Reasons for Cart Abandonment
Cart abandonment is a serious issue for all online stores. There are several reasons why customers have abandoned their purchases in the online store. Here are some of the reasons we have identified in our work with e-commerce:
- Loading speed
- Expensive shipping
- Payment
- Screen sizes
- UX design
- Terms and Conditions
- Errors
- High prices
- Lack of products
- Security
- Support
1. Loading speed
The loading speed of the online store must be under half a second. It is not beneficial for the store if it is more than. It will contribute directly to your bounce rate and abandoned purchases of your products and services.
When shopping online, it’s easy for customers to switch to a competitor. Ensuring that your online store is fast provides a significant competitive advantage.
2. Expensive shipping
High shipping costs or a lack of information about shipping can result in abandoned shopping carts. Therefore, your homepage must have all the details about shipping from your online store.
It is estimated that 48% of stores will face this issue of cart abandonment in 2024 just because they have not mentioned the shipping fees correctly or added them at the end of the customer journey for purchase, which is during the checkout process.
Calculate the shipping cost fairly because a high shipping cost is unacceptable to the customer. Responsible shipping fees or free shipping encourage the customer to visit again for shopping. In short, stay very transparent with your customer for a long-term relationship.
3. Payment
Payment should be secured, and all options of payment should be available at your site for easy shopping.
The payment options for your online store also depend on the region, such as bank transfer, BNPL (Buy Now, Pay Later), including Klarna, Afterpay, Affirm, Clearpay, Laybuy, Zippay, SEPA Direct Debit, Sofort, iDEAL, Giropay, Konbini payments, COD, GrabPay, Gcash, Momo, OXXO, and so on.
In short, local payment methods will be applicable based on the online stores’s region.
4. Screen sizes
If your online store does not adapt to different screen sizes, there is a high likelihood that purchases will be abandoned because of this. Many customers use their mobile phones to research and make purchases.
Today’s consumers depend on accessibility, and mobile devices play a crucial role in the purchasing process. An online store where users need to zoom in to navigate or read the content is quickly abandoned.
5. UX design
A smooth user flow and a good user experience are crucial in an online store. You may have a visually appealing store, but if the search function, filtering, category navigation, and access to information on the product page don’t work well, this can result in abandoned shopping carts. We always prioritise both UX and UI design when designing our online stores.
6. Terms and Conditions
Accessible and clear terms convey trust and influence how secure the customer perceives the online store to be. If the terms and conditions are unclear or entirely missing, this can lead to abandoned transactions.
7. Errors
Errors in the online store can result in abandoned purchases. Therefore, it’s important to monitor the website regularly. Increase server capacity before launching campaigns and marketing initiatives.
Make sure to back up the online store and update plugins, extensions, and similar components. Do you need help minimising errors in your online store? We offer secure and stable hosting for online stores to all our customers; read more here.
8. High prices
If one or more products in your online store are priced higher than those of competitors, the customer will often turn to those competitors. There are many tools available for price monitoring.
You can also offer a price guarantee and refund the difference if the customer finds the product cheaper elsewhere. This depends on the profile you operate with, as not everyone needs to compete on price.
9. Lack of products
Cart abandonment is also caused by a lack of products. You need to ensure to keep multiple items and products for your online store, along with upselling and cross-selling. The reason behind this is to offer a good shopping experience to the customer.
These days, if the item is out of stock, you can get a notification for it’s availability, which also prevents cart abandonment and exploring your competitor’s site.
10. Security
Customers visiting your site must get the feeling of security through an SSL certificate, payment providers, terms and conditions on the homepage, and a secured login. Ensure that your store is both secure and that this security is clearly visible.
11. Support
Shoppers can have several questions before buying any product. It is your obligation to answer them. We all know how Harley Davidson enhanced its sales in 2017 with the help of the chatbot. The goal is simple: to make customers feel comfortable with a good shopping experience.
Best abandoned cart emails
A good way to prevent abandoned shopping carts is to follow up with customers who have left their purchases with an email. If the customer is registered in the CRM or has provided their email address during checkout, you can set up automations for this.
Additionally, you can provide customers with discounts and coupons to encourage them to shop with your store in the future.
Need assistance?
The team at Neranix has great experience in resolving the issues of cart abandonment. You can get in touch with our experts and discuss your problems for further improvement.
Apart from this, we have hands-on experience with WooCommerce, Magento, WordPress, SEO, Google Analytics, Google Ads campaigns, online store development, PCK and POS, and UX/UI.
For any other information, you can contact us here.
