Have you ever wondered why you pay loads of money on leading more customers to your site but still have any results?
If the answer is yes, then the problem might come from somewhere in your own e-store, and you haven’t known about it.
Have a look at this statistic: 56.82% of online shoppers abandon their shopping carts at checkout. (according to Fresh Relevance). Just think about it as this can be the reason you lost your customers.
This post will look at the top reasons why customers choose to abandon their shopping carts. Then, take you through some of the best practices to address these problems for Magento 2 stores.
For those who don’t know, shopping cart abandonment is when a prospect on your e-store has added at least one item to their cart, then decides to no longer purchase.
Merchants are able to track and measure this figure based on the percentage of carts abandoned over a while. There are many factors that lead to a high cart abandonment rate, like lousy UI, slow checkout flow, or even negative feedback on product pages, etc.
Back to the main question: What are the reasons for the high cart abandonment rate?
There are several reasons for this shopping behavior; the most common ones will be:
Other reasons that have a significant impact on cart abandonment rate could list:
Once you identify where your store’s problem comes from, it’s just a matter of time for you to find out the right solutions that could reduce cart abandonment rates.
Below are the collection of 11 proven useful tips to minimize the Magento 2 cart abandonment rate for your business.
Put yourself in the shoes of a shopper. Do you want to face a multi-step checkout process while purchasing online?
A short process can contribute significantly to the customer buying experience as well as the last determinant in customers purchasing decisions. In this case, one step checkout process is precisely your need.
A few ideas to optimize your one-step process:
Royalmen is a great illustration for no friction one step checkout process.
The biggest difference between eCommerce and brick-and-mortar stores are:
With product thumbnails on the checkout page, merchants can reduce the possibility of distraction, plus remind shoppers of their desired products right on the shopping cart, just like how Online Spy Shop does on their site.
It’s really easy for online buyers to lose focus when they shop and wander on your site to search for their wanted products. This tip works based on the same mechanism of the one-step checkout simplification.
25% of shoppers abandoned their carts due to the overly complicated navigation. The more comfortable you make it for visitors to move between the cart and your store, the more likely they will stick with it and check out.
Look at how Timberland uses 2 clickable buttons so that customers can choose between checking carts and proceeding to checkout.
Simple navigation makes your visitors easier to shop; hence, higher customers’ satisfaction. The higher user experience customers have, the more conversions your site gets.
The proliferation of eCommerce websites has been the main reason for expanding payment methods in order to please the online customers’ demand.
Modern shoppers have so many choices when it comes to online payment. To reduce the cart abandonment rate, you need to eliminate all the potential reasons to prevent customers from finishing their checkout process.
And offering multiple payment options is one of the first things you should try. Most importantly, you should provide visitors with numerous payment options from credit card, Paypal, Google Wallet – any form of payment you know is common within your niche.
In this post, you will find great advice on how to convince customers to finish their checkout process. However, this next tip is worth doubling-down on as it focuses on reminding customers of their forgotten items in the carts.
What you should write in your cart abandonment email:
If it doesn’t work, consider using a follow-up email strategy to keep up with the customers and create chances to retain them in the future.
A series of emails is 63% more effective than a single email for any email strategy. One of the best tools you can use to do retargeting strategy via email in Magento 2 is Follow Up Email module or an Abandoned Cart Email Extension
The effectiveness of email as a sales recovery tactic is remarkable. However, to get out the most of your cart abandoned email series, this is how your cart abandonment should start:
A powerful technology assistant helps you make a chain of email automatically sent to customers based on their activities, including abandonment emails, trigger emails, etc.
When shopping online, apart from previous customers’ reviews, visitors can only assess a product via its images provided by the store. Basically, they don’t have any physical contact with the product itself.
It is also a determinant factor that can make customers less likely to make a purchase. These are some tips you could pick that bring a better visual experience for your customers:
First’s thing first! Social proof represents a psychological phenomenon of people following the actions of the masses. In another way, when customers are on the fence about spending money on an item, they tend to worry about remorse.
Most importantly, they want to get their money’s worth. In this case, social proof alleviates that concern by providing hesitant customers with other customers’ thoughts about that product or services.
Below are some ways you could do to take advantage of social proof on your site:
Another useful tactic you can use to prevent customers from abandoning their cart is a free shipping offer. Everyone likes a bargain!
That’s why most customers shop around for a better deal, especially the shipping fee. They hate it so much that the shipping fee is proven to be the biggest reason (accounted for 63%) for shopping cart abandonment.
Some advice for you in terms of shipping:
Though free shipping is a great incentive to boost sales, this tactic has a significant impact on the bottom line, as well as your pricing strategy. Be conscious when applying this sales tactic.
Creating a sense of urgency is not a new sales tactic in marketing. However, it’s still a very effective way of stopping customers’ hesitation in purchase decisions.
The truth is that when you give your potential customers time to think, they tend to delay making purchases. A discounted code or the store’s promotional offer is about to expire will be an incentive for the customers to quickly checkout.
However, you should be careful when creating a sense of urgency without stressing out or annoying the buyers. This is how you do it:
Amazon uses a countdown timer for each of their special deals.
According to Invesco, 67% of online shoppers check the store’s return page before purchasing. The buyer’s remorse doesn’t only happen before the checkout process but also on the post-purchase.
When it comes to purchasing online, there are several reasons with customers’ orders that make them unsatisfied, such as wrong products or parcel damage while delivering. Nothing ensures that the products your customers buy are perfectly fine and meet their expectations.
That can explain why online shoppers put so much attention to return policies of an e-store before making a purchase.
Just give your customers an easy understanding return policy as an insurance for their parcel, hence increase trust for your shop.
Trying to hide the cost from the customers is always a bad idea. Especially shoppers finding out about your hidden or extra charges at the end of checkout is a common reason for abandonment.
Taxes and shipping fees are 2 primary roots for unexpected costs that push the total payment higher than what customers want. The easiest solution is to be crystal clear about all costs upfront to the customer from the start.
There is no such thing as a 0% cart abandonment rate as shoppers will still abandon no matter how well-designed or seamless checkout you have.
However, these above tips are definitely worth giving a try to reduce cart abandonment both on and off your site.
Start creating for yourself a cart abandonment strategy to test different tactics and find out what works best for your buyers.
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