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.