eCommerce Website: Facing High Shopping Cart Abandonment? Here’s What to Do

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eCommerce Website: Facing High Shopping Cart Abandonment? Here’s What to Do

Cart abandonment is a common issue most eCommerce websites are facing nowadays. It’s estimated that 68.81% of all shopping carts are abandoned by users.

Shopping cart abandonment is clearly a huge problem.

Unless you’re selling the secret to eternal youth, chances are this is a challenge you’re familiar with.

The reasons shoppers are abandoning shopping carts before purchase are multiple. Here are some of the more common ones:

  • Customers encounter hidden expenses (such as packaging costs, shipping, and so on)
  • They find cheaper alternatives
  • The website is too difficult to navigate
  • The checkout process is too complicated and takes too long to complete
  • Too many security checks (related to the above)

Of course, there are many other factors that could be involved. It suffices to say that cart abandonment is impossible to get rid of completely.

eCommerce website

But it is possible to reduce it to negligible levels. All you have to do is put yourself in the shoes of your customers.

We’ve created a helpful checklist you can peruse below. See where your problem might lie, and how you can fix it.

Checking Out the Competition

Keep your friends close, and your enemies closer. No, we’re not saying you should make literal enemies out of your competitors.

But study them carefully. Take note of the pricing strategies of your rival eCommerce websites – and offer a better deal.

According to UpstreamCommerce, “65% of online shoppers spend 15 minutes comparing products on shopping engines.”

That means that more than half of your potential customers might be looking over into the competition’s yard. If they manage to find something cheaper, they WILL abandon the cart.

Don’t just check their average price range. See how they deal with discounts and sales too. These small cost changes are sure to capture the eyes of onlookers.

Are you up-to-date with the market prices and you’re sure you are offering the best price possible? Then your problem might lie in your website design. The next section will cover that.

Optimizing Your eCommerce Website

How hard is it to navigate your website? Try to follow the consumer’s steps towards purchasing two simple things from your product range.

ecommerce website

How long would you say it took you to find the checkout button?

If it took you longer than a few seconds after finishing your shopping, you might have a problem.

It is always a good idea to create different layouts and A/B test them. See which one works best for your conversion rates.

Don’t know how to go about it? Or perhaps you’re just starting out in the eCommerce website business. StoreFront’s design team can help you get started by figuring out what layouts work best for your store.

Otherwise, if this isn’t what is affecting your cart abandonment rate, head on to the next section.

Fixing Up the Checkout Process

Let’s say your website layout is optimal. You have no problem getting from point A (the product) to point B (the checkout). It all goes smoothly and quickly.

What about the checkout itself?

ecommerce website

Before we go any further, let us ask you a question. Do you value your online privacy? If the answer was yes, then you should know that your customers also do.

As such, it is not always the best idea to ask clients to sign up to your site for a checkout.

Besides the question of privacy, you should think of how tedious it can be to complete so many information fields.

According to KISSMetrics, “23% of users will abandon their shopping cart if they have to create a new user account.”

Would you rather increase your conversion rates or hope for a few new member accounts? Ask yourself this question when you think the checkout process out.

StoreFront understands all of these customer wishes. As a way to help you drive up conversion, we’ve included anonymous checkout as an alternative in our software.

The best part is that you can still capture all of that contact information AFTER you’ve made a sale. Simply offer the buyer the opportunity to sign up after they’ve completed the purchase.

Tweaking Payment Options for Customers Not in Your Area

Another way of cutting down shopping cart abandonment is to offer alternative payment methods. Something as simple as adding a PayPal payment option can do wonders.

It’s also an issue of personalization. If you’re not keeping your business local, you should consider offering support for other languages.

Use metrics to determine where your prime markets are, and start working on localization.

ecommerce website

StoreFront has integrated Google Analytics into its cart analytics solution. That can help you determine shopper segments: both for better ad targeting and localization.

One final factor related to non-local customers is the price of shipping. As you may very well know, expensive shipping is a huge buyer deterrent.

Make it very clear on your website that you include shipping costs – if you do, of course. Don’t make customers waste their time shopping only to quit before taking that final step. It’s not good business. Clearly stating the terms of purchase is.

Understanding that Cart Abandonment Happens

As we’ve mentioned in the beginning of this article, it’s impossible to eradicate this issue completely.

Some abandonment reasons are beyond your control. But all is not lost.

An efficient way to go about it is to develop a solid retargeting ad strategy. These retargeting ads remind cart abandoners to return to their purchase.

This cost-effective strategy can work well for most business, large or small. You also don’t need to invest a lot of time into the process.

Key Takeaways

To sum everything up, you need to have the following in mind:

  • Always keep an eye on what the competitors are doing. Do it better.
  • Make your website easy to navigate: from product to checkout.
  • Offer guest or anonymous checkout. Sign-up processes can be completed after the sale.
  • Alternative payment methods are great.
  • Translate your checkout page for non-local markets.
  • Don’t forget to mention shipping costs (if applicable).

Using the above tactics can help you significantly reduce your shopping cart abandonment rate. Shoppers who do leave your site without making a purchase can be brought back with retargeting ads.

If you require any help with the steps above, StoreFront is here to help.

We’ve been in the eCommerce business for 20 years now, and we’re committed to helping you reach your goals. 

Don’t hesitate to contact us at 1-800-437-0144 or by email at

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