Did you know the global average shopping cart abandonment rate for e-commerce is a whopping 70.19%?1
As an online seller, there’s undoubtedly nothing more frustrating than seeing a customer abandon their shopping cart suddenly – especially if it was filled with a decent number of products. The good news is that many of the frictions which cause customers to discontinue their shopping journeys are fixable – you just need to know exactly what they are.
From unexpected shipping charges to a lack of payment options, read on to discover the pain points that drive customers away and actionable strategies you can take to improve your e-commerce conversion rates.
What is cart abandonment?
Cart abandonment occurs when a potential customer adds items to their online shopping cart but leaves the website before completing the purchase. This can be a significant source of frustration for e-commerce businesses, as it represents a lost sale and a potential missed opportunity to gain a new customer.
There are numerous reasons why shoppers abandon their carts, ranging from unexpected costs and complicated checkout processes to website errors and a lack of trust in the online store. Understanding these reasons is the first step towards implementing practical solutions to reduce cart abandonment and improve your online sales.
How to avoid e-commerce cart abandonment?
While some cart abandonment is inevitable, there are several strategies you can implement to reduce its occurrence and encourage customers to complete their purchases.
Clear pricing
One of the primary reasons for cart abandonment is unexpected costs, such as high shipping fees or hidden charges. To avoid this, be upfront and transparent about all costs associated with the purchase, including shipping, taxes, and any handling fees. Consider offering free shipping or discounts on shipping for orders above a certain value to incentivise customers to complete their purchases.
Optimised checkout process
A complicated or lengthy checkout process can be a significant deterrent for customers. Streamline your checkout process by minimising the number of steps involved and offering guest checkout options for those who don't want to create an account. Make sure the process is intuitive and easy to navigate, with clear instructions and progress indicators.
Shipping transparency
Customers want to know when they can expect their order to arrive. Provide clear and accurate shipping information, including estimated delivery times and shipping options. Consider offering express shipping for those who need their orders urgently, especially during peak shipping season. DHL Express, for example, offers a range of international shipping options with fast and reliable delivery times, which can be a valuable selling point for your business.
Security and trust signals
Customers need to feel confident that their personal and financial information is secure when shopping online. Display trust signals, such as security badges and SSL certificates, to reassure customers that your website is safe. You can also build trust by offering a money-back guarantee or displaying customer testimonials and reviews2.
Unlock the secrets to e-commerce success
By understanding the common reasons for cart abandonment and implementing practical solutions, you can improve your online store's conversion rates and drive business growth. Download our FREE cart abandonment guide below to ensure your customers – and their baskets – make it to your checkout and complete the sale.
Partnering with a reliable logistics provider like DHL Express can further enhance your efforts to reduce cart abandonment. With our fast and reliable international shipping services, you can offer your customers a positive delivery experience that builds trust and loyalty.
Open a DHL Express business account today and discover how our comprehensive logistics solutions can help you unlock the secrets to e-commerce success.
- Baymard Institute, July 2023
- Statista, July 2024
