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How To Create Selling E-Commerce Websites, Vol. 2 by Smashing Magazine

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Reducing Abandoned Shopping Carts In E-Commerce

By Keir Whitaker

In March 2014, the Baymard Institute, a web research company based in the UK, reported that 67.91%1 of online shopping carts are abandoned. An abandonment means that a customer has visited a website, browsed around, added one or more products to their cart and then left without completing their purchase. A month later in April 2014, Econsultancy stated2 that global retailers are losing $3 trillion (USD) in sales every year from abandoned carts.

Clearly, reducing the number of abandoned carts would lead to higher store revenue — the goal of every online retailer. The question then becomes how can we, as designers and developers, help convert these “warm leads” into paying customers ...

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