4 Reasons for Cart Abandonment

4 Reasons for Cart Abandonment

You probably have a plethora of analytics for your eCommerce site.  What if you’re stuck in the situation of having a high volume of traffic but few conversions (check outs)? It’s likely due to cart abandonment.  Here are a few reasons why those customers might not be buying and how you can get them to convert.

1. Shipping and handling charges

Do you ever get to the final stage of checkout online and notice a $12 shipping charge for merchandise that costs $20?  If the purchases are not a necessity, you’ll probably abandon the cart and go elsewhere.  This is why companies like Zappos excel at the eCommerce experience — shipping is ALWAYS free!  So what can you do to combat or avoid this problem?  Make your shipping/handling charges transparent.  Don’t entice someone to purchase your products just to abandon them because of a shipping charge.  Clearly make your policy known well before check out.

2. Not responsive and/or mobile friendly

Two different concepts but ultimately related to the overall user experience.  If your eCommerce site is not responsive on tablets or mobile devices, you could be in trouble during the checkout.  It’s difficult to complete the transaction if the screen does not cooperate.  Conversely, you might have a responsive site but it’s not mobile friendly.  For example, you might use buttons or call to actions, but they’re small and hard to use on a mobile device.  Abandoned carts are inevitable if this is the case.  So it’s obvious that you should have a responsive site and mobile friendly site.  Perhaps you also invest in developing a mobile app for the ultimate eCommerce experience.

3. Security concerns

The ubiquity of large data breaches can’t be ignored.  As a result, many shoppers are anxious about shopping online.  Alleviate this with PCI compliance, which essentially means you’re protecting customer data.  Znode employs a fully PCI compliant shopping cart, so you never have to worry about sensitive information getting into the wrong hands.

4. Account creation

It can be incredibly frustrating to create an account in order to check out on a site.  Sometimes you need to quickly place an order but have to go through the laborious process of creating an account.  What prevails?  Abandoned carts.  You’ve given the customer an extra step in the checkout process.  Consider adjusting your strategy if this is the case.  Another added benefit of making the account creation optional is revealing your most interested customers.  Someone who voluntarily gives you your email is likely a meaningful customer.

Don’t fret if you’re experiencing abandoned carts.  It’s a problem that can be solved if you evaluate the cause.

Customer Experience Matters

Customer-centric strategies have been used in traditional sales and marketing channels for decades, but there are still some customer experience  practices that could be put into play in the ecommerce arena.

Advances in technology now have made it possible for online retailers to create shopping experiences that are centered on the individual shopper.

80% of shoppers say they will leave a website if they’re having a poor experience

If your online customers are not happy with your platform, its very easy for them to go somewhere else. That is why every second matters. Literally.  For an e-commerce site clearing $100,000 in daily sales, a one-second delay translates to $2.5 million in lost annual revenue.

A great on-site experience remembers the shopper’s name, where they are located, what they have purchased in the past, and products they have abandoned in the cart. It also intuitively recognizes what they are browsing for today. By using the data it collects over time, your eCommerce system can become your best salesperson.

You also need to have staff prepared to give your online customers the best experience they possibly can have  – if they ever need to contact you. Returns, questions, or other issues can cause your customers to pick up the phone, and they need to know that the people on the other side of that line are willing to go above and beyond.

Seems Obvious – Right?

For any seasoned business owner, these things can seem very elementary. Of course you need your customers to have a good experience – right? The difference is that what that experience is changes almost just as fast as you can adapt. If you don’t have the tools in place, you may be missing out before you even realize it.

Looking to take your eCommerce solution to the next level and increase your customer experience? Contact Znode today and find out what we can (and will) do for you and your business.