Finance & Economics

How to cope with shopping cart abandonment

This article will list the main why’s and how’s in dealing with unfinished purchases

How to cope with shopping cart abandonment. Source:

There’s nothing more frustrating for a seller than a non-finalised deal left at the checkout stage. It is similar to that painful moment in team sports when the whole grandstand full of fans is gasping in disappointment as a brilliant attack by their team results in no score.

In fact, if the amount in abandoned shopping carts was added together, the sum of potential profit that was lost could be astonishing. Globally, this problem leads to billions in missed revenues. In order to fight this cunning problem, you must understand its core reasons. Then you’re ready to choose the best solution applicable.

This article will list the main why’s and how’s in dealing with unfinished purchases.

Shopping cart abandonment: why’s and how’s

Some of you may wonder what is such a big deal an abandoned shopping cart. After all, many people are not actually going to buy everything they have added. They use it as a tool to sum up their expenses while comparing prices in different e-stores.
That’s right. Just as there are window shoppers in every physical store, there are people online who just check the items for the future. They may not be going to buy them now, but are just noting some interesting deals or products.

It is part of human nature, so you can’t do much about it. However, if you want to distinguish such cases from the really problematic unfinished deals, make some changes on your website.

For instance, you can add the option of a wish list. Customers may then “like” the items instead of adding them to a cart. They will easily find them later and you will not be frustrated by an abandoned cart. Moreover, sellers can use these wish lists to send personalized special offers or discounts to interested clients.

Another case is when people are actually ready to make a purchase and it has failed due to controllable reasons. It’s a shameful situation that needs immediate actions. One of the most frequent reasons for that are hidden costs.

The price of the item may be tempting, but when a client proceeds to the checkout, the cost doubles. The buyer did not expect that and gets truly annoyed.

The costs may be associated with shipping (especially for the heavy objects and long distance deliveries). It is important to include a warning or a shipping calculator at some stage preceding the checkout. The best moment to show the total cost is while choosing the characteristics and quantity of the desired item.

Of course, that is not always possible. People may order many items which will change the shipping weight and costs. At least, make a pop-up or flashing note about the fact that the shipping cost is not fixed.

If there are any tax payments which may occur during delivery, or any additional price markups, state it right away. For instance, some web-stores deal mostly with wholesalers. They show you the discounted prices at their item catalog. However, the actual price for single units appears only after clicking and choosing the quantity. That’s a typical mistake and a bummer for buyers.

The bottom line is – whenever you apply any extra charges, make them prominent. Do not leave the unpleasant bonuses for the checkout. Be honest with clients and they will respect your business. Price transparency is the key to successful deals.

The complicated ordering process is one more important issue leading to the abandonment of a purchase. Luckily, it is also manageable.

Time is the most important asset of modern people. Do not waste your customer’s time on complicated registration of a new user, completing information for loyalty cards at the checkout, etc.

Make ordering as simple and quick as possible. Leave only essential fields such as name, shipping address and contact phone number.

If the customers become regular, you can always send them additional links for optional registration, adding some information to their personal profile, surveys about customer service and so on.

Do not demand to create a login ID unless it’s really necessary. Buyers will tolerate these registration steps only when they bring some additional benefits such as member discounts, special offers, loyalty programs, etc.

If a user creation is required only for the simplification of the ordering process, it is better to provide some auto-filling options in the shipping-related fields.

The next hindering factor is payment problems. Some people don’t trust the provided payment solution. Make sure you use the safest version available. Pay attention to the security certificates, data encryption, etc.

Another vital point for your trustworthiness as a payment receiver is, of course, reputation. Show recent feedback, promote your brand responsibly, and allow buyers to contact you for support 24/7. Send written confirmation of an order and payment receipts via email or messenger.

Remember that many people are simply incredulous about digital payments. Consider the possibility of payment upon receiving products if possible. People are sometimes more willing to pay more to the delivery service for sending their money back to the seller than become a victim of online fraud. It may be especially helpful to unknown startups without a loyal client base.

In addition, provide numerous payment solutions. Be flexible. Mobile wallets, credit cards, or cash – clients have different preferences.

Delivery details may become a cornerstone for the client’s refusal to order as well. It can be too expensive, too slow, unavailable at their destination, or carried out by an unreliable delivery service.

Therefore, choose your logistics partners wisely, set fair pricing, include a few delivery options if possible. Being able to expedite goods promptly is also to your advantage. You know many people are always buying presents at the last moment, right?

Finally, there may be technical glitches and issues preventing customers from finalizing their purchases. Have a strong IT team working upon the website maintenance. Be ready to react promptly.

Develop a pop-up message for any checkout errors. Include helpline contacts or offer a callback. Send memos of the abandoned shopping carts to clients’ emails. Do not leave your customers dealing with technical issues on their own.

SEE ALSO: How to choose the best payment solution for your online store

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