{"id":5583,"date":"2019-02-27T15:27:02","date_gmt":"2019-02-27T15:27:02","guid":{"rendered":"http:\/\/www.price2spy.com\/blog\/?p=5583"},"modified":"2022-06-02T12:47:49","modified_gmt":"2022-06-02T12:47:49","slug":"the-top-7-reasons-for-shopping-cart-abandonment-how-to-combat-it","status":"publish","type":"post","link":"https:\/\/www.price2spy.com\/blog\/the-top-7-reasons-for-shopping-cart-abandonment-how-to-combat-it\/","title":{"rendered":"The Top 7 Reasons for Shopping Cart Abandonment & How to Combat It"},"content":{"rendered":"

Have you ever left a full cart of\u00a0stuff at cash register in a brick-and-mortar<\/a> store? Probably not. Then why do hundreds of thousands of people do it at the online stores. This occurrence is very frequent in e-commerce and is referred to as shopping cart abandonment<\/a>.<\/p>\n

\"shopping<\/a><\/p>\n

It\u2019s a real problem that companies have to battle with on a daily basis. There are so many reasons\u00a0behind it, and we are going to take a look at some of the most common shopping cart abandonment\u00a0 reasons and see what\u00a0you\u00a0can do to fight against them.<\/p>\n

1. Unexpected Shipping Costs<\/strong><\/h4>\n

According to the recent\u00a0research<\/a>, the number one reason for shopping cart abandonment are unexpected shipping costs, taxes or any other fees. Imagine, your customer is finishing their order and sees additional 15$ for shipping<\/a> that weren\u2019t mentioned anywhere before. Many will definitely be less interested in purchasing the product. The reason for this\u00a0is simple; people don\u2019t like\u00a0it\u00a0because they feel deceived or they didn\u2019t plan to spend more money than the said price. Shipping costs can be very expensive and not everyone is prepared or able to pay the extra money.
\nThe best way to combat it, is to disclose all of the cost at the beginning. Give them an option to calculate the shipping cost based on their location. If you have free shipping, always highlight the minimum purchase needed for it. Customers will know that there are no additional charges and will more likely finish the purchase, and there will be less abandoned carts.<\/p>\n

2. Just Browsing\/Research for later<\/strong><\/h4>\n

I will be the first one to admit that I do this. I click on ‘Buy’ for everything that I like, go to the check out to see the total and exit. Why I do it? It is fun. Sometimes I do it with the intention of not buying anything, other times I\u2019m saving it in the basket till I\u2019m ready to buy. I never really thought about if it was a problem for someone. And I know a lot of people who are doing the same.<\/p>\n

\"abandoned<\/a><\/p>\n

So, how do retailers battle this? The sad truth is that they can\u2019t do much about it. People just do it for fun and you can’t take it away from them. It\u2019s the same as when someone takes a new product at the grocery store, puts it in a cart, and then returns it on the shelf, because he doesn\u2019t really want it. The best thing that e-commerce companies can do is to use remarketing campaigns to target the customers that didn\u2019t finish the purchase and were only couple of steps away from it. How does remarketing<\/a> work?\u00a0It allows you to strategically position your ads in front of the people who previously interacted with your website or mobile app but, didn’t purchase anything. As they browse Google or its partner websites, it reminds those audiences to make a purchase.<\/p>\n

3. Have to create a new account <\/strong><\/h4>\n

Many people are not willing to leave their information on a website, which they are buying from for the first time. They also don\u2019t want to spend more time on something they thought would be fast. And online shopping is meant to be like that; fast and without any fuss. Best solution for this problem is to give customers guest checkout option. And next time they buy something from the same website, they can create an account.<\/p>\n

\"1\"<\/a><\/p>\n

4. Concerns about payment security<\/strong><\/h4>\n

This problem has been around since the beginning of online shopping and will probably be there for a long time. People are afraid to leave their credit card and personal information on the Internet. They don\u2019t trust the sellers who are asking their personal information, and it\u2019s understandable. One more thing concerning the payment is ‘return and refund policy’. Some will drop their purchase, because your store isn\u2019t the only one. The only thing that you can do is to make them feel safe; don\u2019t have flawed design (like a weird looking button that people associate with scams), display that you will return the money if they are unhappy with the product. And the most important one, display security logos close to transaction forms, that guarantee the safety of action (see the\u00a0picture\u00a0above, Norton logo).<\/p>\n

5. Long and confusing checkout<\/strong><\/h4>\n

As we said before, online shopping needs to be faster and safer, and long checkout isn\u2019t the way to go. So, if your customers need to click 7 buttons and fill out 4 forms before they finish their purchase, they will probably end up leaving your online store. How to fix this issue? Well, the answer is very easy; have very simple checkout, where people won\u2019t need to spend too much time. Even better, try to keep it as\u00a0single page checkout. Give the customers an option to move to check out the minute they put an item in the basket (picture below). Ask only for the necessary information (e.g. have them check the billing address as the shipping one – if it\u2019s the same, they won’t need to write it twice). Give them an option to save their purchase, so that they can return to it. It is also a good idea to have a progress indicator, which will show them on what step of the checkout they\u2019re on. Doing this will help you to reduce the shopping cart abandonment, for sure.<\/p>\n

\"2\"<\/a><\/p>\n

6. Website experience<\/strong><\/h4>\n

If your online store is taking ages to load or is constantly crashing, customers will not going to like it. Next, the navigation needs to be easy, so people can find the product they\u2019re looking for or any information fast. Anything wrong with the experience can drive away some of the customers and increase your number of shopping cart abandoners.<\/p>\n

\"gif-loading-icon-14\"<\/a><\/p>\n

The solution is to have an impeccable working website. Good way to tailor it to customers\u2019 needs is to use “7C model<\/a>” when creating it. Seven element of the website according to this model are; context, content, customization, connection, communication, commerce, community. Each of these elements will help you to create a good website, that will be easy to use and navigate.<\/p>\n

7. Lack of payment options<\/strong><\/h4>\n

It\u2019s always important to have as many payment methods<\/a> as you can (different credit cards, PayPal). Some of the customers have preferred method of payment, some don\u2019t have the credit card that you\u2019re asking for. If somebody doesn\u2019t see the credit card they use for online shopping as an option, maybe he\/she won\u2019t try to look at other options and will leave the website. So, clearly state the payment options you’re offering and that\u2019s all you can do about it.<\/p>\n

Shopping cart abandonment needs to be fought every day by e-commerce companies. Every customer will have a different reason for leaving, but they are not unique. The seven reasons in this article are the most common ones.<\/p>\n

To summarize, you can\u00a0combat\u00a0shopping cart abandonment with these tips, below:<\/span><\/p>\n

    \n
  1. Show shipping costs and other fees,<\/li>\n
  2. Use remarketing campaigns to target the \u201ccart abandoners\u201d,<\/li>\n
  3. Offer a guest checkout,<\/li>\n
  4. Show that\u00a0your customers’ information is safe,<\/li>\n
  5. Have a simple checkout process,<\/li>\n
  6. Make your website\u00a0functional,<\/li>\n
  7. Offer as many payment methods as you can.<\/li>\n<\/ol>\n

    Have you ever left a full online cart at the checkout? Don\u2019t be afraid to admit it down in the comments. We\u2019ve all done it.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Have you ever left a full cart of\u00a0stuff at cash register in a brick-and-mortar store? Probably not. Then why do hundreds of thousands of people do it at the online stores. This occurrence is very frequent in e-commerce and is referred to as shopping cart…<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[108],"tags":[190,495,491,496],"class_list":["post-5583","post","type-post","status-publish","format-standard","hentry","category-best-practices","tag-ecommerce","tag-how-to-combat-it","tag-shopping-cart-abandonment","tag-tips-and-tricks"],"yoast_head":"\nThe Top 7 Reasons for Shopping Cart Abandonment & How to Combat It<\/title>\n<meta name=\"description\" content=\"Shopping cart abandonment is a nightmare for e-commerce companies. There are so many reasons behind it. 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