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6 Approaches To Reduce High Shopping Abandonment Rate
As the title indicates, this article will discuss various ways through which store owners can reduce shopping cart abandonment. The below image shows the global digital cart abandonment rate, an indictor of how serious this problem is despite businesses have unparalleled levels of customer data.
Source: Statista
The below statistic provides a detailed breakdown of cart abandonment by industry and device type.
Source: Statista
As you can see for yourself, certain businesses such as luxury apparel are experiencing more than 80% cart abandonment. It means that for every 100 prospects, around 80 opt against completing the purchase. Naturally, this impacts a store’s bottom line and undermines their competitiveness.
Now, let’s see how you can reduce the abandonment rate. But first, let’s quickly get an overview of why users abandon their cart.
Cart Abandonment Reasons 2025
The below statistic shows the most common reasons:
Source: Statista
Extra costs are the biggest reason behind cart abandonment, followed by a requirement to create an account and lack of trust in the site’s security. Of course, it is impossible or unfeasible to cater to all requirements. Therefore, let’s see which ones to focus on for the maximum impact.
Reducing Magento 2 Cart Abandonment Rate
1. Focus on the Shipping Cost
As the statistic in the previous section indicates, high shipping costs is the biggest reason users avoid completing the purchase. We acknowledge that offering free shipping is not the answer since it is not sustainable in the long run. Shipping costs can be quite complex to manage but a multifaceted approach can prove effective.
For example, you can offer loyal or high value customers free shipping once every month or on orders that meet a minimum value requirement. For instance, you can offer free shipping on all orders above $100. For this purpose, you can use the Magento 2 Free Shipping Bar Extension.
The extension will display a bar indicating how much more order value users need to meet to qualify for free shipping. Similarly, if you have physical stores as well, you can use the Magento 2 Store Pickup With Locator Extension. Users can complete the purchase online but pick up their order from their desired store.
This means users don’t have to pay the shipping cost whatsoever. If this is not possible, you can set up distance based shipping using the Magento 2 Distance Based Shipping Extension. Customers don’t have to pay a fixed shipping fee but rather based on their distance.
2. Streamline the Checkout Process
There’s no point in having a lengthy and complicated checkout process. Instead, you need to make it simple and short. Too many checkout stages can frustrate the customer, forcing them towards a competitor or completing the purchase offline. There are different ways to streamline this process.
You can use the Magento 2 One Step Checkout Extension to combine different checkout stages in a single page. Thus, rather than moving through different stages, the user simply needs to fill a one-page form and that’s it. You can improve the one step checkout process by using Magento 2 Custom Checkout Fields Extension.
By removing unnecessary fields and adding only the required ones, you can ensure that users only provide the most important information only. This saves time in completing the checkout process and avoids overloading your server with irrelevant data. The below image shows custom fields on one step checkout page.
3. Allow Guests to Complete a Purchase
Ever experienced a situation where you wanted to buy a product from a site but did not want to create an account since it was a one-time purchase only? 9 times out of 10, users abandon their cart if they find out account creation is necessary. So, don’t make it necessary for users to complete the sign up.
A wise approach is to ask for signup once they make the deal. A simple email address can be asked for to finalize the deal and you can send special offers or discounts to the customers on that address. What else could be the need for getting registered with your online store?
If you still want users to register for a strong reason then its best to use social login buttons. You can choose Magento Facebook Login Extension Magento Facebook Login Extension that places buttons to let users login with Facebook, Twitter, Gmail or Yahoo account with a single click.
4. Follow Up Emails
Despite implementing the previous tips, there’s no guarantee the users will stop abandoning their cart. Don’t assume that an abandoned cart means customers don’t want to make a purchase at your site. Instead, we recommend giving them reasons to complete the purchase.
Let them know that they have left something precious in their cart. A reminder email can do the magic and that might be what they are looking for. Set a time for reminder email and let the customers know they have abandoned the cart and their issue could be resolved. Invite them to save the cart for later.
It’s a smart approach because customers may have abandoned the cart due to budget or some other genuine reason and may want to come back again. There are various email marketing tools which you can use to send automated emails. It removes the manual work and ensures high engagement levels.
5. Use Discounts and Coupon Codes
Of course, we understand that it is not a wise decision to keep offering frequent discounts. The reason is that your target audience may become accustomed to it, meaning they will avoid completing the purchase in the hopes of getting a discount. Hence, use it strategically.
For example, rather than offer a discount on individual products, you can offer them on bundles using the Magento 2 Bundle Product Discount. This will increase the average order value, thereby boosting your sales and profit margins. Likewise, offering coupon codes for special events can prove highly effective.
6. Be Customer-Centric
Complicated websites support high cart abandonment, so try to make the store easy to use by the customers. It includes everything that could support customer friendliness, like the site design, smooth navigation, detailed product description, clear product images, etc.
Speaking of product images, you can use a Magento 2 WebP Images Extension to convert .jpeg and .png images to WebP format. This format is much smaller in size, while ensuring that the quality is not compromised at all. Smaller size means faster loading times which will further improve the user experience.
Final Thoughts on Magento 2 Cart Abandonment
This concludes our article on how to reduce the cart abandonment rate for your Magento 2 store. If you are still experiencing a high cart abandonment rate, schedule a call with our support team. Our Magento experts will help identify the issue and then recommend the most appropriate strategy tailored to your budget.
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