What is Cart Abandonment?

Cart Abandonment refers to the term used in eCommerce when a customer adds the item into the cart and leaves the page without completing the action. Even if your customer moves the cart item into the checkout page and leaves the website without making the final purchase then it is considered as Shopping cart abandonment. 

Cart abandonment differs depending on the different industries as shown in the above bar chart. If you wish to calculate the shopping cart abandonment rate then you can do it by dividing the total number of completed purchases by the number of carts created subtracting by 1 X 100 to get the cart abandonment rate. 

Why do customers abandon carts?

Whether you are aware or not but today more than 70% of the shoppers abandon the cart after facing various problems during the checkout process. Yes, its true earlier customers used to compromise, but with the increase in the number of eCommerce websites, it has become essential for every website to minimize every small mistake.  

Lack of transparency into checkout process elements like hidden shipping cost, no detail about the return policy, and more are the reason behind shopping cart abandonment. But it’s not limited to that, there are other reasons that give rise to shopping cart abandonment.

So, Before jumping onto how to reduce shopping cart abandonment first we need to identify why customers abandon carts?  Once you are aware of the problem then it will become easy for you to find the proper and effective solution.  

Confusing Checkout process: You the customer are landing on your eCommerce website to get satisfactory and easy navigating to final purchase. Creating a long and baffling eCommerce checkout process frustrates customers and becomes the major reason behind the shopping cart abandonment. A multi-step checkout process can benefit you but it frustrates customers and slows dons their buying process.   

High shipping cost: Shipping costs are not visible at the beginning of the page, customers come across those shipping costs only after entering into the checkout page. If your customer comes across high or unexpected shipping costs that they didn’t anticipate then it will directly affect the final purchase. Offering high shipping costs automatically drives the customer away from the checkout page that becomes the reason for shopping cart abandonment.

Security Issues: There is no doubt that today every user wants their account and payment details to be secured. With the increase in online frauds, users are becoming more cautious about security. If your site visitor fails to find a secured environment or HTTPs secured website then without any hesitation they will abandon the cart. 

Forcing visitors for Account Creation: Visitor’s details help eCommerce websites in different ways like contacting them, retargeting and more. However forcing them to create an account before purchasing any provides leads to cart abandonment issues. A first-time shopper may not show interest in creating an account. If your e-commerce website is making it mandatory for users to create an account then you are already losing lots of customers. 

Read More: Reduce Shopping Cart Abandonment Using Different Techniques

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