Cart abandonment rate is a metric with very important data for companies operating in the field of cross-border eCommerce. Necessary improvements can be made by determining the cart abandonment rate in eCommerce sites and an increase in sales can be observed.
Basket Leaving Rates
Basket abandonment rate is the ratio of the customers who abandon the shopping before finalizing their payment, by taking the customers who have completed the shopping into account. This ratio is generally expressed in percentages. In recent years, the common basket leaving rate is 74%. This means that 74 out of 100 customers adding to the cart on an eCommerce site, leave before completing the shopping.
The cart abandonment rate should be kept as low as possible, but there will be a certain abandonment rate. To find out if the cart abandonment rate on your eCommerce site is an average percentage or more, you can search for cart abandonment rates for eCommerce sites in your industry.
The Importance of Cart Abandonment Rates
Basket leaving rate is basically an important indicator that allows you to identify deficiencies in your eCommerce site. For this reason, you should use this indicator to keep your potential customers who add products to the basket and increase your sales. It is recommended that you make changes by using this data to convert your customers that exist without shopping from potential customers to actual customers.
Of course, the basket leaving rate is sometimes not directly related to any deficits on your site. One of the most important user trends that increase basket leaving is the tendency to add products to the basket to avoid losing them. This is often the case in particular for trends in the user profile of the mobile device user, which is a preferred method of facilitating product rediscovery. Therefore, it becomes one of the main factors increasing the basket leaving rate.
In addition to these, extra costs, such as fees applied on cargo delivery on the payment page, can also cause customers to give up shopping. Similarly, distractions such as subscribing on the payment page screen, pop-up e-mail recordings can be uncomfortable or distracting for customers and this makes it inevitable for the customer to stop shopping. You can use tools like Google Analytics, Mixpanel, Yandex Metrica and Hotjar to learn the basket leaving rates of your e-commerce site.
Ways to Reduce Cart Abandonment Rate
Reducing the cart abandonment rate will have a positive impact on your sales and it will allow you to earn more. There are a number of measures to be taken into account. When you take these precautions, you can turn your potential customers into real customers by reducing your cart abandonment rate.
Particularly for eCommerce companies operating in the cross-border eCommerce field, some of the ways to reduce basket leaving, which cannot be ignored, are listed below:
- 1. Make sure your cross-border eCommerce site is compatible with mobile devices. In a period when eCommerce shopping trends shift to mobile, it will be inevitable to lose a large customer base if your site is not compatible with mobile devices.
- 2. The extra costs incurred when it comes to completing the shopping process also cause users to stop the shopping process. Showing extra costs such as shipping costs and taxes to the customer before coming to the payment page prevents the customer from having an unpleasant surprise.
- 3. The speed of your site is a factor that directly affects the shopping trends of your customers. When the page opening speed is low, the customer prefers to give up shopping instead of having a bad shopping experience. Therefore, you should make sure that your eCommerce site loads quickly.
- 4. The option to shop without being a member can be an option that attracts many users. Users often want to subscribe to the site they plan to shop in, but some customers may find it a waste of time. In order to give your customers a chance to choose, you should not require the membership process to complete the purchase.
- 5. Tracking the movements of users who visit your site can give you a lot of ideas on how to improve the visitor experience. Therefore, you can find out what problems your visitors are experiencing and on which page they spend a long time and then you can make your plans.
- 6. You can try resolving the question marks in your customers’ heads by providing live support on your site. This effort will return to you as a completed sale when you help solve any problems they may have during shopping.