Shopping Cart Abandonment
Shopping cart abandonment is when a customer starts the checkout process but drops out before completing it. Any item in the shopping cart that isn’t completed is considered abandoned by the shopper.
Shopping cart abandonment rate is a statistic that reveals what percentage of a site’s users abandon an online order after the initial checkout process. This number can be used to identify what’s causing high shopping cart abandonment and determine if there are any problems with the user interface or checkout process.
The number of shopping carts that abandon their checkout process is a crucial measure of the quality of an e-commerce site's user experience. If a certain percentage of shoppers are abandoning their shopping carts, it suggests that the site's checkout flow is not effective.
Reducing Shopping Cart Abandonment
Shopping cart abandonment can be difficult to solve because there are so many different reasons why someone might abandon their cart. One of the first steps is to create a hypothesis about why customers are leaving. By analyzing analytics data, you can identify what causes most shopping carts to be left behind.
Once you have created your hypothesis, you can experiment with different ideas to determine if they will help reduce abandonment rates. You can test alternative solutions on an individual basis or use an A/B testing tool to measure the impact of multiple solutions.
For example, one growing trend that many e-commerce sites face is the issue of consumer trust. Although web users have become more comfortable using online payment services, many tend to be hesitant to provide personal information to unfamiliar websites.
If the theory is that lack of trust is leading to abandonment of shopping carts, then a variety of solutions can be implemented to increase trust. There are many ways to increase trust online. Some of these include reviews and testimonials placed prominently on the site, using postcards and real pictures of customers, and offering money back guarantees.
Shopping Cart Recovery
Beyond making the shopping cart experience as easy and enjoyable as possible, another great way to reduce abandonment rates is with cart recovery. Even though you've done everything you can to make it easy for customers to buy from you, some will always leave before completing their purchase. Cart recovery lets you attempt to capture those customers after they've already left your site.
If a shopper entered their email during the checkout process before leaving your site, you have the opportunity to send them a follow-up email offering them a coupon or an incentive to come back and complete their purchase. This is usually some sort of coupon or special offer available only for users who entered their email address.
Retargeting ads are an effective way to promote products at the right time to the right people. The process lets you advertise on a customer's previous purchase path, letting you market to them even after they've left your site. This secret weapon can help you recover lost customers who may have forgotten about their shopping experience and lead them back to your product or service.
A/B Testing To Reduce Shopping Cart Abandonment
Shopping cart abandonment can occur for many reasons. By testing different versions of your checkout process, you can discover the best ways to improve your conversion rate and increase revenue.
A/B testing software such as Taplytics allows you to easily make changes to your site without having to write code. With this tool, you can quickly add or remove elements of your store, test multiple variations of content and graphics, and see how visitors respond to your changes.
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