Imagine you run a restaurant and the restaurant is full of customers. Everyone asks for a menu, looks at the delicious food. Sounds great, doesn't it? Here come the pennies. But then most of the customers get up and leave. And that's exactly what happens when customers don't complete the checkout process after adding items to the cart. We understand how frustrating this is. 😢
After tracking impressions, conversions, CTR and many other metrics and seeing positive results, it can be discouraging when users don't complete the purchase at the final stage. However, there is a solution, and it is not difficult to improve your business marketing performance.
First of all, we should say that you are not the only one experiencing this problem, this is actually very common in the eCommerce world. According to a study conducted in 2022, the average documented online shopping cart abandonment rate is 69.99%. That's a pretty high rate, right?
So we cannot say that your overall performance is bad just by looking at this rate. But of course, it is possible to reduce this rate as much as possible and increase your marketing performance. To achieve this, it is necessary to correctly analyze why visitors abandon their online shopping carts.
When we examine another study conducted in 2022, we can see the answers to this problem.
Based on the table you have seen above; it is possible to make many improvements. So, what can you do?
Make your website look trustworthy🤥
From the first moment they start using a search engine, users behave no differently than they do in social life. For example, when we meet someone for the first time, we test whether we can trust them. This is exactly what users do. They want to see this trust in your website and products at every stage, from choosing the site on the SERP to completing the purchase. If you can't provide enough credibility for them, they won't complete the purchase process, no matter how good your products are🙄
One of the best ways to provide users with this credibility is to add trust badges to your website. Although many marketing teams usually put trust seals or certificates on checkout pages, our recommendation is to show them to users at many different stages to provide more trust. This way you prove to users that you are not a scammer.
Provide well-known payment options💲
No matter which target region you are trying to grow your eCommerce business in, it will be much more convenient for both you and your visitors to use the most popular and reliable payment methods for users. In this way, users will use payment methods that they are familiar with and will be accessible to almost every user. For example, if you offer PayPal as a payment method for your Shopify store, users will complete the transaction without any hesitation during the purchase because it is a reliable payment method that everyone knows. However, of course, the option to pay only with PayPal will not be enough for some users. Therefore, it would be a much smarter strategy for you to follow the dynamics in the industry well and add other popular payment methods.
Be 100% clear about your refund policies🔍
Whether or not you offer your customers the opportunity to return or exchange, you need to fully inform them about this. If you do not inform users that there is no return option and the user wants to make a return in the future, this will undermine your authority and credibility in the eyes of the user. This will cause a healthy purchasing process to not take place and the same user will not want to buy products from you again. At the same time, we all know that if a customer is satisfied with your products and service, they will promote you to their circle. However, if a customer is unhappy because your refund policies are not clear, the opposite will happen. So, if you don't provide enough information about refund policies just to make more sales, it will affect your performance.
Of course, we know that exchanges and returns can be challenging for both you and your customers. However, many users add your products to their cart with the idea that they already have the right to exchange or return them. Therefore, it will be a big plus for you to offer return and exchange options to users by pushing the possibilities a little bit.
Offer free shipping🚚
Let's continue from customer psychology😊 I am sure that your eyes shine when you see the free shipping sign when purchasing a product. But of course, you are not the only one who turn to products with free shipping options. If we look at the data shared by Statisca, we can understand this situation more clearly.
When you examine this table, you can see that the majority of users are more inclined towards products that are shipped via free shipping. Moreover, if you offer free shipping, users will care less about delays in the process compared to shipping that they pay for.
But the other most important point for you is that you won't incur more costs when you offer free shipping.
For example, let's say you have a mug in your product list. If you want to sell this mug for 10 dollars and the shipping fee is 5 dollars, you would normally offer the product to users for 10 dollars and indicate that they should pay a 5 dollars shipping fee. However, this would not be a very good method. Because when we consider the data in the table above, if you show the product directly as 15 dollars and shipping as free, you can succeed more in attracting users' attention.
Remove the requirement to open an account😌
One of the biggest reasons why visitors add products to the cart and then abandon the purchase is because they must create an account to complete the purchase. Of course, it is important to collect certain data and improve your performance with this data. It's also a good strategy to increase the number of registered members and keep them informed about new products or discounts. However, requiring users to create an account to complete a purchase can make many users feel restricted. To avoid this, it would be a wiser strategy to offer special promotions or small gifts to users who create an account. In this way, you will not make users feel under pressure and you can create the user network you want.
Optimize the technical issues🖥️
Remember, if online shoppers experience a technical problem on your website during the purchasing process, they may not stay on your site any longer and turn to alternative brands. Especially in the eCommerce world where competition increases every day, these technical problems should be at a minimum level. Therefore, you need to regularly optimize your website for both mobile and computer users and ensure their control. Otherwise, impatient users may try different websites to buy the product they want as soon as possible, and as a result, you will lose users in the last step.
Answer potential questions in advance🧐
One of the most common situations is that although the products visually appeal to users and attract their attention, the lack of detailed information about the products in the product description section can create a negative impression for users. Because if you are not using a live customer service or a bot service that can answer product-related questions, users may not want to ask questions and wait for an answer. Yes, unfortunately, users are now both very impatient and lazy🥱 In order to prevent this situation, it would make sense to prepare answers in advance to potential questions that you think they will ask by putting yourself in the shoes of customers. You can either create a section titled "Frequently asked questions about the product" or you can answer these questions directly in the product description. In this way, you will attract more user attention and at the same time, you will be able to meet their requests.
How to Detect When a Product Has High Add-to-Cart Rate but No Conversion on Shopify
Well, now that we know how to solve this problem, it's time to find out how to find out which of your products have a high add-to-cart rate but no conversion on Shopify. The answer is very simple; you need a tool that you can track the add-to-cart metric integrated with Shopify. The critical point is which tool will provide you with this valuable information. Of course, heybooster!
heybooster, the data analysis tool that will provide you with the most accurate information from the data pool in a fast and fully automated way and will allow you to improve your performance, is ready for the task!
With heybooster, you can get reports of products added to the cart but not purchased in Shopify. If you use these reports to identify products with low purchase completion rates and apply the various improvements mentioned above, you'll see an increase in revenue. But of course, one-time reports only allow you to make instant improvements. The important point is to regularly track products that do not convert despite having a high add-to-cart rate. Fortunately, heybooster also provides you with this😎With heybooster's alert setting option, you can be instantly notified when there is an unexpected increase in this rate, and you can take the necessary steps and create new strategies. In this way, you will keep all the control in your hands.
So let's see how you can detect these products with heybooster!
1) The first thing you need to do to step into the magic world of heybooster is to register!
2) In the second step, click on Integrations on the left side and connect heybooster with data sources.
3)In the third step, click on the Insight categories heading on the left side and run Revenue Growth Opportunities package
4) Then click on The most abandoned products in the cart.
5) And that's it! By clicking on Set a Notification, you can be aware of instant changes and take action.
To summarize, if users are not completing the purchase process despite adding to the cart on Shopify, there can be many underlying reasons. The points mentioned above, such as the reliability of your site, return and exchange rights, and shipping costs can cause users to move away from the product and not complete the purchase process. Optimizing these problems will positively affect your overall business marketing performance.
Of course, the important point here is to identify these products and create the right strategies. At this point, by choosing heybooster as your teammate, you can reach the necessary data analysis completely automatically and quickly.