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Add-to-cart -> Checkout -> Abandon. Reasons why you’re facing so many checkout abandonment

By May 24, 2018CRO
Add-to-cart - Checkout - Abandon - checkout abandonment

Are your customers frequently abandoning their cart? Is cart abandonment a daily occurrence on your website? Then don’t feel bad because you are not alone.

Many ecommerce website owners are going through the same problem.  

It can be many times a sad thing to see when your website product was added to the cart, and for some reason, the visitor left without buying it.

You spend much time making website upgradations, UX modifications and making the checkout process as smooth as possible. However, still, the conversions go down.

Not knowing why a visitor would do it can be very frustrating.

Did you know that over 60% of buyers leave the cart in the middle without completing the purchase? It is highly unlikely that they’ll come back on their own to complete the process.

So it means for every 100 potential customers that visit your website, more than 60 of them are leaving without purchasing any product.

The visitors made up their mind about buying the product from your website, added it to cart, started the checkout process. It means your online marketing efforts paid off and people are interested in your product.

You are losing them at the last stage. What if you can convert these buyers instead of losing them? Your revenue will increase drastically.

Today we’ll focus on the reasons why visitors are leaving your website before turning into a loyal and recurring customer. There can be many reasons why the visitors left the cart. But we’ll cover the four most important and easy to fix abandoned cart issues.

Once you fix these small but vital issues, your conversion rate and overall sales will increase.

 

1. Shipping Cost

 

One of the biggest reason for shopping cart abandonment is shipping costs. The potential customers get frustrated when they see the shipping cost and delivery time shown at the end of the checkout process.

Many leave the checkout process after getting disappointed either by the time of delivery or the high shipping cost.

“9 out of 10 consumers say free shipping is what motivates them to shop more online.”

“More than 60% of the consumers say that they have canceled their orders if the website does not provide free shipping.”

 

Solution:

 

Try giving free shipping for selected items or even better provide free shipping on all items.

I understand that giving free shipping for small price items can be more of a loss than benefit.

However, you can do something like this – Add the shipping cost in the product price so that your shipping charges are already taken care of.

The customer feels that they are getting a good deal without paying extra for shipping cost. It is a win-win solution for both the sides if you ask me.

Free shipping is a beneficial incentive and has the vast potential to drive more conversions. On the other hand not having the free shipping or high shipping cost can make the customers go away too.

“More than 73% of online shoppers added more items to their cart to qualify for free shipping.”

2. Unclear Shopping Cart Button

 

Many times interested visitors browse through your online shop, likes a product, adds it to the cart and forgets about in 10-15 minutes.

The problem lies in the shopping cart button which is not attention grabbing and barely highlighted.

Example of one such mistake can be this: A visitor came to your shop and added two products in the cart. But the cart is not showing anything. So the visitor forgets about it and leaves the website without realizing that he or she added the product to the cart.

 

Unclear-add-to-cart-button

Solution:

 

The best thing to do here is to make the shopping cart button visible enough to the customer.

You can do many things to make the cart button captivating.

A. You can make the icon big and show numbers with it.

Refer the following image:

Visible-add-to-cart-button

Or

B. You can create a small pop-up or animation that displays the cart content when a visitor is trying to leave the website page or close the browser tab.

Or

C. You can make a small code change in the cart button which will show a different color when the cart has one or more product added to it.

The aim here is to make the button visible for the potential buyers so that they do not forget about it.  

 

3. Compulsory Registration

 

“A study done by Baymard Institute shows that 37% of consumers abandon their shopping carts because of compulsory account creation.”

Making the checkout process smooth and fast is the best thing to do. The opposite is also true. You might be killing your conversions if you are pushing every new customer to create an account before completing the purchase.

“One survey by eConsultancy also shows that 25% of shoppers leave their purchases because they are forced to make an account.”

To understand why account creation can be a big deal, let’s look at the scenario from a customer’s perspective.

A shopper comes to your website to buy stuff. She likes something, adds it to the cart. Now to get that product she is getting forced to make an account with username and password.

She is excited to buy the product and wants instant gratification. However, the account creation process delays this positive and happy feeling. So she ends up leaving the website.

 

Solution:

 

Now, how to make sure that the shopper stays happy?

By making the checkout process conversion friendly.

This can be achieved by making the account creation optional. The option of purchasing as a guest without registering is the best solution for this particular conversion killer.

Guest checkout mainly will have an email id field and address form.

You can do several things to make things easier for a customer.

A. You can notify them buyers later with one email to complete their account.

Or

B. You can automatically create an account for them and email them the password. This way usually works better as the work for the customer is cut out for them. They can always come back and login to your website and change their password.

Quick Tip: Ask for their email earlier in the checkout process so that you can follow up with them if they abandon the cart.

4. Non-dynamic (or Slow) Shopping Cart

 

Customers or shoppers are not known for their patience. Delay in page loading, or image loading or any process from the landing page to exit page can annoy them.

If a customer is not happy or annoyed by anything, especially with an online shop, they leave the website and mostly never come back.

Even one sec delay can cost your Ecommerce website a lot in sales every year. Bringing new potential customers is never easy, and on top of that, no online shop owner wants to see anyone leaving the website at the last step of buying the product.

Customers do not want to wait for another two to three seconds after changing the quantity number in the cart. Customers seldom wait for this delay unless they want the product very badly.

 

Solution:

 

An ideal dynamic shopping cart page may look like below image.

dynamic-shopping-cart

As you can see in the image, the parts where data changes dynamically are:

  1. The number of items. (Changes when customer directly adds or subtracts the total number of items)
  2. The price change. (As the number of items change, so will be the respective price)
  3. Shipping cost as per states or countries.
  4. Total amount to be paid. (Shipping added with taxes)

All the above fields should dynamically change fast to save shopper’s time.

 

Conclusion:

 

The checkout process is the hardest and the best process to optimize to get maximum revenue. It is one of the most crucial Ecommerce funnel that every website owner should focus on.

Making small changes can have huge revenue increasing impact. Just imagine, every month the abandon cart number decreasing and the happy customers coming back for more shopping. Who would say no to that?

Not only the revenue from converting more but also the returning visit of a happy customer will inevitably increase the total revenue of your website.

Tracking and understanding these things can be very difficult. The HumCommerce e-commerce analytics tool can help you not only track and analyze but also understand what the visitors do after coming to your website.