Top Causes of Abandoned Carts, and How to Fix ThemNovember 21, 2018
There are several reasons why shoppers choose to abandon carts. But in most cases, the reason boils down to checkout pages with poorly designed user experiences. In a behavioral survey of 1,300 online shoppers conducted by ecommerce technology company, Namogoo, 75% cited the importance of an “easy checkout process” for a desirable shopping experience. According to the survey, the following UX issues had the greatest influence on cart abandonment rates. Are you addressing these on your ecommerce site?
More than half of those surveyed (63% of mobile and 53% of desktop users) said that excessive or repetitive form fields at the checkout stage were the most frustrating part of shopping online. With this in mind, think about ways you can streamline the process of submitting information during checkout. For example: incorporating autofill features into your delivery/billing address forms. Or if your ecommerce site requires account creation to complete a purchase, consider alternatives like Guest Checkout or social media login functionality.
If your checkout process loads too slowly or crashes, that’s definitely going to cost you sales. Make sure to test your site’s checkout thoroughly by accounting for as many user actions as possible, like using the browser’s back button (in the above mentioned survey, 36% of mobile shoppers abandoned their carts when the back button didn’t work as intended, requiring them to re-enter all of their purchase confirmation information). Additionally, look for ways to proactively help users avoid checkout errors. For example, you can automate error messages so they appear dynamically as each form field is filled out, rather than after the user attempts to submit the info.
Distractions and Clutter
Shoppers are more likely to abandon their carts if any of the steps for finalizing the purchase are unclear. The Namogoo survey found that 46% of users consider website navigation to be a deciding factor for whether to purchase from that site. Similarly, 29% of users said that pop-ups and interstitials on the checkout page distracted them from completing their purchases and negatively affected their perception of the website. Keep the checkout flow as clean as possible by saving non-checkout CTAs (e.g. “Sign up for our Newsletter” or “Other products you may like”) for the “Thank You” page, and adding features that help users progress with checkout rather than pause it – for example, adding options to change the quantity, color, size, and other attributes of the items in their order without having to leave checkout.