Why Do People Abandon Shopping Carts?

You could argue every page on a website is an important pages within an eCommerce journey, but the basket/basket page is arguably the most important.

It is at this point, the user needs to make a choice to what product they are thinking of buying and decide whether they are happy enough to commit to purchase or continue researching. On average, 70% of users who visit the basket page will abandon, but there are several tactics to reduce this rate and push more users into the checkout flow.

This article explores the reasons why customers will abandon the products they have viewed and added into their shopping basket, either wishing to return and buy in the future or move onto another website because of dissatisfaction.

The exit rate of a basket has become the metric most important to many eCommerce teams, especially with many checkout flows now being on 1 single page, meaning the retailer needs to be strategic with how they display product and layout of the page.

Buried costs...

The key reason why many users exit is due to unexpected delivery costs, which are not considered throughout the journey until they are faced with them at the basket. In some countries, potential customers are also then hit with hidden costs such as taxes or required complementary items which have a similar effect.

These costs cause an immediate annoyance and irritation to the user, pushing them into needing to compare this particular cost. In some cases, it can even make consumers to feel remorse for purchasing altogether. The best solution is to break down all the costs from the outset.

Transparency is valued highly by digital shoppers, and fully disclosing all costs is the best strategy for not giving visitors this as a reason to exit.

Password requirement...

Your customers expect convenience and ease of ordering. Customers want to do things quickly and not feel like there are too many barriers for them to purchase.

Spending more time and effort than expected is a significant source of friction. 22% of basket abandoners do not complete their purchase when they are required to create a new user account, suggesting they are keen to not create an account or become loyal to the brand until they have delivered and delighted the customer.

Offering guest checkout is the best way of allowing a customer to purchase without a password field. Find out how to [create a guest checkout with minimal exit rate here].

Too easy to leave...

Some basket abandonment is impossible to eliminate, it is not possible to achieve 0% exit rate on an standard B2C retail eCommerce website.

Web behavior evolves as does UX and website capabilities. One online shopping habit is to use the internet to browse multiple products across shops, often known as the ‘research phase’ of the customer journey, where their search includes looking into the price, quality, shipping, and any special offers.

Often, customers will add items to a basket in order to easily reference items or compare them quicker in the future. It is not uncommon for customers to exit a store with the full intent of coming back another time. In fact, many will return several times before making a purchase, especially if the product price is higher than the threshold a customer normally pays.

While there isn't any solution per se to reducing this type of basket abandonment - as a retailer, you can do better.

If you know shoppers are evaluating certain products on price, and you wish to remain competitive, you can implement a price match guarantee pop-up to ensure customers ultimately purchase from you.

This line of reasoning extends to other types of guarantees, such as durability, quality, or money-back offers if the customer is not fully satisfied within a certain time range.

The truth is, the majority of your visitors will not complete their purchase immediately. Retail trends show a clear shift toward the "omnichannel shopper". Customers are researching first, and completing their purchase often on a different device or channel entirely. In our last major study, we found the most effective way to curtail basket abandonment is to move up funnel with customer service oriented emails such as "email my basket" or "visit summary" offers.

How to stop your visitor exiting...

1. Create valuable exit intent offers

Discount codes are by far the easiest way to keep a visitor on your website. However, you wouldn’t want to hand these out freely to every visitor. You may want to be specific with your customer segmentation and leverage a variety of sources to define your segments, before creating a layered discount campaign. Many Remarkable.net clients use offline customer/purchase data, real-time in-session data, and historical browsing/purchase behaviour in order to only target high value, high loyalty segments with discounts.

2. Promote minimum order values

Sometimes, shoppers need a nudge in the right direction. To convince them to add more items to their basket, you may feature ads throughout your site that encourage shoppers to increase their order totals in exchange for additional discounts, extra products or free shipping. Very often, customers are determined to earn free shipping, therefore buying more items than usual and spending more than twice what originally budgeted. So, to boost your store’s average order value, offer customers coupons, gifts or free delivery on orders over a certain £ threshold.

3. Keep the basket visible

24% of people who abandon their shopping basket are doing so with the intention of returning to visit their basket straight away. Therefore keeping the basket icon/menu link as clear as possible ensures that the visitor cannot forget about returning and when does so, can continue shopping straight away.

4. Enable Guest Checkout

It’s not a smart idea to require customers to create an account prior to checkout. Not only does this slow down the process, but most customers will actually bounce. Inputting information, confirming an email address, and then returning to the shopping basket is a lot to ask of a customer who likely has other online options to choose from.

Tear down the sign-in barrier by enabling a guest checkout. You can always ask them to sign up for an account on the thank-you page after they’ve already made their purchase.

5. Save the basket

84% of online shoppers are comparison shoppers. That’s the convenience of the internet. They open a bunch of windows, find similar products, compare prices and terms, and then make a final selection.

This back and forth often means they’ll close out windows, log back on, and move around. A particularly discerning shopper may even do this for days before making a final decision.

This means it is crucial that shopping baskets are saved so that you can retarget users who’ve previously added something to the basket but haven’t checked out yet.

6. Show Security Badges

Today’s customers are savvy and understand that criminals have moved online. When they shop from an eCommerce shop–particularly one they’ve never dealt with before–they want to know that they can trust the business with their credit card information.

Including security badges and guarantees is proven to help instil confidence, and reduce basket abandonment.

7. Offer a Variety of Payment Options

A study by comScore indicates that 56% of online shoppers want to see a variety of payment options at checkout. The particular payment options your customers prefer will vary, so it’s important to know your buyer persona. In general, offering as many card/payment types as possible will ensure all customers can complete their purchase but don’t double up on the same type as this will confuse the customer.

8. Use Scarcity

Sometimes shoppers just need a little extra motivation in order to complete their purchase. Scarcity creates the urgency that they need to buy now.

One strategy is to display how many units of the product remain. For example, telling the customer that there are only three remaining dresses in the size and style they want can drive them to purchase based on the fear of missing out.

Another way to use scarcity is by adding a countdown clock. This works when you’re running flash sales and special deals. When customers see that they only have a few hours to get the deal, they’re less likely to waste time shopping around.

By implementing some of the suggest strategies in this article we would hope your basket abandonment rates will decrease but if you are looking for more information or advice on how to reduce your exit rate even more, please feel free to call the Vybe team on 01623 885 980.

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