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Have you ever wondered why users visit a website, add products to their shopping cart, and then simply leave without making the purchase? In the world of eCommerce, one of the most common challenges businesses face is the online abandonment rate.
But... Here's the good news! Understanding the reasons behind abandoned carts is the first step in addressing the problem and improving the conversion of users into satisfied customers. In this blog, we'll explain the main reasons why users abandon their shopping carts and discuss effective strategies to lower this rate and maximize online sales.
What is the dropout rate?
The abandonment rate, also known as the cart abandonment rate, refers to Percentage of users Who add products or services to their shopping cart but They Don't Complete the payment process and they leave the website without making the purchase.
It's an important metric for ecommerce, as it reflects the effectiveness of their buying process and the ability to convert visitors into customers. A high abandonment rate may indicate that there are obstacles or frictions in the buying process that discourage users from completing their transactions.
Formula to calculate the abandonment rate in your eCommerce
For Calculate The abandonment rate you must identify the following data:
- Total number of purchases Of your online store in a certain period of time
- Total number of trolleys created, that is, the number of users who have started the purchase process by adding at least one product to the online cart
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According to various studies, the rate Average Of cart abandonment in e-commerce is among the 60% and 80%. This means that most users who add products to an online cart don't complete the purchase.
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3 Reasons Why Your Abandonment Rate Is High
- Additional costs:
If additional costs, such as taxes or high shipping costs, are added during the checkout process, users may feel demotivated and abandon the purchase
- Create an account:
If it is necessary to create a new account to complete the purchase, some users may abandon the cart due to annoyance or concern about the handling of their personal data or because of the time it will take them to complete the entire registration process
- Complicated payment process and site loading:
When the payment process is long, complicated, or confusing, users may lose interest and abandon the purchase before finalizing. In addition, if the application has technical problems, such as errors, slowness or difficulties loading, users may become frustrated and leave the site.
5 Strategies to Boost Your Sales
- It simplifies the payment process and offers payment options:
It reduces the number of steps needed to complete the purchase and eliminates any unnecessary information requested from the user and it is very important to provide a wide range of payment options, such as credit cards, PayPal, bank transfers, digital wallets, and others. The more options you provide, the more likely it is that users will find one that fits their preferences
- Show the cart summary on all pages:
Make sure that users always have visual access to the contents of their cart while browsing the site. This will constantly remind them of the products they have selected and will encourage them to complete the purchase
- Avoid surprise costs:
Show the total purchase costs, including taxes and shipping costs, as soon as possible in the checkout process. Avoid adding additional last-minute charges, as this can discourage users from completing the purchase
- Send reminders via email:
If a user has abandoned their cart, automatically send an email to remind them that they have pending products in their cart, you can include a direct link to the cart and, if possible, offer a special discount or promotion to motivate the purchase
- Perform ongoing testing and analysis:
Perform A/B tests and analyze data to identify potential obstacles in the purchasing process and make continuous improvements. Look at key metrics, such as the cart abandonment rate, and adjust your strategy based on the results
If you are looking to optimize your operation and reduce friction that directly affects conversion, check out how a Fulfillment in Querétaro can help you improve delivery times and increase customer satisfaction.
