Why people abandon their carts on your eCommerce store

When you run an eCommerce store you’re likely to experience some abandoned carts. Statistics show the average abandon rate is between 60 and 80%. There are many reasons why people abandon your cart and there are numerous things that you can do to rectify this.

Here are the top reasons why your customers abandon their carts on your eCommerce store and what you can do about it.

1. Customers are just browsing

One of the most common reasons why customers abandon carts is that they’re just browsing and researching purchases. There’s little your website design can do to counter this, unless you allow for website visitors to save their carts for a later date. You can also ensure you maximise information, without overloading, so there is little need for potential customers to research your product elsewhere.

Another option you can do is to make purchasing urgent. Displaying stock levels, showing how many people have bought a product recently, and offering time sensitive offers in a pop-up when they leave can push website browsers into buying.

2. Delivery information

Another common reason for cart abandonment is that delivery information doesn’t satisfy shoppers. There are two main problems with shipping that customers can have. The first is timing, we live in an age when customers expect deliveries to be made almost instantly, therefore having long delivery times can be off-putting. The other problem is cost, because so many eCommerce sites have offered free delivery for such a long time now, customers expect it.

Offering multiple delivery options, including free, express and those in between can help you lower your cart abandon rate.

3. Prices higher than competitors

Some shoppers are looking at the price. While old customers who’ve had positive experiences with your store are more likely to pay a higher price, new customers are often more price sensitive. You don’t always want to be the lowest priced, but you want to be competitive.

Alternatively, you could offer price matching for your products but only if they find them cheaper on other sites.

4. Payment options

When it comes to purchasing, people always have a preferred method of payment. Sometimes it’s PayPal, other times it’s via their credit card. If you only offer one type of payment option, you’re limiting your audience.

Ensure customers have multiple options to make payments and don’t rely on PayPal’s ability to handle credit and debit cards. Not all customers realise you don’t need an account to pay via PayPal and will abandon your cart as a result.

5. Too long a checkout process

Time is a big issue for customers, so is privacy. Therefore, if you’re asking for too much information on your checkout pages, customers are more likely to abandon. The shorter your checkout process, the fewer customers that will abandon the purchasing process.

When you’re setting up your checkout process, look at what information you’re asking for and check whether it’s necessary. See if there is any way you can streamline your checkout process to make it easier for customers.

Don’t forget the abandon cart email sequence

When website visitors do abandon a cart, all is not lost. You can create abandoned cart emails that are sent to customers which can redirect them back to your eCommerce store. If you can create a good series of about three emails, then you are likely to reclaim about 20% of those lost sales. This can make a significant difference to your revenue and improve profits.