Keep an eye on industry hot topics, and you’ll find marketing advice at every nook and cranny, with most revolving around consumer behavior, customer engagement, customer journey, user retention, and more. However, getting customers to check out and making that all-important sale is the end game. This sounds fine and dandy in theory, but how exactly do you recover abandoned carts in practice? We’ll unveil our multi-dollar secret strategies for recovering abandoned carts in today’s highly competitive e-commerce world.
Let’s hit the ground running!
Cart abandonment or shopping cart abandonment in e-commerce occurs when a user adds up products to their e-cart but leaves before paying and checking out their orders. In other words, any product or item a customer adds to their cart but never pays for is considered to be “abandoned” by the customer.
If you realize from web analytics that your online shoppers are bailing without paying, your first question is — “why are my shoppers abandoning their carts?”
Why Users Abandon Their Carts: Main Reasons
Different factors can cause cart abandonment — impulsive buying, sales friction, poor customer service, or something else. Let’s look at some reasons why your shoppers are leaving before checking out.
1. High surcharges
A surcharge in e-commerce is an additional, often unexpected, charge added during checkout to cover the costs of shipping, taxes, and other fees. Depending on the product and company, surcharges can be anywhere between 10% and 33% of the total costs. To the average shopper, a high surcharge is a deal-breaker and a leading cause of cart abandonment.