A shopping cart abandonment occurs when a webshop visitor has already placed products in the shopping cart or has even started the ordering process, but then leaves the shop without buying. The average shopping cart abandonment rate across all industries is just under 80%*. Therefore, the main goal of all web shop operators is to minimize the number of shopping cart abandonment.
Typical measures to reduce shopping cart abandonment are among others:
- Using user feedback in the form of a survey or a Net Promoter Score℠** to determine the reasons for the bounce rate (and adjust the usability accordingly).
- Optimizing the shopping experience for all devices, especially mobile devices.
- Providing social proof by showing how often a product/service has been viewed and purchased on the site.
- Providing a shopping cart abandonment mailing to users who are part of your email distribution list.
- Referring to the products in the shopping cart when canceling on the page, possibly combined with an exclusive or time-limited discount (exit intent).
- Integrating confidence-building elements, such as product evaluations or seals of quality, on the page.
- Especially around Christmas: including the latest order date for a punctual delivery in the product view.
- and much more
**Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.