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4 Ways to Avoid Abandoned Carts

Kaitlin Stratisclock 3 min

Aug 5, 2021

It’s a challenge that every online brand faces and is nearly impossible to avoid, abandoned carts. With an unlimited choice in today’s online world, businesses selling online understand the struggle of shoppers filling their carts, and leaving the site without a purchase. 

According to a study conducted by Baymard Institute, the average cart abandonment rate is 69.57% across all industries, meaning nearly 7 out of 10 consumers will not make a purchase. So how do brands combat cart abandonment and drive more sales online? While there may be multiple reasons for leaving a cart, there are effective tactics that will keep consumers engaged until they are ready to buy.  

Expedite the checkout 

The simpler the checkout, the better. A fast and simple checkout process is no longer a nice-to-have, it’s the expectation. At Commerce7, we know that 21% of abandoned carts are because the checkout process took too long. Checking out and making the purchase should be the easy part. So how can wineries expedite this process? 

  • Check on your site speed. 53% of online shoppers will leave a page if it doesn’t load within 3 seconds. 
  • One-click checkout. Allow your customers to purchase quickly and efficiently without the need to fill out a single field or form.

Offer guest checkout

Always offer visitors the opportunity to checkout as a guest rather than having to create an account, nearly 26% of consumers will abandon their carts if they are not given the option. By allowing guests to checkout, you are ultimately giving them choice. If you are concerned about email collection, offer to save their contact information for easier checkout at their next purchase.

Send abandoned cart emails

Once a visitor leaves your site without making a purchase, it’s important that wineries follow up with those shoppers to remind them of their intent to buy their products. Whether the shopper is too busy to checkout or isn’t ready to hit confirm, a follow-up process is critical. Personalize the email to the items in the cart, or even offer a discount on shipping. This may be the driver of a sale for wineries, in fact, 28.3% of all ecommerce revenue comes from successful abandoned cart emails.

Have a persistent cart

With a persistent cart, the items that shoppers have added to their carts never expire, even if they are accessing their account from a different device. This eliminates the frustration that consumers feel when they return to make a purchase and their items are gone. If they have to start over, chances are they won’t remember what they were there for. A persistent cart allows shoppers to return when the timing is right and pick up where they left off. 

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