Why people abandon shopping carts and how to minimize this practice?

Why people abandon shopping carts and how to minimize this practice?

Shopping cart abandonment is undoubtedly one of the most distressing issues when running an online business. According to research, a person who abandons an online shopping cart is not always a discontented customer. Therefore, businesses need to analyze the reasons behind this and implement strategies that can help them minimize this situation. The most common reasons behind online shopping cart abandonment include:

  • Hidden charges that made them abandon the cart
  • The website was too slow
  • The buying process was too complicated or lengthy
  • There was some unknown error
  • The customer was only looking for prices
  • The customer was just adding items to WishList for buying in future
  • The customer found a better price somewhere else

Apart from the possibilities mentioned above, there are several other factors that become the reason for online shopping cart abandonment. Managing this situation with meticulous planning is necessary for growth of the business. Below are a few tips that may help you minimize shopping cart abandonment on your e-commerce website:

Be Clear about the Prices & Shipping Charges

Many online entrepreneurs are of the opinion that adding lower prices on the main page whereas mentioning other charges such as tax or shipping etc. at a later stage is a good idea which helps to grab the attention of potential customers at first glance. There is no doubt that lower prices immediately capture the attention of potential customers however when they come to know about the actual cost, they are left disappointed and discontented. Most of the times this makes them abandon the shopping cart. Being crystal clear regarding the price of products will make the customers trust you and they are more likely to return for purchases in the future.

Offer Instant Customer Support

According to an article published in Forbes, the days of horrible hold music may not be entirely gone, but they are on life-support if you ask customer support experts. When it comes to customer service and support, customers want an instant response. Customers do not appreciate waiting around for help. Providing customer service in real-time is the key to generating more sales. Similarly, in an online environment, real-time customer service and support is of utmost importance. Keeping this in mind, adding live chat support to your e-commerce portal which is available round the clock will greatly help your business. Your customers will appreciate the availability of service and this will enable you to generate more sales.

Simplify the Online Shopping Procedure

In order to make sure that your customers do not abandon carts, you need to simplify your website’s online shopping processes. Making the entire shopping experience convenient for the customers will ensure business growth. The best way to analyze your shopping process is to be your own customer and make a purchase to figure out how it feels to shop from your e-commerce portal. There should be minimum number of steps involved in the purchasing procedure and all the buttons should be bold and visible. You should also give the option to your customers to be able to login using their social media accounts such as Facebook, Google+ etc. to shop online instead of requiring them to register by filling out a lengthy online form.

Look at all aspects of the online shopping experience of your customers in detail and figure out ways to make it more easy for them to shop. This will greatly help you reduce shopping cart abandonment.

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