Lesson 1: See why visitors who are likely to purchase leave your store

Course content (10 lessons)

Many factors can contribute to cart abandonment. On average, 75% of carts get abandoned. Root causes of abandonment are often fear about ambiguous information - things like surprise shipping charges once an item is added to their cart or a confusing return policy.

In this lesson, we’ll focus on what people are doing who have a high intent to purchase but may still be abandoning their cart. Whether you’re seeing people revisiting your shipping policies after they’ve added items to cart or whether they’re lingering on the pricing section because it’s not displaying in their local currency, addressing cart abandonment issues can make it that much more likely a visitor will convert.

[MUSIC PLAYING] In this lesson, we're going to focus on what people are doing who actually have a high intent to purchase. On average, 75% of carts get abandoned. Root causes of abandonment are often fear about ambiguous information. Things like surprise shipping charges once an item is added to their cart or a confusing return policy.
Let's look at this Shopify store that rents and sells construction materials. What you see here is a session recording. If you remember from previous lessons, this is like having a DVR of what a visitor is doing while they're on your site. We can see here that the user is ready to purchase. They've added items to their cart, but you can see, they're hesitating.
It's common to see this on Shopify stores, especially when people are first time customers. Think about the perspective of your first time visitors. What's vague and unclear to them that seems second nature to you? Here's a clue. We see the visitor hover over it, then click on shipping information. So they can go back and reread those shipping policies. This visitor ultimately abandon their cart, and based on what we've seen in this visitors behavior and from others on this site, it's likely they may have failed to convert because they were worried about the shipping policy.
If you're seeing people revisiting your shipping or return policies after they've added items to their cart but they ultimately abandoned their cart, this could be a sign that your policies need to be revisited so they aren't contributing to cart abandonment. Maybe the policy is vague or unclear or visitors don't like how long it will take to ship their products to them, or that they have to pay for return shipping.
There are many factors that can contribute to cart abandonment. Another one we often see on Shopify stores is currency conversion. Simply put, currency conversion is taking the cost of your product in your local currency and converting it into the local currency of where your visitor is coming from based on their browser location.
Visitors don't want to do the currency conversions themselves and they often abandon their carts if they have to do this math on their own. You can find apps in the Shopify app marketplace that will automatically calculate the currency conversion for your visitors. This makes your site more friendly and more approachable, which makes it that much more likely a visitor will convert. [MUSIC PLAYING]

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Lesson 1: See why visitors who are likely to purchase leave your store

Course content (10 lessons)

Overview

01 |Module 1: Ways to Discover What Visitors Want to See

02 |Module 2: If they Don’t See It, They Can’t Buy It

03 |Module 3: Stop ‘Em in their Tracks Before they Abandon their Cart

04 |Module 4: Newbie and VIP Visitors: Understand Both to Grow Sales