Why is your Cart Abandonment Rate so High?

 If you run an online shop then you need to make sure that you give some thought to your metrics.  You need to know how many people are coming to your site and you also need to make sure that you fully understand who your target audience are. Another metric you need to understand is your cart abandonment rate. Your cart abandonment rate could indicate whether or not you are having issues with your site, so make sure that you keep this in mind.

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Extras

If you have extras, such as taxes or shipping then this could be why your cart abandonment rate is so high. It makes sense, because if people checkout and then realize that the price is higher than it should be then this can cause them to seek out another supplier. If you want to do something about this then consider implementing free postage options, or detail the shipping cost clearly before people add products to their basket so you can eliminate potential issues like this. Although you cannot control customs and duties, you can let customers know whether or not they should expect them.

Forcing People to Create an Account

Needing to create an account to make a purchase can be a major deterrent for your business. Whether creating an account is a multi-step process or whether it’s overcomplicated, customers probably don’t have time to enter all of their information. One thing you can do is offer multiple checkout options, so people can create an account after they have made their purchase, or so that they can check out as a guest. 

Analyze your Account Process

Use your session recordings so you can identify where your users may be hesitating, or bouncing. Is it that you are asking for too much information? Maybe you have too many steps. Either way, all of these signals can help you to improve your signup flow. If possible, you need to try and use an exit-intent survey so you can find out why people exit the checkout page. You also need to provide a few checkout options so you can better encourage people while finding out why they are leaving. If you can do this then you will be able to find ways to get them to stay.

Lack of Trust

Customers will only hand over their credit card details if you have been able to earn their trust. That raises the question, how do you build trust? Customers are always looking for signals, such as having a consistent brand, an SSL certificate and secure payment methods. If you haven’t already done so then now could be the time for you to sign up with credit card merchant services. 

Of course, if possible, you also need to pinpoint the effective spots for your trust signifiers. This could include your social proof, any returns policies you may have and even your years of experience. If you can do this then you are bound to see an overall improvement so keep that in mind if you can.