Reasons why buyers give up their online shopping carts [+ Solutions] : E-COMMERCE MARKETING

It's time to figure out the reasons why shoppers give up their online shopping cart and how to fix it! Considering that hiring online sellers costs hundreds of billions a year, you do not have time to wait!

If you're in the e-commerce game, you'll have to tackle the task of shopping cart no matter how successful you are. In fact, as much as an average of 75% Online shoppers will cancel their purchases before checking out, with some case studies only reporting this 2.86% Number of online store visits is converted into purchases.

There are a variety of reasons why potential buyers choose not to make a purchase and whether they are making a purchase has opened an online clothing store If you run a health food store or have a health food store, you've probably made more purchases than you'd like.

In this guide, we'll walk you through all the reasons why customers give up online shopping carts and offer a variety of tangible solutions to increase their sales statistics while lowering the rate of shopping carts.

So grab a coffee, get comfortable, and get ready for the ultimate ecommerce tools to help you restore traffic and increase revenue.

Cart Crash Reason # 1: Unexpected CostIn case you do not want to get any further

56%From buyers leave carts for hidden costs.

The main reason that shoppers cancel their purchases is unexpected costs during the ordering process. Previous case studies have shown that up to 56% by Forsaken due to unforeseen costs; Fixing this can reduce the abandonment rate of your shopping cart by half. In other case studies, it is closer to 60%.

Unexpected costs include unexpectedly high shipping costs, unexpected processing fees or taxes, and automatic cross-selling. Let's look at each one.

1. Hidden shipping costs

Hidden, additional shipping costs are the main reason why online shoppers do not complete their transaction. Not only does this result in the cancellation of a potential sale, it can also frustrate potential buyers – which can tarnish your brand in the long term.

The thing is, with so many stores that include automatic shipping fees based on location and appear only during the ordering process, this happens far more often than you might think. Why? Because cash machines typically need to complete half of the checkout process, including entering your address before the costs are displayed.

Here are five possible solutions that you can test to reduce wagon failures due to hidden costs.

Fix 1: Be transparent with shipping estimates

If you offer live shipping, you should consider including the cost estimate for shipping in your product pages. This reduces the "shock" factor that allows potential customers to see the cost in the final stages of their purchase, and allows them to be fully transparent. If you have one Save ShopifyThere are apps that can help you, eg Estimated Shipping Costs,

Store with estimated shipping costs to product pages

Fix 2: Do you have a delivery calculator

Alternatively, you can add a shipping calculator tool to your store that will allow prospective customers to estimate estimated shipping costs by entering their zip code. These can be found on the product pages and in the shipping guidelines. Here is an example of Nordstrom,

nordstroom cash register

Fix 3: Show shipping costs in shopping cart

Instead of having estimates on the product pages, you can specify the exact shipping costs on your checkout pages Look human does with their fixed shipping costs.

Show shipping costs at checkout

If you use geotagging, you automatically use this demolition fix to add the shipping costs to the shopping carts. If you're at Shopify, you can easily do it with apps like Shipping cost calculator +,

Shipping costs at checkout

Fix 4: Implement free shipping promotions

The next solution to tackle the hidden reason for dropping shipping costs is the implementation of mailing campaigns. You can either do this by including shipping in the cost of your products and then viewing the free shipping. Here is an example of icklebubba,

offer free shipping at checkout

Or offer a free shipping promotion based on the amount you spent on your business. The latter is often preferred by online stores with cheaper products as it keeps product prices down while encouraging more purchases on the website.

Mailing campaigns to hide hidden costs

Fix 5: Include prices in shipping policies

The final and most straightforward solution to trying to fix the shopping cart's demolition due to shipping costs is to fully understand your pricing and delivery times in your shipping policies. Here are examples of two of our top retailers, Mrs. Bowtie and Flower Sak,

Shipping costs for fly per location

Shipping costs in the shipping directive

2. Hidden charges

And it's not just about the shipping – other additional costs, which are incurred only towards the end of the purchase, also play a role in the task. Consider a prospective buyer visiting your store and adding a product to their cart. At the checkout are now shipping and sales taxes included, which significantly increases the total cost. This can be even more shocking if your extras are not transparent and an additional product or service add-on such as a shipping insurance (as an example) is automatically added to the cart.

What is the solution to mitigate this demolition reason?

The repair

Of course, when it comes to sales tax, online store owners can not do much to reduce it. But on the one hand, by specifying your shipping costs transparently – as shown above – additional sales tax will not seem so dramatic. You also need to make sure that you include a disclaimer in your product or shopping cart pages, where all prices are quoted without shipping and taxes and will be charged when you pay. Here is an example from the top dealer Beautiful Disaster.

Nice disaster example for a good checkout page

Reason # 2 for the shopping cart task: No express shipping options

Just because you offer a fixed, free, or promotional mailing service to counter hidden cost losses does not mean that you should not offer faster shipping upgrades. A study said as much as 16% of the buyers who gave up their car gave no quicker delivery options than their reason. Another put this percentage even higher 26%,

We can thank Amazon for the faster delivery request and you'll be surprised how many buyers are willing to pay more to get their items faster. How do you combat this reason of the task?

The fulfillment fix

If you do not currently have faster shipping options, you'll need to adjust your fulfillment strategy first. The simplest way for larger businesses to do this is to use third-party fulfillment services that are strategically located near your customers. Suppose you are in the US and would like to offer your European customers a cheap two-day shipping. With a fulfillment service with a warehouse in Europe you can achieve this. Click here for one Complete list of e-commerce fulfillment services to help you get started.

The Store Optimization Fix

The next thing you want to do is update your online store's website to include faster shipping up-sell options. If you use Shopify, this is pretty easy on the Shipping Settings page. Just create a shipping price, name it "Express" or another name, enter the shipping price and you're ready to go. If you have opted for a fulfillment service, you can follow this step-by-step guide from Shopify Add fulfillment service:

Express delivery at checkout

Reason 3 for the demolition of the shopping cart: Your order process is faulty

56%from the buyers leave carts because of the long
and confusing cash registers.

When it comes to reasons why shoppers leave their online shopping trolleys, there's no doubt that your buying process plays a big role. A case study has found that out 26% Do this because the buying process is lengthy and / or confusing, while some bring the number closer to 30%. The good news is that optimizing the cash register can be incredibly fruitful for store owners – an article goes so far as to predict that optimizing the cash register would be as good as recovering 260 billion dollars in the sale. The bad news? It will take time and effort to get it right: streamline your navigation and make sure the shopping experience appeals to your buyers.

What you want to do is to make your checkout process as easy, user-friendly, and transparent as possible while ensuring that you are trustworthy at every step. Many of the fixes in this post are for checkout pages, helping you optimize your pages, even if you're optimizing the shopping cart task.

Here are five tips, strategies and editing options for checkout optimization.

Checkout Optimization Fix 1: Keep your entire checkout process short and easy

The first thing you want to do is to make sure that your checkout process is as short and easy as possible. Why? Because a long, lengthy process could give customers the time to change their minds or get frustrated – both would leave before the checkout is complete. However, it's not just your checkout page that you need to tweak, but the entire checkout experience.

This means that everything in terms of the shopping experience should be clear, simple and thought through, from your product pages to the final "pay" button. In addition, your checkout process should contain as few pages as possible.

Here's an example from one of our top retailers, Wee Squeak.

An example of this is the squeaky box

The shopping cart takes you to the address input page and then to the shipping method.

Example of a squeaky box

As you can see below, the page is simple and easy to scroll through. Plus the loading time is super fast.

A good example of this is the squeaky checkout page

Finally, you have a payment page with payment options and a simple CTA Pay Now button.

Example of a squeaky e-commerce checkout page

Along with a simple checkout process, they also ensure that the look and feel of their brand is preserved at every step. These include credit card logos and a variety of payment options.

Checkout Optimization Fix 2: No more distractions

Another thing you want to make sure is that your cash register is optimized for less distractions. This means that no overbearing headlines are displayed, but only the important links such as policies and return buttons contain and the payment security is highlighted in a simple and visually appealing way. The above is a prime example of this. Another example is this one-sided checkout by Nordstrom.

nordstroom checkout one page example

Checkout Optimization Fix 3: Make sure your Store-UX contains data validation

If your business does not perform a data review, you are in default. With solutions like PCA Predict, you can see IP addresses for live shipping rates and currency changes. In addition, you might want to consider additional services, such as: LoqateThis includes checking the shipping and email address during the ordering process and automatically correcting buyer order information to avoid costly mistakes. If you have Shopify Plus, this is included in your platform. For those of you who are Standard or Advanced, you can try an app like this one Adressvalidator,

Validation tool for the online shop

Check-out Optimization Fix 4: Trustworthiness

The next thing you want to do to make sure your potential buyers do not leave their carts because of your order process is to make sure they are trustworthy.

The trick is to prove trustworthiness, but in a clean, UX-friendly way that will make your brand look classy. In other words, you do not want to cover your checkout pages in bold red text labeled "Pick me." As in the above examples, you want to prove trustworthiness with your tasteful security buttons while making sure your pages are well designed. give the impression of quality and thus further strengthen confidence.

This also means that you want to include important links such as return and shipping policies to give the impression of transparency.

Checkout Optimization Fix 5: Test each additional item before adding it

Finally, a short word to test. Everything you add to the checkout prolongs the process. Therefore, you want to test each new item separately before you change or update your checkout. This means testing usability and tracking how long it takes to complete different parts of your checkout process.

Cart Abort Reason # 4: Security Concerns regarding Payments

Another key reason buyers are abandoning their online shopping trolleys is concerns about payment security. As much as fifteen% Abandoned shopping trolleys cite concerns about payment security as a reason for not completing a purchase. Plus around a third of online shoppers Feel free to shop on ecommerce sites for fear of credit card fraud and data theft. How can you address these security concerns with payments to reduce the number of cars and increase sales? Here are 2 ways to improve your payment security impressions in your online store.

Payment Security Fix 1: Secure your payments

Before you optimize the verification for trustworthiness of the payment, you need the technical security to secure it. You want to:

  1. Make sure you are PCI DSS (Payment Card Industry Data Security Standards).
  2. Consider fraud prevention tools to prevent fraudulent activity. If you use Shopify, this is the built-in feature fraud analysis you will have covered.
  3. Reduce the risk of data breaches tokenizationThis will send secure storage data to a central server and replace it with a token on your site for future transactions. This is set and set by your payment gateway.
  4. Make sure your website is protected with one SSL protocolto ensure that all information your customers enter is encrypted and protected.
  5. Conser 3D Securewhich provides an additional level of security for payments.

You want to make sure that you review these security measures before selecting your platform and gateway. Why? Because if you use a good e-commerce platform and have selected a top payment gateway, the above points should be covered.

Payment Security Fix 2: Use Visuals to Improve Credibility

There are several ways to visually reassure customers. The first option is to make sure the lock icon is displayed in the address bar of the browser. This happens when you have activated your SSL certificates. Another must is to make sure that your credentials are displayed on all checkout pages. Also, do not forget your UX rules to build trust. Things like making sure your payment pages look professional and have clear messages are extremely important. Lastly, you want to make sure you have payment options your customers trust – which brings us to the next point!

Reason no. 5 for the demolition of the shopping cart: Missing payment options

Did you already know that? 8th% of abandoned trolleys, the payment options or their absence as the reason for canceling a purchase? You want to make sure that you not only have a good selection of payment options, but that they are preferred. If a potential buyer trusts the payment options available in your store, your online store will instantly enjoy more confidence.

Payment Options Fix

First, you want to make sure you have the industry's most popular payment options until you have time to identify the best payment methods for your audience. These include credit / debit / prepaid card payments, e-wallets (such as Google Pay, Amazon Pay and PayPal) and cryptocurrencies, each with many types / brands.

An important point is that payment options are costly – something new store owners should pay particular attention to. These costs include payment reconciliation, transaction monitoring, customer support for each method, and fees. So start with the most important ones and add them as you grow.

Also, keep an eye out for emerging payment trends. For example, it is estimated that close to 2022 50% The online shop transactions are handled via e-wallets. If you do not plan to add e-wallet payment options or keep up with e-wallet trends in your business, you may see significantly higher numbers of cancellations.

Reason # 6 for the shopping cart task: Customers must create user accounts

37%from the buyers leave carts because of forced account creation.

Another important reason your customers do not click on the Pay button is that they first need to create an account. In numbers, um 34-37% of wagon hijackers state that forced accounts are the reason why they do not check out. This may be because they do not want to provide data to a brand they do not know, or because it slows down the buying process and is therefore not convenient. Buyers do not go to an online store to create an account. They are for shopping. If you have business accounts, you can try three solutions here to reduce the absence of shopping carts for this reason.

User account Fix 1: Keep it simple and choose your timing

The first thing you want to do is to make account creation so easy and integrated into your checkout process that customers are not deterred. You can add it to your order confirmation or thank you page:

Example of creating a page account

Alternatively, you can edit the contact details as in the following example:


Giving buyers the opportunity to sign up or determine their moment after completing their purchase will put you through much less resistance. This of course means a lower probability of a purchase cancellation.

User account Fix 2: Offer Guest Checkout

The second thing you should do is make sure non-members can shop. The easiest way to do that is to offer an option where shoppers do not need to create an account to shop in your store. This takes the form of a guest checkout option. Here's an example from Urban Outfitters:

Urban Outfitters checkout example

User account Fix 3: Give incentives

The two examples that we have just shown have another important commonality. They offer an advantage or an incentive for opening an account. Advantages such as even faster shopping or exclusive discounts are easy to add and can greatly enhance the overall process.

Reason No. 7 for the demolition of the shopping cart: Your customer service is missing

The next reason your customers may jump ship before they make a transaction in your business is your customer support or a lack of it. Customers look for quick answers to their questions before making a purchase decision. If they do not receive these, they may not be able to trust the sale.

Customer Service demolition correction

You want to make sure that not only do you have all the information on your website that a customer may need for highly visible, comprehensive returns, shipping, privacy policies, and frequently asked questions, but also provide potential customers with the ability to connect with you put. This means that e-mail, chat and / or phone details are easy to find. eCommerce customer service is a constant struggle for shopkeepers, especially as sales and traffic increase. Set up your systems from day one so they can grow with you.

Reason no. 8 for the demolition of the shopping cart: You have technical problems

The next thing you need to consider is the condition of your website: is your shopping experience involved? Crash your website pages? Or are your pages and especially your checkout page slow to load? All these things not only leave a bad impression, they also slow down the transition from site visitor to paying customer and can cause many potential buyers to jump ship.

Solved technical problems with e-commerce

The customer experience should be at the top of your agenda! This means you need to optimize your homepage, optimize your checkout process, and monitor your loading times. The easiest way to see how your business differs from other 7-8 digit stores in your niche in this regard is through free apps like Benchmark Hero. Benchmark Hero performs a full site audit and gives you a rating and solutions for your shopping experience, technical performance, trustworthiness, and marketing to help you with overall improvement.

Cart Abandonment Reason # 9: Your return policy stinks

If a customer does not find your return policy or if so, this is not satisfactory. There is a big chance that he will give up his purchase. Especially if you have seen or heard something about your brand for the first time. Here are some return conditions to consider Dotcom Distribution and Narvar:

  1. 96% of shoppers will re-shop in a shop if they experience or are aware of a facile return experience with the brand, and 90% appreciate the free return
  2. A whopping 69% of buyers are afraid to pay for the return

This means that if your return is not free and too strict, you will swim upstream.

Return Policy Abandonment Fix

The first thing you should consider is the main reason why customers want to return products, which in most cases has to do with size issues. Here are all the reasons why customers return items to Shopify:

  • 30% – size too small
  • 22% – too big
  • 12% – change of heart
  • 8% style
  • 5% – not as described
  • 5% – defective
  • 18% – not specified

Once you know this, you can reduce the need for returns by ensuring that you not only display the front and center size charts, but also indicate how you will deal with each of these key reasons in your return policy. Here are some instructions for creating informative policy pages and processing refunds:

  1. Create the perfect eCommerce FAQ page
  2. Must-have terms template for e-commerce
  3. The right way to deal with refunds

Cart Abort Reason # 10: Your upselling strategies are too aggressive

Aggressive upselling can put your conversions to a halt. This can be surprising when we consider that upselling is an important part of ecommerce marketing. However, doing so during the ordering process can do more harm to your sales than help. An upsell popup before calling the checkout page can slow down the checkout process and annoy your customers. Aggressively adding up-sell items to the shopping cart when checking out a shopper may seem like you're trying to milk them for whatever they're worth. So, what's the problem?

Aggressive Upselling Abandonment Fix

Firstly, if you make an upsell with a pop-up before the checkout or put something into the cart during the checkout, you want to be very strategic. Make sure the product is highly relevant to the buyer. If you also want to add something to the shopping cart automatically, keep this value. B. an additional transport insurance. Alternatively, you can test these strategies:

  1. A one-click upsell pop-up that appears after a sale is completed. In other words, an additional item that the buyer can add to the just-completed order by selecting it. Like apps Fat Upsell can help you achieve this as well as other cross and upselling strategies.
  2. Include a product for up- or cross-selling in your "Thank you" transactional email.
  3. Put related products in the shopping cart that customers can choose at will to make the strategy less aggressive.

Would you like to increase the sales value? Here are 5 tips to increase the average order value to help you get started.

Cart Crash Reason # 11: Outperform your competitors

Did you already know that? 18% of potential buyers who leave carts because they just wanted to compare prices? If you add that to that 87% from buyers who all start their product searches online – whether they want to shop online or in the store – and a study that shows just that 17% The online shoppers are surfing with the intention to buy – there is no doubt that pricing is important.

Price aborted

So how do you compete with your biggest competition in terms of pricing? The thing is, it's not just about lowering your prices – there's no doubt that people pay more for products they consider quality and service-oriented. You need to stay competitive, but you also need to make sure you've created a great product and shopping experience on your site to increase the value of your brand. If your top competitors also have world-class websites and their product quality matches yours, it's time to review your margins, marketing, and unique brand positioning. Here are some key eCommerce guides to help you:

  1. 13 tools and hacks to spy on your competitors
  2. 4 ways to beat your competitor's Facebook ads
  3. What to do if your competitors lower their price?s
  4. Everything you need to evaluate a product perfectly

Cart Crash Reason # 12: Lookie-Loos

58% from the buyers leave carts because they are just grazing.

The last of the 12 main reasons buyers leave their carts is that they only look from the beginning. According to a Baymard study, as many as 58% of car wreckers do so because they only browse. In fact about 34% All your ecommerce traffic is just window shopping. This means that you will still have lookie-loos if you implement all of the suggested solutions to cart abandonment in this post. That does not mean that you have lost her as a customer. This is where your other marketing strategies come into play.

Fix 1: Email capture

The first thing you have to do is capture as many email addresses as possible – and we're not just talking about yours Coupon pop-up strategies, During the ordering process you will want to collect the email address as soon as possible, as soon as possible Giddy up glamor did here:

Giddy Up Glamor Boutique Good example of a checkout page

This is especially important for checking out guests or accounts because they have the email address, no matter where they are in the check-out process or how far they are. If you have an email address, you can use email with auto-cancelation with exclusive offers and countdown sales to retrieve them while they are still in use. You can then move them to the cooler mailing lists for later e-mail retargeting. Here are two examples of demolition emails from some of the brand examples in this post:

E-mail example for a demolition basket, small squeak

Crash cart e-mail example military hippie

Fix 2: Convert Remarketing Campaigns

The second and final solution for visitors who just look at it is your digital remarketing campaigns. Dies bedeutet, dass Sie nicht nur eine solide plattformübergreifende Remarketing-Kampagnenstrategie mit Google und Facebook benötigen, sondern auch sicherstellen müssen, dass diese für maximalen Erfolg optimiert ist. In der Tat können rein erstellte und / oder optimierte Anzeigen nicht nur Ihren Umsatz kosten, sondern auch Ihr gesamtes Werbebudget sprengen. Für diejenigen unter Ihnen, die diese Kampagnen zu einem Bruchteil der Kosten auslagern möchten, die eine Agentur dann berechnen würde Verkehrsverstärker ist ein Muss. Für diejenigen unter Ihnen, die Ihre PPC-Kampagnen selbst erstellen, sind hier einige Anleitungen aufgeführt, die Ihnen dabei helfen, Ihre Remarketing-Kampagnen auf die nächste Stufe zu heben:

  1. 11 RLSA-Strategien zur Förderung von Conversions
  2. 7 Facebook Remarketing-Tipps für garantierten Erfolg
  3. Verwenden von YouTube-Anzeigen zum Wiederherstellen verlassener Warenkörbe in 6 Schritten (Pro-Strategie)
  4. So erstellen Sie eine kanalübergreifende Strategie (Facebook und Google), um den Umsatz zu steigern

In einer Nussschale

Wie Sie sehen, gibt es viele Gründe, warum Käufer ihre Karren verlassen, und viele Lösungen, die Sie testen können, um Ihre Preise zu verbessern. Das Fazit lautet: Wenn Ihr Geschäft für das Einkaufserlebnis optimiert ist und Sie die Kundendaten und -erkenntnisse im Auge behalten, sind Sie bereits auf dem Weg, Ihre Statistiken zur Warenkorbabgabe zu verbessern.

Wir empfehlen, jeweils mit einem Fix zu beginnen und dann Ihre Ergebnisse zu testen. Wenn Sie über ein geringeres Budget für Änderungen verfügen, sollten Sie zunächst die Gründe für das Aufgeben des Einkaufswagens für Ihr Geschäft herausfiltern. Hier sind die wichtigsten Gründe für Abbrüche beim Auschecken aus Baymard Institute dich zu inspirieren.

stats Gründe, warum Käufer ihre Online-Warenkörbe aufgeben

Sie haben noch Fragen? Posten Sie sie in den Kommentaren unten!

Nicole Blanckenberg

Nicole ist eine Content-Autorin bei StoreYa mit über 16 Jahren Erfahrung und Gespür für Storytelling. Sie hat eine gesunde Dosis Koffein und Enthusiasmus. Wenn sie nicht gerade nach dem nächsten Content-Trend forscht oder informative Inhalte für kleine Unternehmen erstellt, ist sie eine begeisterte Strandgängerin, Junkie in einem Coffee-Shop und macht es sich gemütlich LinkedIn,



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