For online retailers, abandoned cart rates are between 60% to 80%. That is essentially 3 out of 5 orders lost on in the checkout process. With that in mind, there is a huge opportunity for all of us to tap into that group of customers to optimize our checkout processes, and bring in sales that would have otherwise been abandoned. Saying so, let’s go over steps we took to investigate this, and some tips and tricks we have found helped!
Start by Investigating!
Start by reviewing where your abandoned checkouts are coming from! This can give you amazing insight into why people are leaving, and what to do about it. Here are some examples of things we looked for:
Are a majority of your abandoned checkouts coming from a certain region? As an example, if you are based in the United States, are you noticing most customers who are abandoning their cart are located in Canada? In an event like this, it could be related to shipping costs and currency conversion.
What does the general workflow look like on your shop to add items to cart, and proceed to the checkout. Is it a clear, easy process? Where in the checkout are they abandoning the cart? Are there trust issues the customer might be facing when filling out the checkout details? Is shipping unclear - meaning do you have expected delivery dates available when the customer is choosing rates? You should review the workflow to ensure this is easy, effective, and painless to the customer.
Are abandoned checkouts coming from specific devices - mobile, desktop, tablet? If so, you can dive into the checkout process and format on the different window sizes, to ensure the checkout flow is easy on all versions of your site.
(If you want to go even deeper) Are these abandoned checkouts coming from specific access points - as an example, are customers first coming to your site from Facebook Ads, Instagram, Google search. If you notice a majority of the abandonment is coming from a certain area, you can dive into the type of customer coming from these referrals, and what that process looks like for them.
There are many things you can analyze about your abandoned checkouts and customers. Get creative, and try to put yourself in your customers shoes!
Tools to Use for Investigating
Use apps like Lucky Orange which record your customers journey on your site! You can see a live video recording of where they went, how long they stayed on specific pages, and what page they left on. They also have a heatmap option to show you the hotspots of your site! This can give you an idea of where they are abandoning their visit, and any pain points they are running into.
Option two would be to take advantage of Google Analytics. With Google Analytics you can see where your customers are coming from. Which pages they are bouncing from your site, how long they visited certain pages, and more.
Create an Action Plan
After investigating your abandoned checkouts to see what might be causing customers to leave, you’re probably wondering what you can now do with that information! Let’s go over what changes you can now make.
- Be Transparent! Where you are running a dropshipping business, it is so important to make the order process as transparent and clear as possible for the customer. This means adding estimate shipping times in the product description, and in the checkout process too! By letting the customer know when they can expect their order to arrive, not only are you cutting down on the number of customer complaints you may receive, you also establish trust with the customer. Here are examples of where you can add that info in:
On the product page :
On the shipping page :
Offer free shipping! You would be surprised at how many customers will abandoned their checkout due to shipping charges. So if possible, offer free shipping and bump up your product prices to cover that. Especially where shipping can take a few weeks, customers are likely to be okay with longer shipping times if they don’t have to pay for it.
Edit the checkout workflow - make sure it is easy for the customer to navigate through your site, and to find the products they are looking for. Make sure the Order Product button is visible and not too far down on the product page. Test this on desktop, mobile, and tablet if possible! Maybe even get friends and family to go through your site to see if they find any areas confusing/ hard to navigate.
Re-marketing emails. Do you send out any emails to customers who have abandoned their cart? On Shopify’s end, under Orders>Abandoned checkouts, you can send recovery emails to those customers, asking them if they want to complete their purchase. I do recommend setting something like this up, and perhaps offering a discount too to incentivize a customer to complete their order. It’s a great way to bring those sales back!
Those are just a few examples of things you can test out adjusting which might help with abandoned checkouts, but there are many options you can explore- whether that be marketing to different customer groups, trying different kinds of advertising, or offering different shipping and currency options.
Put yourself in your customer's shoes, adjust your site as needed, and have fun with it!