How to combat Shopping Cart Abandoment | Dentons Digital

Combat Shopping Cart Abandonment

Recently released Ecommerce statistics (SaleCycle Ecommerce Stats Report) reveal that on average 75.6% of online shoppers abandon their shopping carts before check-out – that’s a lot of sales being missed!

If you’re an online retailer you’ll be well aware of the cost of cart abandonment. It is therefore crucial to ensure that your Ecommerce website is not only safe, secure, appealing, attractive and user friendly, but also that it encourages completion of transactions – or rather, avoids discouraging them.

Here at Dentons digital our web design and development team know all the tricks of the trade when it comes to reducing abandonment rates. It takes a lot of research, a bit of psychology, great technology and the wisdom that comes from experience.

The key to keeping site visitors on track, following through to check out, lies in understanding the reasons why they dump their carts on the way …

Reasons for Shopping Cart Abandonment

A percentage of people may be browsing on the site purely to fill time. There’ll always be a few window shoppers who have no intention of buying anyway.

Many first time site visitors don’t proceed with an intended purchase if they are asked to “register” their details up front or create a user account – it’s a hassle!

Many sales are dropped when hidden costs are revealed – usually shipping costs or taxes – at the check-out point.

Often wise consumers will not follow through with a purchase if they have any concerns about payment security on a website, particularly the lack of an SSL certificate.

Trust is a big issue. The potential buyer needs the website to reflect the trustworthiness of your online store.

A long, involved check out procedure is off-putting and gives the shopper too much time to change his/her mind, leading to abandonment.

Most shoppers are keen to get their goods as soon as possible, hence the option for speedy delivery is very important and they may drop their transaction if they have to wait too long.

Something that causes many buyers to hesitate is a stringent returns policy, with time limits and shipping charges imposed.

Just like in a physical store, the majority of customers like to be assured of assistance and support while they decide on a purchase. If this is lacking, they may well be put off buying.

Reducing Shopping Cart Abandonment

When you analyse all the above reasons why site visitors don’t complete their purchases, the ways and means to optimise an Ecommerce site for reducing abandonment rates become obvious, for example:

Keep the purchasing and check out process as simple and quick as possible – well signposted with clear information and transparent pricing.

Consider building the shipping cost into the product price, and offer free shipping – perhaps with the option of paying a fee for express shipping.

Don’t force buyers to sign up to the site before they shop or check out – offer a guest check out option.

Social proof your site to imbue a sense of trust with things like customer testimonials, product reviews, endorsements and your full contact information.

These measures, and a host of others designed to combat cart abandonment, come as standard with an Ecommerce website commissioned from Dentons Digital.

Abandoned Shopping Cart Recovery

No matter how many measures you take against it, cart abandonment will continue to happen to some degree as a natural part of the Ecommerce cycle, so you need to be able to recover as many of those lost sales as possible.

Research proves that it’s a fact that some of the people who were pushing those abandoned carts will come back and buy later, once they’ve shopped around or considered the purchase. Others though may need a little prompting!

Our web developers build Ecommerce sites on either the Magento (Adobe) or WooCommerce (WordPress) platforms – according to the requirements of the client. Magento has a built-in facility for capturing data about abandoned shopping carts, while a plug-in is available to perform the function for a WooCommerce website.

Once you have identified those stray reluctant shoppers, you can try to woo them to come back with a cleverly crafted email, turning an abandoned transaction into an opportunity to demonstrate your excellent customer service, obtain valuable feedback, and hopefully, a conversion.

Of course putting together a successful abandoned shopping cart recovery email is a whole subject in itself, but if you are interested in pursuing it this link takes you to a great resource that will be of help.

Are you worried about all the online sales you’re losing out on through shopping cart abandonment? Give our Dentons Digital Ecommerce experts a call on 01373 580126 to arrange a website audit and see how we can help.

About The Author

Lucille Parker

Lucille Parker

Lucille is Dentons Digital content writer, crafting SEO friendly content for clients’ websites and blogging for the company. She’s been writing for the web for more than 20 years after switching to digital from a career in print journalism.

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