Shopping Cart Problems: Common Reasons People Abandon the Checkout Process

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Did you know that 69% of customers abandon their online cart before completing their order? On mobile devices, the cart abandonment rate is as high as 75%.

This is a huge loss for e-commerce brands. Shopping cart abandonment happens when customers add items to their digital shopping cart but fail to purchase those items for one reason or another.

Although there are many effective strategies for reducing shopping cart problems, it’s important to know what’s driving your customers away.

Let’s take a look! Here are some common reasons customers abandon the checkout process.

Difficult to Navigate Your Online Store

A customer is on your website and likes what they see. They add items to the cart but get frustrated trying to continue shopping or complete the checkout process.

Today’s customers expect a smooth shopping and buying experience. If your website isn’t meeting their needs, they won’t stick around.

If your checkout process is slow, too complex, or difficult to navigate, they will click off and head straight to your competitors. Sometimes customers intend to return to their cart, while others get annoyed and spend their money somewhere else.

Either way, at this point, you’ve lost them. For a successful customer experience, your e-commerce site should be easy to navigate.

Make sure your website loads quickly and your call to action is simple, clear, and actionable. Buttons should be large, easy to read, and easy to click.

A customer’s experience on your website is a key element in determining whether they convert or abandon the process. Making sure they have a smooth and enjoyable experience should be a top priority.

Unexpected Fees

A customer may be excited about an item and add it to their cart with every intention of buying. Sometimes customers are shocked by the additional costs beyond the purchase price, including taxes, shipping, and transaction fees.

Extra charges are a big turnoff for some shoppers who have a certain amount of money in mind they want to spend. Although you can’t eliminate all of the extra costs for customers, there are things you can do to minimize them.

You can reduce cart abandonment by building some of the extra costs into your pricing. Although customers are still paying extra, it’s not as shocking when it’s already part of the purchase price.

Offer discounts and upsells at checkout when possible. Make your shipping charges clear. Don’t hide them.

Offer deals such as free shipping once they buy a certain amount. You’ll be surprised at how these tactics can reduce abandonment rates and increase your bottom line.

Lack of Trust

Sometimes customers back out at the last minute because of uncertainty about your company. They may not be sure if your company is legitimate or if your products are high-quality.

When customers don’t trust you, it can severely impact your sales. To build consumer confidence, consider adding:

  • Customer reviews
  • Trusted payment methods like Amazon Pay or PayPal
  • A generous money-back guarantee
  • Contact information for customer service
  • A strong presence on social media
  • Helpful and informative content on your website
  • An FAQ

These elements, along with excellent customer service, help you establish trust in your products and your brand. You want customers to feel secure throughout the shopping and buying process.

It’s important to remember that some customers may be more wary of shopping online than others. It’s a good idea to add trust elements for older and less tech-savvy customers.

The ultimate goal is to have happy customers who trust your brand and will order your products for years to come.

Requests to Create an Account

Consider a customer who is ready to buy. They are about to seal the deal but are suddenly prompted to give their email, create a password, and verify their email.

This creates friction which erodes the enjoyment of the user experience. Asking customers for their information is a great way to collect data about your visitors. But it can also lead to cart abandonment and reduced checkout rates.

Customers don’t want to waste time. One way to resolve this issue is to create a guest checkout. This appeals to customers who want to check out quickly without a lot of hassle.

You can ask for their email and password rather than annoying them with multiple personal questions. Better yet, allow customers to register using Facebook or Google Lens with one click.

Then, you have a record of who visited your site. Use this information to target potential customers and lead them through the buyer’s journey.

Competitors Have Better Prices

Some customers at the checkout point will suddenly decide to visit other sites to compare prices. They’re looking for a better deal.

They might shop around or use a comparison app to see who has the best price for the item they want. If they see your prices are higher, they’ll abandon their cart.

What can you do about comparison shoppers? Trying to offer everything cheaper than your competitors can be a race to the bottom.

Avoid this. Instead, offer customer incentives, discounts, and excellent customer service. Brands that stress quality, service, and value are more likely to retain customers and reduce cart abandonment.

Low Purchase Intent

Shopping cart abandonment is common. It’s not always a sign of a problem.

Although reducing cart abandonment rates is an important goal, it’s a widespread issue and not necessarily related to something you’re doing wrong.

Some people add to the cart, knowing they can’t afford their purchase. Others may be eyeing items for future purchases.

There are a variety of factors that can contribute to cart abandonment. Consider sending text messages or emails reminding customers about their chosen items.

Offer a discount or incentive to get them back to their cart to seal the deal.

No Coupon Code

Most customers search for coupon codes before making an online purchase. It’s a big incentive, and they may abandon their cart to look for one online.

If they get distracted or don’t find what they’re looking for, they may abandon their cart for good. Some customers will decide not to buy if they can’t find a discount code or coupon.

Try offering your customer an incentive at checkout. The goal is to keep them on your site and lead them to conversion.

Capturing customers while they’re on your site is a much better strategy than offering a discount they have to hunt for. Intent-based promotions allow e-commerce sites to offer discounted rates and personalized service.

This reduces cart abandonment and increases average order values.

Not Offering Their Preferred Payment Method

The way shoppers pay is constantly changing. Credit and debit cards are still popular, but they’re no longer the only way to pay.

Today’s consumers use PayPal, Venmo, Amazon Pay, wallets, Bitcoin, and more. Not every customer has a debit or credit card.

You can lose these shoppers if you don’t accept their preferred payment method. That’s why it’s important to provide a variety of payment options.

Customers appreciate it, especially when they can check out with a single click. Buyers feel secure with a simple, streamlined e-commerce payment process.

Limited Shipping Options

When shipping costs or shipping times aren’t what a customer wants or expects, they will often abandon their cart. Customers have come to expect fast, cheap shipping.

They will look for it. And you will lose them if you can’t meet their needs.

If you offer standard shipping of five or more days, you will lose some sales. You may want to take a look at your shipping policy to see if any adjustments can be made.

Another option is to offer customers expedited shipping for an additional fee. This allows your customers a way to get their items fast without having to raise your prices.

Limited Return Policy

Customers don’t want to feel like they’re taking a risk when they shop online. But many e-commerce retailers still offer no returns or limited returns.

Customers are looking for robust return policies, especially when they are buying multiple items at once. They know if an item doesn’t fit or suit their needs, they can easily return it without a hassle.

Some retailers understand that a generous return policy equals more sales. You can reduce cart abandonment and capture more shoppers when they feel safe with your brand.

Offering a strong, generous return policy allows your customers to buy whatever they want with confidence. Adding size guides, clear pictures, and reviews can help customers be more precise shoppers and reduce returns.

Lack of Customer Reviews

Some customers add an item to their cart and wonder if the item will fit, how it will look after it’s washed, or how it works for a certain occasion. They may leave the cart to read online reviews before finalizing their purchase.

If they head to the reviews section and see nothing, they may not feel confident buying the product. Poor reviews or a lack of reviews are red flags for shoppers.

A positive review is a trust signal. Customers who read good reviews feel like they’ll have the same experience. This leads them back to their cart to make the purchase.

One strategy for e-commerce business owners is to display stars and the number of available reviews above product pictures. This reinforces the idea that previous shoppers have purchased the item and given it a stamp of approval.

Your Site Isn’t Mobile Optimized

Most online shoppers are on their mobile devices. If your site isn’t ready for them, you’re missing out.

Your site should be fast, responsive, and easy to navigate to capture every possible sale. Although you may think your site is mobile-friendly, some elements may not work on a digital device.

Make sure customers can access all pages and products on your site. They should be able to view all products, access auto-fill forms, and check out with their cell phone or mobile device.

You don’t want to lose sales because technology is lacking. A mobile-optimized site makes shopping and the checkout process simple, fast, and friction-free.

Lack of a Search Option

How easy is it for customers to find what they want on your site? Do they have to wade through hundreds of photos to find a specific item?

If you’re not offering quick navigation features and a search option, customers won’t stick around. They may just click off and head over to your competitor, who makes the process easier.

If your customer is looking for a size six purple prom dress, they shouldn’t have to view dresses in every size and color. Today’s customers want a one-stop shopping experience.

Make sure you have a way for customers to filter and search for specific items. Add a “related items” option to your product page.

Make sure your site is mobile optimized and easy to navigate. This keeps your customers on your site and moving toward conversion.

Avoid Shopping Cart Problems By Simplifying E-Commerce Checkout

If you’re dealing with high cart abandonment rates as a business owner, you’re not alone. Shopping cart problems are common.

There are a wide array of reasons people abandon their carts. The good news is there are ways to decrease abandonment and keep your customers shopping on your site.

At Checkout Champ, we understand how frustrating e-commerce checkout can be. If you want to outshine the competition with a simplified checkout process, we can help!

Ultimately, reducing cart abandonment comes down to improving the customer experience. Let us help you take your e-commerce store to the next level.

Register today and see what Checkout Champ has to offer.

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