Shopping cart abandonment has been one of the most difficult challenges for eCommerce firms this year. As more businesses begin to offer their items online, I predict this trend to continue in 2022.

When a customer adds an item to their virtual shopping basket but departs before paying, this is known as cart abandonment. The average desertion rate across all sectors is 67.91 percent, which may surprise you. In other words, more than half of all prospective sales are lost before customers finish their purchase.

It's important to monitor your abandonment rate since the number of prospective consumers who leave without completing an order has a direct influence on your revenue, client loyalty, and engagement.

Today, I'm going to offer a few ideas that we employ across our brands to decrease cart abandonment. Continue reading if you want to retain more customers on your site, improve purchases, and establish a loyal following.

Reduce the complexity of your pricing structure

Let's speak about the most common reason visitors abandon a website after adding things to their shopping cart: more prices. According to research, unanticipated costs were the major reason for 56 percent of individuals abandoning their carts.

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There are various things you can do to make your price structure more straightforward. To begin, I recommend including a prominent shopping cart that visitors can see from wherever on your site. People are less likely to back out when they come to the final checkout page if they can see their precise amount while browsing.

If you offer real items, I suggest including a shipping calculator on your website so that customers can see the pricing, taxes, and shipping charges all in one spot.

Your visitors should also be aware of any special specials you're running, such as free delivery once a certain amount is spent. Make your website's banners, buttons, and promo codes stand out, and you'll likely see more potential buyers convert.

Make your checkout page more effortless

When was the last time you checked out on your own website? Many company owners and marketers go through the procedure once and then neglect to enhance their checkout flow on a regular basis. As a consequence, many customers abandon their shopping carts before finishing their purchases.

We've all attempted to make an online purchase only to be met with a clumsy, uninspiring checkout page. It's likely that you left that website and never returned. Never put your audience in a scenario where they have to leave because the procedure is too difficult or takes too long.

One method to optimize your checkout page is to reduce the number of steps consumers must complete in order to complete their purchases. Adding a guest checkout option to your payment page is a great approach to make it more user-friendly. I also advocate enticing consumers to register for an account in exchange for a reward, such as a discount on their first purchase.

Remove any extraneous information from your checkout form and, where possible, utilize autofill. If someone has previously created an account with your site, they shouldn't have to re-enter all of their information every time they make a purchase. In fact, many customers will abandon your online business if they believe they must start from scratch every time they purchase anything.

If your payment page isn't mobile-friendly, you should update it as soon as feasible. Smartphones account for more than half of all internet traffic, so if your checkout page isn't optimized for them, you can observe an exceptionally high abandonment rate.

Make it simple for visitors to put their trust in you

If a company wants to prosper, it must gain the confidence of its customers. How long do you think a physical shop would survive if no one in the community trusted or appreciated them? The answer is no, not for a long time.

The good news is that developing social proof throughout your site may help you generate trust and increase revenue. When buyers witness other individuals who have had positive experiences in the past, they are more likely to trust a firm or speaker.

The most prevalent kind of social proof are reviews and testimonials, so make sure all of your items have on-site evaluations from genuine consumers. However, this isn't the only technique to make it simple for visitors to trust you.

Another effective type of social evidence that you may use to persuade your audience is trust badges. Trust badges are probably something you've seen before. They are essentially little marks of approval from well-known firms such as PayPal, McAfee, and Norton.

Consumers are familiar with and appreciate these brands, so when they notice that a company has been certified by one or more of them, they are more inclined to make an order rather than leave their shopping cart. According to research, adding trust badges to your checkout form may increase your conversion rate by 42 percent!

After they've left, send an email to subscribers

An current subscriber or consumer may leave their basket at any moment. It may have nothing to do with the quality of your site and everything to do with their availability. For example, if someone is in the middle of a lunch order, they may ditch their cart and return to work.

The problem is that they can be fatigued after a long day at work and forget to place their order. You can persuade many of these consumers to become customers if you're there to offer them a nice shove.

Within a week following the abandonment, I recommend sending three email reminders. We like to send the first one an hour after they depart, the second one a day later, and the last one a week after they ditch their cart. According to studies, using this method may help you generate 69 percent more orders!

If the subscriber returns after the first email and puts a purchase, you may end the campaign. If not, let it run and see if you can persuade them to visit your site again.

Personalizing the subject lines of your emails will increase your chances of success. You could wish to mention the customer's name, the product, and the fact that they departed before finishing their transaction. It may take some time to perfect your personalisation technique, but it will be well worth the effort. Using unique subject lines for your consumers may increase your open rate by as much as 26%.

Use retargeting on social media

Finally, I'd want to touch on social media retargeting. I'm sure you've visited an online shop, placed an item to your basket, and then left only to see an ad for the same same on Facebook later. Social media retargeting is the term for this. The most popular retargeting platforms are Facebook and Instagram.

Currently, Facebook is used by about 2.74 billion people, while Instagram is used by 1 billion people. To put it another way, you can fairly assume that your target audience and former visitors are eager to hear from you.

You'll need to create a Facebook Advertisements campaign to utilize these ads to target individuals who have visited your site. You may change your target audience depending on previous visits, their interests, and other factors. Use these options to re-engage customers who have abandoned their shopping basket.

You should devote a significant amount of time and attention to your marketing text. People don't have a lot of time to read commercials, so you need to get your point over fast and directly. You could wish to include aspects of personalisation, as suggested in the email marketing recommendations above. According to research, 80 percent of buyers are more willing to connect with a company that offers tailored content and incentives!

If you nail your message and reach your target group, you have a good chance of converting a consumer who was on the verge of abandoning your brand into a committed brand supporter.

Last thoughts

Reduced shopping cart abandonment is a time-consuming process, but it's one worth pursuing if you want to boost sales and grow your audience. The tips you'll learn today will help you create a foundation for recapturing lost customers and steadily expanding your company.

Thanks to Jared Atchison at Business 2 Community whose reporting provided the original basis for this story.