There is a reason why people shop online, and that is convenience. However, a study by UK web research company Baymard Institute actually indicates that 67.45% of online shopping carts are abandoned. Simply put, online shoppers are leaving retail sites without purchasing a single thing. On the business end, not getting any sale for your products is not a good sign.
Given that 67.45% is a pretty big number, it makes entrepreneurs wonder what could be wrong with their site or what they have to offer that is causing customers to leave without buying a thing. So here are the ten most common reasons why potential customers abandon their shopping carts:
1. Your customers take issue with the pricing of your items.
One of the top complaints shoppers have cited over the years has been about the price. In fact, from 2011-2013, it’s been cited as the number one customer complaint about online shopping.
Based on data from Nomis Solutions, customers are more sensitive to online prices than the ones in store. Data says that they are 7.4 times more sensitive. This is why when you have items that are perceived by customers as something that is priced too much, you shouldn’t wonder why they left your site with an empty shopping cart.
You also have to keep in mind that customers wouldn’t hesitate to look for another store that sells the same product for a far lesser price, be it in a brick-and-mortar shop or online.
This is why as an online retailer, the prices on your site should be competitive enough with the rest of your market.
2. You don’t show your other products to customers.
One other reason why customers decide to shop online is the availability of a wide range of products. Sure, you’ve got a huge collection of items that range from crafts to tableware, but if they are not directly presented to your customer, then they won’t be aware of it.
Think of it this way: when customers are presented with a lot if items, it keeps them on your site longer. For example, a customer browses for a red cocktail dress. Rather than just present information on the dress and a link to the shopping cart, you can also provide a list of items that shoppers purchased along with the dress. This could be another dress, jewelry, or an accessory. By doing just that, you’ve introduced other items in your store to your customer.
3. You have features on your site that don’t work.
If you provide a link to your About Us page, make sure it takes customers to a page that tells them everything there is to know about you. It wouldn’t make sense for you to lead them to an empty page without any message whatsoever.
The same thing goes for a link that is problematic or non-existent. Instead of making customers wonder why a particular page is missing, display a message telling them of the problem. The same thing goes for times when pages do exist, but there was a problem on the server’s end. You can post something like “There must be something wrong on our end. Please try your request later.” Or something to that effect.
4. Your site search capabilities aren’t any good.
It’s not a secret that Google is the number one choice by people when searching for information. Although it’s hard to build an engine with Google-like capabilities for your online shop, at least make the searching effort a comfortable experience for your customers.
For example, if a customer searches for a“black mug”, make sure the search results actually contain a black mug. However, if you don’t have that item, you also need to put out a message that you don’t sell that item.
Keep in mind that searching for an item is an alternative to browsing your entire catalog. Your customers value time, and they want to find things straight away. So you shouldn’t always expect that they’d be willing to look through 10 pages of shirts just to find a red one. Assume they’ll always hit the search bar and type “red shirt.”
One of the best ways to ensure the right items are returned for every result is to tag your items properly.
5. You continue to display items that are no longer in stock.
If you have run out of a certain item, but expect them to be replenished soon, do mark the item as “Currently not available” or something along those lines. However, if you’ve completely phased the item out, it’s best if you don’t include the item in your product list anymore.
Put it this way: don’t give your customers false hope that they’d be able to provide what they need when in fact you don’t carry it anymore.
6. You don’t provide enough information about your products.
As buyers who can’t touch an object they want to purchase, it’s your duty to provide detailed descriptions of an item to your customers. Give them dimensions of the table you’re selling or what material it’s made of.
Another interesting thing to add is customer review and ratings. If they find that other customers who purchased the product are raving about it, they are more likely to buy one for themselves too.
7. Your site navigation isn’t friendly.
Your site doesn’t have to be a maze. All the information your customers need should be presented right in front of them. Make everything within reach. Should they need to contact you, your telephone number, store address, email address, and other details are within your front page or have a dedicated page of their own.
8. You don’t have a clear visual representation of your products.
Textual description will only do as much as most people are visual in nature. They need to see to believe. For example, they would better appreciate a dress if it were put on a model rather than just be given a picture of it. Other than that, providing shots of the front of the dress, the side, and the back also works.
When it comes to other items, it helps to provide instructional videos on how to use it. For example, you can produce a short video showing the most basic functions of the blender you’re selling. Things like these will be appreciated by your customers and will prompt them to purchase knowing exactly what they can do with your products.
As on online retailer, the last thing you want is to disappoint your customers. Even worse, you don’t want them to leave without purchasing anything. This is why you have to look closely at your site to see what you can improve to make the user experience better so that your customers will leave happy and satisfied.