Top 9 Reasons Online Shopping Carts are Abandoned

Most e-commerce shops trust that the buyer journey on its website will be so inviting that customers cannot help but add it to their cart, add their information, and click “buy”. However, that is not always the case. Outside of a credit card being declined, there are nine reasons why customers abandon their online shopping carts. Read on for more information about abandoned carts and how to mitigate them.

1. Unexpected Shipping and Handling Costs

Most consumers know that shipping is not (always) included. Even taxes or customs can come to play in the final price of an item bought online. Often e-commerce sites will change the rates depending on zip code, the total purchase price of all items, or a combination of both. It is frustrating to a customer if they see their overall price increase 20-50 percent, so much so that they might leave their cart and your site altogether. Sellers should be transparent from the start.

2. They Need to Create a New User Account

If you are buying something from a site for the first time, the chances are that the website wants your information for promotional emails or more. When it becomes a requirement rather than a request, nearly 25 percent of customers leave the site. Sellers can offer a guest checkout to permit the customer to checkout quickly and happily.

3. Research Now Only to Buy Later

Many buyers like comparing prices before buying. They might have ten carts online, all with the same products, only to wait for the site with the most discounts, promotions, and benefits. If buyers have a full cart but haven’t clicked “buy,” offer a pop-up that explains your price match policy or offer a discount on the spot for immediate purchases.

4. Payment Security Concerns

It seems that every year yet another big company is the victim of identity theft, so what makes one e-commerce store better than that? Online shops can obtain an SSL certificate to quell any security issues.

5. Lengthy or Confusing Checkout

Online shoppers might demand a quick sale when they are in a rush, or maybe just on their commute home. The checkout process should include relevant information like email, payment, and a confirmation page. When sellers include forms and other requirements, buyers become frustrated or overwhelmed and abandon their cart. Sellers should only ask for relevant information to ensure the buyer stays with it.

6. Lack of Coupon Code

Many e-tailers offer coupon codes in emails, brochures, or on their social pages. Savvy buyers know to look for codes online if they don’t already see it on the website. A lack of coupon code means they feel that they are paying too much for something that could be discounted. Sellers should have a code listed on their site—or if they must—offer a discount for signing up for a mailing list.

7. No Express Shipping Options

With a holiday nearly every month, or a birthday, or a celebration of some sort, many buyers want a quick shipping option. International sellers can only ship as fast as customs permits, but national sellers can leverage a variety of services to help bring items to the buyer quickly.

8. Website Crashed

Many websites are not optimized for a heavy influx of visitors or buyers. For seasonal businesses, it is important that the website can handle the influx throughout the entire buying process. When a website crashes the customer loses faith in the integrity of the brand and thus the product. Speaking with the developer or host to ensure the site remains quick and responsive ahead of time is a good way around this issue.

9. Bad Return Policy

Although many consumers do not return their purchase, even when returns are available, they still want the option to return items. It is even better when the seller offers to absorb the cost of return shipping. This lets the customer know they have options. Around the winter holidays, especially, it is a good way to help tilt the scale for buyers to buy products online—they cannot control it if their cousin or parent wants to return an item.