Regardless of the perfect design of an online store, cart abandonment remains a persistent challenge. To approach this, the overall scenario needs a thought with the customer’s vision. Is the store actually designed to be perfect for customers? Are they really not facing any inconvenience? There can be many other reasons leading to the poor number of checkouts. Diving into its depths is necessary to prevent loss to revenue.
But worry not, the required assistance is available right here for you as we explore the factors leading to cart abandonment. Read to enlighten yourself.
Understanding Cart Abandonment
The typical shopping process involves adding the products to the cart, followed by entering the address and payment details, and completing the payment. But often, this linear step gets cut off when the customer leaves after adding the products to the cart. The products never reach the final payment stage. In this scenario, the transaction and shopping cart are considered to be ‘abandoned’ by the user.
Cart abandonment is a lost opportunity for the store owners. Therefore, it needs proper attention to make necessary changes that lead to customer dissatisfaction. It can be understood by determining the shopping cart abandonment rate. The rate is calculated using the formula: total number of initiated transactions divided by total number of completed transactions.
Factors Influencing Cart Abandonment
There are certain reasons assumed to be responsible for shopping cart abandonment. For any e-commerce site, the reason can be single or multiple of these. Check them to find the appropriate reason:
Higher Costs
Shoppers generally compare the prices and the material quality while shopping for the product. Unreasonably high costs or additional charges coupled with poor product quality can lead to cart abandonment. Further, the high shipping costs visible at the checkout can be a shock to the user. Other hefty processing costs or a lack of promotional offers can also discourage users from making the payment.
Poor Trust
Providing the banking details online can be an uncomfortable step for the customers. They need proof or validation about the safety of their money and details. Poor facilities at the checkout, lack of transparency about the processing details or missing information regarding return policy and other such details are the reasons behind poor trust among the customers.
Complicated Process
Customers want a smooth and easy shopping experience. Filling in too many details or repetitively being asked the same information messes up the mind. The result is frustrated customers who leave the cart to shop somewhere else.
Technical Issues
Platform updates, maintenance, and technical glitches leading to poor loading times and performance errors can also be the cause of cart abandonment. The customers with short attention spans and low patience would not wait for loading. Hence, they end up visiting other websites or getting caught up in other work.
Lack of Intention
As certain shoppers go just for window shopping offline, the same is possible online as well. At certain times, the customers do not have the intention to buy but are just browsing or exploring. Alternatively, they may be having a tough time deciding on the product to proceed with and can eventually give up the idea of buying.
Mandatory Account Creation
Some users are reluctant to be forced to create an account to proceed with shopping. Even some websites require complete data to display the overall cost of buying, including shipping charges. This deters the users from completing the purchase.
Long Delivery Times
Generally, companies are offering quick deliveries within a few days. It has led to high expectations of the customers. Now, witnessing long delivery times or unclear delivery dates on a specific e-commerce site can lead to shopping cart abandonment.
Lack of Clarity
While shopping, the user wants clear details on the possible return options after the purchase. The availability of only exchange or the number of days, till a complete refund can be provided, is essential to make an informed choice. The shipping back cost, if any, must also be clearly stated to let the customer decide accurately. The absence of these will lead to poor trust and clarity regarding the product.
Strategies to Reduce Cart Abandonment
The issue of cart abandonment can be clearly understood and worked upon by taking appropriate measures. We recommend first gaining clarity over the cause and then developing an effective solution. Some of the helpful strategies regarding the same are:
- Enable and simplify reviews: The customers need to be sure about their product choice. This is possible if they get to listen to others’ experiences. Offer the previous customers the opportunity to share their thoughts. In case of too many reviews, a concise summary or the ability to sort the reviews can help.
- Offer low costs: This is possible through free shipping available on a minimum order amount. Alternatively, adding the promotional offers can also lower the overall prices, helping customers know that they are paying less than the overall amount.
- Improve the interface: The shopping experience must be enjoyable and user-friendly. It should not be a complex process where the user needs to figure out everything. Hence, the overall procedure must be simple, including filtering and sorting the product, checking the overall amount and completing the final payment process. Product listings with key information and in-depth details must also be appropriately placed to let users understand and decide. The site must be mobile-friendly, too.
- Re-engage with customers: Reminding the customers about the cart can also help them make a decision. Send reminder emails or notifications.
Conclusion
Cart abandonment is a sign of user dissatisfaction. With the intense competition, it is necessary to focus on the reasons behind the cart abandonment and work on the same. Appropriate measures such as re-engaging with the customers, ensuring transparency, making mobile-friendly designs, and others can be effective contributors in decreasing such cases.
Also read: Cracking The Code: Strategies for Increasing E-Commerce Sales
