Are you frustrated by the high number of customers who add items to their shopping carts but never complete the checkout process? Don’t worry, you’re not alone! Shopping cart abandonment is a common problem faced by many eCommerce businesses.
But why are consumers leaving your eCommerce store without shopping? Let’s explore some of the most common reasons and what you can do to address them.
Hidden Costs and Fees
One of the biggest turnoffs for customers is hidden costs and fees. Your customers want transparency when it comes to pricing. When they add an item to their cart, they want to know exactly how much they’re going to pay, including any taxes, shipping fees, or other additional charges.
If you’re not upfront about these costs, customers may feel misled and abandon their shopping carts. For example, if a customer adds a product to their cart that costs $50 but then discovers that there’s an additional $10 shipping fee at checkout, they may decide to abandon their purchase altogether.
Complicated Checkout Process
Customers want a quick and easy checkout process. If your checkout process is complicated or requires too many steps, customers may get frustrated and leave. This is especially true for mobile shoppers, who want a streamlined checkout process that can be completed on their phones.
For example, if a customer has to create an account before they can check out or if they have to fill out a long form with unnecessary information, they may decide it’s not worth the hassle and abandon their cart.
Limited Payment Options
Customers want to pay for their purchases in the way that’s most convenient for them. If you only accept one or two payment options, you may be turning away potential customers.
For example, if a customer prefers to pay with PayPal but you only accept credit card payments, they may decide to shop elsewhere.
Poor User Experience
Your website’s user experience (UX) can have a big impact on whether customers complete their purchases. If your website is slow, difficult to navigate, or has a confusing layout, customers may become frustrated and leave.
For example, if a customer has trouble finding the product they’re looking for or if the product pages are difficult to navigate, they may decide to abandon their cart.
Lack of Trust
Customers need to trust your eCommerce store before they’re willing to make a purchase. If your website looks unprofessional or if you have a poor reputation, customers may be hesitant to buy from you.
For example, if your website has spelling errors, broken links, or outdated design, customers may assume that your business is not legitimate and decide to shop elsewhere.
Stop Losing Customers And Start Winning Sales
Here’s how to tackle shopping cart abandonment and increase your eCommerce success
Be transparent about costs and fees
Make sure your customers know exactly how much they’ll be paying before they check out.
Simplify your checkout process
Reduce the number of steps required to complete a purchase and make sure your checkout process is mobile-friendly.
Offer a variety of payment options
Make sure you accept the payment methods that your customers prefer.
Invest in UX design
Make sure your website is easy to navigate, loads quickly, and has a professional design.
Build trust with your customers
Showcase customer reviews, use security badges, and display your business’s contact information prominently.
Provide a Guest Checkout Option
Some customers don’t want to create an account with your eCommerce store, especially if they’re only making a one-time purchase. Providing a guest checkout option can make it easier for these customers to complete their purchase.
Use Abandoned Cart Emails
If a customer leaves your site without completing their purchase, you can use abandoned cart emails to remind them of the items in their cart and encourage them to complete their purchase. These emails can include a discount code or free shipping offer to entice the customer to come back and buy.
Optimize Your Product Pages
Make sure your product pages are optimized for conversions. Include high-quality images, detailed descriptions, and reviews from other customers. This can help build trust with your customers and make them more likely to complete their purchase.
Offer Free Shipping
Free shipping is a popular incentive for customers to complete their purchase. Consider offering free shipping on orders over a certain amount or for certain products. This can help reduce shopping cart abandonment and increase your average order value.
Use Exit-Intent Popups
Exit-intent popups are a type of popup that appears when a customer is about to leave your website. These pop ups can offer a discount code or other incentive to encourage the customer to complete their purchase before they leave.
By implementing these tips and addressing the common reasons for shopping cart abandonment, you can improve your conversion rates and grow your eCommerce business. Remember, it’s important to provide a positive and seamless shopping experience for your customers to keep them coming back for more.
CASE STUDIES of Famous Brands
ASOS
ASOS, a popular online fashion retailer, reduced shopping cart abandonment by simplifying their checkout process. They eliminated the requirement for customers to register for an account before checkout and made the checkout process as streamlined as possible. This led to a 50% reduction in shopping cart abandonment and a 10% increase in sales.
Bombas
Bombas, a sock and apparel retailer, reduced shopping cart abandonment by 47% using abandoned cart emails. They sent a series of emails to customers who left items in their carts, reminding them of the items and offering a discount code to encourage them to complete their purchase. This strategy led to a 15% increase in sales.
Made.com
Made.com, a furniture and home decor retailer, reduced shopping cart abandonment by optimizing their product pages. They added high-quality images and detailed descriptions of their products, as well as reviews from other customers. This helped build trust with their customers and led to a 13% increase in sales.
Zulily
Zulily, an online retailer that specializes in daily deals, reduced shopping cart abandonment by offering free shipping. They offered free shipping for a limited time on orders over a certain amount, which helped incentivize customers to complete their purchase. This strategy led to a 9% increase in sales.
These case studies show that there are many different strategies that eCommerce businesses can use to reduce shopping cart abandonment. By understanding why customers are leaving their carts and implementing strategies to address those issues, businesses can improve their conversion rates and grow their sales.