You’ve done audience research and created campaigns that target your ideal market. You’ve captured consumer interest, guided them to your website, and prospective buyers have put your products into their digital shopping carts.
Given that just 2.5% of ecommerce customers move from interest to purchase per Kibo, products in carts mean this is a done deal, right? Not so fast.
According to Statista, more than 69% of shopping carts are abandoned by prospective buyers before they make a purchase. Common culprits of cart abandonment include website malfunctions, sudden price jumps when taxes or other fees are calculated, and long shipping times that weren’t apparent from product pages.
But it’s not all bad news. Cart abandonment rates (CAR) aren’t set in stone — with the right approach, brands can get more digital carts through more online checkouts. This post explores 10 strategies to keep carts rolling forward.
By the Numbers: Regional CAR Trends
While the global shopping cart abandonment rate hovers around 70%, there are regional differences in abandonment rates. As noted by 2023 Statista data, just over 79% of carts are canceled in North America and Europe. Meanwhile, in areas such as New Zealand and Australia, this number dips to 76%.
Brands must also recognize that regional data doesn’t tell the whole story: Different countries have differing online priorities, which impact cart abandonment rates. For example, Santander Trade notes that Germans like to learn as much as possible about similar products from multiple brands before purchasing. If product pages and carts don’t match — if products are listed as in-stock on product detail pages (PDPs), but are shown as back ordered in carts, Germans won’t stay to make a purchase.
Meanwhile, shipping costs are crucial to cart abandonment in the United Kingdom. According to U.K. payments platform provider Mollie, 55% of customers will abandon carts if shipping is expensive or delivery times are…
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