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By Ruchi Pardal
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16 Apr, 2024
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~ 12 minutes to read
16 Apr, 2024
~ 12 minutes to read
Remarkably, almost 70% of online shoppers give up on their carts. How can this be stopped, and what is the cause? Gaining insight into the reasons behind potential customers’ cart abandonment is essential to boosting sales.
This post’s cart abandonment statistics will help you understand why online shoppers leave their carts empty and what you can do to stop it.
You’ll also increase conversion rates and stop customers from leaving their shopping carts empty.
So, without more delay, here are 20 current shopping cart abandonment stats!
A shopping cart abandonment rate represents the portion of online shopping sessions where customers add items to their cart but do not complete their purchase. In layman’s terms, it represents the number of abandoned carts compared to completed transactions.
Conversific’s statistics show an average cart abandonment rate of 66.5%. This means that nearly seven out of ten internet visitors who add an item to their virtual shopping basket will leave without making a purchase.
According to some independent ecommerce research, the average shopping cart abandonment rate is 68.81%, with the most recent study finding 74.52%.
A greater-than-average desertion rate could be due to several factors, including a complicated checkout process, shipping fees, a needed sign-up, or limited payment alternatives.
Findings: The average cart abandonment rate is only approximately 70%, based on an analysis of data from 41 studies.
Statistics on Cart Abandonment by Drip. That means that seven out of every ten shoppers will not complete their transaction—a ratio that many ecommerce company owners find unsettling. Partnering with an ecommerce SEO company can help address this challenge by optimizing your online store to reduce cart abandonment
ContentSquare reports that customers between the ages of 25 and 34 are the most likely to abandon their basket (21%), closely followed by those between the ages of 35 and 44 (20%).
If your target consumer falls into one of these categories, you must understand what causes these customers to abandon their carts more often than other age groups.
are the three most often abandoned item categories.
Predictive AI is a valuable tool for combating cart abandonment. This is how it works.
Behavior Analysis: AI algorithms methodically study website visitor behavior, discovering patterns that suggest a high abandonment risk.
Personalized Intervention: Armed with this information, the AI can initiate real-time interventions tailored to each unique shopper.
Optimized Incentives: AI adjusts incentives to focus on converting sales while maintaining profit margins. This ensures that offers are targeted to boost sales while remaining profitable.
Hidden expenses are the most common cause for visitors to leave without making a purchase, ranking top in terms of probability and impact.
25% of customers said shipping prices were the main reason they left.
However, you should also consider other hidden costs, such as taxes or essential complimentary items, as these have a comparable effect.
These expenditures generate instant annoyance and frustration. It can even cause people to feel remorseful about their purchases.
Another common reason customers quit payment is the lengthy, complex checkout procedure. Every additional step and form field slows the user’s payment process and makes it more difficult.
Customers like a simple, convenient process; thus, any extra steps detract from the user experience.
If you require your visitor to create an account to complete the purchasing process, you create an additional barrier between them and completing their purchase.
The $300 million button, as it is known in the UX industry, is an excellent example of this.
A big ecommerce store wanted to increase conversions by replacing the compulsory “Register” button in their checkout flow with a “Continue” button while emphasizing that creating an account was not essential to completing a purchase.
If a page takes more than three seconds to load, 57% of shoppers will abandon it.
Performance issues, such as delayed page loading and checkout failures, make purchasing unpleasant. Site faults make customers feel uncomfortable; therefore, if your website is slow and frequently crashes, it will directly impact the visitor’s readiness to purchase.
Your shipping policy is more than just the price. Many customers place an even higher value on delivery time. You may slip behind your competitors if your website does not provide express or same-day deliveries.
Payment security and data privacy concerns arise when a website appears insecure or untrustworthy.
You can invest in web design and security. Show trust badges, security seals, and clear return policies.
Many customers add items to their cart for research purposes, intending to buy later or from another retailer.
Try to use remarketing and cart abandonment emails to remind customers about their abandoned purchases and offer targeted incentives to entice them to return.
Consumers continuously seek useful and desired things that can be obtained promptly and, most importantly, through flexible payment alternatives such as purchase now, pay later (BNPL).
Offer a choice of payment methods, including credit/debit cards, digital wallets (e.g., PayPal, Apple Pay, Google Pay), and other payment options.
Statista research shows that 28% of shoppers abandon their carts if their preferred payment method is unavailable.
The good news is that ecommerce firms are not condemned to suffer from cart abandonment.
According to experts, using the appropriate checkout optimization tactics can raise conversions by a massive 35.62%
While attaining this figure is complex, it is certainly doable.
Integrate address autocomplete and validation functionality by utilizing APIs (Application Programming Interfaces) from services such as Google Places API or AddressFinder.
Incorrect or incomplete address information might cause annoyance and eventual cart abandonment.
According to a SmartyStreets survey, 22% of cart abandonments occur when customers have trouble entering their shipping address. Address autocomplete and validation can help streamline the checkout process and reduce errors, lowering abandonment rates.
Reduce the number of steps required at checkout. Limit the number of form fields to those that are needed.
Baymard Institute research shows that each additional step in the checkout process increases the risk of cart abandonment.
For example, decreasing the number of form fields from 16 to 10 can result in a 26% decrease in abandonment rates.
The mobile cart abandonment rate is 85.65%, the highest of any device. The smaller the screen size, the more likely a buyer will not buy. This emphasizes the significance of thoroughly optimizing your ecommerce store for mobile consumers, which can be accomplished using the following techniques:
Related: Mobile SEO: 18 Easy Techniques to Make Your Site Mobile Friendly
Another issue that causes nearly four out of every ten mobile customers to abandon their cart is difficulty submitting information during checkout.
39% of mobile users abandoned it because of difficulty entering their personal information.
You will need to solve this issue.
Three out of four customers notice retargeted advertising, which is good given how many people block irrelevant ads.
More than a quarter of those consumers (26%) will click on the retargeted ad and return to your website.
But what constitutes a great retargeting ad? To pique their interest, display the products they left behind or similar ones.
Add actionable content that indicates urgency to get people to click faster and create a useful CTA button.
Emails sent to cart abandoners are a great way to follow up with those who have not clicked on your popups and turn them into paying customers.
Check out these email statistics about abandoned carts!
Moosend reports that 21% of readers click through on 45% of open cart abandonment emails. Of them, 50% chose to complete their transaction! That represents a 10.5% increase in sales.
Combining emails and popups can save up to 27.62% of cart abandoners, or about three out of ten customers.
Exit-intent pop-ups should be displayed when customers try to depart the website without completing their purchase. Offer unique discounts, incentives, or freebies to pique their interest and persuade them to reconsider.
Websites such as Shopify, for example, enable exit-intent pop-ups that show when visitors move their mouse cursor to the browser’s close button.
According to our internal data, cart abandonment popups convert at a rate of 17.12% on average.
According to research, this strategy can recover up to 16.4 orders for every 100 SMS messages delivered. It gives clients enough time to make a decision without feeling overwhelmed.
If your consumers have difficulty at the checkout, you are losing money. Optimizing your checkout process is one of the best ways to address usability issues contributing to cart abandonment. Also, according to Baymard, making such improvements could enhance your ecommerce site’s conversion rate by up to 35.26%.
In monetary terms, this conversion rate hike might help businesses recoup up to $260 billion in lost order income.
Read More: How Site Speed Impacts Conversion Rate of Ecommerce Website
By addressing these crucial concerns, you should be able to reduce the percentage of customers who leave your cart without completing their purchase and divert a sizable portion of those customers.
Thus, over time, you can enhance the user experience, boost conversions, and cultivate greater brand loyalty.
Try to retrieve between 5% and 10% of the carts that customers leave behind.
The typical recovery rate for abandoned carts is between 3% and 5%, depending on the average order value and number of orders each month. Leaders in this industry retrieve 10% to 14% of abandoned carts.
The average cart abandonment rate is 69.99%, based on 48 research studies. Since 2014, the cart abandonment rate has consistently been between 68% and 70%.
A shopping cart abandonment rate is the proportion of online shoppers who load items into a virtual cart but then remove it before checking out.
[1 – [(#) completed purchases divided by (#) shopping carts generated]] * 100 = (%) shopping cart abandonment rate.
To determine the abandoned cart rate on Shopify, go to the Analytics section and then pick Reports. Look for the Abandoned Checkouts report, which offers information on the quantity and percentage of abandoned carts over a given time period.
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