Yes, we know! Abandoned carts are the nightmare of any online store and you will surely want to learn all the possible tactics to avoid them. But, hey! before taking that step you need to understand why your customers abandon your ecommerce cart and do not complete a purchase.
knowing you will understand why there are certain purchases that do not materialize and, by analyzing each particular case, you will be able to take action to avoid frustrated purchases and ensure that future carts are (hopefully always!) full. 🙂
These are the 6 reasons why your customers leave the cart abandoned
1- High shipping costs
ANDThis is one of the most common reasons for abandoned carts: the customer is about to buy but when completing the information for the delivery of their products, they realize that the shipping costs are higher than expected.
What happens at that moment? Generally you are not willing to pay high values ​​for the delivery of your purchase or you prefer to have been informed beforehand about shipping costs and not get that (unpleasant) surprise at the end of the purchase process. Then without a second thought, she abandons the cart.
How to avoid it? You can include a shipping cost calculator to give your customer visibility on how much it will really cost to ship their product. If you have a Tiendanube, you already have .
2- The visitor is not ready to buy
It may happen that, from the beginning, there was no purchase intention on the part of a new visitor to your online store, but simply the intention of “entering to gossip”.
It is important learn to respect the behavior of these visitors as they could become future buyers. you will be able to understand much more the behavior of new users and potential customers.
3- Lack of information
So that your customer is satisfied and safe with the product he is about to buy you have to detail the information of the products of your store in the most complete way possible.
If the customer needs to know what measurements the size “M” of the garment he wants to buy has and your store does not have a size chart or the specifications of that size in which he is interested, it is very likely that he will desist from his intention. to buy because you will be insecure.
So that this does not happen, make sure to include a table of sizes and measurements. Just like the store does!
4- An unintuitive purchase process with many steps
The purchase steps have to be clear and fast: The fewer fields on the information form the customer has to fill out, the better. Why? Because the usability of an online store is key to increasing the conversion rate.
When a user begins a purchase process, they must be able to recognize that they have performed a certain action and are offered the possibility of moving forward in the process.
One of the principles of usability is “recognition before memory”: place the cart icon in the upper right and make the steps that the user is doing visible on the web. For example, if the user adds a product to the cart, he expects to receive a signal that the product was added correctly and so on with each successive step he takes in the store.
5- Very long delivery times
Any fan of online shopping understands that when someone buys a product, he wants to have it in his house as soon as possible. So if the shipping times are very long, it is (very) possible that the user will abandon the cart.
As the potential client selects the form of shipment in the process of checkout, if shipping time information is not clear beforehand, it can lead to confusion (much like the point of shipping costs!).
In this case it is also useful to give visibility to the shipping cost calculator resource since it can also be used to measure delivery times.
6- Slow charge
If your website does not load fast, that is, in a few seconds at most, there are many chances that the user will regret their purchase decision and leave the store.
Loading time is one of the crucial points to consider when optimizing a website for search engines (SEO). If your page has a worse loading time than your competitor’s, that will work against you when a potential client does a search related to your business.
To avoid this, make sure and optimize it as best as possible.
The same goes if your site is not optimized for : It is key that you take care of and give a 100% optimal user experience.
Win the battle against abandoned carts!
Now that you have learned the main reasons why your visitors do not complete their purchase processes, you can take action and .
Applying this new knowledge, you will sell more online!
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