If you run an online store, the thought of losing your potential sales can be downright scary. Surprisingly, that is precisely what’s happening.
Baymard Institute research has found that across all markets, the average rate of abandoned shopping carts in 2023 was 70.19%. That is $260 billion worth of lost orders i.e., potential sales if the customers had completed the checkout process instead of abandoning their carts.
However, the good news is that you can significantly reduce abandoned carts on your Shopify store by enhancing its checkout experience. In this blog post, we will explore five essential tips to streamline the Shopify checkout process. But before that, let us try to understand what causes customers to abandon their carts.
Why do customers abandon their carts?
The reasons behind cart abandonment are as diverse as the customers themselves, and they reveal a fascinating and intricate interplay of psychology, user experience, and economic factors.
For instance, as per the Baymard Institute research report, one of the most common reasons for cart abandonment is the discovery that they need to pay more than expected when they reach the checkout page.
This could include shipping fees, taxes, or handling charges that needed to be evident when the customer initially added items to their cart.
Understanding all such causes is necessary so that you can tailor your strategies to address them effectively. Here are the top ones, unraveled in the recent research quoted above.
Tips to reduce abandoned carts on your Shopify store
Now that we’ve covered the common reasons for cart abandonment, let’s delve into five tips that can be implemented to improve the persisting concern and ultimately reduce Shopify cart abandonment.
Tip #1: Simplify the checkout process
One of the most effective ways to reduce cart abandonment in your Shopify store is to streamline and simplify the checkout process. A complicated, lengthy, or confusing checkout experience is a surefire way to deter potential customers from completing their purchases.
By making it as effortless and user-friendly as possible, you not only increase chances of conversion but also leave a positive impression on your customers. This can also potentially turn them into repeat buyers and brand advocates. Here’s how to implement this strategy effectively:
Provide a guest checkout option
Your Shopify store should have a feature for customers to complete purchases as guests without the necessity to sign up or create an account. In fact, a large number of shoppers prefer the simplicity of a guest checkout, as it saves time and effort.
Utilize progress indicators
Use a clear and concise progress bar or step-by-step guide to show customers where they are in the checkout process. This gives them a sense of control and helps them understand how much more information they need to provide before completing their order. Knowing how many steps are left can reduce the feeling of an endless procedure.
Implement Auto-fill features for forms
Auto-filling fields like names, addresses, and contact information based on the customer’s input can significantly speed up the process. It’s also a nice touch if you can save customer data for returning shoppers, so they don’t have to input the same information every time they make a purchase.
Tip #2: Display shipping costs upfront
The second critical strategy to reduce abandoned carts in your Shopify store revolves around the transparency of shipping costs. It’s a common scenario in eCommerce: a potential customer has carefully selected their items, excited to make a purchase, only to be blindsided by unexpected shipping fees during the checkout process.
This unfortunate surprise often leads to cart abandonment and can damage customer relationships. To combat this issue and keep potential customers engaged, it’s essential to display shipping costs upfront. Here’s how to effectively implement this strategy:
Provide shipping options
Offer various shipping options, such as standard, expedited, and overnight, with corresponding costs. This gives customers the flexibility to choose the shipping method that suits their needs and budget.
Make a shipping information page
Create a dedicated page or section on your website that comprehensively outlines your shipping policies. Provide details about estimated delivery times, how shipping costs are calculated, and any additional information customers may need to make informed decisions.
Tip #3: Provide multiple payment options
The lack of diverse payment options is an essential factor contributing to cart abandonment. Although cash and cards are still widely accepted, some consumers would rather use digital wallets or alternative payment options.
By adapting to the needs of diverse customer groups, there is less of a chance that a customer will abandon their shopping basket.
The presence of recognized and trusted payment options enhances the credibility of an online store. This reassures them about purchasing because it is their preferred payment method.
Here’s a closer look at how to implement this strategy effectively:
Payment method diversity
Understand that customers have varying preferences when it comes to payment methods. To address this diversity, ensure that your Shopify store accepts a broad range of payment options, including credit and debit cards, bank transfers, and any other relevant payment methods in your target market.
Include digital wallets
Enable popular digital wallet options like PayPal, Apple Pay, and Google Wallet. Digital wallets are becoming increasingly popular due to their convenience and security features. By offering these options, you cater to customers who prefer using them.
Provide a secure payment process
Emphasize the security of your payment process by displaying trust indicators, SSL certificates, and assurances of safe transactions. Clear communication regarding data protection and secure payment processing helps build trust with your customers.
Tip #4: Enhance website performance
Website performance is a critical factor that can significantly impact your eCommerce success. A slow, unresponsive website can lead to frustrated visitors and, ultimately, cart abandonment.
The following strategies can be implemented to improve website performance:
Optimize page load speed
Slow page loading can lead to frustration and cart abandonment. To improve load speed, you can compress images, use content delivery networks (CDNs) to distribute content more efficiently, and minimize the use of large media files.
Ensure regular testing
Continuously monitor and test your website for any performance issues or errors. Regular testing ensures that your website functions as intended, providing a seamless shopping experience. Look for issues such as broken links, 404 errors, or slow-loading pages, and address them promptly.
Impose security measures
Use SSL certificates to encrypt sensitive information during the checkout process, making customers feel more secure. Implement security plugins and regularly update them to guard against potential threats. Display trust badges, such as those from reputable security providers, to reassure customers of a safe shopping environment.
Enhancing website performance often requires a deep dive into technical intricacies. In such a scenario, you (the seller) can collaborate with a Shopify development service provider to gain assistance in navigating the technical nuances that impact your website’s speed and functionality.
Tip #5: Implement cart recovery strategies
Cart abandonment is a common challenge in eCommerce, but it doesn’t have to be the end of the road for potential sales. Implementing cart recovery strategies can help you reclaim abandoned carts and convert hesitant shoppers into paying customers.
To effectively reduce abandoned carts, consider these key strategies:
Send cart recovery emails
One of the most effective cart recovery methods is sending emails to customers who have abandoned their carts. Set up automated email sequences to remind customers about the products they left behind and encourage them to complete their purchases.
These emails can include personalized product recommendations, limited-time offers, and a clear call to action to return to the cart.
Post remarketing ads
Use retargeting or remarketing ads on platforms like Google Ads or Facebook. These ads target users who have visited your site or abandoned their carts. By displaying the products they showed interest in, you can entice them to return and make a purchase.
Tip #6: Seek professional help
If implementing the above-mentioned tips is time-consuming or you do not have the expertise in this field then hiring Shopify developers is a viable option. These experts are well-versed in the Shopify platform and can provide specialized solutions to optimize your Shopify checkout process.
Strive for repeat customers, not abandoned carts
Improving the checkout experience on your Shopify store is not just about streamlining the process; it’s about creating a seamless and enjoyable journey for your customers. By doing so, you’ll not only reduce abandoned carts but also build trust and loyalty, turning one-time shoppers into repeat customers.
Ultimately, a user-friendly and efficient checkout experience is a key factor behind the eCommerce success of Shopify.