Reduce Shopping Cart Abandonment Rate