What is an abandoned checkout?
An abandoned checkout is a situation in which one of your customers adds a product to their cart, proceeds to the checkout step, enters all their information, and then decides to not make the purchase. The shopper goes through the entire buying journey, searching for the product (or engaging with an advertisement on Facebook, Instagram, or other social media), visits your online store to look at your offerings, explores your shop to take a closer look at several of your offerings to see if you have anything that they do want at a price that they are comfortable with, finds something they would like to purchase, adds the product to their cart, starts the checkout process by entering their shipping and payment information, but then decides against making the purchase and just quits the buying process at that point.
How is checkout abandonment different from cart abandonment?
The main difference between checkout abandonment and cart abandonment is that checkout abandonment involves the customer reaching the checkout stage and entering their information before they change they mind and abandon their purchase, while cart abandonment involves the customer adding products to their cart and then abandoning the cart at any stage that comes before the checkout stage.
How do you deal with abandoned checkouts?
Review your abandoned checkouts
If you want to recover abandoned checkouts or reduce the number of abandoned checkouts that you have to deal with in the first place, you need to find out why they’re happening. You need to try and understand why checkouts are being abandoned by your customers. To get an idea about the main reasons why abandoned checkouts take place, you should review your abandoned checkouts to detect patterns that could show you why your customers aren't completing orders. If you’re looking for this data on Shopify, these abandoned checkouts are saved in the Shopify admin section for three months. Every Monday, abandoned checkouts that are more than three months old get removed from your admin.
To go there, you’ll have to your Shopify admin, click on ‘Orders’ and then click on ‘Abandoned checkouts’.
View payment events from your abandoned checkouts
In Shopify, every time a customer attempts to pay for an order, a payment event gets noted in the history of the abandoned checkout. You can even expand payment events to get more details.
This information can be very useful if your customers are attempting to place an order and the payment fails. If the customer gets in touch with you because their payments don’t work at checkout, you could take a look at the details of the payment event and then use the information that you found to help your customers. But if a customer successfully paid at checkout, you could instead go to the order's timeline to view payment events.
The steps for you to do this involve:
- Going from your Shopify admin to Orders and then to Abandoned Checkouts.
- Clicking on an Abandoned checkout
- Scrolling to history
- Clicking a payment event
Email your customers
You’d want to send out promotional emails to shoppers who abandon checkouts. Remind them that they haven’t completed their purchase and offer them the chance to go back and continue their purchase. The easiest way for you to do this is by sending them a link that takes them to the exact stage they were at before they left. It’s also really helpful if you could offer them a small discount to incentivize them to make a purchase as well.
You could choose to manually send these emails yourself, or even set up a flow that automatically triggers a checkout abandonment email whenever your customers abandon checkouts.
Another powerful way to get these customers to go back and complete their purchases would be to personalize your abandoned checkout recovery emails or at least play on the insights that you’ve gathered when you review your abandoned checkouts.
Shorten your checkout process
People hate long and winding checkout processes. After they make the purchase decision, they want to make the actual purchase as quickly as possible and then get on with their day without needing to wait any longer. There’s also the fact that a longer checkout process offers your shoppers more time and chances to rethink their purchase decision and change their mind about buying that product from your store. Shortening your checkout process and reducing the number of steps involved in it can reduce the frustration that customers experience and even give them fewer opportunities than they had earlier to reconsider their purchase decision.
Display progress indicators on the checkout page
This builds on the previous point. People don’t want to go down a long, stretched out checkout process. They’re literally afraid of having to do that. And if they suspect that they’ll have to deal with such a process, they might just not go ahead with it at all. So, how do you convince them to keep going? The answer is to show them how far they’ve come and let them see that they’ve nearly reached the end. Include a progress indicator on the page to get them to keep going and complete the checkout process instead of abandoning their purchase.
Use conversion triggers
Sometimes your customers might just end up quitting the buying process because they decided that they don’t want to pay that much for a product. These are the customers that you can convert with the least effort. If you have a Shopify store and use the Engati app, your chatbot can shoot out a call-out message with a discount or promotional offer on your store’s screen itself as soon as a customer removes a product from their cart.
Recovery messages on WhatsApp
Email is the traditional route for abandoned checkout recovery messages, but it’s not the most effective one. Marketing emails only have an open rate of 40%, but WhatsApp messages have an open rate of 99% and an engagement rate of 70%. You can use your WhatsApp chatbot to send out message templates to your customers with discount offers which increases your odds of recovering those carts far more than an email could.