Did you know that 7 out of every 10 customers that start a shopping cart process fail to complete it?
Any online retailer or ecommerce website owner will know that cart abandonment is the one of the most frustrating parts of business.
The reasons why website visitors abandon shopping carts haven’t changed significantly over the years.
According to a recent study by Forrester, there are 5 reasons why visitors abandon their shopping cart, they include:
- Shipping and handling costs were too high
- I was not ready to purchase the product
- I wanted to compare prices on other sites
- Product price was higher than I was willing to pay
- Just wanted to save products in my cart for later consideration
What’s interesting is that all of the top five reasons for abandoned shopping carts have nothing to do with the checkout process itself. This is good news for website developers – there is no need to overhaul your shopping cart or the checkout process.
Let’s take a look at each abandon reason and how I believe you can combat it:
1. Shipping and handling costs were too high
The simple answer: Offer free shipping or make your shipping costs lower than your competitors. Chances are if your visitor wasn’t happy with your shipping costs then they will have chosen your competitor who offers the cheapest shipping.
2. I was not ready to purchase the product
Unfortunately this is a hard one to combat because it is out of your control. But you can influence the visitor by sending them a reminder email or a quick phone call to remind them of the items they left in the shopping cart. We send out an abandon email 2 days after a shopping cart has been abandon just to act as a reminder.
3. I wanted to compare prices on other sites
I’m sure you do this also when looking to make an online purchase, so what makes you buy from a particular store? The price, of course. Give the visitor a reason to stop shopping around by offering them a discount only valid for a limited time.
4. Product price was higher than I was willing to pay
Unfortunately, this is all too common. Like reason three above, offer the visitor a discount before they leave your website. It might take as little as a 10% discount to get them over the line.
5. Just wanted to save products in my cart for later consideration
This is good news, they haven’t actually abandoned for good. A simple reminder email or phone call could be all it takes to get them to purchase those products sitting in their cart.
Rene recently compiled a list of resources to improve your websites shopping cart conversion including links to other blog posts, videos, slide shows and more. The resource list is very comprehensive, so I would strongly recommend checking it out if your shopping cart conversion could do with a boost.