Easy Ways to Reduce Magento 2 Checkout Abandonment - A Specific Approach to Each Product Type

With an alarming 77.3 percent of orders abandoned in online carts, merchants must focus on optimizing each stage of the customer journey. Encouraging customers to add a product to their shopping cart is only half the battle. There are other traps and pitfalls in the checkout process that can make your customer leave.

Having gained the reputation of a sophisticated and feature-rich ecommerce platform, Magento 2 offers merchants the ability to sell different product types with customizable checkout processes. Let’s shine some light on Magento 2’s checkout options for configurable, grouped, bundled, virtual, and downloadable products to help improve the process for your specific merchandise.


Configurable Products

Configurable products are items with different attributes such as color, size, or material.  Customers have the ability choose among several options which is a great selling feature. Though, at the same time, these types of products can bring a negative experience during the checkout process, causing the customer to abandon their order. We offer two tips to improve the checkout process for configurable products.


Show Correct Thumbnail Images

By default, Magento shows a parent product’s thumbnail at the checkout. For example, a customer orders a red shirt but sees a picture of a blue one in the shopping cart. He or she spends extra time double-checking the order to see if they chose the wrong one. They may even delete the item or abandon the cart because they are afraid the website is not working properly and will send the wrong item. To set things right, there is a very simple change to make to the default settings:

Go to StoresSettings > Configuration, choose Checkout in the Sales panel, and select the correct Product Thumbnail option in the drop-down list for your Configurable Product Image.

This simple, though often underestimated, action will create a more positive customer experience.


Make Editing Easy

Merchants shouldn’t expect a customer journey to always be straightforward. For example, let’s say the customer chose the blue, medium shirt. Once he/she proceeds to the checkout page, they change their mind and want the small shirt. Deleting the shirt, going back to the configurable product page and selecting another variation is time-consuming. Also, the customers may second-guess their decision and never make it back to the checkout page.

Your task is clear – your customers need the ability to choose a different option directly from the checkout page.

This type of implementation does require custom code to expand the default Magento 2 functionality. Though it is more complicated to implement, the benefits gained outweigh the inconveniences. This added cost for customization will significantly increase the customer engagement on your site.


Grouped and Bundled Products

While simple products form the foundation of an online store, merchants can diversify and offer goods in groups and bundles for a deal. For example, they can sell a group of sun tan products or a bundle with a computer, mouse, and keyboard. This type of product strategy has mutual benefits – merchants increase sales while buyers receive a good deal.

Magento 2 offers a powerful tool that helps sellers implement this strategy. With their cart price rules, you can set a rule for grouped and bundle products. When these products are added, the rule triggers a discount when checking out. This functionality can be used for limited-time special offers as well.

While these rules help during the checkout price, you need to focus on showing the price on the product page. Customers won’t know there is a discount for groups or bundles during the decision-making process. Show banners on a landing page or place the discounted pricing information on the detailed product page to increase the effectiveness of the bundled strategy.


Virtual and Downloadable Products

The default Magento 2 one-page checkout for tangible goods includes two steps – first, the customer fills in the billing and shipping address; second, the payment information is added, and the order reviewed. But, what does the process look like for virtual and downloadable products?

When the customer’s shopping cart contains only a virtual or downloadable product, Magento automatically streamlines the checkout process into a one-step process. With shipping information being irrelevant, customers only need to submit payment details to complete the order.

Though the nature of virtual and downloadable products is similar – both are intangible, they have their own specifics.

Downloadable Products

When selling downloadable products, merchants have several settings to customize:

  • Order item status to enable downloads. You have two options to choose from:
    • Pending status: customers can start downloading an item immediately after placing their order.
    • Invoiced status: the link is available only after an admin confirms the receipt of payment and creates an invoice.
  • Sharing and guest checkout. This is a tricky issue. Non-shareable links require user authentication; therefore, the download link is only available for customers who are logged in. So, the guest checkout option would cause an issue. You must disable the Magento 2 guest checkout for carts with downloadable products. This will prevent an unpleasant situation when guest customers purchase the downloadable product and aren’t able to download or access the link because they aren’t logged in.

Virtual Products

Virtual products don’t conflict with guest checkout options. A purchased item is available through a link in the order confirmation email and in a customer’s account.


A Few Last Words

If you sell different types of products, just know that Magento 2 doesn’t treat them the same. However, there are many features specific to the product types you offer that can help build a more positive checkout process for your customers. Seeing the complete picture of Magento 2’s checkout capabilities will help you customize the shopping experience and reduce shopping cart abandonment.

Thinking of launching an Amazon and Magento integration, here is everything you need to know to get started.


About the Author: Igor Goltsov is a certified Magento developer. With 8+ years in Magento development and 13+ years in PHP development, Igor now applies his deep insights in ecommerce and expert skills at ScienceSoft. As a senior Magento developer, he contributes to complex projects involving implementation of non-trivial platform’s features.
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