Cart Abandonment Statistics and Tips You Should Know in 2020
Do you know what the average cart abandonment rate is and if yours is too high? Maybe you’re already working on reducing it or don’t know how yet?
This is certainly one of the main struggles of owners of e-commerce sites. But not to worry. Here you will find all the latest cart abandonment statistics together with some tips on how to effectively lower your cart abandonment rate.
Let’s dive right in!
1. The average cart abandonment rate is 69.57%.
So, what percentage of users abandon their shopping cart?
According to recent data from the Baymard Institute, the average cart abandonment rate across all industries is almost 70%.
This sounds even more shocking when you realize that means about 7 out of 10 shoppers won’t complete their purchasing process.
And according to Statista, in March 2020, 88% of online shopping orders were abandoned. Automotive had the highest cart abandonment rate (96.88%) out of all measured categories.
However, this data might have been influenced by the COVID-19 pandemic during which many people reduced their expenses. It is only natural for the cart abandonment rate to go up at such times.
2. Cart abandonment on mobile is 85.65%.
That’s even more frustrating. Just think about it – users predominantly access websites on their smartphones but the smaller the size of the screen, the higher the chance they’ll abandon their cart. It’s not fair, is it?
The truth is, there are still many websites that are not optimized for mobile. If you don’t want to miss on all those digital buyers, you better make sure your web page is in tiptop shape. Here is what to do:
- Increase mobile site speed;
- Display only essential text and information;
- Use so-called mobile accordions to organize it better (these are elements that expand to reveal hidden information);
- Keep important elements above the fold.
Remember, your page has to be intuitive and load fast. Desktop or mobile, speed is a must since 57% of consumers will leave (and probably never return) if your page loads in 3 or more seconds.
Besides, make sure it’s easy for mobile users to enter their information or 39% of them will leave. Use a mobile-responsive site, large buttons and short forms to solve this problem.
It’s a good idea to do some A/B testing to find out which design works best.
3. Cart abandonment leads to lost sales worth $18 billion each year.
This is huge! Cart abandonment statistics show that e-commerce brands lose $18 billion yearly just because of abandoned carts.
Turning this around is now a top priority for all. But not everything is lost.
4. Checkout optimization can increase conversions by 35.62%.
Here is the good news – you can turn it around by simply optimizing your checkout process.
Reaching an increase of 35% isn’t easy but improvement is absolutely possible.
Try these checkout optimization strategies:
- Add a call to action in your cart;
- Offer discounts or gifts;
- Use targeted exit-intent campaigns;
- Simplify the checkout form;
- Reward returning customers.
One of the best ideas to prevent checkout abandonments is to use exit-intent popups. When a visitor is about to leave your website and/or abandon their cart, display a popup that will incentivize them to stay. This could be a limited discount or free shipping offer.
Need help with that? Use Catchfull – a digital marketing tool, which is super easy to use to create eye-catching page banners and popups in no time. Our brand new product is almost here – if you subscribe now, you’ll get a 3-month free unlimited access. It won’t be long before you see for yourself the power of Catchfull.
5. Shoppers abandon their cart most often because of extra costs.
Shopping cart abandonment statistics show there are many reasons why someone would abandon their cart but number one is extra costs.
55% of those surveyed said they would abandon it if there are additional costs that are too high, like shipping costs, taxes, fees, etc. This is why it is crucial to be transparent with extra costs from the beginning – you don’t want to drive buyers away with an unpleasant surprise.
Besides, did you know that 79% of people are more likely to shop online when there’s free shipping?
It’s a good idea to offer free or discounted shipping, especially in an exit-intent popup. This might often stop shoppers from leaving and urge them to finalize their purchase.
Consider offering free shipping in cart abandonment emails too. This will boost your email marketing and sales.
6. The number two reason for abandoned carts is having to register.
34% of people surveyed will leave the website without finalizing their purchase if they are forced to create an account.
Many won’t have the patience and desire to fill out all those forms to register, especially if they plan on making just a one-time order. Completely understandable.
It’s much better to allow buyers to proceed to checkout as guests and offer the option to register only if they want to.
7. 26% will leave if the checkout process is too long or complicated.
Customers want a smooth and quick user experience. However, checkout is often too burdensome.
The average checkout flow has 23 form elements and near 15 form fields. That’s a lot and can intimidate and overwhelm users, causing form abandonment.
Take time to optimize your checkout process. It can easily have as few as 12 form elements and 7 form fields. Here is how:
- Use one field for the customer’s full name;
- Use one field for their whole address;
- Remove unnecessary optional fields.
Shortly after that you should see an increase in conversions.
8. 21% will abandon their carts if the total order cost isn’t clear up-front.
Make sure to display everything clearly.
According to cart abandonment stats, other reasons for abandoning include:
- Shoppers didn’t trust the website with their credit card information – 17%;
- The website crashed or had some errors – 17%;
- Delivery was going to take too long – 16%;
- The return policy wasn’t satisfactory – 11%;
- Not enough payment methods – 6%;
- The credit card was declined – 4%.
You need to show to your potential customers that your business and website are trustworthy. Include reviews and trust badges, and make sure all important details such as your contact info and product prices are clearly displayed.
Moreover, maintain your website so that there aren’t any sudden crashes and technical issues.
Provide more payment methods if possible so that you can satisfy all customers.
9. 55% of buyers will abandon their carts if they have to re-enter credit card or shipping information.
According to Statista, 30% will leave if they have to re-enter their credit card information, and 25% will do the same if they have to type their shipping information again.
We don’t need cart abandonment statistics to know that shoppers don’t want to waste time doing something twice. Make sure you spare them the trouble to ensure they’ll finalize their order.
You can set your website to automatically populate the relevant fields with the buyer’s billing information and make that the default.
A lot of customers will have the same billing and shipping information, so this is a convenient way to eliminate a step and make the process smoother so that everyone is happy.
10. 46% leave when a discount code doesn’t work.
Consumers love to use coupons, and now 75% expect brands to offer them.
But what if they don’t work? Shoppers will feel betrayed or at least frustrated.
In fact, 46% of them will abandon their cart in this situation. So make sure everything works correctly or you can lose not only conversions, but consumers’ loyalty too.
Now, thanks to these cart abandonment statistics, you know where you stand compared to the average shopping cart abandonment rate.
Following the strategies we have mentioned will increase conversion rates and lower your cart abandonment rate.
One of the best ways to reduce your cart abandonment rate is to implement an exit-intent popup. Catchfull’s popup builder can easily help you with that.
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Meanwhile, check out these amazing popup ideas for growing your business further.
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