Why Consumers Abandon Their Shopping Cart?

By Author: Shane Emerson
Total Articles: 36
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According to shopping cart abandonment statistics, 2019, the average cart abandonment rate is found to be a whopping 67.91%. This data suggests that for every 10 visitors accessing a shopping site, 6 to 8 prospects do not make a purchase.

Top 4 Most Common Reasons for Shopping Cart Abandonment

Forcing Buyer to Register

If you want to successfully Sell computers online, never compel your buyer to create an account. Not offering guest checkout is one of the top reasons for shopping cart abandonment. Expecting first-time buyers to create user account on your store is foolishness.
Registration is an impediment to online shopping. Customers want to shop quickly, hence compulsory registration can frustrate them to no end.

Several surveys have shown that customers are not at all comfortable registering on store. So if you compel your buyers to register before placing an order, it can lead to shopping cart abandonment.

Unexpected ...
... High Shipping Cost

Are you planning to Sell servers online? If yes, then display shipping cost before checkout. In many ecommerce sites, the shipping cost and even taxes are displayed only in the checkout page only. Seeing these extra charges can frustrate customers to no end as it significantly increases the cost of the product. High shipping cost often deters online consumers from making a purchase resulting in cart abandonment.

According to a recent research, 63% of online consumers in the United States leave the site due to high shipping cost. To resolve this issue, display shipping cost in the product details page or immediately in the cart itself.
Offering free shipping is another option to deal with cart abandonment. Free shipping is found to be helpful in attracting customers and increase online sales. Many ecommerce sites provide free shipping for purchases above a certain threshold.

Long Checkout

Too many steps in the checkout process can make your customers angry, eventually resulting in cart abandonment. Why consumers prefer ecommerce for shopping? Because of its convenience. Hence, it doesn’t make sense to implement a long checkout for your website. Long, confusing or tedious checkout is one of the biggest mistakes that is bound to hurt your conversions.

Discount Code is not working

Many ecommerce owners offer coupon or promotion codes in an attempt to boost online sales. However, offering discount codes without ensuring that they are working properly can result in cart abandonment.

Consider this; A customer adds products to his shopping cart and enters the coupon code only to find that the code is not working properly. This makes a bad shopping experience, leaving the customer disappointed. When the discount code isn’t working correctly, your customers are least interested in browsing your site and placing orders.

Re-entering Credit Card Information

Want to Sell Software Online? No matter what product you choose to sell online, you simply cannot force your buyers to re-enter credit card information. Credit card details such as user name, credit card number are long (16 digits). Asking your customers to re-enter this data can be tiring and even annoying, which may lead to cart abandonment.

To avoid such issues, ensure that your ecommerce platform has the functionality to save credit card details. This will help to speed up the checkout process and offer a good shopping experience.

Website is Slow

Ample studies have shown that website loading time affects the bottom line. When website is slow, visitors don’t care about making purchases. With 47% of online shoppers expecting a web page to load in 2 seconds or less, slow website can compel your customers to abandon the cart. So, if you want to drastically reduce cart abandonment rate, make sure your web pages are loading quickly.

Bad Website Navigation

Poor website navigation is another factor behind cart abandonment. Complex menus, non-standard menu location and generic menu labels make it difficult for visitors to get relevant information quickly. To reduce cart abandonment, it is imperative that your website navigation is pretty simple and straightforward.

Apart from implementing the aforementioned strategies to minimize cart abandonment, it is important that you are connected with the right supplier to be successful in online business. For instance, if you are reselling office supplies, make sure your Office equipment supplier is reliable and offers quality products.

Shane is an American writer for various digital news publications. After being in the ecommerce industry for more than 15 years, Shane has a good understanding of what it takes to make an ecommerce business successful. His articles give insights on the latest trends in the B2C and B2B ecommerce industry. His ecommerce coverage is robust and provides everything from best ecommerce platform to improving your website site. He also likes to cover newsworthy events related to business management software, customer relationship management (CRM) and Quoting software.