Reasons for cart abandonment in online store
Did you ever wonder why the customer places the products in his shopping cart with the desire to purchase them but never actually goes through with the decision? What prevented him from completing the purchase?
Research has found many reasons the customer not continuing the purchase process. That being said, in order for us to fully understand the reasons for leaving the cart, we must take the journey from the beginning of his entry on the website to the stage of abandoning the cart.
Registration stage
Most online stores perform the registration process for the customer at the beginning of entering the site, and a percentage of shoppers exit the site directly. This is especially true if the required data for registration takes a long time to fill in.
On the other hand, some online stores take the customer’s data after adding the products to the cart, which becomes the first reason for leaving the cart.
This is because many online stores require tons of data from the customer until the registration process is completed on the site. Even if the product is desirable, this tedious process makes him leave the cart and look for the same product on another site.
The only solution to this problem is to make the registration process on the website as simple as possible. For example, if the website requests only his phone number or e-mail to make the purchase and follow up on the registration later.
Address verification
After registering successfully and smoothly, the customer comes to the next stage: providing the address. Even though this might look very simple at first sight, sometimes it is one of the biggest reasons why customers leave their carts.
As some stores take the address manually (No. house, street name, postal code), this method can easily annoy the customer and prevent him from continuing the order completion process.
Whereas, if mapping technologies or applications such as Google Maps were put in place, taking the address would be easier and smoother for the customer and help him complete the order successfully.
Choosing the shipping solution
This is the stage that may cause major problems regarding the abandoned cart. And the first issue that customer face in this stage is the high shipping price. As he sees the total cost in the cart different from what it was before choosing the shipping method, he may decide not to continue the purchase altogether.
And the simple solution to this problem is to provide another shipping option at an affordable price.
The other reason many customers may cause abandoned carts is the delivery time. After the customer decides to buy, he expects that the product will reach him quickly. And he is surprised by the long shipping period, which he did not expect, and decides not to continue the completion process.
Is there a solution?
Fortunately, there is a solution to this shipping delay problem. But without the appropriate tool, this solution may be costly and take a lot of time and effort for the merchant.
The goal is to provide multiple shipping options so that the customer has numerous options. The solution should also include varying prices and suitable shipping times for all customers.
For example, some customers may want low-price shipping, and even if the delivery period is long, you need while others may wish to fast delivery, even if the cost is higher.