What is shopping cart abandonment? It is a situation when a consumer puts something into an online shopping cart and after a while leaves a webpage without completing his purchase.
Is it a big problem for online retailers? If we look at several statistics concerning the shopping cart abandonment we see that the average abandonment rate is nearly 70 %. So yes, it is a huge problem and retailers should take actions to lower the rate.
What are the main reasons shoppers abandon their shopping carts?
Surprises are fine but being surprised by extra costs in the end of your shopping journey just makes you pretty mad. Unexpected costs cause the primary reason shoppers abandon their shopping carts. Customers want to know the whole price before putting an item into a shopping cart.
Solution? Show your customers how much they are going to pay right in the beginning. Transparency is valued by all customers.
Do you offer free shipping? Tell your customers. Do you offer free returns? Tell your customers. Tell your customers that they don’t have to worry about any extra costs.
“The site wanted me to create an account” and a too long checkout process
Forcing buyers to create accounts before making a purchase is risky. They don’t want to spend years on buying an item. If the checkout process takes too long your customers are more likely to change their minds.
Solution? Make the checkout process as easy as pie. Don’t ask your buyers billion questions and don’t force them to create an account before completing a purchase.
Returns policy wasn’t satisfactory
Again. Again. And again. It might seem that there are other reasons that make your customers change their minds about buying items online. But the truth is that bad return policy belongs to the top reasons for a shopping cart abandonment.
Solution? Check out: Perfect Return Policy.
An important finding: Customers really do check return policies (more than 60 % of them) and they seek for return policies which are simple and clear.
Karolína Alvaradová – creates a perfect return process at Retino