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 the meaning of cart abandonment?
Cart abandonment occurs when a potential customer adds items to their online shopping cart but leaves the website before completing the purchase. Understanding the meaning of cart abandonment and its effect on your business can be the difference between success and failure, especially in a rapidly growing market like Ireland, where e-commerce activity has experienced significant growth, with online spending estimated to have grown by 30-40% in recent years². Each abandoned cart represents a lost sale and a potential missed opportunity to gain a new customer.
Why does e-commerce cart abandonment happen?
There are numerous reasons why shoppers abandon their carts. Understanding these reasons is the first step towards implementing practical solutions to reduce cart abandonment and improve your online sales.
Unexpected costs
Unexpected costs are a major culprit behind cart abandonment. Such an unpleasant surprise can quickly turn excitement into frustration, leading them to abandon their purchase altogether.
Complicated checkout processes
A complicated checkout process with multiple steps, confusing forms, and unclear instructions can quickly lead to frustration and cart abandonment. The more hoops your customers have to jump through, the more likely they are to give up. In fact, studies show that 22% of consumers will abandon a website if the checkout process is too complicated³.
Lack of payment options
In today's diverse digital landscape, customers expect a variety of payment options to suit their preferences. Limiting your payment options can be a major barrier to completing a purchase.
Concerns about security
Online security is a top priority for consumers – a staggering 25% of consumers will leave a website if they don't trust the site with their credit card information⁴. If customers don't feel confident that their personal and financial information is safe on your website, they're more likely to abandon their cart.
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
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
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 reviews⁵.
Multiple payment options
Offering a variety of payment options can significantly reduce cart abandonment. Provide customers with the flexibility to pay using their preferred method, whether it's a credit card, debit card, digital wallet, or other popular payment gateway.
Retargeting strategies
Retargeting is a powerful tool for recovering abandoned carts. By using targeted ads and email campaigns, you can remind customers about the items they left behind and entice them to complete their purchases. Personalised messages and incentives can be particularly effective in re-engaging these potential customers.
Persistent shopping cart
A persistent shopping cart allows customers to save their cart contents and return to complete their purchase later. This is particularly helpful for customers who may get distracted or need more time to make a decision. By offering this convenience, you can reduce cart abandonment and improve the overall shopping experience.
Mobile optimisation
With the majority of online traffic now coming from mobile devices, it's crucial to ensure your website and checkout process are optimised for mobile users. A seamless mobile-friendly e-commerce shopping experience can significantly reduce cart abandonment and improve conversions.
Live customer support
Offering live customer support can help address any questions or concerns that may be preventing customers from completing their purchases. Providing instant assistance through live chat or phone support can build trust and encourage customers to finalise their orders.
H3 Limited-time offers
Creating a sense of urgency with limited-time offers or discounts can incentivise customers to complete their purchases. Highlighting the scarcity of a product or offering a special promotion can be an effective way to combat cart abandonment and drive sales.
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 their 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 their comprehensive logistics solutions can help you unlock the secrets to e-commerce success.
- Baymard Institute, July 2023
- International Trade Administration, January 2024
- Baymard Institute, July 2023
- Baymard Institute, July 2023
- Statista, July 2024
