Post by nurnobisorker13 on Oct 26, 2024 2:48:01 GMT -6
Do you have an online store with a lot of traffic but few sales? Do your campaigns have a good CTR and “low bounce” but few conversions? The explanation may be in the cart abandonment rate . In this post we explain what it is and how to reduce it.
The cart abandonment rate is the percentage of users who add a product (or several) to the cart of an online store , but then abandon the process before completing the purchase.
It is calculated with any of the following formulas:
Cart abandonment rate = (1 – Number of completed purchases / Number of carts created) x 100
Cart abandonment rate = (Abandoned carts / Created carts) x 100
For example, if 100 carts were created but we made 25 sales, the abandonment rate would be 75%.
And although the figure in the example sounds like a bad result… The truth is that it would be below the average. According to Salesforce data in The Shopping Index: Global online shopping statistics and ecommerce growth trends , the average abandonment rate in Spain is 82% on computers and 89% on mobile phones .
Cart abandonment rates by country and device
The causes can be very varied, but there are some factors that can help reduce the cart abandonment rate . Also, the "seriousness" and the remedy will depend on the moment of abandonment: it is not the same if a user leaves without reaching the checkout (it is possible that they just want to think about it or even that they did not have time to continue with the purchase at that moment) than if they do so during the payment process (they may have encountered some problem).
In the first case, there are some techniques that can help us achieve the sale (remarketing, personalized newsletters, etc.). In the second case, it will be more complicated, so it is advisable to prevent it from happening by improving the purchasing process.
Causes and solutions for cart abandonment
Some of the most common reasons for not completing a purchase (and their solutions) are:
Complicated or tedious purchasing process . The website should be as clear and user-friendly as possible, both on desktop and mobile (as you can see in the graph above, mobile phones tend to have a higher abandonment rate). In addition, it is advisable that users can get help if they need it. Telephone, email, live chat, WhatsApp Business , social networks… the more communication channels you leave open for your customers to contact you, the better their experience will be and the easier it will be for them to complete the purchase.
High shipping costs or unexpected costs (for example, if a shop displays prices without VAT). It is advisable to indicate the total price of the product from the beginning. As for shipping costs, it can be difficult for many small businesses to send every purchase “for free”, but it can be worthwhile to cover the shipping costs above a certain purchase amount. Many users will be willing to buy something else to save on shipping costs.
Long delivery times . We live in the era of immediacy and many users value receiving their purchase as soon as possible. Since express deliveries are usually more bulk telegram blast expensive, it is advisable to offer different options.
Doubts about the possibility of making returns . It is advisable to offer facilities and display all the information about the returns policy clearly on the website.
Mandatory registration and/or forms that are too long . The solution is to offer the option to purchase as a guest user and ask only for the essential data.
Insecurity or lack of trust in your website. Any company that sells online must use the HTTPS protocol to offer security for both your website and the users who visit it. In addition, quality seals and reviews from other customers provide confidence.
Not finding the desired payment option . Many users will leave if they can only pay by card. It is advisable to offer other options such as PayPal or Bizum.
In addition, sometimes users decide to wait for an offer or to do research on other websites (prices, reviews, conditions, etc.). In these cases, we can use some of the techniques we mentioned initially to recover them (remarketing, emails with personalized offers, etc.).
More tips to improve cart abandonment rate
The first step to reduce the abandonment rate of your online store will be to investigate the specific cause (through web analytics, A/B tests, heat maps…). But there are some general tips that we have just mentioned that can help you. In addition, you can take a look at the post “ 8 Google tips to improve the user experience in your online store ”, since abandonment is often related to a bad User Experience.
The cart abandonment rate is the percentage of users who add a product (or several) to the cart of an online store , but then abandon the process before completing the purchase.
It is calculated with any of the following formulas:
Cart abandonment rate = (1 – Number of completed purchases / Number of carts created) x 100
Cart abandonment rate = (Abandoned carts / Created carts) x 100
For example, if 100 carts were created but we made 25 sales, the abandonment rate would be 75%.
And although the figure in the example sounds like a bad result… The truth is that it would be below the average. According to Salesforce data in The Shopping Index: Global online shopping statistics and ecommerce growth trends , the average abandonment rate in Spain is 82% on computers and 89% on mobile phones .
Cart abandonment rates by country and device
The causes can be very varied, but there are some factors that can help reduce the cart abandonment rate . Also, the "seriousness" and the remedy will depend on the moment of abandonment: it is not the same if a user leaves without reaching the checkout (it is possible that they just want to think about it or even that they did not have time to continue with the purchase at that moment) than if they do so during the payment process (they may have encountered some problem).
In the first case, there are some techniques that can help us achieve the sale (remarketing, personalized newsletters, etc.). In the second case, it will be more complicated, so it is advisable to prevent it from happening by improving the purchasing process.
Causes and solutions for cart abandonment
Some of the most common reasons for not completing a purchase (and their solutions) are:
Complicated or tedious purchasing process . The website should be as clear and user-friendly as possible, both on desktop and mobile (as you can see in the graph above, mobile phones tend to have a higher abandonment rate). In addition, it is advisable that users can get help if they need it. Telephone, email, live chat, WhatsApp Business , social networks… the more communication channels you leave open for your customers to contact you, the better their experience will be and the easier it will be for them to complete the purchase.
High shipping costs or unexpected costs (for example, if a shop displays prices without VAT). It is advisable to indicate the total price of the product from the beginning. As for shipping costs, it can be difficult for many small businesses to send every purchase “for free”, but it can be worthwhile to cover the shipping costs above a certain purchase amount. Many users will be willing to buy something else to save on shipping costs.
Long delivery times . We live in the era of immediacy and many users value receiving their purchase as soon as possible. Since express deliveries are usually more bulk telegram blast expensive, it is advisable to offer different options.
Doubts about the possibility of making returns . It is advisable to offer facilities and display all the information about the returns policy clearly on the website.
Mandatory registration and/or forms that are too long . The solution is to offer the option to purchase as a guest user and ask only for the essential data.
Insecurity or lack of trust in your website. Any company that sells online must use the HTTPS protocol to offer security for both your website and the users who visit it. In addition, quality seals and reviews from other customers provide confidence.
Not finding the desired payment option . Many users will leave if they can only pay by card. It is advisable to offer other options such as PayPal or Bizum.
In addition, sometimes users decide to wait for an offer or to do research on other websites (prices, reviews, conditions, etc.). In these cases, we can use some of the techniques we mentioned initially to recover them (remarketing, emails with personalized offers, etc.).
More tips to improve cart abandonment rate
The first step to reduce the abandonment rate of your online store will be to investigate the specific cause (through web analytics, A/B tests, heat maps…). But there are some general tips that we have just mentioned that can help you. In addition, you can take a look at the post “ 8 Google tips to improve the user experience in your online store ”, since abandonment is often related to a bad User Experience.