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Cart Abandonment Case Study

1004 Words5 Pages

Young woman carrying basket while shopping in the supermarket
99% of customers won’t buy anything during their first visit in your e-store, SeeWhy research proves. 68.53% of shopping carts are abandoned (Baymard Institute). Why customers leave their baskets behind and how to reduce that trend?

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Why Does Cart Abandonment Happen?

Before we find a solution, we need to understand customers’ motivation to abandon their carts. Business Insider survey casts some lights on the problem. The respondents indicated the following reasons for quitting shopping process:
1) Shipping costs made the total purchase more than expected (58%): Remember that the practice to lower your prices and increase shipping cost (to …show more content…

A good sign! According to BI, marketers can rescue 63% of baskets left behind.

How to improve your e-store to reduce cart abandonment?

• Present the final price from the beginning of the checkout process: Don't surprise customers with additional costs at the end, hoping that they will complete the purchase anyway.
• Allow for purchase without registration: you can send an email encouraging to register, explaining all the advantages of having an account. But don’t make the user go back to register. If the process takes longer, the possibility of quitting increases. Don’t take that risk.
• Give guarantees: make a customer feel safe. Explain briefly (in 1 sentence!) your return policy.
• Make cart editing super-easy: consumer should be able to remove one or two items from the basket, it the final price is too high for her. If she doesn’t find such option, she will most likely resign.
• How does it look on a smartphone? Be sure to optimize your checkout process for mobile

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