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10 Reasons Why Customers Abandon Online Shopping Carts

Apr 11, 2014
DotcomWeavers

10 Reasons for Shopping Cart Abandonment

Shopping cart abandonment is a scenario where a customer selects inventory items to store in their shopping cart but fails to make the transaction. Like in a traditional store, the Internet has many “window shoppers” who might browse an online store with an interest in the products but no intention of making a purchase. However, the Internet provides businesses with a unique opportunity to convert these window shoppers into buyers. By understanding the main reasons that customers fail to follow through with their purchases online, businesses can improve their website to address these motivations and boost sales. Here is a look at the ten top reasons for Online shopping cart abandonment.

 Reason 1: Accidental Selections

Internet marketers often take it for granted that clicking on a link or selecting an option is a sign of intent. When Internet users select to click on something online, it is often assumed that they intended to make that selection. However, there are many scenarios where an individual can unintentionally select an item from an online store that they had no intention of purchasing. A sluggish web browser or unresponsive mouse might cause a visitor to accidentally click on an item to have it sent to their shopping cart. A parent might leave their computer unintended only to find that their children added an item or two to their shopping cart while they were away. While these accidents do not reflect any failure on the part of the online retailer, they do make it difficult to collect meaningful data on sales. In order to understand what consumers are selecting, it is necessary to be assured that they intend to make those selections. By using a confirmation process before adding an item to an online shopping cart, businesses can decrease the number of accidental selections and ensure that their customers intended to actually add an inventory item to the shopping cart.

 Reason 2: No Intention of Buying | Just Browsing

Not all users connect the shopping cart feature with the intent to buy. Sometimes individuals use their shopping cart as a method of book-marking products that interest them. For example, a golf enthusiast might add a set of golf clubs that are on sale to the shopping cart simply so that they can return at a later date to decide upon the purchase. Like accidental selections, the practice of adding items to the online shopping carts without intending to make a purchase obscures data. Adding wish list features or other book-marking tools can help businesses separate serious buyers from browsers when analyzing their shopping cart data.

  • First Phase of Online Shopping is Research
  • Price Comparison | Shipping Cost

 Reason 3: The Total Price Was Too High | Service Fees

After considering the visitors who are not serious about making purchases, businesses should focus on those who wanted to make a purchase but were somehow deterred. One of the primary reasons that would-be buyers fail to follow through with final transactions is dissatisfaction over the final price. Yet, in many cases, this problem can easily be fixed. First, businesses should be as transparent as possible about their prices. Adding taxes into the price and including flexible shipping prices are among the measures that online merchants can take to ward off sticker shock when a customer is ready to check out.

  • Nobody Likes Hidden Fees
  • Explain Why Additional Fees or Service Fees Apply

 Reason 4: Lost Internet Connection

Even with the best Internet service, everyone experiences lagging Internet connection. Many times customers abandon their carts because they lose Internet connection or their Internet connection becomes slow. Using cookies to store and backup systems reduces this problem by allowing customers to start where they left off when they return to the website. Businesses can also stay on top of this problem by using online shopping programs that automatically send courtesy emails to customers who have abandoned their shopping carts.

 Reason 5: Running Out of Time | Slow Site

With the increase in mobile web devices, many customers are shopping while they are at work or on the go. As more customers attempt to make their purchases with limited time, it is important to speed up the shopping process. Making websites easy to browse and the checkout process quicker to complete will help time-strapped consumers finish their purchases before their lunch break is up. PageSpeed and Sitespeed too slow or takes to long to validate or confirm sale.

 Reason 6: Security | Trust Concerns

While consumers generally trust the large online retailers, they might be concerned about giving credit card information to less reputable vendors. The first way to bypass security concerns is to create a professional looking website that puts customers at ease. Next, obtain security certifications, such as SSL, EV SSL and PCI, to validate your website and prove the legitimacy of your online business. No valid Trust symbols like Truste, Norton and McAfee.

  • Use Any or All of These Major Vendors for Security and Trust Symbols

Trust-symbols

Reason 7: Cold Feet | No Free Shipping

Even if a customer is excited about purchasing an item, they might back out at the last minute. It is not uncommon for customers to question whether a product actually meets their needs or specifications. To combat cold feet, be sure to include quality product photos and thorough product descriptions that entice customers to purchase the product while addressing any questions they might have.

  • Free Shipping Can Increase Your Sales Up To 300% or More

 Reason 8: Poor Website Design

Checking out should be an easy process that requires little thought on the part of the customer. Unfortunately, many retailers have clumsy billing forms and illegible graphics that confuse the client when it is time to check out. When evaluating online shopping cart software, make user-friendly design a top criterion for selecting a program Too many questions, unnecessary personal information request. Too many fields in checkout form.Checkout page too busy and confusing.

Streamline The Checkout Process | Close the Sale

  • Lengthy Checkout Process
  • Too Many Unnecessary Fields To Fill Out
  • Confusing, Busy, Too Many Distractions and Colors on the Checkout Page

 Reason 9: Not Enough of Payment Options

The lack of payment options is primary deterrent for users who wish to make a purchase. For example, if a merchant only accepts Visa, those who only have MasterCard, Discover, or other credit cards are unable to finish their transaction at check out. A successful online retailer should be equipped to accept a wide range of electronic payments, including PayPal and other alternative forms of payment.

Include Payment options like

  • Google Wallet
  • PayPal
  • Bill Me Later

 Reason 10: Website Errors

When customers are greeted with errors or malfunctioning software, they usually abandon their carts rather than attempt to contact customer support. This is why daily website maintenance is critical for assuring that the online shopping cart software is working properly. Even the best websites experience technical difficulties. When this happens, businesses should promptly notify clients through email and encourage them to return to the website to finish their transaction.

  • Shopping Cart Update Feature Does Not Work
  • Not Able to Change Quantity of Products
  • Cannot Estimate Shipping Costs Before Placing Order
  • Cannot Continue Shopping To Add More Products.

Learn From the ECommerce Leaders Like Amazon

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