Abandoned shopping carts in the store - reasons and how to deal with them
Posted: Wed Dec 04, 2024 8:48 am
Abandoned shopping carts in online stores are the bane of almost every e-commerce business owner.
If you don't have problems with them, you're really lucky.
However, if you're one of the majority who has a problem with it or you assume that there's always something you can improve, you'll definitely find something for yourself united arab emirates b2b leads in this article. You'll learn what the main reasons are for abandoning shopping carts in online stores and how to deal with them in a simple way.
I guarantee that in this article you'll find at least one reason for cart abandonment that may be important in your store and that if you make the right changes, the number of abandonments will definitely decrease.
What are abandoned carts
First, a few obvious things, i.e. what abandoned carts are.
Abandoned carts are carts to which products have been added by a potential customer, but for some reason they have not been ordered. That is, for some reason the user did not place an order and abandoned the cart with products.
In the real world, such cases are rare, because how many times have we encountered an abandoned cart with purchases in the supermarket that no one admitted to. In traditional trade, the problem of abandoned carts practically does not exist.
The situation is different in statistics in online stores. Here, according to research, only 31% of customers who have added something to the cart reach the checkout. This means that among customers who have added something to the cart, only 31 out of 100 customers reach the checkout and place an order, and 69 give up for various reasons.
This data is provided by the Baymard Institute in its report. These data differ for different industries, while the average cart abandonment is 69%.
As you can see, we can say that this is a really big problem.
Most marketers' activities focus on attracting potential customers to the store. They create interesting content, AdWords campaigns, Facebook campaigns, optimize and position the service. They spend a lot of money to attract potential customers to the store, but they do not analyze what happens next - directly in the store.
If so many potential customers abandon the cart during shopping, it is easy to calculate how much money spent on marketing is wasted. Or, in other words, how much money we lose because customers do not reach the checkout and do not place an order.
Let's take a simple example.
Example
If the cost per click on an ad costs 1 PLN, then for 1000 clicks we will pay 1000 PLN.
If the offer interests 10% (to make it easy to calculate), it means that 100 people will add something to the basket, so at an average of 31% it will translate into 31 orders.
At an average order value of 150 PLN we will generate 4650 PLN of gross revenue.
If we reduce the number of abandoned baskets by only 10%, the number of orders will increase to 41, which will generate 6150 PLN of revenue.
As you can see, this will increase revenue by 1500 PLN (6150 - 4650 = 1500 PLN).
A 10% reduction in cart abandonment resulted in a 32% increase in revenue.
and
reducing the advertising cost of revenue from 21.5% to 16%!
This example is of course a great simplification, but it shows how important it is to analyze the effectiveness of the store in terms of cart abandonment and work on minimizing it.
Sometimes simple actions can reduce the number of abandonments by even several dozen percent. However, until we find out what is the reason, we will be losing money unnecessarily. That is why it is so important to know what the main reasons for abandonment are, because often eliminating the most important ones gives amazing results.
And what are the main reasons for cart abandonment?
Reasons for shopping cart abandonment
It is difficult to define all the reasons for cart abandonment, but the research conducted indicates several main reasons for abandoning an order.
We should focus on them, because eliminating them can drastically increase the number of orders by even several dozen percent .
If you don't have problems with them, you're really lucky.
However, if you're one of the majority who has a problem with it or you assume that there's always something you can improve, you'll definitely find something for yourself united arab emirates b2b leads in this article. You'll learn what the main reasons are for abandoning shopping carts in online stores and how to deal with them in a simple way.
I guarantee that in this article you'll find at least one reason for cart abandonment that may be important in your store and that if you make the right changes, the number of abandonments will definitely decrease.
What are abandoned carts
First, a few obvious things, i.e. what abandoned carts are.
Abandoned carts are carts to which products have been added by a potential customer, but for some reason they have not been ordered. That is, for some reason the user did not place an order and abandoned the cart with products.
In the real world, such cases are rare, because how many times have we encountered an abandoned cart with purchases in the supermarket that no one admitted to. In traditional trade, the problem of abandoned carts practically does not exist.
The situation is different in statistics in online stores. Here, according to research, only 31% of customers who have added something to the cart reach the checkout. This means that among customers who have added something to the cart, only 31 out of 100 customers reach the checkout and place an order, and 69 give up for various reasons.
This data is provided by the Baymard Institute in its report. These data differ for different industries, while the average cart abandonment is 69%.
As you can see, we can say that this is a really big problem.
Most marketers' activities focus on attracting potential customers to the store. They create interesting content, AdWords campaigns, Facebook campaigns, optimize and position the service. They spend a lot of money to attract potential customers to the store, but they do not analyze what happens next - directly in the store.
If so many potential customers abandon the cart during shopping, it is easy to calculate how much money spent on marketing is wasted. Or, in other words, how much money we lose because customers do not reach the checkout and do not place an order.
Let's take a simple example.
Example
If the cost per click on an ad costs 1 PLN, then for 1000 clicks we will pay 1000 PLN.
If the offer interests 10% (to make it easy to calculate), it means that 100 people will add something to the basket, so at an average of 31% it will translate into 31 orders.
At an average order value of 150 PLN we will generate 4650 PLN of gross revenue.
If we reduce the number of abandoned baskets by only 10%, the number of orders will increase to 41, which will generate 6150 PLN of revenue.
As you can see, this will increase revenue by 1500 PLN (6150 - 4650 = 1500 PLN).
A 10% reduction in cart abandonment resulted in a 32% increase in revenue.
and
reducing the advertising cost of revenue from 21.5% to 16%!
This example is of course a great simplification, but it shows how important it is to analyze the effectiveness of the store in terms of cart abandonment and work on minimizing it.
Sometimes simple actions can reduce the number of abandonments by even several dozen percent. However, until we find out what is the reason, we will be losing money unnecessarily. That is why it is so important to know what the main reasons for abandonment are, because often eliminating the most important ones gives amazing results.
And what are the main reasons for cart abandonment?
Reasons for shopping cart abandonment
It is difficult to define all the reasons for cart abandonment, but the research conducted indicates several main reasons for abandoning an order.
We should focus on them, because eliminating them can drastically increase the number of orders by even several dozen percent .