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How to Reduce Cart Abandonment on Manufacturing Websites

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Ugh, look at those shipping charges. I don’t pay that.

According to Statista, 88.05% of online orders were abandoned worldwide last year. That’s a lot of missed opportunities.

Cart abandonment is inevitable, but it can be reduced. Some of the reasons US shoppers are abandoning carts include:

  • Browse without ever intending to buy. Automotive websites have a massive abandonment rate of 96.88%, with travel websites not far behind.
  • High shipping costs or long shipping time estimates.
  • Faulty payment portals where customers have to re-enter their card or shipping details.
  • Lack of trust or concern about credit card fraud.

Another thing to keep in mind in B2B manufacturing is that many of your website visitors may be procurement professionals. Their job is usually to get at least three quotes or estimates before making a purchase. Rather than intending to buy, they can simply tick a box as part of their process.

5 Ways Manufacturers Can Reduce Shopping Cart Abandonment

Manufacturers can try to reduce shopping cart abandonment by gradually changing their checkout portal, but if they’re going to make a real difference, they’ll face a major challenge: reducing shipping costs and times.

Here are five ways to reduce shopping cart abandonment in manufacturing:

Perform an end-to-end review of shipping costs and shipping times. Identify improvement strategies, including changing logistics providers.

  1. Make sure your checkout process is bug-free. Customers who are prompted to re-enter their credit card or shipping details may lose patience and abandon their cart.
  2. Allow guest check-in. Many online shoppers are uncomfortable registering and logging in every time they want to make a purchase.
  3. Keep the checkout process as simple as possible. Reduce the steps to the bare minimum required.
  4. Make sure there are no unexpected price shocks or additional charges at the point of payment.
  5. Make sure your customers are confident that your website is protected against credit card fraud. Display trusted third-party security logos.

Image Credit: Chaay_Tee /

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