What is Cart Abandonment?

It is important to pay attention to the number of abandoned carts in your eshop because they can indicate several problems. You have to think about all the steps a user has to take on your website in order to finalize their purchase. Is that process easy and user-friendly? What kind of devices are used by the user who abandons products in their shopping cart? What is the optimization score of your website on desktop vs. mobile?

There are many reasons why customers leave products behind, some of which you cannot control. Perhaps they are just looking and not ready to buy; perhaps they just want to just compare prices; maybe they were just browsing online but eventually decided to buy in-store (especially in the fashion and apparel industry); maybe they did not find a suitable payment method; or they experienced technical difficulties.

Here are a few steps you can take to start the process of reducing your abandoned carts:

• Clearly specify the payment, shipping, and return policies for your products on the website.
• Engage with your customers while they are browsing, through relevant triggered pop-ups or other forms of on-site messaging.
• Make your check-out process as smooth as possible on all devices, especially mobile phones.
• Use cart recovery triggered emails, which will make the process of re-engaging with your visitors easier and more relevant for them, in terms of product recommendations and valuable content.
• Use email reminders, push notifications, and even SMS notifications to stay relevant and take advantage of the buying momentum, before they forget they ever wanted to buy your products.