Shopping cart abandonment is a major problem for online retailers. It’s predicted that a staggering $4 trillion worth of merchandise will be abandoned in 2017 – much of this during the checkout process. So, what can be done to minimise cart abandonment for your online store?
Let’s start by looking at some of the ways you might be losing customers at the checkout page. Here are five common reasons for cart abandonment during the checkout process.
Many shoppers don’t like to be forced into creating an account or registering with a website before making a purchase. There are many reasons for this, including privacy concerns and the desire for a speedy checkout. Buying online should be quick, easy and hassle-free. Don’t put unnecessary barriers in the way of your customers.
2) Mobile design
Is your website designed with mobile shoppers in mind? If your website isn’t mobile-friendly and optimised for a seamless mobile shopping experience from landing page to checkout, mobile shoppers are likely to become frustrated and move to a competitor’s site to make their purchases.
We’ve all been there – hours spent carefully selecting items from a website and adding them to our cart, only to find out on the very final page of the checkout that our chosen payment method isn’t available. This situation is beyond frustrating for both shoppers and ecommerce owners alike.
The payment process should be made as simple as possible and you should always make it very clear across your website which payment methods you do and do not accept.
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With cybercrime on the rise, online shoppers are increasingly wary of website that do not display the SSL security lock in the left-hand corner of their browser. For shoppers, being able to recognise a secure web connection is incredibly important.
If your website isn’t secure, especially during checkout, your site may be perceived as less trustworthy and you may lose customers as a direct result.
An efficient checkout process is simple, easy to understand and easy to navigate. If you are asking shoppers to click through multiple pages, enter line after line of personal information or forcing them to search hard for the ‘pay now’ or ‘enter discount code’ buttons, your checkout process isn’t simple enough.
The aim of your checkout process should be to get the shopper from cart to purchase in as few steps as possible. Navigating through each stage of the checkout process should be intuitive and NOT feel like a puzzle waiting to be solved.
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