Reasons and solutions for abandonment during checkout
With online shopping, just like physical, many consumers visit the store to do window shopping, compare prices or explore options. Consumers shop around and because of this there will always be some shoppers abandoning. These reasons for leaving the online store are almost inevitable. The difference between online- and offline shopping, however, is that when shopping offline, the phenomenon of cart abandonment doesn’t occur specifically at the checkout. This is mainly because of extra factors, such as delivery and creating an account, do not apply.
In this blog, we have identified the most frequently mentioned reasons for abandonment during checkout. In order to identify, we combined the results from our own research and from Baymard’s research. Our research focuses on European consumers and Baymard’s research on American consumers. Below you will find 5 of the most cited reasons for cart abandonment during checkout, with associated solutions.
1. Unexpected delivery time and costs
In many cases, potential buyers decided to leave the checkout before they had made a purchase because the delivery costs were too high, or the delivery time was too long. Because consumers nowadays have a choice of a huge number of different online stores, they are becoming increasingly demanding. They tend to expect fast and cheap delivery. If, in their eyes, an online store takes too long to deliver the product or charges a high fee for it, they go to another provider without hesitation.
The solution for this is: be upfront and transparent. Customers are looking for clear and obvious information when it comes to the cost and time of deliveries and returns. It often happens that online shoppers had already placed the products in the shopping cart. During the checkout, they saw that additional costs were added to the price or that delivery would take too long. Etailers can respond to this by clarifying costs and times before the consumer reaches the checkout. By clearly indicating what the total price and delivery time will be before the checkout, consumers will do not face any surprises.
One possibility is to display information on product pages, where consumers can view the delivery costs and time via a zip code calculator. If it is not possible to display the shipping details before the checkout, then it is advisable for etailers to display the delivery options as the first step in the checkout process. Also, another option is to offer free delivery when the consumer spends more than a certain amount. This information must also be prominently displayed on the product pages.
2. Preferred payment method was not available
Many online shoppers abandon their cart because their preferred payment method was not available. The solution for this is to offer as many payment methods as possible, specifically aimed at local preferences.
Consumers want to have access to a payment method that they have experience with. This is because they feel that it is a safe option that they trust. Or it is simply because they thought it was a convenient experience. Important is that retailers consider the country from which the product is ordered. Especially for cross-border eCommerce, because preferred payment methods vary between markets. For example, Dutch online shoppers prefer to pay online through iDEAL, while American consumers prefer to pay by credit card or PayPal.
3. Website felt unsafe
Although eCommerce is booming, and more and more purchases are made online, not every website is considered reliable by consumers. This is due to technological developments, because online scams and hacking attempts increasingly taking place. Fortunately, consumers are increasingly aware of this, but this means that retailers must do their utmost best to convince consumers that their website is safe.
Offering proof of security is a solution for this cart abandonment reason. If a website feels unsafe by consumers or if consumers are unsure whether to trust a website, they will look for a sign that proves the website is safe. Many online stores show this through trust seals from recognized security providers, such as PayPal, Norton, McAfee and SiteLock. Adding trust seals can lead to an increase in conversion and revenue.