Everything you need to know about why customers abandon their cart

January 18, 2019

Firstly a few facts about abandon carts that you need to know!

– As of August 2017, 77.3% of all online retail orders — e.g., shopping carts — were abandoned instead of purchased. That’s according to cumulative data gathered by independent research firm Statista.

-Customers may be encouraged to go through checkout if you guarantee that you’ll hold the items for them for a definite but limited time

-Aim to send the first email within 30 mins – 1 hour as the shopping experience is still fresh and potentially a second email in 24 hours.

What are the Primary reasons for cart abandonment?

60% – Extra costs too high (shipping, tax, fees)

37% – Site wanted me to create an account

28% – Too long/complicated checkout process

23% – I couldn’t see/calculate total order cost up-front

20% – Website had errors/crashed

19% – Didn’t trust the site with my credit card info

18% – Delivery was too slow

11% – Returns policy wasn’t satisfactory

8% – There weren’t enough payment methods

4% – Credit card was declined

(Stats from Baymard Institute)

How to reduce cart abandonment

-Send personalised cart abandonment emails
-Shorten and simplify checkout
-Be upfront and clear about any additional fees (e.g. shipping costs or offer free shipping)
-Offer guest checkout
-Inspire confidence in the security of your website
-Offer multiple forms of payment

Tips for cart abandonment emails

-Personalise the email to them and their cart
-Create a sense of urgency without seeming over aggressive
-Incentivise cart recovery (e.g. discounts)
-Use a compelling email subject line
-Include a picture of the item
-Include your guarantee/refund policy
-Send email from an actual account instead of a no-reply address (e.g. [email protected])
-Bland abandoned cart emails (e.g. receipt style listing) do little to encourage customers to return to their cart
-Don’t overcrowd the email and risk distracting the customer
-Establish trust in the website or product, this can be done by including testimonials/reviews

How to structure your abandon cart email journey

The Reminder
When: 1-2 hours after abandonment

What: A short message reminding the lead of the specific item(s) they left behind

The Re-Reminder
When: 24 hours after abandonment

What: Another bump of your leads abandoned cart

The Apology (Option 1)
When: 4-5 days after abandonment, or within 24 hours of any major site errors.
What: A personal apology that makes amends even if you don’t know the lead ran into a problem

The Incentive (Option 2)
When: 4-5 days after abandonment
What: A deep discount or extra special, time-sensitive offer

The Proof (Option 3)
When: 4-5 days after abandonment
What: User-generated content that shows your lead how happy others are that they made their purchase

Services that can help:

Rejoiner: http://rejoiner.com/
Abandon Aid: https://apps.shopify.com/abandon-aid
Abandon App: https://apps.shopify.com/abandon-app
Google Analytics to measure your websites abandonment rates