Significant challenge business owners face is online cart abandonment—shoppers initiating the purchase process but ultimately bailing before completing the transaction. Recent studies show that the cart abandonment rate averages around 70%, which is an alarming figure for online sellers and entrepreneurs.
Can you afford to lose all those potential customers? Probablement pas.
Dans cet article, we present practical and data-driven strategies to help prevent your customers from abandoning their carts and, en fin de compte, boost your online store’s sales.
What Is Cart Abandonment?
Online cart abandonment is a phenomenon where shoppers initiate the purchase process but do not complete the transaction. It occurs when customers add items to their shopping carts, begin the checkout process, then fail to make a payment or complete their orders—which in turn, results in an paniers abandonnés.
Baymard Institute has been tracking the global average cart abandonment rate for 12 ans. According to their recent studies, the average cart abandonment rate is 69.99%. Cela signifie que 70 de 100 customers will add a product to their carts but then leave your website without completing the purchase.
Cart abandonment rate differs a lot by industry. Par exemple, selon Statista, websites offering cruise and ferry travel services have the highest cart abandonment rates out of all measured categories—98%. As for groceries, they have the lowest cart abandonment rate—50%.
Online shopping cart abandonment rate by industries worldwide (Source: Statista)
A device plays a role in cart abandonment too. Mobile shoppers tend to abandon shopping carts more often than desktop shoppers. Par exemple, aux Etats-Unis, the gap between mobile and desktop abandonment rates is over ten percentage points.
Why Do Shoppers Abandon Their Carts?
The statistics may look alarming, but by understanding the common reasons for shopping cart abandonment and taking steps to address them, vous pouvez reduce your abandoned cart rate and increase your sales.
Première, let’s look into the most popular reasons for cart abandonment:
- extra costs being too high and/or unexpected (les taxes, les frais d', or shipping costs)
- delivery times being too slow,
- lack of payment options,
- delivery and returns policies not being satisfactory,
- lack of trust in providing credit card information online,
- a confusing website interface,
- too many checkout steps,
- slow website performance.
Check out the insights from the Baymard Institute research on the most common reasons why online shoppers abandon their carts:
Les résultats de la cart abandonment research by Baymard Institute
Première, Improve the Shopping Experience
If you carefully read through the reasons for cart abandonment, you may have noticed already that most of them are connected to the customer experience in an online store. The good news is you can drastically improve it yourself! Especially if you use a powerful ecommerce platform such as Ecwid by Lightspeed.
Être transparent sur les coûts d'expédition
Unexpected shipping costs are one of the major causes of cart abandonment in the online shopping environment, ce qui signifie la transparence sur les coûts de transport est essentiel.
It’s a good idea to include information about costs associated with shipping (et le rendement) right on the product page instead of surprising shoppers with a hefty fee once they arrive at the checkout.
Aussi, être sûr que vos frais d'expédition (sinon gratuit pour les clients) sont optimisés. Par exemple, if you run an Ecwid store, vous pouvez display real-time shipping services and costs to let your customers choose the one suitable for them.
Real-time accurate shipping rates are displayed at the checkout in an Ecwid store
Les tarifs forfaitaires soulager les clients des deux coûts et des calculs inattendus. Si vous voulez réduire l'abandon de panier, essayez de trouver votre coût moyen pour être votre forfait.
Keeping customers informed about shipping costs
Free shipping is also a great perk to offer your customers. If you’re offering a free shipping promotion, assurez-vous que cela est également noté dans votre boutique en ligne (par exemple, avec gratuit icônes d'expédition ou bars promo) - car cela est une offre très convaincante pour vos clients.
An example of a free shipping bar
Be Transparent About Extra Costs
Display comprehensive pricing details, including taxes and fees, as early as possible in the purchasing process to prevent surprising customers with unanticipated fees.
If your prices don’t include taxes, it’s a good idea to specify that right in your product catalog. Ou, juste display prices with taxes included dans votre boutique en ligne.
When charging any additional fees, par exemple, vous pouvez utiliser un point et une virgule partout où vous en avez besoin, specify its amount. Aussi, it might be a good idea to explain what these fees cover so that customers feel fees are justified.
It’s a good idea to add information about extra costs and payment in the FAQ section on your website
Simplify the Checkout Process
Lengthy and complicated checkout processes are a major factor behind cart abandonment.
Streamline the process by minimizing the number of clicks and steps required. Limitez vos champs de formulaire uniquement les données essentielles pour garder les clients aller de l'avant.
Si vous exécutez un magasin Ecwid, your checkout is already optimized. It’s one-page, swift to complete, and shows customers all the steps they need to complete (which are not many.)
Ecwid stores provide smooth checkout experience
Vous devriez également envisager d'ajouter un Ramassage en magasin option when it makes sense. This allows customers to skip over entering shipping information and simply pick up their order at your retail location.
Il y a d'autres façons de rendre plus rapide la caisse:
- Let shoppers checkout without signing in or creating an account to give your customers more options.
- Accepter Apple Pay et Google Pay so that customers can pay with a single tap.
- Connecter PayPal Commander to allow your customers to log into their PayPal accounts and simply use the already stored data in the account as their checkout information.
- Maîtrisez votre Les options du produit to get all the necessary order details before the checkout.
Offer Multiple Payment Options
Consumers have different payment preferences, and offering a variety of payment choices can significantly reduce the likelihood of cart abandonment due to payment-related issues.
When choosing payment gateways, consider their popularity, convenience for customers, and safety. Pour plus de conseils, check out our article about choosing a payment gateway for your online store:
Si vous exécutez un magasin Ecwid, it’s integrated with more than 80 trusted payment gateways so that you can provide your customers with the most convenient options, including paying with credit cards, digital wallets, et “Acheter Maintenant, Payer plus tard” options. You can accept recurring payments, trop, par exemple, lorsque selling subscription boxes or other subscription products.
Make Store Navigation Easy and User-Friendly
Ensure your website and cart are easy for visitors to navigate. This includes having a responsive design, clearly marked buttons, and uncomplicated menus.
Make sure the cart button is visible on all pages. Aussi, it’s helpful to let your customers buy a product right away with a Bouton Acheter.
A Buy Button on a sidebar
Take advantage of website analytics such as Google Analytics to pinpoint any navigation-related issues that might make shoppers exit the site prematurely or abandon their carts.
Don’t forget to optimize your site for mobile users. Avec plus de half of all internet traffic stemming from mobile devices, it’s essential to cater to this growing demographic. Ensure your site is mobile-friendly, with an intuitive interface and touch-optimized elements to facilitate seamless navigation for mobile shoppers.
Si vous exécutez un magasin Ecwid, it’s already mobile-friendly and easy to navigate. You can also try different menu and category settings to find the one that suits your store best.
Slow website loading speed may also deter potential customers, so make a habit of checking your website performance using tools like PageSpeed Insights.
Display Estimated Delivery Times and Pickup Options
Slow delivery is one of the main reasons online shoppers don’t finish their purchases. Make sure your customers know when to expect their order. Adding estimated delivery times on the product page or at checkout helps customers manage their expectations.
Si vous exécutez un magasin Ecwid, vous pouvez show approximate delivery times right on the checkout and product pages.
Showing estimated delivery times on a product page
Another option is to provide customers with various shipping options, including faster delivery services. Some shoppers might prefer a more expensive service to get the order faster (par exemple, when buying a gift.)
Enfin, let your customers know if they can pick up their purchase in-store. Some people prefer to shop online but get their order quickly by simply picking it up at the store. Having a “Store Pickup” option is an easy way to satisfy them and reduce cart abandonment.
Make the Return Policy Compelling and Visible
The return policy not being satisfactory is one of the main reasons for leaving the website without placing an order. To provide customers with more confidence and reduce cart abandonment, make sure your return policy is clear and visible.
Customer should be able to find your return policy fast
Consider offering easy returns to give shoppers the confidence they need to buy. Let them know what their options are in case something goes wrong. You can also offer a money-back guarantee, which may make them more likely to purchase from your store instead of a competitor’s.
No matter how great your Return Policy is, it’s no good if shoppers can’t find it. Make sure to display the refund policy on all pages of your website, especially at checkout. You can also add a dedicated page with comprehensive information about returns and refunds.
Read our article about writing a compelling Return Policy below. Bonus: a template to quickly create one for your store!
Provide Instant Customer Support
Offer live chat assistance on your website to provide immediate and personalized responses to any question or concern a customer might have. This real-time support can help alleviate doubts and spur visitors to complete their purchases.
Si vous vendre en ligne avec Ecwid, you can add a live chat to your online store to let customers quickly resolve issues that are keeping them from following through. Pour faire ça, choose from dozens of chat en direct apps dans le Ecwid Marché de l'App. Some of them also have more advanced features, such as automated chatbots.
Add a Facebook Messenger live chat to your website to provide real-time customer care
Display Trust Signals Prominently
“I don’t trust the site with my credit card information” is one of the top reasons for cart abandonment. Display trust signals on the checkout page to ease your customers’ des soucis. Par exemple, a checkout security badge.
If you use Ecwid for your online store, your checkout already shows that your customers’ data is protected. En savoir plus sur Ecwid’s security for selling online.
This message lets customers know their data is protected
Cependant, building trust is not just about providing a secure checkout (though it’s a must). Clearly showcase customer reviews, témoignages, certifications, or any awards or recognitions your business has received to prove your credibility as an online retailer.
Showing various trust signals can help calm concerns that potential customers might have, making them feel more certain about buying from your store.
Regularly collect customer feedback and add it to your website
Win Back Customers That Left without a Purchase
Now that you improved the shopping experience in your store, it’s time to ensure you get back customers who still left without a purchase.
Realistically speaking, un 0% abandoned cart rate is unachievable because no matter how great the shopping experience in your store is, people can still get distracted. Par exemple, your shoppers can get a call or have problems with the Wi-Fi connection. The good news is you can still bring some of those customers back!
Here are some of the most effective ways to win over shoppers who left products in their carts:
Display Popups with Special Offers
Les Popups, or notifications that appear front and center on your online store, can help share important information, une offre spéciale, or a message of urgency that keeps the shopper from abandoning their cart.
Quelques options différentes sont:
- Exit-intent popups: They appear as shoppers attempt to leave your site without completing the purchase.
- First-time visitor popups: Ceux-ci offrent une offre spéciale ou une remise aux nouveaux visiteurs du site.
- offre popups: Promote special deals/sales/new items.
- E-mail popups: Recueillir l'adresse e-mail d'un visiteur du site afin que vous puissiez suivre plus tard.
An example of an exit-intent popup
Comme vous pouvez le voir, you can use several types of pop-ups, mais gardez à l'esprit que vous devriez limiter votre utilisation de ces, as too many can be obtrusive. Experiment with one at a time to see which popup produces the best results.
To create a popup that integrates seamlessly with your Ecwid store, essayez Facile Popup, which offers a wide variety of customizable templates. You can also create a popup with Mailchimp or choose from other popup tools supported at Ecwid.
Send Abandoned Cart Emails
Un abandonné la récupération de panier email gently nudges potential buyers to return to their carts in your store. Such emails usually consist of a reminder about the products left in the cart and a call-to-action that directs customers back to your store. You can also add a coupon code to the email to make it more enticing.
An example of an abandoned cart email
If you use Ecwid for your online store, vous pouvez send abandoned cart emails automatically by enabling a single toggle. No need to write an email copy, design an email template, or schedule emails yourself!
You can use the default abandoned cart email or customize it as you see fit, par exemple, by including a discount coupon.
Automated abandoned cart emails are one of the most effective ways to bring customers back to your store to finish a purchase. Check out how this seller recovers 17% of abandoned carts with Ecwid.
You can also use abandoned cart emails as an opportunity to collect customer feedback and find out why shoppers aren’t following through. Par défaut, le modèle inclut votre e-mail et un appel à l'action pour vous contacter en cas de problème.
Run Retargeting Ads on Facebook and Google
Retargeting ads drive customers back to your store by showcasing products they’ve viewed through partner networks like Facebook or Google. Using these ads, vous pouvez rappeler les acheteurs des articles qu'ils ont laissé derrière eux, et les aider à terminer le cercle en arrière le processus de paiement.
An example of a retargeting ad on Facebook
Si vous vendez en ligne avec Ecwid, you can easily launch retargeting ads on Facebook and Google, even if you don’t have any advertising experience. Learn more about it in our Centre D'Aide.
Reduce Cart Abandonment to Make More Sales
Ready to capture that 70% of shoppers who are slipping away? Let’s do a quick recap of the ways to reduce cart abandonment and make more sales through your online store:
- Faire preuve de transparence sur les frais de port, délais de livraison, les frais d', and taxes
- Offer convenient and popular payment options
- Perfect your return policy and make it visible
- Ensure navigating and checking out in your store is smooth and fast
- Display trust signals on your website like reviews, prix, badges de sécurité
- Provide instant customer support
- Leverage exit-intent popups and other notifications
- Restez en contact avec des e-mails automatisés
- Bring back customers with retargeting ads.
Reducing cart abandonment boils down to understanding why shoppers exit without making a purchase and implementing targeted strategies to mitigate those reasons. By optimizing your online store and paying close attention to your customers’ needs and concerns, you can foster an exceptional shopping experience that keeps them coming back for more.
