Reducing Cart Abandonment: 5 Tactics for Every Ecommerce Business

Basket or cart abandonment is a common issue among e-commerce businesses worldwide, often indicating potential issues within the buying process. In fact, more than 70% of online shopping carts get abandoned!

So, what does cart abandonment mean? It refers to when online shoppers add items to their virtual shopping baskets but then leave the website or app without completing the purchase. The pain of cart abandonment affects both small and large ecommerce businesses alike, prompting these businesses to seek solutions and avoid missing a massive number of revenue opportunities.

Discover the reasons behind this widespread phenomenon, why it must be addressed, and 5 practical tactics to reduce it.

Cart abandonment can be tied to several elements in the online shopping journey, and addressing this issue hinges on taking a deep dive into its underlying causes. Explore common causes that lead to cart abandonment:

• Unexpected costs

Online shoppers normally don’t like to be surprised with extra charges at checkout. Unanticipated delivery fees, taxes, and other added costs often discourage buyers as they may exceed their initial budget or be perceived as a scammy maneuver.

• Complicated checkout process

Imagine having to go through 5 or 7 pages to finally get to checkout. You’ll probably lose interest halfway through, and so will most online shoppers. Complicated checkout processes that involve multiple or unnecessary steps are, in a way, an e-commerce taboo.

• Account creation requirements

Some shoppers prefer not to create an account for a one-off purchase. Offering your customers a guest checkout option or simplifying the registration process can help to keep those customers on the path to purchase.

• Security concerns

When it comes to paying money, we all need something to guarantee security against fraud or theft. Shoppers need to fully trust the payment process before making a purchase. This emphasizes the importance of using reputable payment gateways and displaying security badges to build trust.

• Website errors or slow loading times

Technical site issues can deal a huge blow to a buyer’s experience. Errors, slow loading times, and unexpected interruptions deter even the most patient shoppers from completing a purchase, creating yet another abandoned cart.

• Ambiguous return policies

When met with unclear return or refund policies, customers become reluctant to follow through with their purchases. If these policies are vague, hard to find, or complicated, shoppers lose confidence in the process, leading to an increase in cart abandonment rate.

• Out-of-stock items

It’s alright for shoppers not to always find what they’re looking for. However, if, for example, a shopper chooses a shirt they like, the color and size, and then fills out their information, reaches the checkout, only to find out the item is out of stock! Chances are they’ll be increasingly frustrated and decide to abandon their cart immediately.

• Distractions

This one is a little tricky. It’s not your fault. You’ve probably done nothing wrong. But a shopper may get distracted and leave their cart. It can be anything from a phone call to smoke coming out of the oven; shoppers can easily lose attention and sometimes forget to go back and complete their purchase.

So, how can you remedy the situation? Next, we’ll explore 5 essential tactics for reducing cart abandonment.

Having covered the potential reasons for cart abandonment, it’s time we shift our focus to the solutions. While some drop-offs are inevitable, many can be avoided with the right approach. By treating the root causes instead of the symptoms, e-commerce businesses can increase their conversion rates and limit the number of wasted sales opportunities. Let’s discover 5 simple tactics that can make a big difference:

1- Transparent Pricing

Nothing frustrates shoppers more than discovering additional costs at checkout. Hidden fees are the opposite of trust signals and one of the primary reasons for cart abandonment. The solution is pretty simple—be upfront!

Make your customers aware of all the costs before they reach the checkout, including delivery or shipping fees, taxes, and any additional costs. The goal here isn’t about overwhelming shoppers with numbers; rather, it’s about providing them with a clear understanding of what they have to pay for an item before having to go through 90% of the buying process.

You can create a smoother shopping experience and reduce cart abandonment by integrating cost breakdowns directly into product pages and checkout summaries. Also, tools like delivery fee calculators can help customers make informed decisions before they commit to a purchase.

2- Simplified Checkout

A large part of enhancing the shopping experience is making it simple, quick, and enjoyable. Shoppers aren’t willing to go through dozens of clicks and pages to make a purchase—no matter how dedicated they may be.

Start simplifying the checkout process by minimizing the number of required steps. Then, optimize your information boxes and make sure you’re only asking customers for necessary details. Complement your efforts by offering shoppers the option of auto-fill, which further reduces friction and reduces the steps needed to complete a purchase.

Ultimately, there is no perfect mold that works for everyone—don’t be afraid to keep testing different checkout flows and measure results until you find the one that suits your business best. Just remember that you’re aiming to provide your customers with the best user experience possible, and let that vision drive your actions.

3- Optimized Website Performance

The ever-growing expectations of customers make optimizing website performance a necessity. A study by Liquid Web found that 76% of consumers have abandoned a cart due to slow website speeds, with 39% abandoning carts valued over $100.

Slow loading times, glitches, and unexpected errors easily deter shoppers from completing the buying process, and it can potentially cost a business millions of dollars over time. Therefore, businesses must monitor and optimize for both mobile and desktop interfaces on a regular basis. With many customers toggling between devices as they shop, businesses must ensure a responsive, consistent experience across all platforms.

Ensuring your site is quick and responsive not only helps avoid cart abandonment but also gives your customers another reason to choose you every time they’re shopping online.

4- Inventory Management

Your customers shouldn’t learn that an item is out of stock at the last possible minute. When this happens, shoppers are more likely to leave the site than browse for another item, as they’ll be extremely frustrated having gone through the buying process for nothing.

As a result, a few behind-the-scenes actions need to take place. Implement real-time tracking systems to manage inventory and ensure stock levels are accurately reflected on product pages. Also, use back-in-stock notifications—a powerful method of retaining potential buyers as it notifies them that a desired product has become available again.

Additionally, integrating low-stock alerts on product pages can create a sense of urgency, encouraging hesitant buyers to complete their orders before an item sells out. Offering alternatives—such as similar products or different sizes—can also provide options for shoppers who might otherwise abandon their cart.

5- Retargeting

So, what can you do after a cart has been abandoned? Accept it? No! Sometimes, a simple reminder is all it takes to turn an abandoned cart into a successful sale. Many shoppers leave items in their carts due to distractions, second thoughts, or the need for more time to decide. Retargeting strategies gently remind shoppers and encourage them to complete their purchases.

Using email or notifications is a great way to reengage cart abandoners. A well-crafted copy sent within hours or a day of abandonment reminds shoppers of what they left unfinished and shows a high level of care on the seller’s side. Coupling your emails or notifications with discounts is a powerful way of encouraging customers to make the purchase, increasing loyalty and sales at the same time.