Are you looking to
reduce shopping cart abandonment of your eCommerce website?
Shopping cart
abandonment is one of the most common problems faced by almost every eCommerce
website. Sometimes your eCommerce website design drives
away shoppers, Whereas most of the time checkout page issues give rise to
shopping cart abandonment.
Other than eCommerce
website design and checkout page issues there are other problems that abstain
customers from performing the desired action.
So the question is how to reduce shopping cart abandonment issues?
Don’t worry our marketing
and eCommerce website design experts have got you covered, Below we
have listed all the problems and solutions for reducing cart abandonment. But
before that look at the below statistics to know what encourages cart
abandonment?
In this article, we
will help you to identify the reasons behind shopping cart abandonment and how
you can resolve those issues to reduce cart abandonment.
If you are looking to
improve your eCommerce sales and conversions then check our blog on Checkout Page
Optimization: Different Way To Improve Checkout Page Conversion In 2020
What is Cart Abandonment?
Cart Abandonment
refers to the term used in eCommerce when a customer adds the item into the
cart and leaves the page without completing the action. Even if your customer
moves the cart item into the checkout page and leaves the website without
making the final purchase then it is considered as Shopping cart abandonment.
Cart abandonment
differs depending on the different industry as shown in the above bar chart. If
you wish to calculate the shopping cart abandonment rate then you can do it by
dividing the total number of completed purchases by the number of carts created
subtract by 1 X 100 to get the cart abandonment rate.
Why do customers abandon carts?
Whether you are aware
or not but today more than 70% of
the shoppers abandon the cart after facing various problems during the checkout
process. Yes, its true earlier customers used to compromise, but with the
increase in the number of eCommerce websites, it has become essential for every
website to minimize every small mistake.
Lack of transparency
into checkout process elements like hidden shipping cost, no detail about the
return policy, and more are the reason behind shopping cart abandonment. But
it’s not limited to that, there are other reasons that give rise to shopping
cart abandonment.
So, Before jumping
onto how to reduce shopping cart abandonment first we need to identify why
customers abandon carts? Once you are
aware of the problem then it will become easy for you to find the proper and
effective solution.
Confusing Checkout process: You the customer are landing on your eCommerce
website to get satisfactory and easy navigating to final purchase. Creating a
long and baffling eCommerce checkout process frustrates customers and becomes the
major reason behind the shopping cart abandonment. A multi-step checkout
process can benefit you but it frustrates customers and slows dons their buying
process.
High shipping cost: Shipping costs are not visible at the beginning of the page,
customers come across those shipping costs only after entering into the
checkout page. If your customer comes across high or unexpected shipping costs
that they didn’t anticipate then it will directly affect the final purchase.
Offering high shipping costs automatically drives the customer away from the
checkout page that becomes the reason for shopping cart abandonment.
Security Issues: There is no doubt that today every user wants their account
and payment details to be secured. With the increase in online frauds, users
are becoming more cautious about security. If your site visitor fails to find a
secured environment or HTTPs secured website then without any hesitation they
will abandon the cart.
Forcing visitors for Account Creation: Visitor’s details help eCommerce
websites in different ways like contacting them, retargeting and more. But
forcing them to create an account before purchasing any provides leads to cart
abandonment issues. A first-time shopper may not show interest in creating an
account. If your e-commerce website is making it mandatory for users to create
an account then you are already losing lots of customers.
Unclear Refund And Return Policy: Whether you are aware or not but
today many online shoppers have started to face difficulties like getting the
damaged product, color change, receiving the different products, and more. A
clear refund policy encourages shoppers to buy the product. Whereas an
ambiguous return policy gives rise to car abandonment. Every shopper expects a
clear refund and returns policy so that if they receive a wrong or damaged
product they can easily return and receive a new one.
Ambiguous Delivery date and time: Online Shoppers prefer accuracy if
your checkout page is displaying unclear delivery time and date like within 10
days delivery, get it between 5-10, and more then your shopper will abandon the
cart without even getting next thought. There are many websites that are
offering accurate delivery time like get it on Wednesday 10 June and more.
Quantity Restriction: Most of the time shoppers don’t add product quantity just to
check whether they can buy them or not. But there are times when your product
can be liked by multiple people and the shopper might be ordering for every one
of them. Putting restrictions on product quantity can frustrate the customer
and they may abandon the cart without even making a single purchase.
Less payment option: Every shopper has a different payment method some may prefer
to make payment through PayPal, Skrill, Apple pay, and more. Whereas most of
them like to make payments through Credit Card, debit card, or gift cards.
Offering fewer payment options to shoppers gives rise to shopping cart
abandonment.
Slow website and app: It falls under SEO but a slow loading website and checkout
page give rise to shopping cart abandonment. Very few customers show interest
in making a successful purchase after getting a slow website experience. Mainly
if your checkout page is slow and flooded with bugs then your shopper may face
difficulties in filling the shipping as well as personal details. These types
of problems drive away shoppers and give rise to cart abandonment.
Checkout page without the “Apply Coupon/Promo code” option: There shouldn’t be any discussion on
the importance of coupons. It is one of the most effective ways to drive
conversion. If your eCommerce website is failing to offer coupons and promo
code then your shopper will not hesitate to abandon the cart. Because there are
a lot of competitors out there that are offering various coupon codes to
attract shoppers.
Next after identifying
shopping cart abandonment issues let’s dive in and check how you can reduce
cart abandonment. Read more on
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