First things first, cart abandonment is common, so don’t stress too much about it. It happens to all kinds of businesses – whether they’re small or big. We’ve all done it; browsing a website, adding different products to our cart, then leaving it there without ever pressing Check Out. 69.8% of shopping carts are abandoned, which means more than two thirds of audiences aren’t converting. This obviously is a matter to attend to. 

According to Statista, there are a number of reasons why this occurs: 

The common action businesses follow when cart abandonment happens is to bombard potential customers with abandoned cart e-mails. However, most of them let them run their course, sending lousy-thought e-mails hoping for the best and causing these efforts to go to waste. The first step is analyzing the reasons why possible customers abandon their products in order to tailor these e-mails to those specific issues. 

For example, if a potential customer expresses that a discount code doesn’t work, they’ll want to be reassured with more information and other incentives to complete their purchase; ask for feedback and listen to your consumers, some may even say the check-out process is too complicated or too repetitive, which causes them to just exit the tab without making the purchase. Understanding why consumers aren’t checking out helps us design a clear strategy with adequate content for you e-mails while taking advantage other channels of communication, as well as taking observations to improve your eCommerce website design overall. 

Here are some ways to reduce your eCommerce’s shopping cart abandonment rate: 


  1. Demonstrate trust and credibility. 

A lot of potential customers are cautious of possible scams on the internet, this mostly applies to first-time visitors who might need a little more convincing than usual before actually pressing Check Out. 

One of the quickest fixes is relying on product reviews and rating from former consumers. This generates trust in new potential customers. At least 88% of consumers say that ratings and reviews have greatly influenced their purchase decision. So, don’t only show this feedback on your website, make the most of it and use it in cart abandonment e-mails as well! 

If a potential customer leaves a highly rated product behind, you can show them what they’re missing! Let them know in the subject and the rest of the e-mail what benefits the product they forgot has. This information will make the purchase more appealing. 

Another way of building trust is through your transaction forms; you’re asking for a consumer’s personal information: contact details and credit card information. Use reliable transaction forms and include their well-known security logos in visible positions. Shopify has established that 61% of consumers online leave products behind because trust logos were missing, while 75% of them refused to shop because they didn’t recognize the logos. 


  1. Personalize e-mails for e-mail retargeting. 

Use your eCommerce’s data to its fullest. It shows you which products potential customers browsed, if they’ve made a purchase before or not, if they did, it would show you what products they bought. 

You can send e-mails letting them know which products they left behind, their characteristics and even recommend which products would complement what they’ve already purchased. 

Remember to personalize the e-mail’s subjects for a more intimate touch. Personalized e-mail subjects have a 50% higher open rate. Catering to each individual customer will grab their attention. 


  1. Encourage loyalty. 

One of the most common strategies to retrieve a potential customer is including a discount code. However, it’s tricky because customers get used to them causing your products to suffer devaluation. 

That’s why encouraging loyalty through a rewards program might be a good idea. Customers earn points they can redeem in your store. For example, airlines do it all the time with their frequent flyers’ programs. The more a customer flies, the more reward miles they earn. However, if the customer accumulates a certain number of miles in a certain amount of time, airlines usually reward flyers with upgrades that include other kinds of benefits. 


  1. Boost your e-mails with other tools. 

Using different tools and channels is a good way to find different ways of contacting your customers. Like sending push notifications or text messages, calling your customers when they have a certain cart value abandoned, using tools like Recart that allow you to send abandoned cart messages through Facebook Messenger, and more. 

Remember to be consistent in the voice, tone, and personality of your brand. 


  1. Offer Guest Check-out options 

Check-out processes are a great opportunity to gather contact information about a customer but making them create an account to check-out can also stop them from completing the purchase. According to Invesp, approximately 14% of online customers manifested that making them create an account and log in was enough reason to leave the process. 

So, offering consumers the option to guest check-out you’ll be making the process easier, hence getting more sales. The easier the shopping experience, the more likely are customers to come back to purchase from your business again. Want to still gather that valuable data? Offer benefits from signing up like loyalty points or other incentives. 


  1. Be clear about all costs 

According to Statista, the main reason most consumers leave their shopping carts abandoned is because shipping cost is too high. As a business, there’s not much you can do about shipping costs. However, what you can do is keep it honest. 

Customers hate to expect to pay a certain amount of money, to then find out there are other fees to pay for. So, it is crucial to be as honest as possible when it comes to shipping costs, don’t hide the price until the end of the transaction. Show it to them as soon as they enter their shipping address information; let them evaluate their shipping options ahead in time. Let them know how long each option will take! 


Remember it’s all about making the customer feel special, whether it’s with personalized e-mails or through gaining their trust. Make use of all the helpful tools available, it will surely make a difference, driving to more interest from potential customers, and of course, to more conversions.