Editor’s note: This is a guest post by Jodie Pride who is a Content Creator at Veeqo
Let’s be honest – we’ve all abandoned an online shopping cart at some point, probably when we’ve spent 25 minutes entering countless mundane details about our life and thought: “this is far too much effort, I really don’t want a cat fridge magnet that much after all”.
Shopping cart abandonment is a common occurrence in the e-commerce world – so much so that in 2013 as many as 74% of e-commerce shopping carts were abandoned. It happens when a customer has filled their shopping basket, but left the website before checking out.
But why? Some of the most common reasons for shopping cart abandonment are:
“Are we there yet?”
People are impatient. People are busy. They aren’t likely to spend more than a few minutes filling out forms with personal details, or waiting for pages to load. If your checkout process is lengthy and cumbersome, you risk the chance of losing customers.
Confusing your customers is going to frustrate them, and frustrated customers are unlikely to commit to a purchase. If your checkout process is unclear, people aren’t going to go out of their way to work it out, they’ll most likely buy from somewhere less confusing.
If your site looks a bit dated or you ask for too much information, your customers are going to be cautious and wary of you. You could risk losing their trust if you arouse this kind of suspicion – people don’t like giving their personal details out, especially to places that don’t seem legitimate.
“Just looking, thanks”
Online shopping can work the same way as shopping in the “real world” – people can still browse, window shop and put things in their basket that they’re still unsure about buying. Sometimes they might see a better offer or an alternative product and ditch your website for greener pastures.
So what can you do to reduce shopping cart abandonment? Here are a couple of things you can do to improve the checkout process.