Imagine this scenario: a customer has chosen a product, clicked and placed it in his or her shopping cart, browsed a little more, possibly added one or two more items before heading to check out… but then they suddenly decided to leave their full cart in the digital isle and exit the site.
This scenario happens with about 68% of online shoppers – this is referred to as shopping cart abandonment. With almost 3 out of 4 potential customers leaving behind their items, this is the single biggest area of concern for online retailers.
There are many reasons why shopping cart abandonment happens. Take a look at the following list and see if your website can relate to them.
1. Unexpected Cost
Most customers, whether they have a single item or multiple items, have expectations and limits about what they are going to pay. That’s why when they get to the checkout and discover that the total price is higher than they anticipated, they tend to press “cancel” instead of “buy.” Surprises in price are never a welcome sight to the online shopper, and you should do you best to have up-front pricing. This data shows that 56% of shoppers that have left a cart behind say that their biggest reason for leaving was unexpected costs.
Hidden costs or expenses can come in the following forms:
- Packing Fee
- Card processing fee
Some online stores put the basic price of the item on their ecommerce website, which makes it look cheaper than it is and can lure more people into buying it. However, such a practice is not always a good idea. The price shock that might come later can totally turn people off to the item, and even cause them to avoid your store in the future.
A better practice is to immediately inform the buyers of the total value of the item. Instead of the base price only, show the additional fees as well. Try providing a shipping estimator for large or heavy items.
This way your customers won’t be surprised when they reach checkout, and they won’t feel deceived – something which should help improve your store’s reputation.
2. Checkout Takes Too Long
A good checkout software will allow returning guests to sign in while not forcing all customers to have an account. Some potential customers will prefer to use a “Sign in as Guest” option to avoid shipping and payment details from being saved.
Giving the customers a progress indicator is also a good idea. This way, customers know how long it will take them to complete the checkout. Some stores might only take 2 while others take 6, but customer awareness of checkout progression will improve your number of complete sales.
3. Website Crashed
You entered all the required details: name, address, contact information, and credit card number. Then, after you hit the “next” button, the whole website suddenly took too long to load or crashed. Then you have to re-enter all your details again, while also wondering if you will be charged twice.
Frustrating isn’t it? This is one of those cases when customers abandon their carts. Keep your process simple so it works smoothly, and if you can’t, let your customers know not to refresh the page.
4. Payment Option Problems
Payment option not available - Make sure you can accept more than one credit card on your site. If you can’t, use some of PayPal’s merchant tools to allow customer to pay with their PayPal account.
Security - Some customers might not feel secure with the checkout process. Make sure your checkout screens are consistent with your sites look and feel and add hyperlinks with security details, like “Why we need your CVC number”.