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5 Ways to Reduce Cart Abandonment in Your Shopify Store

Use these simple fixes to reduce the abandonment rate and increase your ecommerce conversion rate

The cart abandonment rate stood at just over 88 percent globally in March for online shopping, according to Statista, a leading provider of market and consumer data. An abandoned cart represents a customer relationship worth pursuing. 

Whether in-store or via online shopping, many people abandon their carts for a multitude of reasons. While some cart abandonment triggers are unavoidable, such as an emergency phone call, the abandonment rate is often tied to a kink in the shopping experience, ultimately thwarting the checkout process.

In this post, I’ll offer five tactics to keep online shoppers engaged, reduce shopping cart abandonment, and bring customers back through cart recovery techniques. These tips can apply to ecommerce sites in general, but will mention features offered by the Shopify ecommerce platform.

Tips to avoid cart abandonment include:

  • Simplifying your checkout process
  • Offering incentives for creating an account
  • Communicating with customers who abandon carts
  • Giving shoppers a variety of payment options
  • Providing free shipping 

OK, let’s get started with investigating your customer’s online shopping experience.

1. Simplify Your Checkout Process To Avoid Cart Abandonment

The checkout process begins long before your shopper makes it to the cart. To reduce shopping cart abandonment, ecommerce sites should have clear navigation guiding online shoppers to product pages that are simple, yet comprehensive. 

At a minimum you’ll need an image; price; description; purchase button; and a checkout page that lists all items in the cart along with payment and shipping options.

Use Clear Product Images, Videos, and Detailed Descriptions

Provide at least one clear product image to give your shoppers a “real-world” idea of what the product will look like when they receive it. If your product lends itself to a demonstration of use, include a short video.

Describe the product, hitting the points you think shoppers will care about most. For example, if selling cookware, be sure to explain aspects like materials, construction, oven safe temperature, and whether it is dishwasher safe.

Many people who are confident about a product have no qualms about making a purchase.

Resource: Expert Advice to Improve Product Pages

Test the Checkout Process

When I set up my first Shopify store, I enlisted a few people to shop and give me feedback on the process. Sometimes you’re too close to your ecommerce store to be objective. Let’s face it—it’s your baby.  And, your baby could never be ugly in your eyes.

Have your testers go through the entire purchase process from product page to shopping cart to checkout and ask them to complete a detailed survey. If you want to test how your site functions on a larger scale when you experiment with different elements, you should consider split testing, also known as A/B testing.

Resource: A Beginner’s Guide to A/B Testing

Make Your CTA Buttons Clear and Concise

Shoppers shouldn’t have to crack a code to make a purchase. Reduce shopping cart abandonment by labelling buttons with wording that makes them feel empowered and creates a sense of urgency. Phrases like ‘buy now,’ or ‘add to cart,’ give customers intuitive clues about the next step in the process. 

Resource: How to Create the Perfect Call to Action

2. Offer Incentives to Shoppers Who Create Accounts

Provide a guest checkout as an option in the shopping cart, but entice your online shopper with incentives if they create an account (such as 10 percent off of a future order). Assure them that, although they can select guest checkout, creating an account is a quick process and will save them time when they make their next purchase. 

When a shopper creates an account, you’ll have their email address (score!) allowing you to communicate with them, thereby building a relationship (another way to reduce shopping cart abandonment). Repeat shoppers will also be able to customize their experience with visibility of past orders, order status, product recommendations based on past purchases, and saved preferred payment methods for faster future purchases. 

Resource: What Keeps Online Shoppers From Creating Accounts

3. Communicate With Shoppers Who Abandon Carts

You can view payment events, cart recovery data, and other shopping cart information through the Abandoned Checkout feature on Shopify. You can also reach out to the customer via their email address and refer to them by name. 

As a proactive measure, you can also use a pop up offer when they attempt to abandon the cart. You can also offer a discount after the fact to complete a purchase, sending them a secure link to their shopping cart. 

Resources: How to Write a Cart Abandonment Email and Recovering Abandoned Checkouts

4. Give Shoppers Multiple Payment Options

It’s a great idea to provide the popular payment options such as a credit card or ewallet, as well as a buy now, pay later (BNPL) solution like Splitit. A BNPL solution makes ecommerce sites attractive because it offers payment flexibility. Shoppers can pay over time in interest-free installments, yet get products right away.

Some shoppers will abandon their carts if their preferred method is not available, especially if they are just getting to know you (I sure have).

Be sure to have these options at a minimum:

  • Credit card
  • Debit card
  • PayPal
  • Apple Pay
  • Samsung Pay
  • Google Pay
  • BNPL solution (Splitit)

Some of these options may require the use of plugins as well as the Shopify Payments gateway which is available in specific countries and regions.

Resources: Splitit FAQs and Shopify Payments Requirements

5. Provide Shoppers With Free or Reduced Shipping Costs

According to Statista, 63 percent of digital shoppers abandoned carts in 2018 due to high shipping costs. In a recent compiled study by BayMard Institute, spanning several years of cart abandonment statistics, extra fees like shipping were the top reason shoppers called it quits on a purchase.

To reduce shopping cart abandonment, you can employ options like offering free or reduced shipping costs on selected items, free shipping once a shopper reaches a certain dollar amount, or even a free shipping coupon code. Just make sure you remain profitable and it’s a win-win situation for all.

Resource: Why Free Shipping Matters in Ecommerce

Contact Splitit Today to Add a BNPL Solution to Your Ecommerce Strategy

Are you a business owner looking to reduce cart abandonment by offering a BNPL solution? Splitit can help. Let us show you how alternative payments can increase conversion rates and reduce abandoned carts. Contact us now to learn how BNPL can revolutionize your store.

Robyn Evans (Content Contributor), August 1, 2020 Share this article

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