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What is shopping cart abandonment? Causes & how to reduce it
You've spent hours meticulously crafting your online store, only to watch potential customers fill their carts and vanish. Frustrating, right? In the eCommerce world, this is known as shopping cart abandonment, a common hurdle. But don’t worry, this article will guide you through what it means, why it happens, and how to fix it, all while enhancing your understanding of the eCommerce glossary.88.
To tackle shopping cart abandonment, you’ll need tools that boost your store’s performance. That’s where Instant’s Shopify product page builder comes in handy, offering features to keep those carts full and moving to checkout.
Table of Contents
What is shopping cart abandonment?
Shopping cart abandonment is when an online shopper adds items to their cart but leaves the site without completing the purchase. It’s like when you’re in a physical store, load up your basket with goodies, and ditch it before reaching the checkout. This is a big issue in eCommerce, with an average abandonment rate of around 70%. That means out of 10 potential buyers, about seven will leave without buying. Businesses lose out on this opportunity because those shoppers showed interest.
Why do shoppers abandon their carts?
There are several reasons why shoppers might abandon their carts. Unexpected shipping costs can be a turn-off, and a complicated checkout process can also cause them to give up. Sometimes, they just get cold feet. Understanding these reasons is crucial. It helps businesses improve their conversion rates and turn those almost-buyers into actual customers.
What causes shopping cart abandonment
Ever been tempted by a great online deal, only to find unexpected costs at checkout? Extra fees like shipping, taxes, and service charges can cause buyers to abandon their carts. Around 48% of shoppers walk away when faced with surprise costs at the last moment. It’s like hitting a wall just as you're about to finish a race.
The hassle of account creation
Ready to buy but forced to create an account first? This is a significant turnoff for first-time buyers who want to make a quick purchase. Setting up a username and password and filling out forms can drive them away. Simplifying the process can make a difference.
Slow shipping times: A deal-killer
Even if everything else is perfect, slow delivery can make shoppers bail. In an era of same-day or next-day delivery, slow shipping feels outdated. Fast delivery is crucial to keeping customers happy and reducing cart abandonment. Unexpected costs, forced account creation, and slow shipping are the key reasons shoppers abandon carts. Anything that adds friction during checkout can cause customers to leave before completing a purchase.
Strategies to reduce shopping cart abandonment
Reducing shopping cart abandonment starts by understanding where users get stuck. Analyzing behavior patterns and running A/B tests can uncover these obstacles, allowing businesses to make targeted changes. Guest checkout is a simple yet effective solution. If forced account creation is causing drop-offs, allowing users to skip this step can significantly improve conversion rates.
Be transparent about costs
Shipping costs and return policies can deter shoppers if they're not revealed until the last minute. By being upfront about these details, businesses can prevent sticker shock and build customer trust.
Offer incentives to seal the deal
Discount codes and special offers can provide the nudge customers need to complete a purchase. A limited-time promo or free shipping offer can make a significant difference when someone is on the fence. And if they do leave, abandoned cart emails can help bring them back. By sending a well-timed reminder with a link back to their cart—and perhaps a small discount businesses can recover lost sales and boost long-term customer value.
Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder
Instant makes creating custom Shopify product pages easy for eCommerce teams and agencies. No coding knowledge is needed. This tool includes a drag-and-drop interface, which allows you to build and publish pages that drive conversions quickly. With Instant, you can create:
Landing pages
Blog posts
Product pages
Sections while maintaining complete control over your store's design
You can also integrate Instant with Figma and other eCommerce tools to optimize your online store's performance.