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Wondering what’s the reasons for online shopping cart abandonment in your WooCommerce store and why customers abandon the checkout process? Industry experts have already done the groundwork and shared the important stats which have uncovered some interesting facts (industry-wise) that would help you plan your abandoned cart strategy. So, if you’re asking “why do people abandon their carts?” Look no further! We have detailed the top 10 reasons below.
Top 10 reasons for online shopping cart abandonment
Baymard Institute conducts abandoned cart studies periodically and releases their stats based on the responses from the survey audience. According to their recent study, the top 10 reasons for cart abandonment are as follows.
1) Extra charges at checkout (taxes, shipping charges, fees)
2) No guest checkout option
3) Slow delivery
4) Security concerns while making card payments
5) Complicated checkout process
6) Total order cost is not shown upfront
7) Bad website UI & experience
8) Complex return policy
9) Limited payment options
10) Credit card declined
Online shopping cart abandonment rate by industry
The overall cart abandonment rate is around 70% (to be precise, 69.99%). According to Dynamic Yield‘s report based on 2022 to January 2023 transactions, Beauty and Personal care industry has the highest 82.48% abandoned cart ratio. Following are the cart abandonment rate by industry.
|Industry||Cart Abandonment Rate|
|Home and Furniture||77.14%|
|Pet care and veterinary services||65.65%|
|Food & Beverage||44.95%|
|Beauty & Personal care||82.63%|
|Fashion, Accessories, & Apparel||75.94%|
|Luxury & Jewelry||73.58%|
Industry-wise abandoned cart e-mail recovery stats
Sending reminder emails to customers about the items left in the cart is one of the best ways to win back your abandoned cart customers. Based on the performance of their customers, SaleCycle has shared the industry-wise abandoned cart e-mail performance stat.
From the above stats you can understand that the average abandoned cart open rate is around 40% and the conversion is roughly about 3%.
When it comes to the conversion, several factors are considered. We have made a detailed post on the abandoned cart recovery email best practices, take a look at it to get a better idea of when to send your abandoned cart email and what to include in the email for best practices.
Increase WooCommerce Store Sales
"This plugin helps us reach those customers that do not complete the checkout process. What a valuable plugin. Laser Pegs have converted THOUSANDS of abandoned shopping carts, thanks to this plugin, Abandon Cart Pro. We love it. Great plugin, the best features and support is superb! 5 Stars!" - Tim Mathews at VP of Web Development Laser Pegs Ventures, LLC dba LaserPegs.com
How to reduce online shopping cart abandonment
When your online store has alternate options or solutions for the above mentioned reasons, then you can save more than half of the cart abandonment on your store. Take a look at our cart abandonment strategy post for in-depth details. Here are the small tweaks you can add to your online stores-
1) Be clear about the extra charges
Be it be the shipping charges, fee for using credit cards, next-day delivery charges, or any other extra-charges shown at the checkout, majority of online shoppers hesitates to complete an order. You can either show the delivery charges right within the product page or provide multiple payment options.
Tools like Payment Gateway based fees and discount for WooCommerce will come in handy to manage multiple payment options. This plugin lets you easily manage the extra charges and also allows you to provide discounts based on the payment gateway the user selects.
If you see that extra charges were the reason for cart abandonment, you can provide additional discounts in your abandoned cart recover email to encourage the users to complete the order.
2) Give guest checkout option
Don’t push your customers to create an account on your online store mandatorily. Of course, it will be easier to provide personalized offers/recommendations when a customer creates an account. You can mention the benefits of creating an account on your store and make account creation as optional.
Or else, you can provide quick sign-in options with Google, Apple, Facebook, and Twitter profiles.
3) Provide a clear delivery date/time
As the user’s delivery expectations are shrinking to almost single day delivery, long delivery time will affect your store’s performance. If you are having any special product and can be delivered only in a particular time, you can provide an option to let the users select the delivery date they want.
Tools like Order Delivery Date pro, will come in handy for the WooCommerce store owners for this case. Store owners can set a feasible delivery date and time, so that the user’s can get a clear idea of when they can expect the delivery. This will reduces the chances of cart abandonment.
4) Simplified Checkout
When it comes to checkout page optimization, several factors come into play. One of the best pracrtices that normally help boost the sales is the one page checkout. You can either use coding to build your one-page checkout, or you can simply use a plugin like Cashier to enable and configure one page checkout. You can read more about it in our WooCommerce One Page Checkout post.
We have made a dedicated post covering the 8-ways you can use to optimize the checkout to reduce cart abandonment.
We hope the online abandoned cart statistics provided will help you get a clear understanding of the current scenario and help you plan better.
Recommended Reading: How to See & Recover Abandoned Carts in WooCommerce for Free
*The stats in the post will be updated periodically, so make sure you bookmark this post. Or better, you can subscribe to our newsletter to stay updated.