17 most popular reasons for your Shopping Cart abandonment rates
Mauricio Escobar Mármol, Consultant at eDigital shares the 17 most popular reasons for high shopping cart abandonment rates and provide advice and practical tips.
1. Long page download time: Your visitors might be giving up waiting for a shopping cart page to download on their browsers. In order to know if your pages speed sucks, test your key shopping cart pages on check on Google Developers Page Speed tool. Alternatively you can also download a Chrome or Firefox Page speed extension so you can even go and compere your page speed with your competitors page speed.
I would suggest you perform this test during the time of the day when most of your online sales happen so you know exactly if your page speed sucks during that busiest daily time. If you found that your pages are taking too long to download, you might be missing big time of sales and you will have to get your web developers and web designers to come up with a plan to reduce download times. Sometimes there might be extra code that it is not needed or some heavy images or flash applications taking too long to download.
Tip: test the complete shopping cart from selecting a product to complete credit cards details payment. When testing use a) the most popular sold product b) the most complicated product for users to buy c) multi purchases ( more than one product on the shopping cart). Perform this test on key popular browsers (IE, Safari, Firefox and Chrome). Take note of any page download delays per browser and product and pass the info to your web developers so they can either fix or find alternative ways for pages to download quicker.
2. Confusion: Your users do not understand how to make a purchase. Popular websites issues might be: a) call to actions “buy now” are not clear, the process of buying different products on one single transaction might not be that intuitive.
3. Extra unexpected cost/fees: Consumers are not fans of websites that add extra fees just before they are about to finalise a transaction. Try to review your pricing strategy to include any fees on the Total Price (if possible). If not, disclose clearly to your users what extra fees they need to pay and if they are compulsory or optional. You might be promoting an “optional” service that users might be thinking is a “compulsory fee”. If you are charging for shipping/postage/insurance, be transparent and upfront the the costs are. Talk to your web designer on ways this can be promoted effectively without taking too much real estate on your shopping cart.
EasyJet is the king on hidden extra fees when booking online:
4. Caution (fear) to provide credit card details: With so much Internet fraud, it is not common your users might find products on your website but buy them somewhere else where there is no fear of fraud. Best ways to combat this is: a) Add your encryption service logos b) Add your legal details - Business number, official addresses, phone numbers, customer reviews, etc.
5. Indecision: Not every visitor might be in a shopping mood…they might come later. What you can do to combat this is to offer “today only” deals so you create “urgency”. You need to test different “today only” deals and for different products. There might be products that you are already selling quite effective that do not need “today only” deals.
6. Too many steps to purchase: make the process short and easy. Benchmark your website with the best industry players and competitors ( i love Amazon) and see how many steps your website does compare with others. Anything that distract people to complete transaction, REMOVE it!.
7. Registration process: Do you really need users to register in order to buy? that’s fine but you also need to consider people who might buy once and do not want to register (buying for someone else - gifts). In this case you need to offer what we call: guest buyer path, with no need of registration.
8. No incentives to buy online: Your visitors might find easier to buy your products somewhere else. Create value added services that your users will love and promote. Some benefits can be: phone number they can call and get assistance when buying online, free returns, free shipping, access to exclusive events or promotions. Access to exclusive partners offers.
9. No payment methods: offer different payment methods such as money order, credit card, cash, customer service support ( purchases over the phone- free number)
10. No real person support: Offer at least easy to find and read Frequent Asked Questions (FAQ) page (organize topics alphabetically so it is easy to scan the exact topic users are after). Extremely customised products and services will need to be strong on this point.
11. Uncertainty on Purchase Time duration: Let your users know how far they have gone (use visual clues- purchase bar i.e.: You have completed 60% of your purchase process).
12. No way to save selections: Allow users to save their selections, so when they come back next time to your website they can easily buy the product they were after. Alternatively you can also promote a “bookmark this page” message.
13. Distraction: Keep their attention focus do not distract them with other products, banners, news, etc. Remember that your users is almost ready to buy! No distractions.
14. Not sure where to click and move in the process: Make the next and check out buttons visible, place them in the right place, prominent. Above and below the fold. Orage, red and green colours for “buy now” buttons have proven to be colours to engage users to take action. Make this colours unique for “buy now” action so visually it is easier for users to know where to go next.
15. Not sure where to find key buttons: be Consistent with buttons placement. Ensure your developers put the key call to action buttons at the same position on each relevant page.
16. Uncertainty about personal details: is your business offering best opt-in practices and privacy statements. People care about their personal information handling and they might not buy if they do not feel ok giving you personal information.
17. Comparing mode (not buying): You website will always have people who are just browsing what you got and try to find it cheaper or better somewhere else. Find out what channels are actually bringing conversions and optimize your budget to these “highly converting” channels ones. The “Not ready to buy yet” segment are also some of your users who are willing to buy but they are not ready or do not have the money to buy from you or maybe the user is not the actual buyer (housewife needs to wait to get approval from husband). If that traffic is coming from Google Adwords, you might want to remarket those visits. Check with your digital marketing networks if you can remarket visits who landed on either your product pages or even better the first Shopping cart page.
Graph below shows the traditional re-marketing process.
Reviewing and improving shopping carts is a never ending on-going process. If you do not have the time, cannot be bother or do not understand, let us know, we are here to support.