How To Avoid The Abandoned Cart Money Suck
I don't know you and haven't seen your store, but I guarantee you're losing money because of this one thing.
Statistics can be surprising. But are you surprised to hear the average cart abandonment rate is 69%? For every 100 people visiting your store, 69 of them are walking away from a purchase.
And while some of the reasons people walk away from your store empty-handed are totally out of your control, these three are not.
Top reasons carts are abandoned
Extra Costs (55%)
One of the top reasons carts are abandoned is because unexpected fees or costs raise the total bill. Usually, its when they reach the final step before pressing "purchase" that shipping costs surprise them or unforeseen expenses.
To avoid "sticker shock" abandoned carts, be transparent about estimated shipping costs, fees, tax calculations, or anything else that might add to their final bill.
Create An Account (34%)
Look, you guys just met. Asking them personal questions so you can "add them to your newsletter" is a huge turnoff, and honestly not necessary. Unless you have something amazing for them in return for a username and password (like a killer rewards program), give customers the option to check out as a guest. Don't make it weird.
Overly Complex Navigation (25%)
The more clicks you put someone through, the less likely they are to follow through and buy. While its fun to add all the bells and whistles to your site, its best to keep things as simple as selecting a product, adding to cart, then checking out. Less is more.
Yes, it's true. Shoppers leave full carts behind for many reasons, but paying attention & improving the customer's experience dramatically reduces your abandoned cart rate.
Sales is an emotional process
When we buy, we mentally walk through an internal process before spending our hard-earned money. We don't need to be convinced, but we do need to feel comfortable.
Trust is essential when creating a comfortable and effective sale process. You build it by understanding who your ideal client is, how they think, and how you can best support their purchasing decisions. When you resolve why people are abandoning their cart, the process to buy becomes easier and a relationship based on trust begins.
If you're struggling to see 1) why your carts are abandoned or 2) can't see the holes in the purchase process, ask someone to walk through the entire buying experience. It's an eye-opening process that shows just how difficult or confusing it might be to buy.
Once you make the necessary changes, you’ll start seeing less abandoned carts and more sales. Then you can start tackling abandoned cart emails to win shoppers back.