5 Reasons Buyers Abandon Your Shopping Cart

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Did you know most online retailers suffer from a shopping cart abandonment rate between 50-60%? Is this happening to you? If so, you’re probably wondering why customers are ditching you just when you think you’ve closed the deal. Thankfully, I have some answers. Below, you’ll find 5 of the most common reasons buyers abandon your shopping cart.

1.    Shipping rates are too high—In my most recent post outlining the reasons you should offer free shipping, I mentioned that about 43% of consumers abandon shopping carts because the shipping costs are too high. Simply put, your consumers do figure in shipping and handling costs when they’re comparison shopping, and it’s your job to keep your shipping rates as low as possible (free is even better) so that you can lower your shopping cart abandonment rates.

2.    Takes too long to checkout—Is there anything worse than an online checkout process that takes like 15 minutes to complete? One of the main benefits of shopping online is the convenience; don’t screw this up by creating a long, annoying checkout process that requires buyers to keep clicking forward.

3.    You ask for too much info at checkout—Even though online shopping is still rising in popularity and more people are feeling comfortable with it, customers are still a bit wary when buying online. If they feel like you’re asking for too much information, they’re going to abandon the shopping cart. Make your customers as comfortable as possible by getting only the information you need to complete the checkout and confirmation.

4.    Customers have to register before buying—
A few weeks ago, I was going to purchase a pedal for my guitar online. When I got to checkout, not only was the shipping cost about triple what I felt it should have been, but the retailer also wanted me to setup an account before I could make the purchase. I took one look at the long registration form, clicked “back”, and bought the item from another site. 34% of shopping cart abandoners said they did so because the retailer required registration. Keep it simple.

5.    Buyers just don’t trust you—This ties in with #3: Many customers just don’t trust you. Online shoppers are skeptical by nature, and it’s important that you do everything you can to earn their trust. How can you do this? Check out these tips for convincing the skeptical customer.

What are your shopping cart abandonment rates? How do you plan on lowering them?

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