E-commerce owners and managers need to constantly analyze various data to improve their results, and one of the biggest problems commonly identified is cart abandonment. When the rate is too high, it is impossible not to get frustrated. After all, what is the main reason for the consumer to give up mid-way through the purchase?
Actually, there is no main factor, it can be a simple detail that makes all the difference or a combination of them. That's why we decided to gather in this article the main causes of cart abandonment in e-commerce and how you can get around them. Read on and check it out!
1. Long registration
Asking for too much personal data is a bad idea if you want the consumer to move on and not abandon the cart. Having detailed user information may be good for sending personalized offers, but there's no point in beating around the bush if your conversion rate is low.
So only ask for what is really necessary in the first moment. You will not make a good impression on users by asking a huge amount of questions, quite the opposite.
2. Expensive freight
Another factor that scares many consumers during the buying process is the amount of freight. One of the biggest attractions of e-commerce is precisely the price of the products. So if before finalizing the order, the user realizes that the price is much higher than expected, he will not think twice before closing the window and look for alternatives.
Thus, it is essential to choose well a partner carrier and check if it is not feasible to use the Post Office to lower the freight price. Also consider the option of offering free shipping for purchases over a certain amount. This can encourage consumers to buy more than one product.
3. Website with Bad Usability
You have probably already entered a site to perform an action, but found everything too confusing and ended up closing the page. This may be happening to your potential customers and you didn't even realize it.
The user experience at the time of purchase is crucial for them to leave satisfied and become a loyal customer. For this, a good idea is to use a heat map tool and check the areas of the site that receive more attention. This way you can position key elements such as the checkout button in the appropriate place.
4. Fewer Service Channels
It is not only physical stores that have to worry about service quality. Consumers want to have their questions answered on the spot, without having to wait for an answer by email or phone call.
One tip is to implement an online chat on your site. This way, the user can be attended to on the same page where the purchase is being made. If your e-commerce has a large flow and/or you want to save on customer service, it is worth investing in a chatbot.
5. Lack of a Marketing Strategy
The e-commerce platform is not always to blame for the cart abandonment. Sometimes the user is not yet ready to finalize the purchase and needs to go through some stages is what we call the "consumer journey".
Thus, it is important that you develop some actions to encourage users to become customers, such as displaying testimonials from satisfied buyers and doing remarketing. This last strategy consists in showing ads for your product to consumers who have not completed the purchase. This way, you will not be forgotten when the right time comes.
To find out what is the main reason for the high cart abandonment rate in your e-commerce, it is essential to constantly monitor the users' actions. Therefore, use as many tools as necessary for this analysis. The solution may be simpler than you think.
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