Related Article: Find 10 Best Practices to Avoid Shopping Cart Abandonment
Cart abandonment is the biggest concern that most of the eCommerce businesses are dealing with. According to the statistics, nearly 67.91% of online shoppers leave their carts abandoned. Avoiding shopping cart abandonment has become the No.1 priority for all e-commerce stores.
Cart abandonment is the term, used for people who add products to their carts and leave without completing the checkout and payment process.You may have a great website you design and strong marketing strategies to promote your business on the virtual world, but there are always chances that your business is likely to face abandoned cart issue and it becomes important to do whatever required to avoid shopping cart abandonment.
It’s a simple calculation; if you want to avoid shopping cart abandonment, try determining the reasons why it is happening.
I researched through various methods to come up with the most common reasons that people abandon their carts. Once you know them, it would be easier to avoid shopping cart abandoment.
In this post, you’re going to learn about the top 6 reasons of cart abandonment and how to deal with them to reduce cart abandonment on your site to boost conversions.
Additional or higher unexpected charges
The price tag is the first thing that people have a look at, in order to make their final decision of buying it. If your price tag is attractive, they’d like to add the product to their carts, but they are also likely to leave the cart abandoned if the additional charges are higher than beyond acceptance.
Of course, there may be charges that would add to your cart’s total value, but the charges should never be higher than their expectations. You may want to add some shipping charges and taxes to the original price during checkout process. If the additional charges are more than what the buyers expected, it may frustrate and anger them, causing them to abandon their shopping carts.
- Unexpected shipping cost was the top reason for shopping cart abandonment.
- Over 61% of people abandon their carts as they feel shipping cost too high.
- Over 24% people leave carts because they can’t calculate total product cost beforehand.
As an online retailer, there are some charges that you can’t waive as it may lead to loss for your business. However, it should not affect your conversion rate either. Hence, it is always better to make your shoppers ready for the additional charges that they may need to pay during the checkout process. This can be done by setting realistic expectations right from the start so.
This tip alone can help you avoid shopping cart abandonment.
If you offer free shipping for a particular cart cost, make sure to let your shoppers know about it. Display the information clearly and prominently on your product pages.
There may be incidents when the total order amount qualifies for the free shipping, but a few products in the cart don’t qualify. Considering the Amazon’s example can be a great choice. It takes care of displaying the fixed shipping charge on the product page so that the customers won’t get an unpleasant surprise when they decide to checkout.
You need to avoid any unpleasant surprises to avoid shopping cart abandonment. It is as simple as that.
See how beautifully Amazon displays the shipping information to buyers.
Mandatory Registration for Order Placement
We all are living in a busy world where everyone is using the technology simply to save their time. And online shopping is the biggest beneficiary.
Most people buy products online just because they can’t afford to visit a local store simply to explore products and shop. But, if the order placement process is made difficult and time-consuming, shoppers may get discouraged and you will not be able to avoid shopping cart abandonment.
Having to create a new account to complete purchase often frustrates the potential customers. This has been stated as the second biggest reason for shopping cart abandonment.
Your customer would simply move to other platforms where they can place orders easily. You don’t want that. You have done the difficult part of driving traffic to the website.
Now, you should make it easy for customer to buy. You don’t want people to leave your site. You want to do everything to fix shopping cart abandonment.
There is only one way you can make buying faster and fun for the buyers. You have to make it easier for them. Buyers should be able to complete order placement as a guest or let them signup with their social media accounts.
You can add both these features to improve the ease of shopping. You don’t want anything in the buying process that increases your shopping cart abandonment.
There are free and paid plugins available to integrate this functionality on your website to reduce shopping cart abandoment
Guest Checkout – It is a process where shoppers can easily complete their purchases without creating an account. Instead, they can just provide their email address where the product invoice can be sent for further process.
Social Media Signup – It lets online buyers to complete shopping process simply by registering through their social media credentials.
You can see in the given screenshot that the company is offering both Guest Checkout and Social Media Signup features.
As mentioned earlier, this is the second biggest reason for shopping cart abandonment and if this can help you to reduce shopping cart abandonment, you should fully use it.
Checkout takes too much time
Another common reason that online shoppers abandon carts is the confusing and time-consuming checkout process. This point may be closely linked to the ‘second point,’ as signup is a part of checkout process.
But, here I am going to talk about the overall checkout process. During the checkout process, shoppers provide all the required information for order placement and shipping like billing info, and the payment process as well.
The default checkout process may be multi-step which makes the order placement time confusing and discourages consumers to purchase from your site. Thus, increasing you shopping cart abandonment.
The best way to avoid shopping cart abandonment is to reduce the number of the form fields. If the fields aren’t absolutely necessary for customers to complete their purchases, leave them out.
Also, there are multiple plugin available to facilitate consumers with a one-step checkout. With the one-step checkout, consumers will only need to fill in the mandatory fields.
Reduce the shopper’s anxiety by displaying the progress of their checkout process. It not only makes buyers aware about the time that would be required to complete the process, but also allows them to easily go back and make the necessary corrections whenever required.
They don’t feel it safe
The biggest concern the online buyers face is the security of their personal information, which results as the most common reason behind shopping cart abandonment.
You may be using a great and highly secure payment platform, but there is no use if the shoppers don’t know that. In such cases, they may hesitate to enter their card details.
Around 18% of shoppers abandon their carts because they don’t trust the sites.
According to the experts, displaying trust seals next to the CTA button usually relieves customer anxiety and helps you reduce shopping cart abandonment.
Modern Coin Mart is an online retailer of rare coins and is utilizing the trust seal to successfully increase sales and win customers’ trust.
Lack of customer support
One of the other biggest reasons that some people still love to shop from the brick-and-mortar stores is that they feel comfortable about buying when they see another human. They know whom to go back whenever required.
They get answers to their queries immediately. They can try products and make sure that the selected product is the one they really want. You might want your customers to feel the same about your online stores.
You might want to encourage them to try your products and services while ensuring that they can return the product if they don’t like. Of course, you might not want to incur losses.
But, the bottom-line is to reduce any anxiety about inefficient customer service and reduce visitors abandoning shopping cart
Shoppers may want to get satisfying answers to their queries immediately.
Integrating a chat feature lets your online shoppers to communicate with your sales team every time they face some problems with buying or product selection.
You can answer immediately and it gives them a sense of confidence about buying the product from an online platform.
According to researchers, over 51% of online shoppers claim to purchase products from a website with live chat facility. This could help you greatly in reducing visitors abandoning shopping cart.
Also, there are chatbots available to support customers’ buying decisions and solve their queries instantly that too without hiring any professional sales representatives.
Identify the most common queries your customers ask and these chatbots will handle their problems. Chatbots are a great way to provide amazing customer support and you will be on your way to avoid shopping cart abandonment.
Lack of payment options
In most cases, eCommerce businesses fail to survive just because they don’t realize the importance of providing different payment methods to customers.
Nearly 50% of online shoppers make their buying decisions depending upon the payment option they are offered. And if they don’t find a reliable payment option, they’d decide to leave.
Again, increasing your shopping cart abandonment.
Before you start looking for the solution, it is important to have thorough information of your target audience and what payment gateway is the most preferred for online transactions.
The fact is, more payment options bring new and returning customers. Hence, it is better to include more popular payment gateways on your website.
Offering cash on delivery is a great choice as well. Offering customers to pay through PayPal & Google Checkout could be a great option, especially if you are dealing with international transactions.
Different payment methods is definitely required if you want to avoid shopping cart abandonment.
There may be many other reasons for cart abandonment we didn’t mention in this post, because we’ve ensured listing only the top causes.
Of course, you can’t stop all users from abandoning, but considering these reasons and their solutions will help you reduce the shopping cart abandonment