FEATURED ARTICLE — June 14th, 2019
Online sellers are facing an abandonment crisis. According to a report from Barilliance, 78% of online shoppers leave a website without checking out, a number that has been increasing over the past five years. The rate is even higher on mobile devices, with nearly 85% of carts left abandoned, a figure that is truly shocking considering the fact that mobile consumerism is on the rise.
While there are certainly some valid reasons behind an abandoned cart, many online retailers are guilty of major e-commerce mistakes that are killing conversions.
Let’s discuss seven of the top reasons for abandonment, along with logical and effective solutions that can help to grow conversion rates.
1. Problem: Hidden Costs
The previously mentioned report from Barilliance also found that the number one reason why customers abandoned their orders was due to unexpected costs, such as additional shipping expenses, extra taxes, or handling fees. Not knowing your actual total until the last checkout page can be quite shocking and this sudden surprise could cause the customer to rethink their purchase.
Instead of displaying the final price on the last checkout page right before confirmation, it is best to keep this number calculated from the very beginning. Also, be sure to clearly display all shipping rates and offer several options to help keep costs to a minimum.
2. Problem: Cold Feet Consumers
Most first-time customers tend to approach online retailers with a little bit of skepticism. Unfortunately, many shoppers have had bad experiences with online businesses, ranging from receiving a product that didn’t match up to their expectations to having their private information sold or stolen.
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