Top 3 Reasons for Abandoned Shopping Carts

Most of the time, the reach of your marketing efforts isn’t the one to blame. Studies show that 74% of consumers have abandoned their shopping carts online, and this could be the cause of your subpar sales performance. What happened in the stretch between adding items and making payments?

why buyers abandon shopping cart

You’ve hired a content writer VA (Virtual Assistant) to churn out witty and helpful blog posts. You promoted your business by building social profiles with a strong following. It seems that you’ve played all your cards in online business marketing. Why then are your sales revenues still not up to scratch?

What statistics shows on shopping cart abandonment

Here are the top 3 reasons for an abandoned shopping cart:

Reason #1: When shoppers are asked to create an account to purchase.

Many online shoppers like to take their time browsing through items – selecting the best color, identifying the right size, and looking through accessories or related items that they can throw into their shopping carts. By the time they are ready to pay, they want the transaction to be done with quickly and easily. Requiring them to create an account to purchase can turn them away.

What you can do about it: Give customers an option to shop as a guest. This way, you make the process stress-free and close a sale at the same time. If you want them to be regulars, give them a reason to create an account. This can mean discounts for their next purchase or other perks exclusive to members. Also, make sure that creating an account is simple.

Reason #2: When the shipping fee is higher than they expected.

A report revealed that shipping costs made 25% of shoppers change their minds about purchasing. When shipping fees are the issue, customers are likely to just buy from local stores or other online shops that offer lower or no shipping costs.

What you can do about it: Because you cannot offer free shipping for every purchase, it’s best to have a clear estimate of the total price or a delivery calculator. When shoppers key in their zip code, they should be able to calculate the shipping fee for their order. This will help them make faster purchase decisions and spare them from being surprised with the total price.

Reason #3: When shoppers think twice about online security.

Identify theft and scams have left customers dubious about giving personal details online. First-time customers may also feel suspicious about your credibility if they have not heard much about your company.

What you can do about it: Establish security measures for your site and put your customers at ease. On the payment page, add a notice with a statement ensuring customers that the payment and their information is secure. Putting up customer reviews and being active on social networks also give social proofs of your business credibility.

It takes more than good marketing strategies to bag a successful sales transaction. The critical stretch between picking out items and making a payment could be the make-or-break for your sale. Now that you know the top 3 reasons for abandoned shopping carts, you can work on smoothing the way for customers to complete their shopping online.

Guest Post by:-
Catherine vanVonno, the author, is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) Service Provider. She holds a doctorate degree in Applied Statistics, Research Design and Program Evaluation from Virginia Polytechnic Institute and State University and has over 10 years’ experience in facilitating evidence-based strategic planning, product development, brand management, legislative communications, and medical policy. She is married and has four children.

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