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10 Reasons for Cart Abandonment and How to Avoid Them

Did you know that around 70% of online shopping carts are abandoned? Card abandonment is a serious problem for e-commerce stores and retailers. Why are people visiting your website and going through the process of adding items to the cart only to leave? In this blog post, we will highlight some possible reasons for cart […]

Did you know that around 70% of online shopping carts are abandoned? Card abandonment is a serious problem for e-commerce stores and retailers. Why are people visiting your website and going through the process of adding items to the cart only to leave? In this blog post, we will highlight some possible reasons for cart abandonment and some ways you can overcome these issues. 

a mini cart to represent online shopping cart

Leading Reasons for Shopping Cart Abandonment

Cart abandonment is a practice in eCommerce shopping where a potential customer adds an item to a cart but does not complete the purchase. Many business owners and industries lose potential sales and profits to cart abandonment.  Understanding why customers abandon their carts is the first step to preventing it, and that’s what we share in this blog post: 

1. Unexpected Extra Costs

Unexpected costs are a major reason behind cart abandonment. Customers are more likely to complete a purchase when they clearly understand the total price upfront. However, extra costs like high shipping fees and taxes can cause an immediate irritation that can cause customers to abandon their carts. 

To avoid shocking customers with hidden fees:

  • Be transparent about pricing: Display all costs, including shipping, taxes, and any additional fees, before the checkout process.
  • Offer free shipping: While this might not be feasible for all businesses, offering free shipping can significantly reduce cart abandonment. If free shipping isn’t an option, consider offering it on orders above a certain amount.
  • Provide shipping estimates: If you can’t offer free shipping, give customers an accurate estimate of shipping costs based on their location and order size.
  • Consider flat-rate shipping: This can simplify the checkout process and make shipping costs more predictable for customers.

By being upfront about costs and offering competitive shipping options, you can build trust with your customers and increase the likelihood of completing their purchases.

2 Required to Create an Account

Nobody likes filling out forms, especially when they’re in the middle of a purchase. Forcing customers to create an account before checking out is a common reason for cart abandonment. According to a survey, 22% of shoppers say they abandon carts if they’re required to create a new user account.  To address this, you can:

  • Offer guest checkout: Allow customers to complete their purchase without creating an account. This streamlines the checkout process and makes it more convenient for customers.
  • Incentivize account creation: If you want to encourage customers to create accounts, offer incentives like discounts, exclusive offers, or rewards points.
  • Simplify the registration process: Keep the account creation form short and sweet. Only ask for essential information.

3. Complicated Checkout Process

Believe it or not, some customers abandon their carts if the website is hard to navigate or the checkout process is too long. This can happen due to technical glitches, slow loading times, or unclear confirmation messages.

  • Optimize the checkout process: Make sure your checkout process is easy to navigate and free of errors. Test it thoroughly to identify and fix any issues.
  • Provide clear confirmation: Once a customer completes their purchase, send them a clear and concise order confirmation email. Include order details, shipping information, and tracking number.
  • Offer multiple payment options: Accepting a variety of payment methods can increase the likelihood of a successful checkout.

4. Limited Payment Options:

Offering a limited range of payment options can be a major reason for customers to abandon their carts. If their preferred payment method isn’t available, they’re more likely to abandon their cart. To ensure a smooth checkout process:

  • Accept multiple payment methods: Offer a variety of payment options, including credit cards, debit cards, PayPal, and other popular digital wallets.
  • Display accepted payment methods: Make it easy for customers to see which payment methods are accepted before they start the checkout process.
  • Consider alternative payment options: For specific target markets, explore alternative payment options like buy now, pay later (BNPL) services or cryptocurrency.
a happy woman inside a shopping cart

5. Security Concerns: Building Trust in the Checkout Process

Customers are increasingly concerned about online security. They’re unlikely to complete a purchase if they don’t trust your website or are concerned about security. Major causes of customer security doubt include design flaws, grammar/spelling errors, outdated layouts, and lack of SSL certificates. 

To build trust and reassure customers:

  • Use strong security measures: Invest in SSL certificates to encrypt customer data and protect their information.
  • Display trust badges: Showcase security certifications and trust badges from reputable organizations.
  • Communicate your privacy policy: Make your privacy policy easily accessible and transparent.
  • Offer multiple payment gateways: Partner with reputable payment processors to enhance security.

6 Website Speed and Navigation

A slow-loading website or a complex navigation structure can frustrate customers and lead to cart abandonment. To optimize website performance, check the load time, crashes, and errors your website may have. 

You can also improve user experience through the following tips:

  • Optimize website speed: Compress images, minimize HTTP requests, and leverage browser caching to improve loading times. Tools like Google PageSpeed Insights can help identify areas for improvement.
  • Simplify website navigation: Create a clear and intuitive site structure with easy-to-find product categories and search functionality.
  • Optimize for mobile devices: Ensure your website is responsive and provides a seamless shopping experience across different devices.

7. Unclear Return Policy

More than 66% of shoppers say they are likely to spend more on a website if they find the return policy satisfactory. A lack of confidence in a return policy can deter customers from purchasing. By offering a clear and customer-friendly return policy, you can build trust and reduce cart abandonment:

  • Create a transparent return policy: Clearly outline your return policy, including eligibility, return window, and refund process.
  • Make the return policy easily accessible: Place your return policy in a prominent location on your website, such as the footer or a dedicated page.
  • Offer hassle-free returns: Simplify the return process by providing prepaid shipping labels or accepting returns in-store.

8. Too Many Add-on Sales Pitches

While upselling and cross-selling can boost revenue, too many offers can overwhelm customers and lead to cart abandonment. To effectively use add-on sales without disrupting the checkout process:

  • Prioritize relevant offers: Focus on products that complement the customer’s purchase or address potential needs.
  • Time your offers strategically: Display add-on offers at appropriate stages of the checkout process, avoiding information overload.
  • Keep it simple: Present offers clearly and concisely, avoiding excessive clutter or complex decision-making.
a laptop white screen and in front of it is a mini cart with items and a phone screen that says 'PAY"

9. Product Out of Stock or Payment Declined: The Disappointed Customer

Discovering a product is out of stock after adding it to the cart is a major frustration. Another reason for cart abandonment that pops up often with customers is a decline in payment. To prevent stock-related cart abandonment:

  • Implement accurate inventory management: Maintain real-time inventory data to avoid overselling.
  • Communicate stock availability: Clearly indicate product availability on product pages.
  • Offer backorder options: Allow customers to pre-order out-of-stock items to secure their purchase.
  • Provide alternative product suggestions: Suggest similar or complementary products when the desired item is out of stock.

10. Decided Against the Purchase

Sometimes, customers simply change their minds about a purchase. Customers may still have doubts or decide not to purchase after adding items to their cart. Other times, customers use the internet to research products to buy later. While this is inevitable, analyzing customer behavior can provide valuable insights:

  • Utilize cart abandonment emails: Send automated emails to customers who abandon their carts, offering incentives or reminders.
  • Gather customer feedback: Use surveys or exit pop-ups to understand why customers abandoned their carts.
  • Optimize product information: Ensure product descriptions, images, and customer reviews are accurate and informative.
  • Build trust and credibility: Showcase customer reviews, testimonials, and certifications to build confidence.
  • Create a sense of urgency: Use limited-time offers, countdown timers, or low-stock notifications to encourage immediate purchases.
  • Provide exceptional customer support: Offer live chat, email, or phone support to answer questions and address concerns.

Conclusion

Cart abandonment is a major challenge for online businesses, but by understanding the underlying reasons, you can implement strategies to recover lost sales. 

By addressing common cart abandonment issues such as high extra costs, limited payment options, security concerns, and website performance, you can create an easy shopping experience that encourages customers to complete their purchases.

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