Visitors abandon the shopping cart but I have no idea why. This probably sounds recognizable, unfortunately... We all experience it sometimes that people search for your products, find them and add them to the shopping cart but then abandon. Or even drop out in the check out process. Very frustrating because the visitor makes this decision himself and you, until now, have no influence on it. You ask yourself why they abandon but cannot give an answer. Visitors leave the shopping cart for different reasons. The main ones you can read below.
Visitors abandon the shopping cart but what are the reasons?
Visitors abandon the shopping cart for various reasons. Here we assume for a moment that a visitor is quite far into the buying process and then abandons anyway. Visitors are therefore interested in your product, even so interested that they consider buying your product by placing it in your shopping cart. For example, it's also not often that you walk to the checkout with jeans in your hand and then decide to walk out without them. Online, you do see this happen. Visitors abandon the shopping cart here because it's easy to abandon online because in the store, there's a good chance someone will speak to you.
Online, there are several reasons why people drop out and many can be traced back to the fact that there is no pressure to make them buy the product at that moment. You can leave your shopping cart and go back to the web shop or even leave the web shop without being influenced by anyone. In a physical store, an attentive employee will ask why you are leaving the store and try to entice you to buy the product anyway.
Other reasons include being required to create an account. We are fairly allergic to this because we think we are stuck with something or that our data will be out in the streets. In addition, unexpected (extra) costs are the biggest thorn in our side. We feel cheated and the goodwill is gone. Thanks to the convenience of the Internet, we prefer to spend more time looking for the right price.
Other important reason is that visitors doubt the safety of the payment procedure or even your shop itself. You must ensure that people can pay safely, but also show that they are paying safely. Join a trustmark and indicate clearly which payment methods are offered and how you guarantee safety. Visitors are less likely to leave the shopping cart when this is in order.
What is also a very important reason is that the check out process is too difficult so visitors simply don't get out. Provide a clear and simple check out. Don't pay too much attention to peripheral things that can distract visitors. That can cause their attention to be gone and they won't want to check out. Also avoid creating an account at this stage and don't make it too difficult with all kinds of check boxes and forms that need to be approved. People want to go through a number of steps clearly and conveniently without surprises.
As we spoil Internet visitors with user-friendly navigation optimization, we also work to make it easy for them to switch between websites to search for their products. As a result, in many cases the shopping cart is used as a collection bin or wish list that they (hopefully) return to later. The more we pamper visitors with our navigation optimization the "lazier" they also become and no one wants to be left behind in terms of customer friendliness.
This can be compared to accommodating visitors in various ways. A similar madness at the time also led to shipping costs becoming €0. The result is that people buy and return unnecessary amounts and there are warehouses full of returns. Visitors still leave the shopping cart when they see that shipping costs have to be paid.
