Running an online sporting goods store can feel like a rollercoaster. You’ve got customers browsing, picking out their must-have running shoes or yoga mats, and adding them to their carts. Then… they vanish without finishing the purchase. Sound familiar?
This maddening problem, called cart abandonment, affects every eCommerce business. The good news? There are straightforward ways to fix it. But first, let’s break down why it happens so often.
- Why do hidden costs make people leave their carts?
- Is your checkout process too long for shoppers?
- Are fewer payment choices stopping people from buying?
- Does a slow website make customers give up?
- Do shoppers trust your site to finish their payments?
- Are surprise fees the main reason for cart abandonment?
- Can popups convince people to finish their checkout?
- Do ads remind shoppers to come back?
- How can emails help recover lost sales?
- Will special deals make shoppers complete their purchase?
How Big Is the Problem?
Here’s a sobering stat from the Baymard Institute about 70% of online shoppers abandon their carts. That means for every 10 potential customers, seven walk away without completing their purchase! For sporting goods stores, that’s a lot of missed sales on items like hiking gear, basketball hoops, or home gym equipment.
But don’t stress. Once you understand why this happens, you can start bringing those customers back.
Why Do Customers Abandon Their Carts?
1. Surprise Costs at Checkout
One of the biggest culprits? Hidden fees. Nearly 48% of shoppers abandon their carts because of unexpected costs like high shipping fees, taxes, or “handling charges.”
Imagine this a customer’s got a $50 pair of dumbbells in their cart, excited to check out. But then they see an extra $15 for shipping. Suddenly, the deal doesn’t feel worth it.
Fix it: Be upfront about costs. Offer free or flat-rate shipping, and make it clear from the beginning “Free shipping on orders over $50” is a win-win incentive.
2. Checkout Takes Too Long
We’ve all been there clicking through what feels like a million steps to buy something simple. For 17% of shoppers, a complex checkout process is a deal breaker.
Fix it: Simplify your checkout. Offer a guest checkout option, reduce unnecessary form fields, and add autofill features. Every second saved makes a difference.
3. Not Enough Payment Options
Nobody likes to get to the checkout only to find their favorite payment method isn’t available. No PayPal? No sale. Statista found 9% of shoppers leave for this reason.
Fix it: Give people options. Accept major credit cards, digital wallets like Apple Pay, and “buy now, pay later” services like Klarna. This flexibility is especially helpful for expensive gear like bikes or treadmills.
4. Slow or Glitchy Websites
Here’s a harsh truth a slow website can cost you. Google says that every 1-second page load delay leads to a 7% drop in conversions. Shoppers looking for specific items like knee braces or trail running shoes won’t wait around if your site is laggy.
Fix it: Optimize your website for speed and ensure it’s mobile-friendly. Many customers shop from their phones, especially outdoor enthusiasts planning their next adventure.
5. Lack of Trust
Would you feel safe entering your credit card info into a site that looks sketchy? For 18% of shoppers, a lack of trust signals like SSL security badges keeps them from completing their purchase.
Fix it: Make your site trustworthy. Use security certifications (like the little padlock next to your URL) and display familiar payment logos like Visa, MasterCard, and PayPal.
6. No Enticing Offers
Customers love a good deal. Without discounts, loyalty perks, or free shipping, they might decide to shop around instead of hitting “buy.”
Fix it: Add offers like “10% off for first-time buyers” or “Buy 2, Get 1 Free” on fitness accessories. Create loyalty programs that reward returning customers, like points they can use on future purchases.
How to Combat Cart Abandonment
Knowing why customers leave is half the battle. Now, here’s how to pull them back in.
Retarget with Ads
Ever leave an online store only to see ads for the exact items you looked at? That’s retargeting, and it works. Studies show retargeted ads can boost conversions by up to 150%. Show targeted ads on platforms like Facebook to remind customers about their abandoned items.
Use Exit-Intent Popups
Exit-intent popups track when someone’s about to leave your site and hit them with a reason to stay. For example, “Wait! Get 10% off your order if you complete your checkout now!” A small nudge like this can make a big difference.
Send Follow-Up Emails
Abandoned cart emails are like digital reminders. Start with a friendly message about their forgotten items. Follow up later with a discount or special offer like free shipping to sweeten the deal.
Personalize the Shopping Experience
Add recommendations based on what’s in their cart. If someone’s shopping for a tent, suggest a sleeping bag or camping stove. Personalization accounts for 31% of eCommerce revenue. It’s simple and effective.
Final Thoughts
Cart abandonment might always be part of the eCommerce game, but that doesn’t mean you can’t fight back. For sporting goods stores, tackling unexpected fees, slow sites, and boring checkout processes can turn “almost sales” into actual sales.
By making a few changes like offering flexible payment, running retargeting ads, and incentivizing buyers you’ll not only keep customers but create an experience they’ll want to return to. And that’s the real win.
