HW Creative Marketing Blog

Top 10 Reasons for Shopping Cart Abandonment

[fa icon="calendar'] May 4, 2017 / by Eric Hangartner

If you own a web store, you’ve probably already experienced the frustrations of customer cart abandonment. But what exactly is keeping your customers from pulling the trigger? Here’s 10 of the top reasons for cart abandonment:

1. Too many extra costs.

Added fees are an online shopper’s worst enemy. Figure out ways to avoid adding too many onto the end of your checkout process by communicating clearly with your customers. Try building in shipping costs into your prices and offer free shipping instead.

2. Had to create an account.

In today’s fast-paced digital world where mobile transactions are overtaking desktop purchases, it’s important to offer the fastest, simplest checkout process possible for your customers. Offering options like guest checkout will help ensure you don’t lose customers who are on the go.

3. The checkout process was too long and complicated.

While it can be tempting to add lots of form fields in order to gain more information from your customers, long checkouts can scare away potential customers from ever buying in the first place. Gather only the most necessary information to keep it nice and short. A study from Baymard Institute shows the average checkout process is about 23 form elements, but the ideal checkout can actually be as short as 12 form elements.

4. Couldn't calculate cost up-front.

The more transparent you can be about your costs up-front, the better. If customers are met with added costs towards the end of your checkout process, not only will they be discouraged from buying, but they may also feel deceived and lose trust.

5. The website was too slow or had problems.

Don’t go overboard with too many fancy features on your website, as these can slow its speed and lead to errors. A simple, sleek interface will provide the best experience for your customers.                                                                                                                                                                                                                

6. Didn't trust the site with credit card information.

You know your site is trustworthy, but others online have to make that call for themselves. Make it easy for them by adding security badges and seals, using reputable payment gateways, and displaying real customer reviews. Even just having a professional looking website will dramatically increase consumer trust on your site. 

7. Delivery was too slow.

The faster delivery you can offer, the better. Of course, we’re not all Amazon Prime, but just because you can’t offer same day shipping doesn’t mean you shouldn’t do your best to compete.

8. Returns policy wasn't satisfactory.

A generous return policy will give your customers the peace of mind to make the purchase in the first place. A Visual Web Optimizer study found that adding a “100% Money Back Guarantee” badge helped increase conversions by 32%.

9. Not enough payment methods.

On-the-fence customers may be more inclined to go through with a purchase when they recognize one of your accepted payment methods such as PayPal or Amazon.

10. Found better prices elsewhere.

ReadyCloud found that about a third of consumers are conducting online price comparisons, so it’s important to stay on top of the competition. You could also consider adding price matching options.


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Topics: Ecommerce

Eric Hangartner

Written by Eric Hangartner