How to deal with shopping cart abandonment?

tips  June 1, 2018

The number of ecommerce sales and individuals shopping online across the world is growing rapidly every year. However, some consumers are still reluctant to take the next step from being an online visitor to a buyer. The average cart abandonment rate is estimated between 60-80%[1]. In other words, 60-80% of online shoppers choose to leave the website without completing a purchase. Let’s have a look at some tips that will help create an ecommerce experience that will turn online browsers into buyers.

It is important to know why online shoppers leave the site before paying and how they can be converted

What is shopping cart abandonment?
Shopping cart abandonment is when a potential customer starts a checkout process for an online order but drops out of the process before completing the purchase[2]. With abandonment rates running high, this represents a significant loss in potential sales. This loss in sales could be spent on stock, marketing campaigns or new equipment for business. It is therefore important to know why online shoppers leave the site before paying and how they can be converted.

Why do online shoppers leave before paying?
Our research shows that among the consumers across the UK, France, Spain, Italy, Belgium, Switzerland, The Netherlands and Germany, the French are most inclined towards abandoning their shopping cart. It appears that the primary reason for 40% of online shoppers abandoning their carts is because delivery costs were too high. A third (33%) of online shoppers also left before they paid because they were comparing prices between different websites and a further 20% abandoned due to their preferred payment method not being available. Other reasons that are given are long delivery time (15%), website being too slow (12%), website felt unsafe (12%), lack of information about returns (11%) and preferred delivery option not available (8%).

Solutions
1. Be upfront
Customers are looking for clear and obvious information when it comes to the cost and time of deliveries and returns. E-tailers can respond to this by clarifying costs before the check-out to the consumer. Also, free delivery can be offered when the consumer spends more than a certain amount.

2. Provide flexible delivery options
Consumers are becoming increasingly demanding and it is therefore important that they have different choices regarding delivery options. This could include offering both standard and express delivery, but also offering various sustainable delivery options.

3. Let customers ‘save for later’
Enabling consumers to create a wish list on the website will play a part in convincing them to complete the purchase. In this way they do not need to re-browse through the website.

4. Communicate clear returns policies
It is important that the policies regarding returns are clear and easy to digest. If the consumer is required to pay for this service, be upfront about it. In addition, make the process as straight forward as possible for them.

5. Offer multiple and relevant payment methods
It must also be ensured that the correct payment methods are available. This is especially important for cross-border e-commerce, because consumers from different countries have different preferences.

[1] Baymard (2017). 37 Cart Abandonment Rate Statistics.
[2] Optimizely (2018). Shopping cart abandonment.
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