If you have an online store, you should know that a large percentage of Internet users, exactly 68% of those who initiate purchases, abandon their carts before and during payment. Without a doubt, it is a real concern for online sellers who see their potential customers leaving and therefore not making the expected purchases.
Then it's time to get in the mood and find out what went wrong, that is, the reasons to fix the churn and make the next visit a success.
1. For security
Trust is important to make a successful sale, if the website or online store does not transmit it, it is very likely that you will lose potential customers. Therefore, for the user to decide to complete the purchase process, payment and shipping must be secure. In other words, the brand must guarantee that the payment provider is trustworthy, that the contact details are clear, and that the company's logos (logo, isotype, etc.) and opinions are displayed in a visible place on the page.
2. For the shipping cost
44% of users abandon the shopping cart due to high shipping costs or because the store does not clearly mention how much the price is. This is a well-known reason why users leave online stores, but so far they have not given a successful solution. At this point, it is important to remember that Google Shopping currently allows its users to filter their results according to stores that offer free shipping.
Given this reality, Amazon Prime has chosen to eliminate shipping costs. This means that sites that still charge for shipping are given a thumbs down. And if you are one of the stores that still charge for shipping, you can offer your customers a discount equivalent to the shipping price for the next purchase.
3. The price of the product is high
This point is linked to the previous one, that is, the product that the customer expected to buy is more expensive when shipping costs are included, compared to other online stores. And they almost always find out when they see the shipping price when they arrive at the checkout. In this case, it is recommended to balance the costs of the product and reduce the shipping costs so as not to surprise customers and lose them at the last moment.
4. Compare prices
Many may wonder why people add items to their shopping baskets, otherwise, they will buy them in the end. Well, with the appearance of more online stores, users have the option to compare prices between stores. Since the data is not visible at the beginning, they have to simulate the purchase to know how much they are going to be charged and if there are additional costs.
At this point, users can be enticed with discount coupons for the next purchase at a certain price.
5. You can't find the necessary information
Sometimes users need information instantly to complete the purchase or to have more confidence in the site. To avoid this, keep as much product information as possible on the shopping cart page. And if you are going to request information anyway, a quick solution would be to create an online chat, which will act in an equivalent way as a physical store sales representative would. In this way, not only will cart abandonment be reduced, but the customer will also be given a value-added service.
6. Mandatory registration
Another barrier that does not allow customers to make their purchases is to request mandatory registration, that is, yes or yes you have to have an account to make your purchases. Some brands even point out that if you are not subscribed you will have an additional surcharge on your final payment.
An optimal solution would be to add a guest checkout option in your online store to remove the purchase barrier, i.e. you should allow your customers to make their purchases without registering or creating an account.
7. Put away your products and forget
Many users go through online stores to complete the entire purchase process but, for some reason, decide to use the "Save cart" option, which by the way they could not use if they go to a physical store. This option gives consumers several benefits, among which is that they can compare prices with other stores. But it is clear that many of the saved carts are abandoned.
What you can do to avoid abandonment is to create a sense of urgency, that is, a promotion with a limited time, highlighting the benefits of the immediate purchase. You can also include a wish list.
8. Coupon code not found
Most online stores, to attract the attention of their followers or visitors, decide to offer discount coupons that must be redeemed with a code in the shopping baskets. But sometimes these codes are not found and customers get frustrated, leaving the site to search for other offers and/or promotions. Once they leave the site they almost never come back.
The recommendation for this problem is that, although coupons are popular, the use of codes should be avoided, as this option would eliminate a useful marketing tactic, due to the technical errors that can arise.
9. Usability on your website
Many users complain about how difficult it is to find what they are looking for in some online stores, so they prefer to go to one that gives them easy navigation. To avoid this, the navigation and categorization of the page must be improved. This will give a better experience to shoppers who will come back for their next purchase.
We recommend you include breadcrumbs in the navigation (navigation technique), order by reasonable categories, and add clear menus that will greatly help the final conversion result. It should also be clear what steps customers have to take to complete the payment, the form fields should be clear, and the language should be easy to understand.
10. You do not accept my payment method
Your customer is ready to buy from your e-commerce store and it's time to pay and the site doesn't accept their payment method. Even if a wide range of card payment options are accepted, many customers also prefer to have alternatives available so they don't have to search through their wallets and spend time entering card details. Also, current credit cards such as American Express are not widely accepted due to their higher rates than other cards.
For this reason, it is preferable to have other options such as payment through PayPal and BitCoin to avoid losing the total sale.
In short, if we want to attract more customers and not let them go, we must learn from our mistakes and from others. Abandoned carts can give us a lot of information about what our customers are looking for, but above all what we can do to solve it. We hope this note has been useful and if so, you can like and share it with friends.