A user has come to your e-commerce site, browsed the catalogue, added a product to the basket, but has not placed an order. Internet entrepreneurs know first-hand that a large number of products that users add to their shopping baskets are never converted into sales. According to statistics, this happens in around 70% of cases. There will always be more customers who have added an item to the basket than those who have reached the point of purchase. You should analyse the reasons why customers abandon baskets and make the necessary changes. By doing so, you can significantly reduce the bounce rate. We are going to talk about these reasons today on the blog of Arabesco Sideral Uniposal Lda.
Why a customer abandons the basket: the main reasons are
The customer has found a better offer. This is a simple and obvious reason. All other things being equal, the customer will choose the shop where the price is lower.
The customer is not ready to buy. He is in the process of choosing. A potential customer walks around a large number of shopping sites, adding items to his basket in the hope that he will come back after a while and finish his order. Of course, he will end up buying in only one shop. In all the others, the basket remains abandoned.
The website of an online shop does not have a "favourites" section. In this case, the customer uses the shopping basket to store the products he or she is interested in.
Poorly designed site usability. If the customer feels uncomfortable using the site when selecting goods, he will prefer your competitors.
Technical problems with the site. If the site does not work or works poorly, the customer will go elsewhere. This is logical and natural.
Slow site speed. Poor hosting, the wrong tariff plan, badly working scripts, etc. can slow down the work of the site. This leads to customers refusing to use your online resource.
Registration requirement. People don't like unnecessary steps. Especially when registering is like walking through the circles of hell. Users prefer online shops whose owners have made their lives as easy as possible.
Lots of unnecessary fields when ordering. Remember the thesis from the previous point: people do not like to take unnecessary actions. Besides, filling in a lot of fields takes a lot of time. And time is in short supply in today's dynamic world.
Step-by-step ordering. The customer may feel that the online shop has made the ordering process too complicated. For example, the shopper has to confirm the purchase several times. It was not possible to buy the goods quickly, so it is better to turn to another service.
High delivery costs. If several shops are selling the same product at the same price, the buyer will choose the shop that offers cheaper delivery.
Lack of payment options. Customers are used to online shops offering several payment options. If they don't find a convenient way to pay, they are likely to go elsewhere. For example, you deliver goods only by prepayment and do not offer the option to pay on receipt. In this case, people may refuse to buy because they are afraid of fraudsters, of which there are many on the Internet.
Imposing additional services. In the pursuit of profit, entrepreneurs impose some services. This causes dissatisfaction among customers and spoils their impression of the shop.
You've probably already noticed that the vast majority of the reasons listed above are related to the organisation of your online shop. If you pay enough attention to its optimisation, you will be able to increase the percentage of users who complete their orders. If you don't know how to do this, the specialists at Arabesco Sideral Uniposal Lda will be happy to help you. Contact: https://www.arabesco-sideral.pt/en/contact