How to Reduce Shopify Cart Abandonment? 10 Best Techniques 
According to data from Baymard Institute, about 69.99% of retail carts are abandoned. For Shopify owners, cart abandonment is the most common and biggest of all problems. This means that customers like the products from a particular brand but don't consider paying the price at the checkout window. This phenomenon is known as cart abandonment.
In such a scenario, brands need not work on their products. All they need to do is work on finding out why the customers leave the website before checking out. This is what abandoned cart recovery is.
This detailed guide on Shopify cart abandonment will guide Shopify owners through what cart abandonment is. Furthermore, it has the top 10 strategies or techniques to help them reduce their Shopify cart abandonment.
What is Shopify Cart Abandonment?
Shopify Cart Abandonment is wherein the customer adds products to their shopping cart on a Shopify-powered website but does not proceed with the purchase. However, there are multiple facts backing the reason behind this situation. Some of the major reasons include unclear pricing, a complicated checkout process and mostly high shipping costs.
According to the most common market value, the average Shopify cart abandonment is less than 70%. Cart abandonment is very common in the ecommerce industry. Sometimes, customers do this when they are concerned about payment security or they simply change their minds.
Shopify provides various tools and features to their store owner to understand the reason behind the cart abandonment phenomenon. Apart from that, ecommerce site owners believe that follow-up emails, discounts, and engaging communication can clear up the issue. The main goal of all these strategies is to re-engage with the customers and help them to make a transaction.
Why do Customers Abandon their Shopify Carts?
Roughly, only 3 out of every 10 shoppers are making a final purchase after adding their products to the cart. Although it is not significant, it doesn't promise that it will not go less or beyond this value. In very few cases, it moves to the pick of 81% and sometimes 56% of the cart abandonment rate.
Customers are very cautious about their purchases. Around 63% of consumers in the United States review the return policy before purchasing, and 48% prefer online retailers that provide convenient and straightforward return processes.
Numerous factors contribute to Shopify cart abandonment. Here are the 6 main reasons behind Shopify cart abandonment:
- Website Performance Issues
- Payment Issues
- High Shipping Costs or hidden charges
- Complicated Checkout Process
- High Delivery Times
- Lack of Clear Return Policy
Top 10 Techniques to Reduce Shopify Cart Abandonment in 2024
Below are the top 10 techniques to reduce Shopify Cart abandonment in 2024.
1. Have Transparent Pricing
About 48% of Shopify Cart abandonment happens due to unclear pricing. Before checking out, customers constantly revisit their checkout window to see the total amount they need to pay for the product. This makes them rethink if the product is worth the total price they're paying for it.
Generally, the total pricing goes up due to the addition of extra elements such as shipping, taxes, etc. Shoppers usually aren't in favour of these extra charges.
Customers appreciate clarity, and hiding costs until the final steps of checkout can be a major turn-off. By showcasing transparent pricing from the start, businesses build trust and honesty into their brand, signalling a commitment to straightforward transactions. Consider providing detailed breakdowns, including taxes and shipping, early in the shopping process.
2. Lower Your Shipping Charges
Shipping charges and costs are one of the primary reasons behind cart abandonment in E-commerce, including Shopify cart abandonment. To solve this, brands may lower their shipping charges or strategically incorporate the shipping charges in the product cost to some extent so as to provide customers with free delivery options.
Alternatively, brands may also consider providing discounts and setting thresholds on free shipping. Irrespective of the changes to shipping policies, communicate it well to the customer both on the product & checkout section to reduce any ambiguity.
Highlight the reduced shipping charges prominently, using persuasive language that underscores the tangible benefits customers gain. Emphasise the cost-saving aspect in your messaging for SMS marketing for Shopify brands.
3. Build Trust Using Social Proof, Reviews and Testimonials
Trust among customers is an investment that pays dividends over time. It fosters a strong and resilient relationship between businesses and their customers. To establish credibility, strategically incorporate feedback, reviews, testimonials, and key achievements into your online store. This plays a pivotal role in showcasing the positive aspects of your Shopify store and products.
Feature customer reviews prominently on product pages, highlighting real-life success stories or displaying testimonials in a dedicated section. Leverage social proof through user-generated content on social media platforms, illustrating how others have benefited from your offerings. This creates a sense of community and reassures potential customers about the reliability of your brand.
Investing time in cultivating a positive online reputation can significantly impact customer trust. Ensure that the showcased reviews are authentic and diverse, representing various aspects of your products or services.
4. Make the Checkout Process Simpler with Multiple Payment Options
If the payment process is easy and friendly, customers are more likely to complete their purchase. Provide a range of payment options to accommodate different client preferences. From credit cards to digital wallets, every choice enhances the user experience by decreasing friction and raising the possibility of completing a transaction. This strategy aligns with the contemporary shopper's expectations, enhancing the overall customer journey.
Moreover, including a guest checkout option further simplifies the payment process. Visitors hesitant to create an account are more likely to proceed with a purchase when offered a swift and hassle-free guest checkout. This strategy aligns with the principle of minimising friction in the conversion journey.
5. Have an Easy Exchange and Return Policy
Fearing the inconvenience of having to return or exchange products, customers frequently give up on their shopping carts. A rigid and complicated return process can deter potential buyers, leading to lost sales opportunities.
Craft a hassle-free, clear and concise return policy that is easily accessible on the website. Clearly outline the steps customers need to take for exchanges or returns, ensuring transparency and simplicity. This builds trust and demonstrates the brand's commitment to customer satisfaction.
Remember, a seamless return experience can turn hesitant shoppers into loyal customers, contributing significantly to your revenue growth strategy.
6. Use Exit-Intent Pop-Ups
Exit-Intent Pop-Ups are strategically timed to appear when a user is about to abandon their cart, providing a last-minute opportunity to capture their attention. By presenting compelling offers, such as discounts or limited-time promotions, businesses create an incentive for customers to reconsider their decision and complete the purchase. However, the key lies in crafting engaging and relevant pop-up messages that resonate with the target market.
7. Send Abandoned Cart Emails & Push Notifications
Customers who have added products to their cart but haven't finished the purchase receive mild reminders via email and push alerts. A Klaviyo report indicates that companies employing cart recovery emails can recapture 3% to 14% of lost sales. Shopify allows you to personalise the email and push notification content based on customer behaviour.
Through the utilisation of data, including browsing history, preferences, and abandoned items, one can personalise communications to each customer, increasing their relevance and engagement.
However, it is crucial for the website owner to recognise that the effectiveness of both emails and push notifications is contingent on proper usage. Excessive or irrelevant notifications may result in user dissatisfaction and the uninstallation of the app.
8. Use Clear CTAs
When designing your online store and product pages, it's crucial to create compelling and straightforward CTAs that guide visitors seamlessly through the purchasing process. For example, instead of "Continue," use "Proceed to Checkout" to communicate the next step clearly.
Create a sense of urgency or scarcity in your SMS and email marketing conversations to motivate users to take immediate action. Terms such as "Sale Ends Soon" or "Limited Stock" can motivate buyers to finish their purchase before the chance passes.
9. Offer Ongoing Discounts to Leaving Customers
62% of customers admitted that they are unable to complete a purchase without first looking for a discount or deal. Offering discounts can help address common reasons for cart abandonment, such as high shipping costs and unclear pricing. Four out of five Americans express that discovering an excellent deal or discount remains a prominent consideration during their entire shopping experience.
10. Add a Chat Feature on the Shopping Cart Page
A customer may encounter several questions and doubts regarding the product. If they fail to get a satisfactory answer, they often choose to keep that in the cart without completing the purchase.
By introducing a chat feature or integrating an AI chatbot, Shopify website owners can assist and address the customers' issues regarding the product. According to a survey by Invesp, customers spend 60% more on their purchases if they get live chat support. Additionally, if a customer chats or engages with a live agent, then the possibility of completing a purchase increases by 2.8 times.
Mastering the art of recovering and reducing Shopify cart abandonment is crucial for online retailers aiming to boost sales and customer engagement. The above-mentioned Shopify cart abandonment strategies will help Shopify owners make a significant difference in recovering sales, improving customer retention and building lasting customer relationships. From personalised email campaigns and enticing discounts to optimising the checkout process, these tactics address various aspects of customer behaviour and shopping experience.
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Shopify Cart Abandonment: FAQs