Combat the rate of abandoned carts in your e-commerce with effective strategies.
One of the worst enemies of an e-commerce is nothing more and nothing less than the abandonment of carts. Why would a user give up buying the products they already took the time to choose? Next, we will thoroughly explore both the causes and the measures you can put in place to prevent it.
What is “abandoning a cart”?
Think of a person who accidentally found an online shoe store whose style matches the style of the shoes they wear. When you check the catalog, you start adding one, two, or three pairs you fell in love with; however, something happens before you decide to start the payment process, so the car is dramatically forgotten. A tragedy!
The owners of these businesses are aware that a cart abandonment is equivalent to the loss of a buyer, so if instead of happening once, there are ten, the direct threat to sales will be a fact.
The reasons must be analyzed carefully, since at first glance it may seem that the main problem is the product itself, when other factors also come into play, for example, the consumer experience that the customer receives.
Facts worth paying attention to
Statistics collected by Orienteed During mid-2023, they detected the following behaviors in purchases made through an online business:
- El 84% Of the cart abandonment rate comes from Consumers who use a mobile device.
- The most common reason why a 48% Of the users leave their cart, it is the Shipping cost, taxes and additional fees.
- El 24% Give up buying something because the e-commerce website asked them Create an account.
- El 22% He retracts when he realizes that the Shipping time will be very slow.
All of this information will be our starting point to detail the points that come next.
Why is the cart abandoned?
Extra costs
If people notice that a considerably high amount of shipping, taxes and other fees has been added to the final cost of their products, then they will prefer to leave the purchase half way before a price that is not at all similar to the estimated price.
Solve it like this
Be clear with the rates, try to place them on the product page, close to the price of the product.
If it's in your power, give a reward; perhaps a small discount or free shipping when you accumulate several purchases.
The creation of an account is required
Let's take the example of the person who finds the shoe e-commerce: while waiting for the payment confirmation page to load, he already imagines himself with the shoes on and the clothes with which he will combine them, however, his illusions are discarded when a box appears in which he is asked to create an account in order to complete the purchase.
It discourages her to think that she must enter her email, enter a username and password, then wait for a confirmation code to arrive... Too much mess that, in addition, involves time. The result? An abandoned cart.
Remedy It This Way
- Allow people to purchase without registration.
- It incorporates agile and zero complicated payment pages that don't steal too many minutes from people
Price comparison with those of the competition
It's not surprising that someone simulates buying a product just to know how much they'll have to pay in contrast to what other stores with the same features offer, so don't forget to create strategies that help your business stand out.
Solve it with these tips
- Although there has already been talk of adding attractive discounts, add some extra promotion for being the first purchase, that way, you will motivate users to consume with you.
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User experience within the website
If the navigation in your store isn't clear, people will end up getting frustrated. Some of the most common problems people encounter are the slow loading of pages and images, the saturation of pop-ups announcing news or offers, and the lack of buttons that help customers find what they need.
The chances of them giving up on a purchase also increase in the face of technical failures, for example, after entering your payment details, the website has not registered them and marks an error.
Keys to solving it
- Optimize your website so that it works properly both on desktop and mobile devices, especially on the latter because of the percentage we have already shown you of consumers who are inclined to buy on these devices.
- Put yourself in the shoes of the buyer and try the shopping experience in your own e-commerce, so it will be easier to identify what is urgent to improve or implement.
You Don't Inspire Them Enough Confidence
Data theft is a latent problem today, no one wants their banking information to end up in the wrong hands, so customers make sure to verify that the e-commerce in which they plan to buy something is reliable.
What they usually review are the purchase policies, the payment methods they handle and the reviews that other users have left on various products, which, in fact, are decisive for someone to conclude that a business is trustworthy.
Tips to help you improve
- Add payment methods that provide security for your customers and that don't commit them to entering their details on your website. PayPal is a good option, as are interbank transfers.
- Highlight your consumers' comments, make them visible to support your brand's prestige.
Final Words
No more abandoned carts! Empathy with the user is vital, but once we understand the background of the situation, we can get to work and improve everything that needs a push. The reward: wholesales.
Finally, how about taking a look at our blog about Customer Service Indicators? It will be very useful for you to complement the information we have just provided you.
