A Deeper Look into why Shoppers Abandon Their Cart
As an e-commerce shop owner, one of the most frustrating customer behaviors is the abandoned cart. They browsed your website, researched reviews, clicked through pictures, and hit that lovely ‘add to cart button — only to leave. Are you left scratching your head asking why?
The truth is, this happens a lot. 70% of people abandon their cart online without making a purchase. Meaning, 3 out of every 4 potential customers who add an item to their cart will leave your shop without paying you.
Why do people abandon their carts?
To be fair, a lot of abandoned carts occur simply due to the nature of e-commerce shopping, some times it is related to poor user experience. Many users are online to window shop, compare prices, build a wish list, explore gift options, and more. It’s reported that 58% of shoppers have abandoned a cart because they were “just browsing.” Other reasons include:
53% believe the shipping, taxes, and fees are too high
This carries the highest reason why they drop off at this very important step of the buyer journey. Your target should be to ease your customer’s stress not add to it.
Customers had to pay for shipping, a smart store owner will consider “FREE SHIPPING” then correct for shipping price in the price of the product. If they hate to pay for shipping, will they ever pay for tax? No dear! Ecommerce giant Amazon till today still use free shipping as a bait, i think you should consider that too.
- 31% didn’t want to create an account
- 23% thought the checkout process was too long
- 17% didn’t trust the site with their credit card information
- Delivery time not favourable
- Website has error /crashed
- Return policy wasn’t satisfactory
- There weren’t enough payment methods
- The credit card was declined
Bottom line is:
Honestly, we’ve all been there. However, what this means for your e-commerce shop is that the majority of online shoppers aren’t in the buying phase — yet, and will need extra coaxing.
So, what about your website? If you’re curious about your shop’s abandoned cart, you have to learn more about the customer interactions within your checkout process. Consider using the following tools:
- Google Analytics: Discover the customer journey on your website to understand where they are dropping off. Aid retargeting.
- Facebook Pixel: Discover the customer journey on your website to understand where they are dropping off. Aid retargeting.
- Surveys: Ask your customers about the checkout experience so you can address their challenges.
- Heat and click maps: See where your customers click and scroll through eye-tracking tests to see how they behave.
- Research: Do a deep dive on your audience to learn about their purchasing behaviors with similar brands.
