Mastering Cart Abandonment: Why Shoppers Leave and How to Prevent It
The average ecommerce store loses nearly 70% of their online sales to cart abandonment. That’s a staggering number that can have a serious impact on a business’s bottom line. But why do shoppers leave their cart without completing their purchase? And more importantly, what can you do to prevent it? In this article, we’ll dive into the psychology behind cart abandonment, the common reasons why shoppers leave, and practical strategies you can implement to master cart abandonment and increase your sales.
Understanding the Psychology Behind Cart Abandonment
Before we dive into the reasons why shoppers abandon their carts, it’s important to understand the psychology behind this behavior. Online shopping is a different experience from traditional brick-and-mortar shopping. In a physical store, shoppers can see and touch the items they want to buy, reducing the likelihood of indecision or changing their mind at the last minute. But with online shopping, the sense of urgency and attachment to the items is not as strong, making it easier for shoppers to abandon their cart.
Moreover, the checkout process can also play a major role in cart abandonment. Long and complicated checkouts make it more likely for shoppers to abandon their carts, especially when they are already feeling indecisive or hesitant about the purchase. In fact, a study by Baymard Institute found that 27% of shoppers abandoned their carts due to a long and complicated checkout process.
The Common Reasons Why Shoppers Leave Their Cart
Unexpected Costs and Fees
One of the top reasons why shoppers abandon their carts is unexpected costs and fees. This includes shipping fees, taxes, or any additional charges that were not made clear from the beginning. When shoppers see the added costs at the checkout, they can feel like they are being tricked or deceived, leading them to abandon their purchase.
Solution: Be transparent about all costs and fees from the beginning. Clearly display shipping charges and any additional fees on product pages or in the cart so shoppers are not caught off guard at the checkout. You can also offer free shipping or discounts on first-time purchases to incentivize shoppers to complete their purchase.
Technical Issues
Another common reason for cart abandonment is technical issues, such as slow loading times, website crashes, or errors during the checkout process. In today’s fast-paced world, shoppers have little patience for technical issues and will likely abandon their cart if they encounter any problems.
Solution: Regularly test your website for technical issues and invest in reliable hosting services. You can also provide multiple payment options to give shoppers alternative ways to complete their purchase in case one option is not working.
Comparison Shopping
Comparison shopping has become a common practice among online shoppers. With just a few clicks, shoppers can compare prices and products from different websites, making it easy for them to abandon their cart in search for a better deal.
Solution: Offer competitive prices and promotions to convince shoppers to complete their purchase with you. You can also use retargeting ads to remind shoppers of the products they left in their cart and any current promotions you have.
Indecision and Distractions
As mentioned earlier, the lack of physical presence of the items being purchased can make it easier for shoppers to change their minds or get distracted by something else. This is particularly common for shoppers who are browsing or are not very familiar with the products they are interested in.
Solution: Use high-quality product images and detailed descriptions to give shoppers a better idea of what they are purchasing. You can also offer customer reviews and ratings to provide social proof and give shoppers more confidence in their purchase decision.
Practical Strategies to Prevent Cart Abandonment
Streamline the Checkout Process
The simpler and easier the checkout process, the less likely shoppers are to abandon their carts. Minimize the number of steps required to complete a purchase and offer guest checkout options to make it faster for first-time shoppers.
Send Abandoned Cart Emails
Set up an automated email campaign to remind shoppers of their abandoned cart and offer them an incentive to complete their purchase. This can be a discount code, free shipping offer, or a limited-time promotion.
Use Exit-Intent Popups
Exit-intent popups are triggered when a shopper’s cursor moves towards the top of the page, indicating that they are about to leave the website. Use these popups to capture the shopper’s attention and offer them a last-minute deal or discount to encourage them to complete their purchase.
Provide Live Chat Support
Offering real-time customer support can help shoppers overcome any doubts or concerns they may have. Use live chat to answer any questions shoppers may have about the product, shipping, or payment options.
Incentivize Returning Customers
If a shopper has already made a purchase in the past, it’s more likely for them to trust your brand and complete a purchase again. Offer special discounts or rewards to returning customers to increase their loyalty and decrease the likelihood of cart abandonment.
In Conclusion
Cart abandonment is a major issue for ecommerce businesses, but it’s not an unsolvable one. By understanding the psychology behind it, addressing common reasons for cart abandonment, and implementing practical strategies to prevent it, you can master cart abandonment and increase your sales. Remember to regularly monitor your cart abandonment rate and test different strategies to see what works best for your business.
