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How to Avoid Shopping Cart Abandonment | Fuel POD

Paola
August 12, 2021

How to Avoid Shopping Cart Abandonment

Online shopping has made it easy for users to buy in a matter of a few clicks, but what happens when, at the final stage, your clients exit your store without purchasing? 

As a frequent buyer, it’s pretty common to forget or decide not to checkout. However, as a seller, you cannot let that happen in your store. Let’s put it into perspective: Your current online revenue with Fuel is $10,000 monthly. If you could convert at least  25% of your abandoned carts into sales, you’d make an extra $30,000 at the end of the year.

Ecommerce businesses are all about upgrading to provide the best shopping experience. If you’ve clicked on the title of this article, it means you’re ready to get started 😎

Here you’ll learn:

  • The main reasons for cart abandonment
  • How to recover abandoned carts
  • Best practices to avoid shopping cart abandonment

Reasons for cart abandonment in ecommerce

First of all, some stats. According to Baymard Institute, 6 out of 10 US online buyers only browse but don’t buy, and around 70% of people online forget to complete the order checkout. There are plenty of reasons why customers decide not to click on “Place Order,” and these are the top five:

Bar chart showing the main reasons for shopping cart abandonment
Five principal reasons for cart abandonment in ecommerce

As you can see, the most common reasons are either related to costs or checkout flow design. Luckily for you, it means they could get solved through site optimization.

💡 Fuel tip: Try and test! Place an order from your own store to experience firsthand how your customers would navigate through your site. 

How to recover abandoned carts?

Now that we’ve reviewed the causes, let’s dive into the solutions. Once you’ve identified what is keeping users from buying from your e-commerce, you can try the following to see their response:

  • When extra costs are too high: Consider offering coupons and promo codes so that users don’t hesitate to place an order. With large, international e-commerce companies, small business owners must find different ways to compete. If you can offer free shipping, it will make a difference for your buyers.
  • If an account is required: You can implement a “Place order as a guest” option. Also, you can help your potential customers follow your updates by syncing their Google or Facebook accounts. 
  • Design a quick checkout: Create a list with no more than 7 or 8 fields, so your clients use less of their time filling out the data. Offer a preferred payment method registration for future purchases, or even consider a one-step-only checkout. In this case, time is money!
  • Use a trustworthy ecommerce platform: Remember that cart abandonment isn’t always a result of failed checkouts; it all comes to the complete buying experience. Fortunately, with Fuel, you have the Shopify backup to create a responsive site with ease. 

Best practices to reduce checkout abandonment

Let digital marketing be your strongest ally when recouping abandoned carts. Take notes of what you can start doing today to decrease your abandonment rate: 

Exit-intent popups

Grab the attention of your shoppers right before they leave! Surprise and target them with a popup message on your site that invites them to complete their order. Make it short and sweet but a bit urgent to encourage them to proceed with the purchase. This simple yet effective method will help you prevent shopping cart abandonment for sure.

Use retargeting ads and emails

Add a Facebook pixel or Google remarketing tag in your website’s code and take advantage of online advertising. The magic of retargeting ads is that they help you show your customers the products they’ve left behind and recapture them. 

If you’re new to the advertising world, learn how to set a retargeting ads campaign on Facebook.

You can reinforce your conversion strategy by including a series of emails to remind customers that they still have products on their carts. Remember that most customers probably get flooded with emails, so make sure you include an eye-catching subject line to boost your open rate. When you send these emails, it is the perfect time to provide a limited-time offer or free shipping coupon to convince them to revisit your store and complete the orders.


Man using his laptop to check an abandoned cart notification email.
Retargeting emails are an effective way to retrieve abandoned checkouts in ecommerce.


💡 Fuel tip: Get to know your audience’s behavior. Run several A/B email campaigns to test different subject lines, layouts, or send times. See which one performs better, and keep improving over time. 

Send push-notifications

Another exciting way to help your shoppers return to their carts is by sending push-notifications via SMS. One quick reminder of what they’re missing will help your sales grow considerably. Plugins make this easier, of course, and there are many available options you can integrate into your Shopify store.

Outreach personally

Oh, the effectiveness of good old customer service. Contrary to apps and plugin automation, you can also consider reaching out to your customers directly and ask if they need any help; this is the perfect way to get feedback and identify future improvements to your checkout flow. 

Let’s improve your sales volume!

Keep in mind that in the ecommerce realm, cart abandonment isn’t something you can always control. However, identifying and understanding its reasons can help you pinpoint the right solution for your store.

Creating and implementing a strategy can take days, weeks, or even months to give you your desired results, so be patient but constant. This is a new opportunity to start fueling your store and maximizing your profits!


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