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The dates are not nice. In 2016, the average dropout rate was a whopping 77 percent. In 2017 it rose to 78 percent. Although the data for the whole of 2020 are not yet available, they were 79 percent for 2019.
When shopping online, every ecommerce store has a problem with the abandonment of the shopping cart. And some of those lost buyers just can't convert – they weren't that interested at all, and no matter what you say, they won't complete their purchase.
However, some of them can, which is why having an effective shopping cart exit email is so important. More than 40 percent of shopping cart exit emails are opened, 50 percent of opened emails are clicked, and 50 percent of those who click ended up buying.
But how can you prevent sensible consumers – those who actually want to buy – from bailing out at all? Here are the top five reasons people abandon their shopping carts. And luckily, each is pretty easy to fix on your end.
1. Unexpected shipping costs
According to a 2017 study by the Baymard Institute, the number one reason (by far) people abandon their shopping carts is unexpected fees, taxes, or shipping costs.
If you are a reasonable consumer yourself, this is not too surprising. Imagine going through the checkout process on an ecommerce website for something that you want to buy authentically and when you are just finished that product is more expensive than expected. There's no way around it. that puts bad taste in the buyer's mouth. It gives them the feeling that they are nickel-plated, darkened and bamboozelt.
Fortunately, there is a simple solution: don't wait until the checkout process ends to surprise people with shipping, taxes, or other fees. Just include all of these costs in the original price of the product. This way, there are no inconspicuous surprises that could affect the conversion when someone clicks on "Submit order".
Related: 5 Easy Ways You Can Cut Down On Shopping Cart Chore
2. Need to create an account
The second most common reason sensible consumers abandon their shopping cart is because they need to create an account on the website. To understand why this is so, you need to understand what is on the consumer's mind at the time of conversion.
When you click "Checkout Now", you want to buy the product. The best you can do is avoid them. Take them to a page that says, "Create your account now!" is not only abrasive, it is completely irrelevant to what they wanted to do (i.e. buy a product).
So do without the mandatory account creation (or add the option "Check out as guest") and receive the email address as soon as you receive the shipping information. Most people don't mind, as long as it feels like a natural part of the ordering process.
3. Bad user experience
We now come to the third, and perhaps most irritating, reason consumers abandon their online shopping cart – because the purchase process is too long, clunky, or confusing. Amazingly, 28 percent of people leave their shopping carts for this reason.
If someone wants to buy from you, let them buy from you. Make it as easy as possible. During the ordering process, they don't have to fill in unnecessary information, add survey questions, and don't complicate a relatively simple transaction.
You can get more information from them later after completing your purchase. For now, make everything as smooth and seamless as possible.
If you are faced with technical difficulties (20 percent of people abandon their shopping carts because the website crashed), even if it costs some money, do what you need to do to fix the problems. You'll lose money if you don't go through a cumbersome checkout process anyway.
4. Payment security concerns
Someone could love your product, they could love your website, and they could be ready to buy right away. However, if they don't trust your website with their payment information, they won't complete their purchase. Nineteen percent of people abandon their shopping carts because they did not trust the website with their credit card information.
Even though you know your website is safe, it can be helpful to offer proof to the consumer during the checkout process. In fact, ConversionXL has done some research on what type of security badges are contributing the most to conversion, and they have found that the PayPal, Norton, Google, and BBB accreditation badges are what buyers trust the most.
Why not add one (or more) of these to the payment page of your checkout process and see how it affects your conversion rate?
Related Topics: How Businesses Can Process Payments Without the Stress
No e-commerce company wants to generate returns. If one day the returns just stopped, most entrepreneurs would probably be perfectly fine with that. Unfortunately, no matter how you slice it, returns are one thing, and life in denial will do nothing but make your car abandonment rate worse than it needs to be. Believe it or not, 11 percent of people leave a website before they finish their purchase because the return policy wasn't good enough.
Is yours good enough? Unless you offer at least the bare minimum for today's online shopping world – a 30-day money-back guarantee – your policy is likely affecting your conversion rate. And what else do you do online business for?