In the past, I’ve shared quite a few articles – including designing the perfect ecommerce checkout page – to avoid abandoned shopping carts, but I continue to work with clients that have difficulty in optimizing their ecommerce user experience and checkout experience.
What are the Average Cart Abandonment Rates?
- Desktop – Average Abandonment Rates are 67.1%
- Tablet – Average Abandonment Rates are 70%
- Phone – Average Abandonment Rates are 77.8%
Your site will never attain a perfect conversion rate. There are valid reasons why shoppers add items to a shopping cart and then abandon them and there are reasons within your control to minimize them from doing so.
Why Do Shoppers Abandon Carts?
- 34% of all shopping cars are abandoned because the visitor was just shopping Tweet This!
- 23% of all shopping cars are abandoned due to a shipping issue Tweet This!
- 18% of all shopping cars are abandoned because the visitor was comparing prices Tweet This!
- 15% of all shopping cars are abandoned because the visitor decided to purchase in-store Tweet This!
- 6% of all shopping cars are abandoned due to a lack of payment options Tweet This!
How to Incentivize a Customer to Checkout
Discounts and free shipping lead the methods online shopping sites use to incentivize a customer to checkout. Additionally, offering a timely, personalized, or one-time discount can improve your chances.
How to Recover Abandoned Carts
Retargeting and abandoned cart emails are the most effective methods of getting an abandoned customer back to complete the purchase. Global conversion rates from abandoned cart emails range from 18% to 40% Tweet This!
This infographic from 2Flow Logistics details how to reduce and recover abandoned shopping carts, How Online Retailers Can Reduce Shopping Cart Abandonment.