How to Reduce Abandoned Carts on Your Ecommerce Store

21 February 2019| Post by Gavin5 minutes


With shopping cart abandonment at an all-time high, the world of ecommerce needs to pay attention to the methods that work in reducing this problem. We’ve rounded up a few.

As someone who runs an ecommerce store, you can’t afford to ignore abandoned carts. Literally. According to Statista, the average cart abandonment over the past few years remains at an average of between 65 and 70%. That’s a huge amount! And it’s probably no surprise that this number is even higher when it comes to mobile shopping. So, what can we do about it? 🤔

Reduce abandoned carts on your ecommerce store

Of course, if you’re here, you probably have a few questions that you want answering. We imagine they’re likely to be as follows: “why do people abandon their carts on my shop?” and “how can I stop them from doing so?”. In this blog post, we’ll aim to answer these questions and help you to practically apply them to your ecommerce website. Whether you’re a Magento 2 buff or a Shopify newbie, we’re hoping this will be an easy-to-read guide with some helpful nuggets of knowledge.

Prevention first: offer motivational tactics

You want to try and prevent abandoned carts in the first place before you tackle how to deal with them once they’ve happened. We recommend using motivational tactics to entice shoppers to see their purchase through. For example, you can use things like:

  • Free shipping
  • Discount code for first-time shoppers
  • Use a step-by-step process so users can see their journey

Employing any of these tactics, all three if possible, is sure to start making a difference to your conversion rates. Abandoned carts can quite often be caused by expensive shipping fees, lack of encouragement for first-time shoppers and a confusing checkout process. Use a multi-step checkout with clear goals for the user, as well as any discounts or offers to ensure they hit ‘buy’.

Make sure checkout is quick, clear and easy to use

That leads us to our next point. Once the user is at the checkout stage, you don’t want anything to put them off. Keep any forms simple and quick to fill out, reducing the fields they need to complete.  Where possible, use extensions such as Loqate to automatically complete users’ addresses. The easier the process, the more likely they’ll see it through. Try duplicating billing and shipping information so users don’t have to fill out the same address twice. Oh, and your checkout should work just as well on mobile so make sure you heavily consider responsiveness during the design process. These simple changes really can be incredibly effective!

Allow users to check out as a guest

We can’t stress how important this is. Nowadays, most big brands and popular ecommerce stores will allow users to check out as guests. So, why fall behind and miss out on your store? Adding in a ‘checkout as guest’ option makes the entire process a whole lot quicker for shoppers and therefore, much more appealing! They can always register as a user after the purchase – invite them to do so in order to track their order and make changes.

Ensure navigation from shop to cart is easy

It goes without saying, the shopping process should be a smooth one for your customers. But in particular, you should ensure that the user journey from shop to cart is effortless! Likewise, navigating back to the shop should be easy if customers decide to add anything extra at the last minute. Basically, if users can’t find where their cart is and easily access it at all times, they aren’t going to bother checking out.

Build trust with security guarantees

Using well-known logos in the checkout area to show your payment methods and security verifications. We’re talking Mastercard, Visa, PayPal and Norton Security to name just a few. These instantly recognisable logos will put your shoppers’ minds at ease as they’re familiar with who they’re dealing with. But don’t forget, make sure you actually are verified and use the aforementioned payment methods before slapping them onto your website!

Tackle abandoned carts: remarketing and popups

So, if the inevitable happens and there are abandoned carts on your store, how do you fix it? Well, there are a couple of methods you can try. Firstly, integrating popups into your site can remind users to complete their shopping as they exit the checkout. Offer enticing discounts or a simple ‘did you forget something?’ reminder to start winning back those conversions. Then, make use of remarketing with targeted ads if your users click away from your site. Customised ads reminding users of what they almost bought may cause them to think twice and actually click ‘buy’. It’s important to collect information about your demographics using Google Analytics so you’re able to do this.

Need help implementing these changes to your ecommerce store? We’re experts in WooCommerce, Magento and Magento 2 so don’t be afraid to ask. Get in touch today to see how we can increase conversions on your site and reduce those pesky abandoned carts! 🛒🛍


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