The reality of any online shopping website is that there are an innumerable amount of online shoppers that suddenly decideâ€”for a various number of reasonsâ€”to abandon their shopping cars before they even finish the checkout process.
Of course, this same behavior can be spotted in all sorts of commercial businesses and establishments. Hence the term â€œwindow shoppingâ€ made its way into our society’s culture. In a sense, window shopping has invaded the digital realm as wellâ€”wherein the reasons for shopping cart abandonment are really no different from the kind of window shoppers you find at the mall.
This only means that it’s important for business owners to know the different factors that help create shopping car abandonment. That way, the appropriate responses can be made, and E-Commerce transactions can be followed through at a higher rate. So let’s first take a look at those reasons.
1. Not Ready to Purchase
This is something you can’t really control. If a customer isn’t ready emotionally and financially to purchase your product, all you can really do is give them a good reason to revisit YOUR website once they are.
2. Compare Prices with Competitors
Online shoppers want the best possible deal that they can have. Back in the day, comparing prices was more difficult to do because it required time and effort. You’d have to visit every single store to compare the pricing between each shop, and then trail back to the store whose bargain most appealed to you. With the internet, however, all that back and forth takes less effort. It’s so easy to compare prices online when the only action you have to take is the click of a mouse button.
3. Too Expensive
Related to comparing prices with competitors, is the idea that perhaps the fact that your competitors offered the same product for a cheaper price. Because it’s easier to surf the net for cheaper bargains, pricing becomes a huge factor in helping a customer decide if they want to buy from you or not. This reason is also directly related toâ€¦
4. Shipping and Handling Costs
Shipping costs that suddenly pop up before checkout can make your customers feel deceived. When consumers look at the pricing, they expect that all the costs and fees are already included. Additional fees suddenly appearing at the end of their shopping experience can dampen their moods and eventually lead them to simply cancel their purchase.
How to Address These Customer Concerns
1. Make Them Remember You
If customers aren’t ready to buy, then give them a reason to come back to your store when they are. This reason could be as easy as giving the customer the option to save the contents of their shopping cart for a later transaction. You could also offer discounts, promotions, or coupons to potential customers.
2. Provide Security
Maybe the reason your products are priced higher is because you provide more security for a safe checkout. Simply communicate this upfront with shoppers and customers so that they’re aware of the reasons why your service is better than your competitors. Or, the higher pricing could also be due to the fact that you provide fantastic customer support. Whatever it is, highlight those factors in your business. Be upfront and transparent about your process and customers will love you for it.
3. Show Delivery and Payment Options Upfront
Directly related to the last option is the fact that you should always be clear upfront about shipping fees and delivery fees. Give them different options to choose from when they’re shopping to make it more appealing to buyers and have them think that they’re getting their products at certain bargains. Better yet, offer free (or reduced) shipping given certain conditionsâ€”or none at allâ€”are met.