And the fact is that the abandoned cart rate in e-commerce worldwide is over 70%. But beware! a fact that will surprise you:
Spain is the country with the most abandoned carts in the world. 86% of buyers leave their buying process halfway .
The good news is that turning abandoned carts into salvaged ones is easy if you know how. There are various marketing strategies and digital tools that can be used to rescue customers who escaped sales at the last minute.
What is an abandoned shopping cart in e-commerce?
Let's start at the beginning. Let's talk about which is an abandoned shopping cart.
The abandonment of a shopping cart occurs when an e-commerce customer adds products to their virtual shopping cart but does not complete the purchase process of .
Leave the online shop before you press the magic button: PAY.
If we compare it to a local business, it looks like the customer is entering the shop. He touches, asks for prices, walks through the changing room, doubts for a while, walks with the product in hand and finally walks out the door without buying.
For this reason, cart abandonment is one of the key indicators of e-commerce performance and it needs to be measured accurately.
All major CMSs (Shopify, Prestashop, Magento) have automatic abandonment registration, but understanding how it is calculated is important.
To calculate your Abandoned Car Rate you need to divide Assume that the number of purchases started is divided by the number of pending purchases. So:
Cart abandonment rate = (sales completed / purchases started) * 100
(391/2870) * 100 = 13.62% effective sales + 86.38% abandoned cars
In Spain the average rate is over 85% although it depends on the sector. You can check the Average Rates of the task by the industry here.
However, before you measure yourself against your competition, we recommend that you measure yourself, calculate your monthly abandonment rate, and take concrete steps to improve it.
It is also important that you get the abandoned car of two similar ones Differentiate between concepts: navigation abort and checkout abort .
Abortion of Cart Vs Abortion of Navigation
Abortion of navigation refers to the user visiting e-commerce, consulting different product categories but leaving the website without adding anything to their shopping cart.
You are one step ahead of the shopping cart abandonment.
Giving up the shopping cart vs. Checkout abandonment
The checkout is canceled if the customer has already started the purchase process has entered address data, payment options, etc., but is not finished by pressing the payment button
You are one step behind the task of the shopping cart.
How to Analyze Your Abandoned Shopping Carts
One of the best and most popular options is to create a funnel in Google Analytics which allows you to measure exactly where your customers are to lose.
Design a funnel with the different URLs the user must go through from purchase to checkout, using the order confirmation page as the final destination. In the following image you can see an example of a funnel in Google Analytics.
This way you can accurately measure the behavior of users who leave the car and determine which part of your funnel or strategy is flawed.
Is that the problem? No products added to cart? Are they lost when you start the purchase process? Or is there a critical checkout step?
Depending on where your customers are fleeing to, the reasons for giving up can be different. As always, measuring accurately is the only way to learn and improve results.
Why do abandoned carts occur?
The first step in improving your abandonment rate is to know your customers. You need to understand their reasons, put yourself in their shoes, and look at your e-commerce through external and discerning eyes.
To help you below, I will explain the 8 most common reasons why a customer leaves your online shop without buying:
1. I was just looking with no real intention to buy.
As in a life in physical stores, the customer sometimes enters e-commerce just out of boredom.
Or he begins to realize that he has a need, but still you are not ready to buy.
You may also want to compare prices with other online shops of the competition.
This reason is the most difficult to overcome. If the user is not mentally in the buying momentum, it is difficult to move them forward.
A good trick, however, is to include triggers for mental scarcity: Offers with a countdown indicate that only X units are left in stock, or warn that X people are consulting the same product.
2. Unexpected Cost Overruns
A Classic in E-Commerce
If you have certainly tried buying airline tickets from some airline websites, you know what I am talking about. The starting price shown is very attractive, but there will be additional costs during the ordering process.
High shipping costs, surcharges for a specific type of card, or local taxes.
Make sure the final price doesn't increase Too much of what the user had in mind when they put the product in their shopping cart. The clear accounts.
3. Registration requirement
This is one of the processes that users hate the most. You need to create an account with email, data, registration verification, etc. The user always wants to shop faster and without complications.
Always turn on the ability to shop as a guest with just an email and card number, and you'll see your cart abandonment drop dramatically.
4. Long or complex buying process
A maxim of usability on the Internet is: the fewer actions the user has to take, the better.
Watch your forms:
- Is it necessary to know all of the information you ask users for?
- Do you really need your date of birth?
- Are there any fields that can be filled in automatically?
Avoid filling in excess data. Make it easy for them and make the buying process intuitive and quick.
5. Lack of Trust
If your ecommerce is small, new, or little known, this is one of the top reasons to leave.
Your website needs to inspire users to trust and you have many solutions to this: install an SSL security certificate, have a return policy, a professional design, and most importantly, reviews from other users.
Contains real customer ratings for each product file and triggers sales.
6. Usability errors
They become less common, but still occur. From keys that are difficult to press from the cell phone, long loading times or non-arriving confirmation messages.
Make sure that everything works properly from every browser, device and payment method. User experience is important to get conversions.
7. Missing payment options
Another main reason for foregoing shopping carts is that the user does not provide his preferred payment method.
Add different payment methods and study the preferred ones in different countries: credit cards, refundable, PayPal, wire transfer or Apple Pay among others.
The more options, the fewer abandoned carts.
8. Long delivery times
The customer is particularly picky about shipping times. We're getting more and more impatient and Amazon takes a huge responsibility for this with its almost instant deliveries.
Try to include at least two shipping options: Express at a higher cost and Standard at a cheaper price.
The customer loves being able to decide.
5 Strategies for Recovering Abandoned Shopping Carts from an Online Store
I've already found many tips for your users not to leave their shopping carts. And if you put them into practice and measure the results, I assure you that your ecommerce conversion rate will skyrocket.
But let's be clear. There will always be wagon demolitions. Even if you were careful, now is part two: Recover. To do this, you will have to search for the user outside of your website, for whom I recommend three techniques: from the most traditional to the newest.
How to Recover Abandoned Carts Using Email Marketing
The classic among the classics. Send recovery emails to the cart user reminding them that the purchase is halfway through and try to come back to complete it.
Email marketing has been used for years because it is a direct and very inexpensive method. The disadvantage is that its effectiveness has decreased due to the channel saturation.
We receive too many e-mails every day and the opening rates of e-mails are not decreasing, but is still the channel with the highest conversions.
It has another obvious drawback: you can only use this strategy when the user has reached the point where they provide their email address to you. (Or if a previous user was already logged in.)
In my experience, you can still recover about 8% of the cars. Of course, use the following tips:
Send the email about an hour after you have left the shopping cart. You will get better opening results.
Do not send a single email. The most successful abandoned cart recovery campaigns involve more than one email. The most suitable sequence for us is:
- 1 hour after leaving – send email 1
- 24-36 hours after leaving – send email 2
- 72 hours after leaving the car – Send Email 3
It is important that the subject of the email is enticing. You have two options that work great:
- Offer a discount on the completion of the purchase.
- Arouse curiosity with a mysterious style problem: "We know you wanted", "We have something you like"
Customize the content . Include as much personalized information as possible in the subject and body of the email: username, photo of the posted product, description, size, color.
The more relevant and specific it is, the better it will work.
Add a plus that determines the decision: free shipping, 10% discount, gifts or discount plans. This gives the user an extra reason to convince you.
Close the email with a direct and visible call to action. A button with a meaningful sentence like "Finish my order now with an exclusive discount."
directly to your abandoned shopping cart.
Retargeting on Facebook and Instagram ads
Sending email is great, but on average, email stores have a user registration rate of less than 8%.
I have already told you that we are more and more human. hesitate to give our contact details to companies
So how can one restore carts? Go where you know your audience spends more time every day: on their social networks.
Facebook and Instagram have a special option to restore e-commerce buying processes: dynamic personalized retargeting.
It's easy to understand how it works: all you have to do is install the Facebook pixel on your website to register visitors, events or personalized conversions and Facebook will take care of the rest.
And the pixel for facebook ads is the most secret tiny and powerful to help you sell. You can "track" your visitors with a Javascritp code that has been inserted into your website.
If they browsed your e-commerce and then consulted their social networks, your ad will appear. Additionally, Facebook and Instagram Ads offer unprecedented opportunities for ad personalization. You can display the exact products that the user has visited, in the same color or size.
And another big advantage: You can also bring customers back one step earlier. Even if they did not manage to put the product in the shopping cart, but showed interest in viewing the product card.
You can restore up to 11% of the cars using these techniques. Yes! Don't forget to exclude from segmentation those who have already completed the buying process. Don't waste your investment!
As with email marketing, I recommend two tips to get more conversions: Personalize the ad as much as possible and add an incentive to make the purchase.
And is it the case that controlling shopping cart recovery campaigns on Facebook and Instagram requires advanced control of the advertising tool? If you can master these retiring campaigns, your e-commerce income will multiply.
You can learn to master them with my Advanced Segmentation Course on Facebook and Instagram Ads.
Recovering Shopping Carts with Google Ads
Recovering Shopping Carts with Google Ads is similar to this Facebook ads.
You also need to have the tags installed in your e-commerce and say thank you. Google will display ads in visual format to users who abandoned their purchase process.
With one difference: these display ads do not appear on social networks but while users browse websites related to Google watch videos on YouTube or check news in online newspapers.
My advice for your Google Ads campaigns is similar to that of Facebook and Instagram: Personalization and mental triggers
With a "but". The ad rates on Google are high. Hence, it is important that you segment targeted remarketing lists and work on constantly improving the relevance of your ads.
Cart Recovery Using Instant Messaging
It is the least popular strategy and technique when the main problem with your e-commerce is lack of trust from buyers.
Their big advantage is the enormous opening rate: WhatsApp or Facebook Messenger have read rates over 85%
I've seen incredible results with Facebook Messenger for retrieving shopping carts. And I always say they are great tools for customer service before or after the sale.
Shopify has specific WhatsApp extensions for getting shopping carts that work perfectly and allow sending automatic or personalized messages as well as adding discount codes.
Popup before leaving
Stop the user when he is in the shopping cart and about to leave. There is no better opportunity than this to stimulate you.
I'm not a fan of pop-up unless we use it strategically and this is a case. If I stop the potential customer right away and only offer them a discount for the next 15 minutes, I'm sure they won't leave this car.
Do you already know how to reduce the abandoned shopping cart rate in your online shop?
As you learned in this post, there are several effective solutions to the biggest problem in online stores that you can implement now.
Always I recommend that you measure first. Draw an accurate diagnosis of why your customers are abandoning their shopping carts.
On top of that, I even recommend you take surveys and ask them directly, or use tools like Hotjar that allow you to visualize the actual behavior of visitors on your web.
Then, use all of my tips to reduce your abandonment rate. You will see the results be noticed quickly.
And for those wagons that are yes or yes, back off: email marketing, retargeting campaigns, and instant messaging.
Use all of these techniques in a coordinated manner and say goodbye to cart abandonment. Did you know these tips? Which are you applying in your e-commerce? I read you in comments