10 reasons to leave an online shopping cart
On average, only 30-40% of users click the "checkout" button, the rest - throw the goods into the basket and leave, sometimes irrevocably. The best way to deal with a problem is to prevent it from occurring. Below we will look at the most common reasons for the appearance of incomplete orders on the site.
1. Mandatory registration
25% of users will not spend their hard-earned money if there is no possibility to place a guest order in the online store. Nobody likes to come up with and remember another password, and even more so leave their contact details because of their unwillingness to receive advertising spam later. The user must be encouraged in every possible way for his efforts and the time spent on registration. The site should contain information explaining the benefits of using a personal account:
- one-time or permanent discount;
- special offers that will come by mail or SMS;
- the ability to track the status of an order;
- the function of adding the products you like to favorites, etc.
It is also worth paying attention to the password recovery procedure, it should be simple and fast.
2. Complicated order form
Ideally, the user is separated from the checkout by a few simple and not too sweeping steps. However, if you have to strain a little more to collect data from a potential client, then for his convenience, breadcrumbs or a progress indicator are added to the site. Thus, the user will understand at what stage of placing an order he is and consciously calculate his strength.
3. Extra elements
Too many additional, optional fields, an abundance of links, buttons, and too many calls to action can awaken an exacerbation of chronic laziness in a potential client and prevent them from completing what they started. It is better to offer related products, gift wraps and other bonuses either before (on the product page) or after placing an order.
4. Slow website
The buyer will lose all excitement and enthusiasm while waiting for the page to load, especially if he has already entered part of the data for the checkout and went to the next step page.
5. Poor service
The desire to say goodbye to the currency can significantly increase from the growth of the level of trust of visitors. It is important for buyers to know that they can rely on the strong shoulder of the support service in case of questions. If possible, add as many types of feedback as possible to the site:
- online chat.
It's great if you can contact the support service at any time, in any way and in any weather.
6. Poor product information
Everyone has doubts and mistakes, and while shopping on the Internet, these “vices” overcome users quite often. For their convenience and peace of mind, information about the product added to the cart should be comprehensive and editable. You can not be limited only to the product name and price, the order must display the color, size, quantity and other attributes that identify the selected product. Particularly hospitable site owners even add the date and day of the week. Often people decide to buy more than they planned already during the checkout process. Take care of the possibility of changing product parameters, such as quantity, size, color, without having to leave the basket.
7. Product without competitive advantage
The variety of offers makes a potential client doubt the profitability of the purchase to the last. At the stage of filling out an application, it is necessary to easily and unobtrusively emphasize the advantages of ordering in this particular online store: a discount on the next purchase, free shipping, additional warranty service, or any other bonus.
8. Unexpected amount due
You can’t shock the buyer with the unbearable cost of the order at the very end. It is strategically more advantageous to specify subtotals after each item is added to the cart. As a result, the user will initially adjust the shopping list to fit his budget and save himself from stress at the stage of order confirmation.
9. Unforeseen payments
It is unpleasant when, already at the final stage of the application, the user finds out about additional taxes, he feels deceived and he is sorry for the time spent. It is unlikely that anyone will want to return to a site that lures potential customers with low prices, and in the end “puts a rat” in the form of additional payments.
Separate conversation - delivery. 61% of potential customers may refuse to purchase from an online store with paid delivery. Some site owners even include shipping in the price of the product, because often users are willing to buy a product more expensive, but not pay for shipping.
According to research, offering free shipping can increase a company's sales by 58-357% within 2 years.
Many retailers cannot afford such a service, in this case there is an alternative option - free delivery of goods for a certain amount or selected brands. Minimum terms and various delivery methods can also positively influence the purchase decision.
10. Unsafe shopping
Do not forget about protecting the confidentiality of the data entered into the order form. Concern about the security of the connection and the non-disclosure of personal information is highly appreciated by users.
For a systematic increase in sales and an increase in the average check, a detailed analysis of the stages of ordering, at which customers leave the cart, is necessary. Identification and elimination of errors is guaranteed to reduce the percentage of failures.