Why Online Shopping Carts Get Abandoned So Often
Have you ever found yourself browsing through an online store, adding items to your cart, and then suddenly abandoning it before completing the purchase? If so, you’re not alone. In fact, according to recent studies, the average online shopping cart abandonment rate is a staggering 69.89%. That means for every 100 potential customers, almost 70 of them leave the website without making a purchase. So, what causes this high rate of cart abandonment? Let’s explore the reasons behind why online shopping carts get abandoned so often.
Complicated Checkout Process
One of the primary reasons for cart abandonment is a complicated checkout process. Customers have grown accustomed to the convenience of online shopping, and anything that makes the process difficult or time-consuming can frustrate them. This can include multiple pages to complete a purchase, requiring customers to create an account, or asking for unnecessary information. A lengthy and complicated checkout process also increases the risk of technical issues, such as slow loading pages, which can result in customers abandoning their carts.
Tip: Streamline Your Checkout Process
Reducing the steps needed to complete a purchase can significantly lower your abandonment rate. If you require customers to create an account, offer a guest checkout option. Also, consider implementing a one-page checkout process, so customers don’t have to navigate through several pages to complete their purchase.
Unexpected Costs
Another common reason for cart abandonment is unexpected costs. Customers may be willing to pay the listed price of an item, but if they are hit with shipping, tax, or handling fees during checkout, they may decide to abandon the cart. High shipping costs, in particular, can be a significant deterrent for customers, with 55% of cart abandonment being caused by unexpected costs.
Tip: Be Transparent with Your Fees
To avoid losing customers at the last minute, it’s crucial to be transparent about any additional fees upfront. Clearly state the shipping, tax, and handling costs on the product page or in the cart. You can also offer free shipping or promotional codes to encourage customers to complete their purchase.
Lack of Trust and Security
When making an online purchase, customers are required to share personal and financial information, making them vulnerable to cyber threats. If a website looks untrustworthy or doesn’t have proper security measures in place, customers may choose to abandon their carts out of fear of fraud. Research has shown that 17% of customers abandon their carts because of concerns about payment security.
Tip: Build Trust with Your Customers
To increase customer trust, ensure that your website has a professional design, includes a secure payment gateway, and displays customer reviews and ratings. You can also display trust seals, such as SSL certificates and third-party security badges, on your website to give customers a sense of security.
Distractions and Interruptions
While there are many reasons for cart abandonment that can be controlled by the business, some are beyond their control. Customers are often interrupted or distracted while shopping online, leading them to abandon their carts and forget about their purchase. This can include phone calls, emails, or simply being pulled away to attend to something else.
Tip: Use Retargeting Strategies
Retargeting is an effective strategy to reconnect with customers who have abandoned their carts. This involves showing targeted ads to remind customers of the items they added to their cart and encourage them to complete their purchase. You can also send personalized emails to customers reminding them about the items in their cart or offering a discount code to entice them to return to the website.
In conclusion, there is no single answer to why online shopping carts get abandoned so often. It’s usually a combination of factors that lead customers to abandon their carts. By addressing these issues and implementing the tips provided, businesses can significantly reduce their cart abandonment rates and increase sales. Remember, a customer who has already added items to their cart is already interested in purchasing, so making the checkout process quick and straightforward can turn them into a loyal customer.
