What is wheelchair abandonment?
Shopping cart abandonment is a phenomenon in which a user puts one or more products in their shopping cart but does not complete the purchase. It is measured in percentages and varies depending on the sector of activity.
You can calculate the basket abandonment rate by dividing the number of transactions by the number of baskets created. These 2 KPIs are easily accessible thanks to web analytics tools such as Google Analytics.
What are the main causes of leaving the basket?
According to a study on abandoning shopping carts conducted by the independent American Baymard Institute in late 2020, Internet users abandon their shopping carts without buying items in almost 70% of cases (average based on 44 different studies between 2012 and 2018). The reasons for these withdrawals are different, and the most common are the following:
- additional costs that are too high (delivery, taxes, fees, etc.),
- mandatory account creation,
- delivery time too long
- a sales process that is too long or too complicated,
- lack of trust at the time of payment,
- lack of information on delivery costs before payment,
- there are not enough payment options available.
Techniques to be implemented to reduce basket abandonment
Certain actions can be taken to limit this phenomenon and promote conversion. We’ve listed 12 tips for reducing your cart abandonment rate.
1. Offer free shipping
Shipping costs are often responsible for leaving the cart, as these are additional costs that consumers sometimes overlook. A study conducted by Baymard cites additional costs (shipping, taxes or fees) as by far the main reason for leaving the basket. Indeed, a product whose price is considered reasonable can quickly become too expensive despite low shipping costs.
To eliminate this problem, it is ideal to offer delivery costs and publish it as soon as possible in the order tunnel. Most e-commerce sites already offer a delivery offer for each order that exceeds a certain amount. This strategy sometimes even allows for an increase in the price of the average basket, as some consumers say they are willing to buy an additional item to take advantage of free shipping.
2. Be completely transparent about additional fees
Additional costs (shipping, taxes, fees, etc.) are often announced late and inflate the total bill to be paid at the last minute. Internet users appreciate finding out the total amount before they even start ordering. 49% of Internet users surveyed by Baymard cite this late discovery as one of the main reasons for abandoning the shopping cart.
The prices shown on the pages of your products must include taxes to avoid unpleasant surprises when paying. Any fees or shipping costs must also appear on the product website and be legible. If you are able to afford these fees, make it clear that this is a great selling point.
3. Do not impose the creation of an account
Creating an account is often seen by potential customers as a barrier to purchase. By replacing this step with a simple form that requires only the personal information needed to make a purchase, you can significantly increase your conversion rate. Indeed, many Internet users are reluctant to open an account for fear of having to leave too much personal information.
However, you can always make registration optional, and offer certain benefits to Internet users who opt for this option (discount coupons, loyalty program, etc.). A request to create an order may also appear at the end of the sale, for example, to offer access to better tracking.
4. Simplify the command tunnel
21% of Internet users surveyed about leaving the shopping cart say that the ordering process is too long or too complicated. Indeed, it is imperative to reduce as many steps as possible for the final purchase, in order to maximize the chances of conversion.
Some websites use a one-step checkout tunnel to avoid losing customers along the way. The efficiency of the command tunnel depends on each location, and it is important to perform tests to determine the most suitable for use. If you decide to use the multi-step tunnel, do not hesitate to display a progress bar that allows Internet users to locate themselves in the process.
5. Offer as many payment methods as possible
Some potential customers are willing to leave their cart if they cannot order via their preferred payment method. If you sell overseas, certain payment methods may be required (American Express for the United States, direct debit in Germany, etc.). Try to add as much as possible, always optimizing according to the geographical origin of your potential customers.
Certain universal and fast payment methods such as PayPal are also very popular, as they allow you to pay without entering your credit card information. The online payment platform is the second preferred payment solution for internet users, after the bank card.
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6. Reassure customers of reliability
Not all e-commerce sites enjoy the level of trust and credibility of industry leaders (Amazon, Cdiscount, eBay, etc.). Indeed, if your site is not well known, you will need to trust internet users and prove to them that they can order with confidence.
To convince visitors, you can:
- offer several ways to contact (phone number, email address, physical address, etc.),
- highlight your trusted third parties in your order tunnel,
- describe in detail your after-sales service and offer interesting options (free delivery and return, satisfied or returned within X days, etc.),
- estimate the delivery date to give an idea.
7. Set up an automatic backup of the shopping cart
The visitor basket can be saved automatically when you add one or more items to it. If this one leaves the page and then returns to the page later, he will be able to find his basket and continue his order where he left it. This backup option does not require creating an account.
8. Avoid interference in the ordering tunnel
When a potential customer starts the ordering process on your site, it is important to do everything you can to complete it. To increase your chances of losing it along the way, don’t forget to make your pages as simple as possible until your order is confirmed.
You must at all costs avoid interference that could cause your potential customer to leave your site before confirming their purchase. Some pages go so far as to remove the usual navigation elements present on the page, thus leaving only the options necessary for the purchase.
9. Optimize the mobile version of the page
As a reminder, almost 70% of the created baskets were abandoned before they were validated. On mobile devices, this number continues to grow (85%). The difference can be explained by the interfaces of e-commerce sites, which are often optimized for the desktop and not adapted to the mobile format.
It is imperative to take into account your experience of shopping via mobile phone, because in 2021, almost 1 in 2 French people (48%) who buy online do so from their mobile phone. So you need to think about responsive design, to offer simple and natural navigation, with readable product pages and CTAs large enough to be clickable.
10. Treat CTA
CTAs (call to action) used to validate the basket are important and should not be ignored. If your potential customer is struggling to find a button, they will not hesitate to leave the page and leave their shopping cart to make a purchase elsewhere.
To avoid losing users in CTAs, consider:
- establish a visual hierarchy to easily identify the main button,
- adjust the color code to highlight the main CTA,
- place the main button in the visible area without the need to scroll (or multiply this button so that it remains visible at all times).
11. Track abandoned carts via email
Email reactivation programs can be very effective in getting conversions that seem lost, but be careful, it is imperative to do it carefully, otherwise you will get the opposite effect. In addition, this practice is only possible if you already have your potential client’s email address (by creating an account or form, for example). The effectiveness of your reactivation program will depend on the quality of your recovery scenario.
To increase your chances of success, consider the following information:
- products offered by e-mail must be carefully selected according to previous visits of users,
- e-mails must be personalized and contain visual representations of the products present in the basket,
- the frequency of sending must remain reasonable,
- the time of sending must be carefully determined (less than 24 hours after adding to the basket for the 1st reminder, later for a possible second reminder).
12. Test the command tunnel
While this advice may seem obvious, it’s important to test your own design choices to highlight any negative points you may have overlooked. These user tests help ensure the relevance of your choices. For example, you can set up A / B tests to determine the best setup solutions to improve your conversions.