Updated on 18th Jan, 2024

High cart abandonment rate – a topic of concern for every online store. Picture this: customers exploring your appealing online shop, adding fantastic products to their virtual carts, only to bail out during the final step of placing an order. It’s an online retailer’s nightmare, and shockingly, research shows that the cart abandonment rate can soar up to 70%.

So, why do customers abandon their carts, and what can you do about it? Let’s delve into the top 10 reasons for a high cart abandonment rate and discuss foolproof cart abandonment recovery plans. 

10 Reasons for a High Cart Abandonment Rate

Lack of Mobile-Friendly Design

Customers crave the freedom to shop from any device at any time. If your online store isn’t mobile-friendly, you risk losing customers. Pages optimized solely for desktops may look distorted on mobile screens, making product discovery and information retrieval difficult. Considering that mobile shoppers make up 60% of online customers, having a mobile-friendly interface is crucial.

Solution– Make the website design responsive so that it adapts to different screen sizes seamlessly. Ensure the navigation is optimized for mobile users. Prioritize key elements, such as search bars, shopping carts, and menus. Images and videos need to be optimized so that it fits the screen perfectly and doesn’t hamper the loading speed.

Hidden Charges Increasing Total Cost

Nobody likes surprises, especially when it comes to money. If you’re not transparent about product costs, customers may abandon their carts. Clarity is key to gaining trust. “Sticker shock,” where a sudden price increase alters the perceived value of a product, is a real concern. 

Solution: Never hide costs. Even if it’s extra shipping costs or taxes, highlight every potential additional cost before a customer adds the items to their shopping cart. By doing this, you will set accurate expectations and minimize the chances of a high cart abandonment rate.

Unnecessary Account Creation

Customers want a fast checkout process. Unnecessary account creation contributes to a 25% cart abandonment rate. Simplify the process, as customers don’t want to spend extra time creating accounts for each online store.

Solution: Analyze the online shopping behavior of your customers, and if you see more drop-offs on the account creation page, address it by offering a guest checkout option. Razorpay’s Magic Checkout streamlines the process with one-time OTP authentication, eliminating mandatory account creation. Brands like Anveya, Alphonso Mango, and Barosi have already reduced their high cart abandonment rates with Razorpay Magic Checkout, and you can too! 

Slow Product Delivery

Perfect website, great products, but slow delivery? That could lead to cart abandonment. Ensure you offer reasonable delivery options, as 24% of online shoppers abandon carts due to slow delivery.

Solution: Enhance customer retention by clarifying delivery expectations. Present delivery windows upfront, including options like standard (3-5 business days), expedited (1-2 business days), or same-day (within 5-6 hours). Consider discounts for standard delivery to incentivize customer satisfaction.

Concerns About Sharing Credit Card Information

Just like you, customers hesitate to share credit card details everywhere. About 19% of online shoppers abandon their carts due to concerns about sharing this sensitive information.

Solution: In order to reduce cart abandonment for situations like trust issues, think of displaying a recognized trust badge and security seals. Razorpay’s Trusted Business Badge (RTB) is proven to instill confidence, with the RTB widget potentially increasing conversion rates by 20%. In a world filled with scammers, displaying trust badges, emphasizing SSL encryption, and showcasing compliance with data protection regulations make your online store trustworthy.

Complicated Checkout Experience

Complicated checkout processes result in 18% of customers abandoning their carts. Regardless of how aesthetically pleasing your online store is, customers always prefer a seamless shopping experience. 

Solution: Condense the checkout process to reduce the cart abandonment rate. Opt for a one-click checkout solution, like Razorpay Magic Checkout, to streamline payment and save customers time. Magic Checkout leverages Razorpay’s extensive network, serving 200 million+ customers yearly, to pre-fill essential details automatically. Razorpay strictly follows RBI guidelines.

Return Policy Fails to Meet Expectations

Not every product will be a perfect fit. Customers understand this, and that’s why they look for a reliable return policy. If the policy falls short, 16% of customers may abandon their carts.

Solution: Articulate return policies on product pages and during checkout for trust. Extend return timeframes for customer flexibility. Streamline the process with clear instructions and user-friendly return/refund forms. Address concerns promptly, assuring efficient handling of inquiries and issues.

Frequent Crashes and Loading Problems

A crashing or poorly loading online store is a significant turn-off. Regardless of attractive products, customers won’t spend time on a malfunctioning website. Promptly address these issues, as 14% of online shoppers abandon stores experiencing such problems.

Solution: Regular website maintenance prevents issues from escalating to crashes. Invest in robust hosting for traffic spikes. Optimize for mobile to prevent loading problems. Rigorous user testing addresses usability issues.

Unavailability of Preferred Payment Option

Customers want the flexibility to choose their preferred payment method, just like they want to shop online from any device they want. Failing to provide these choices could lead to an 11% increase in cart abandonment rates as customers seek alternatives with preferred payment options.

Solution: Encourage swift payments by offering diverse options, considering preferences like the widely preferred cash on delivery in India. Provide choices like credit cards, digital wallets, and UPI. Leverage Razorpay Magic Checkout for a 5x faster process, displaying all options on one screen, including COD. Communicate accepted methods clearly on the website, ensuring customers are informed before reaching checkout.

Promo or Coupon Codes Unavailable

Everyone loves saving money. Without promo or coupon codes, 8% of online shoppers are likely to abandon their carts in favor of stores offering these discounts. By addressing these common issues, you can significantly reduce cart abandonment rates and create a smoother shopping experience for your customers.

Solution: Drive purchases with strategic promotions like seasonal sales. Tailor promotions to individual preferences based on browsing behavior. Create loyalty programs rewarding repeat customers. Implement cart abandonment recovery with automatic reminders and special promo codes.

Bonus Tip: Leverage Cart Abandonment Emails for Recovery

Harness the power of cart abandonment emails to re-engage potential customers. Craft compelling emails that remind them of their abandoned items, accompanied by exclusive discounts or incentives. Utilize personalized messaging based on their browsing history, creating a sense of urgency to prompt a swift return to complete the purchase. Implementing a well-timed and thoughtful email strategy can significantly reduce cart abandonment rates, nudging hesitant customers back into the sales funnel and boosting overall conversion rates.

Note: If you want to retarget cart abandoners, try signing up for Magic Konnect. Razorpay’s WhatsApp game-changer! Anticipate 40% lower costs, 60% more cart recoveries, and 50% faster support on WhatsApp! Elevate your business like never before! Sign Up for early access here

Wrapping Up 

In conclusion, addressing issues like mobile optimization, hidden costs, and checkout simplicity is pivotal for reducing the dreaded cart abandonment rate. By implementing strategic solutions and leveraging tools like Razorpay Magic Checkout, online retailers can not only recover lost carts but also enhance the overall shopping experience. Consider incorporating personalized promotions, diverse payment options, and the powerful strategy of cart abandonment emails to optimize your e-commerce success further. Remember, each addressed concern contributes to a smoother, more trustworthy online shopping journey for your customers.


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