Do you own a business where many of your products are sold online? If so, the goal is to get customers to add products to their shopping carts. However, just because a product is in a cart doesn't mean it will result in a sale. In fact, many people abandon their online carts frequently. That can be frustrating as a business owner because that means you lost out on a sale that was close to the finish line. You're not alone. In most industries, the average rate of cart abandonment is 88%, according to our internal resources. It helps to know exactly why customers are abandoning their carts. Below are three of the biggest reasons.
Unexpected Costs
One of the biggest reasons people abandon carts is because of fees that are added on at the final checkout stage. The most common fee is shipping. Granted, you'd think most people would expect a shipping charge but that isn't always the case. If they're surprised by a high shipping charge, they may abandon the cart and look for other options. One way to avoid this risk is to build the shipping costs into the product price. That way, there are no surprise costs at checkout.
Account Creation
Another major reason people abandoned carts is when they have to create an account to finish the purchase. People can be impatient, especially when they are online. They may view the step of account creation as unnecessary and time-consuming, even if it's a simple task. One way to minimize this abandonment risk is to give them the option to checkout as a guest. Don't force account creation. Instead, give them a discount or other incentive if they create an account, but make the step optional. If you're unsure how to design your website this way, consider working with a marketing agency who have the skills and knowledge to help.
Research Collection
A basic fact of e-commerce is that some people put things in carts with no intention of ever finishing the purchase. Very often, it's because they want to research the products and shipping costs and save them in a cart to compare to other websites. If you want to track this data closely, you'll want to hire a marketing agency that specializes in SEO performance and traffic. They'll also be able to help you solve the problems you're having and come up with the best strategy to make your business succeed.
Ready to increase your cart conversions? Contact our team at WiredViews today. We are a full-service digital marketing agency that can bring you great results.
