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webmeridian · 1 year ago

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10 Common Reasons for Your Shopping Cart Abandonment

The article was initially published in WebMeridian blog.

You have meticulously planned each stage of your sales funnel, investing time and resources in driving conversions at every stage. You are carefully guiding your leads from the top of the funnel towards the bottom. However, they suddenly drop off at the checkout phase.

Frustrating? Definitely. But you’re not alone. Cart abandonment is a pain point for many eCommerce businesses. Let’s look at some cart abandonment statistics to learn why shopping cart abandonment is a problem for retailers.

Average cart abandonment rate across all sectors is 69.57%.

Abandonment rate with mobile users is 85.65%.

Lost eCommerce revenues due to cart abandonment total around $18 billion.

Improving the checkout process can raise conversions by 35.62%.

Cart abandonment rate by industry ranges from nearly 53% to almost 75%:

Source: Dynamic Yield

Many marketers believe that customers who have reached the final stage of the sales funnel are more likely to purchase than those at the beginning of their buying journey.

But is this always the case? Why does a shopper leave the checkout process? Is it the merchant’s fault, or are external factors at play? Once you know the answers, you’ll be closer to working out how to improve the cart abandonment rate in your webstore.

To address these questions, let’s explore the reasons for online shopping cart abandonment and the marketing techniques to combat it.

Why Do Shoppers Abandon Their Carts?

Many abandoned carts are simply a consequence of users’ typical browsing behaviour on eCommerce sites. Visitors enjoy looking through the site, comparing prices and saving products for later. These reasons for cart abandonment during the checkout process are mostly unavoidable.

Up to 59% of US users abandoned their carts in 2022 because they were not ready to buy. It isn’t worth trying to influence this segment with retargeting activities. Instead, let’s focus on shopping cart abandonment statistics for the potential shoppers whose end-journey you have more control over.

The chart below ranks the fundamental reasons for cart abandonment:

Source: Statista

These reasons, and more, explain why potential customers drop off at the final purchasing stage. Let’s zoom in on ten typical causes of eCommerce cart abandonment.

10 Common Reasons for Shopping Cart Abandonment1. Insufficient delivery options and a lengthy delivery process

Delivery is a crucial constituent of the purchasing experience. Clients expect a choice of shipping options and prompt delivery.

If the checkout phase reveals their preferred shipping option isn’t available and the shipping will take longer than expected, this could become one of the main reasons for abandoning the shopping cart.

Timely, accessible information about delivery options will help avoid customer frustration.

2. Absence of preferred payment option

Shoppers may prefer payment options other than a credit card, such as digital wallet or PayPal. For large purchases, consumers may also look for a post-purchase payment or installments.

By diversifying payment options and plans, you will cater to a broader range of customer demands and improve your conversion rate.

3. Confusing checkout procedure

If the checkout process is complex and tedious, customers may get frustrated and leave without completing their purchase.

Studies have found the optimal checkout flow has as few as five steps, with about eight form fields to fill out. However, it’s common to see checkouts with 12–16 form fields, which seriously impedes customer experience.

The checkout procedure can be further improved by removing annoying or confusing elements, like extra links and icons, and visually distinguishing CTAs from other content (for example, by making purchase buttons a highly contrasting colour to the background).

4. Unclear return policy and a lack of customer support

Customers may hesitate to purchase if they’re unsure about your return options. If the checkout stage reveals an unsatisfactory returns policy, customers are likely to turn to competitor sites.

Equally disappointing could be the inability to contact the seller in a preferred way, for instance, when the seller’s phone number is missing.

A transparent return policy and multichannel customer service system would address this issue.

5. Security concerns

If your website’s look and feel does not evoke trust or lacks security measures, customers may doubt the safety of their personal information and abandon their cart.

As a retailer, you can provide direct and indirect proof of your reliability. Offering a deferred payment option, when they only pay once they have received the goods, is an excellent way to remove customer fears.

Some indirect proofs include:

Professional website design

Testimonials from satisfied users

Certificates of compliance with international standards

6. Absence of guest checkout option

While you can encourage visitors to register or subscribe, forcing them to do so may be counterproductive. Consider a guest checkout option as part of your cart abandonment strategy.

Offering the chance to check out as a guest and return later may streamline a purchase and inspire a user to revisit your website.

7. Unexpected extra costs

High shipping fees, taxes, or additional charges that were not transparent throughout the browsing phase can cause cart abandonment.

If the total fees the customer faces at the final stage of their buying process exceed their expectations, it can discourage a purchase. Therefore, clearly communicate all payments at the earlier stages of the buying journey.

8. Website issues

Glitches, slow loading times, or website errors can impede user experience, sending customers to the more user-friendly sites of your competitors. Fast loading times and smooth website functioning are part of the seamless user experience that can reduce cart abandonment rates.

9. Excessive upselling

Upselling and cross-selling can drive up your average order value and increase revenue. However, abundant cross-promos may divert customers’ attention and even become annoying. Therefore, don’t overwhelm shoppers with additional offers.

You can conduct A/B testing for various cross-promotions and study analytics to understand the optimal path.

10. No discounts available

If promo offers are suggested at the right time, they can improve customer experience and increase conversions. Shoppers are used to seeing discount codes, coupons, and other offers all the time so may seek such promos in your store.

Consider adding a discount option with a promo code or some other offer to entice customers to complete the purchase process.

Cart Abandonment Recovery: Top Marketing Techniques

You can reduce shopping cart abandonment by optimizing your user experience. If you meet visitors’ expectations with a straightforward checkout process, robust security measures, rich delivery options and other elements, they’re more likely to buy from your store.

There are also plenty of marketing tools that can prevent your customers’ outflow and help you reach the visitors that have dropped off.

These methods reduce cart abandonment rates by providing additional incentives to shoppers who might still be considering a purchase.

1. Abandoned cart emails

Set up automated email sequences to send personalized reminders for cart recovery. Include incentives like discounts or limited-time offers to inspire customers to return to their carts.

This research shows you have just a few hours to make the most of your cart recovery email.

Sephora, a renowned beauty brand, approaches abandoned cart emails by:

Offering solid reasons to shop

Providing star ratings and links to customer reviews

Including vivid product images

Performing delicate upselling

2. Exit intent pop-ups

Exit intent pop-ups capture users’ attention when they are about to leave the website. This is an opportunity to offer shoppers a special discount or other triggers to make revisiting their cart enticing. The key to an effective exit pop-up lies in bringing additional value without annoying a customer.

For instance, WordStream provides educational materials, such as “Beginner’s Guide to PPC”, on their exit pop-up window.

Exit intent pop-ups personalize the content a user receives based on the page they are browsing. Using this technique, companies can gather contact information and encourage longer browsing sessions.

3. Social proof

Social proof shows potential customers that others have good things to say about your products. Display customer reviews and testimonials close to the checkout area to build trust and confidence in your products. This can help alleviate concerns that may lead to cart abandonment.

People tend to trust testimonials, making them a powerful form of social proof.

Amazon encourages detailed reviews on each product page, including a rating of one to five stars. Other users can join the reviewing process by giving thumbs up to the feedback they find valuable.

4. Limited-time offers and discounts

Create a sense of urgency by offering limited-time discounts or promotions for items left in the cart. This can prompt a fear of missing out and urge customers to complete their purchase.

Free shipping can also serve as a solid nudge for a customer to push the ‘Confirm Order’ button. Walker Sands found that 88% of online shoppers are likely to buy when offered free shipping.

The health-food brand Keto uses a combination of a discount and a limited-time offer when users leave their carts. Such an incentive is an efficient decision driver if offered at the right time.

5. Personalized recommendations

Use customer data and browsing history to offer personalized product recommendations relevant to the items in the cart. Showing relevant suggestions can pique users’ interest and prompt them to revisit their carts.

Just look at this tempting example by Jimmy Choo. Not only is this a tool for cart abandonment prevention but also a perfect upselling opportunity.

6. Live chat support

Offer live chat support to assist customers who may have questions or concerns during the checkout process. Prompt, helpful responses can help overcome buyer hesitation and increase conversions.

The health food and supplement store Herbal Goodness has implemented a live chat that offers assistance and encourages subscriptions. This ensures that store visitors receive support and are also enticed with promos.

7. Follow-ups

Engage with customers after they make a purchase by sending follow-up emails. This can include order confirmation, shipping updates, and cross-selling or upselling initiatives.

For example, the ticket service Trainline delivers an email with valuable information about the weather at the traveler’s destination and the stations en route.

8. Articulate calls to action

As soon as your customers add items to their cart, make their next steps easy. Primarily, the website must clearly show that they have successfully added an item to the cart. Although this may seem obvious, some sites are ambiguous about this. Next, guide your customer through the purchasing steps with clear, consistent calls to action.

Reebok clearly confirms a shopper has added a product to their cart and suggests subsequent actions. A customer can either view their bag or proceed straight to checkout. The interface is clear and concise, offering guidance and links.

Final Thoughts

Shopping cart abandonment is a frustrating yet preventable occurrence. Although there are some scenarios you cannot influence, there are several improvements you can make to encourage customers to complete their purchase. Explore your audience’s preferences, needs and pain points to select the right techniques for abandoned cart recovery.

One of the significant ways to reduce cart abandonment is by harnessing a trustworthy eCommerce platform. It is not only at the checkout phase that you can recoup your lost revenue. The customer’s overall experience with your online shop determines whether they will finish their order. Therefore, it makes sense to invest in a top-notch eCommerce framework.

WebMeridian can smooth the way towards a stellar webstore. We can assist in creating your exclusive eCommerce space by leveraging Magento, Shopify, WooCommerce, Shopware or custom frameworks. Our team will build and customize your store to make shopping easy and enjoyable. We can also help you develop efficient cart abandonment solutions. Our online retail specialists will optimize user experience so you can achieve fantastic results.

#Ecommerce #ecommerce web development #ecommerce website #ecommerce website development

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webmeridian · 2 years ago

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How to Choose the Right eCommerce Development Partner

The article was initially published in WebMeridian blog.

Nasdaq previously projected that by 2040, 95% of all purchases will be through eCommerce. As the global eCommerce industry continues to grow, businesses are increasingly expected to keep up with the competition by having a strong online presence.

In the digital age, slow websites and poorly-constructed user interfaces can spell disaster for an eCommerce retailer. As people’s attention spans continue to wane, so does the likelihood of them returning to a website if they have had a bad experience. Experts reveal that it only takes a little over three seconds for the average person to abandon a slow webpage — that’s bad news for any eCommerce retailer’s bottom line.

The solution to this problem is simple — hire an eCommerce partner with the right expertise, experience, and skillset to create an amazing online presence that resonates with one’s target audience. An eCommerce partner agency can provide businesses with the necessary expertise and resources to create an online platform that is robust, secure, and suited to their needs.

But how do you find the right eCommerce solution partner? Below, we’ll take a deep dive into the steps to find the best eCommerce partner for your business. Let’s get started.

What Are the Benefits of eCommerce Outsourcing?

Choosing the right eCommerce development agency can help an online business transform its operations by highlighting all the features on its website that are driving engagement and sales.

Here are some of the benefits of outsourcing for eCommerce development:

Access to a Variety of Skills and Specializations

Developing one’s eCommerce website in-house can help businesses initially save on costs but investing in eCommerce outsourcing services can give businesses access to a full suite of resources that are not easily accessible in-house.

Software development partners typically have a wide range of skills and specializations, such as UI/UX (user interface/user experience) design, product photography, web hosting, and content writing — all services necessary for creating a strong online presence.

Better Productivity

Choosing the right eCommerce partner also means one can rely on clearly-defined cost estimates and project delivery timelines. Outsourced eCommerce development teams typically charge by the hour, depending on the size and complexity of an eCommerce development project. This allows for more effective planning and project management, as well as higher productivity.

Scalability and Flexibility

eCommerce solution providers can also help businesses scale their operations up or down quickly and effectively. This means that businesses can easily adjust to the unexpected challenges of the online business landscape, such as sudden spikes in traffic or customizations in product offerings.

Bigger Savings

While outsourcing one’s eCommerce development project by the hour may seem costlier, quite the contrary is true, as an experienced software development partner can provide businesses with cost savings and quality assurance in the long run.

As opposed to paying the salaries of full-time in-house developers, outsourcing helps businesses save on overhead costs such as payroll taxes and benefits — especially if one doesn’t need to have developers on board permanently.

How to Choose the Right eCommerce Development Partner

It’s easy to find eCommerce developers promising stellar results — but finding the right eCommerce partner can help take an online business from good to great. Below are some guidelines to consider when searching for the perfect eCommerce web development partner:

1. Check Out Their Website

The website of an eCommerce agency should reflect their own expertise and experience — if they can’t develop their own website effectively, that’s a red flag. Take some time to explore their online presence and assess how well-developed it is. Check for site speed and get a feel for their design skills, as well as the user experience of their site.

Additionally, visit their blog or resource center to see if it’s up to date. A relevant knowledge center proves that an agency is abreast of the latest trends in the industry and is updated on technological developments in the field.

2. Look at Reviews from Various Sources

Online reviews are essential when assessing an eCommerce solution provider as they give you an honest look at what customers and industry experts think about their services. Reviews can provide great insights into the quality of customer service, project delivery timelines, and product capabilities.

Review websites specifically dedicated to reviewing development services and related products may be helpful for this purpose. Check out sites like Clutch, CrowdReviews, and C2CReview for in-depth, reliable reviews about a potential web development partner.

3. Analyze Their Technical Expertise

Make sure to ask potential software development partners for their portfolio as well as additional case studies or samples of their work. This can help gauge their level of technical expertise, as well as the range of eCommerce solutions they are familiar with.

Additionally, find out what processes and technologies a potential partner is comfortable working with. Check through their portfolio and review the types of eCommerce platforms they build on (WordPress, Shopify, Magento, etc.) — and whether or not these platforms align with your technical requirements.

4. Set a Budget in Advance

Begin negotiations from a position of knowledge. Have a budget in mind, and ensure that it is realistic for the scope of your project. Talk about the project’s total cost of ownership (TOC), which will cover all costs arising from the project including post-production upgrades and maintenance costs.

Having a clear budget and timeline well in advance allows you to adjust expectations accordingly and ensures that everyone is on the same page throughout the development process.

5. Beware of “Yes-Man” Agencies

Finding the right eCommerce agency also means not going with the first agency that promises to deliver on every technical requirement you have with zero questions asked. By nature, an eCommerce developer will have the expertise needed to provide you with salient advice on what can and cannot be done within the time and budget you agreed on.

This means they should be vocal about their opinions and provide constructive feedback to help you develop a better website. If an agency only says yes to everything, it could be a sign of inexperience or lack of knowledge.

6. Revisit their Core Values

An agency’s core values should be in line with your own values and goals. Consider if they are offering the same level of commitment, accountability, and professionalism as you expect from them. If their core values don’t feel like a match, it could be challenging to build a successful and productive working relationship.

7. Pick an eCommerce Partner that Understands Your Business Goals

A proactive eCommerce development agency should take the initiative to understand your business before offering any solutions. This includes assessing where you are now and helping you determine the strategy to get from here to there.

Rarely is eCommerce development ever disconnected from a brand’s larger goals, so if you find that your development agency only treats your project as a one-and-done task, then it’s time to look for a more suitable partner.

A strong eCommerce partner should have a clear understanding of your brand, target audiences, and product offerings in order to provide effective insights into how best to launch or grow your online store.

What to Look For in an eCommerce Development Partner

Finding the right eCommerce development company is easier when you know what to look for in a provider. These include technical expertise, clear communication, realistic pricing, and a shared understanding of your needs.

Here are some things to look out for when searching for the best eCommerce service provider:

Extensive Experience

eCommerce is an ever-changing field, and your chosen eCommerce development team should have a solid track record of success with a wide range of clients and platforms. Look for an agency that:

Has significant technical experience from delivering successful B2B and B2C eCommerce projects across various industries;

Has ideally delivered local and global eCommerce projects using a range of technologies;

Is well-versed in providing effective eCommerce development services — from website design to hosting and integration.

These attributes will ensure that your chosen vendor is capable of delivering meaningful value from their eCommerce development services.

A Proactive Approach

There are few things more frustrating than working with an agency that doesn’t take the initiative to understand your business. You want an eCommerce development team who takes ownership of their own responsibilities and is willing to go the extra mile for you, even if it means taking on additional tasks or offering fresh perspectives.

Ultimately, you want to work with an agency that understands your needs and objectives from the start and is willing to provide the level of planning and support necessary to ensure success.

Excellent Communication Skills

The best eCommerce agencies have excellent communication skills, both written and verbal. They should be able to clearly explain their processes, procedures, and decisions in ways that are easy to understand.

Confusion or miscommunication can quickly lead to a breakdown between client and agency, so make sure to vet the communication skills of any potential eCommerce partner.

Realistic Pricing

While it may be tempting to choose an agency based on cost alone, it’s important to remember that you usually get what you pay for. It’s better to invest in a quality eCommerce development team than settle for a lesser-quality solution that’s cheaper in the short run but will cost you more money and time in the long run.

Make sure to evaluate all of your options before committing to an agency, as this will ensure you receive value for every dollar spent.

Openness to Innovations

Developers should always be open to new ideas and be willing to experiment with the latest technologies. The best eCommerce development teams are always looking for ways to improve their services and provide value to their clients — whether that’s through experimenting with different platforms or integrating innovative features into your existing store.

Complete Transparency

A successful eCommerce partner should be open and honest with their clients throughout the development process. They should provide regular updates on progress and be willing to answer any questions you may have in a timely manner.

Furthermore, they should also offer access to project timelines and other documents so that you can easily track the status of your store.

Responsibility for Results

Related to transparency, a good eCommerce development team should be willing to stand behind their work and take responsibility for any issues that may arise during the course of the project. They should also be open to discussing how they can fix them in order to ensure the best possible outcome.

Customer-First Approach

As previously mentioned, a reliable eCommerce development provider should keep your business goals in mind throughout the entire process. They should have an understanding of your target markets, and use this knowledge to create a user experience that resonates with customers.

This also means giving you expert advice on features you may want added but may not necessarily be the best solution for your business.

Conclusion

Ultimately, finding an effective eCommerce development team or vendor is essential for achieving success in the digital economy. Taking into account all the factors listed above can help you make informed decisions when selecting a provider to work with.

If you’re looking for an experienced and reliable vendor providing e-commerce development services, WebMeridian is here to help! We are a full-service Magento development agency comprised of eCommerce experts and tech professionals dedicated to helping clients build successful online stores.

With years of experience in this field and well-established processes, our team has the skills you need to make your digital store a success. Contact us today to get started!

#Ecommerce #ecommerce web development #ecommerce website #ecommerce website development

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