Bailey seeks a new toy for her pet dog, April, and turns to an online pet retailer to make a purchase. Upon discovering a suitable item, she adds it to her cart and proceeds towards checkout. However, she becomes exasperated by the protracted checkout process and ultimately decides to abandon the site.
This situation is alarmingly common among online consumers, as many have likely encountered it firsthand on their own e-commerce platforms. If this resonates with your experience, you might be pondering the reasons behind cart abandonment and how to rectify the issue. Rest assured, we are here to shed light on this matter.
Below, we delve into six key reasons for cart abandonment and offer solutions to mitigate this problem:
Discover more insights in our article and then collaborate with WebFX, a distinguished agency with over 28 years of expertise, to revitalize your e-commerce presence. Simply call 888-601-5359 or reach out to us online to embark on this journey today!
Consumers may abandon their carts for numerous reasons, but certain factors commonly contribute to this behavior on e-commerce websites:
Here are six prevalent reasons for cart abandonment and corresponding strategies to address them:
1. Distraction
A prevalent cause of cart abandonment is distraction. Unlike physical stores, where a tangible cart is always present, online shopping can lead to momentary lapses of attention. A consumer could be browsing an online store and suddenly find themselves on a different website, such as YouTube or social media, within seconds.
Should they be absent for over a minute, they may forget entirely about their intended purchase. The silver lining is that this is typically an unintentional oversight, with no intent to change their purchase decision.
One effective countermeasure is to send a checkout recovery email to prompt visitors to complete their purchases. To facilitate this, you’ll need to collect shoppers’ email addresses, which can be achieved through pop-ups or early in the checkout process.
2. Lengthy or confusing checkout process
A protracted or complicated checkout process is another frequent reason for cart abandonment. Consumers are unlikely to appreciate navigating through numerous pages to purchase a simple item like batteries.
Abandonment can result from a temporary “I’ll do it later” mindset, which may be forgotten, or from frustration leading to a permanent cancellation. To prevent this, simplify the checkout process by reducing the number of pages and implementing optimization strategies.
In cases where multiple pages are necessary, include a progress indicator to keep users informed of their checkout progress.
3. Account creation requirement
While some consumers are willing to create an account for repeat purchases, such as on Amazon, this is not the case for every website. For one-time buyers, the effort of creating an account can be too much.
Offering a guest checkout option, allowing sign-in through Google or social media, or providing a guest purchase option can help mitigate this issue.
4. Lack of trust with personal information
Given the prevalence of scams online, consumers are cautious about sharing sensitive information, such as credit card numbers. While well-known e-commerce sites are trusted, smaller businesses may face skepticism.
Displaying recognizable security logos and including a “secure checkout” label can reassure users that their data is safe. Ensuring your checkout process is secure is equally important.
5. Hidden costs or high shipping fees
Consumers often encounter hidden costs, such as shipping fees, at the checkout stage, leading to frustration and cart abandonment.
Offering a reduced shipping option, as seen with Amazon’s free shipping on eligible items over $25, and being transparent about total costs can help prevent this issue.
6. Limited payment options
Providing multiple payment options is crucial to cater to various consumer preferences. Limiting transactions to specific payment methods can frustrate users and lead to cart abandonment.
Offering a range of payment options can help accommodate the most consumers.
Implement the strategies outlined above to reduce cart abandonment on your e-commerce site.
Should you continue to face challenges, WebFX is here to support you. With over 1,100 client testimonials, we are the agency businesses rely on for results.
Our e-commerce website services will help you increase conversions and revenue. To get started with us, call 888-601-5359 or contact us online today!
