According to a sales report, 75.8% of online shoppers abandon their shopping carts after adding items. Many e-commerce websites suffer from the same dilemma, questioning the reasons why a large portion of their visitors does not proceed with their checkout. That’s why for today’s article, we listed down the top five factors as to why customers abandon their shopping carts.
Technical Issue or Error
One slight error can discourage the user from completing your checkout process. And errors can be caused by different issues. For example, the user may encounter a problem when completing your field form due to poor design. Some site may slow down or freeze, which can affect the trust of your customers. Remember that site performance is important especially during checkout. A slow-loading page can immediately put doubts in a customer’s mind.
Lack of Payment Options
The best internet marketing consultants often recommend to entrepreneurs to add as many payment options as possible. Some people prefer to use their debit or credit cards, while others prefer to pay using their Paypal account. Aside from these three options, there’s also Sears Credit Card, MasterPass, and Amex Express Checkout. Although it may be impossible to have all payment options in your checkout page, it’s better to offer more options.
Delivery and Return Policies
Shipping time, costs, and return policies are significant factors in a user’s purchase decision. Many sites are likely to wait until checkout before showing the actual shipping costs. A better option would be showing information on shipping costs upfront on the product or cart pages. The same thing goes for your return policy. Shoppers are likely to buy from your website if you offer easier return policies or ideal warranties.
Lack of Trust
Trust is vital for users to proceed in buying products from your website. If people have no reason to worry about your site, then they would proceed with their order in confidence. Common factors that can affect a user’s trust include design, site performance, knowledge brand, precise contact details, and customer service links. People also look at the business’ social proof, reviews and testimonials, and security logos as well as trust seals.
Complicated Checkout
The checkout system of your e-commerce website shouldn’t be too complicated for your customers. If it is, then they will get easily turned off and abandon their carts. The checkout process should be easy, simple, and short for people. It should have a clear design, and the form fields can easily be understood by the user. It is also recommended for an e-commerce site to allow users to proceed to the checkout page without registering on the site.
