You’ve probably heard of the e-commerce site famous e-commerce at some point , and if you’re still wondering what that word means, we’ll summarize it for you: E-commerce is nothing more than a method of buying and selling goods, products, or services using the internet as a medium; that is, trading online.
Now, everyone, whether they want to start an e-commerce business or already have one, should be familiar with the statistics and data presented by this form of commerce. One of the statistics that most haunts this business model is that 6 out of 10 users abandon the purchasing process just before completing the purchase. Did you know? These are some of the reasons why people abandon an e-commerce business before completing the purchase:
In today’s post, we’ll explain some of the e-commerce site main reasons why users abandon their shopping carts just before completing their purchase. So, if you want to know the cause of this pattern and get some tips on how to avoid it… keep reading!
Main reasons why users fail to complete their purchase on your e-commerce site:
1. Lack of information
You must include the information 3 advantages of pwas your e-commerce buyer will need for each product or service to prevent them from searching elsewhere. You need to clearly state the product’s price, the final cost including shipping, any discounts that may apply, and how long they will have to wait until delivery.
How can you avoid it?
Well, it’s obvious, by providing all the available information about the products or services before beginning the purchasing process. But what kind of information are we talking about? Logically, the features or functionalities of your products: colors, sizes and size guides, measurements, materials, technical details, photographs from different perspectives, etc. Users want to be sure of what they’re buying and not be surprised when it arrives at their home.
Be careful not to overdo it here. Avoid best link building platforms any type of content that distracts your buyers, such as pop-up ads, auto-playing videos, music, or unattractive designs.
Another popular and popular option for users is offering an online chat on the website so consumers can ask questions or request information. A study by LiverPerson found that 83% of online shoppers want help while on the website. More than half (51%) said they are more likely to make a purchase if they have customer service. Try the online chat! This way, customers can resolve all their questions and successfully complete their shopping carts.
2. Shipping costs
Shipping costs are one of the main aero leads causes of shopping cart abandonment among users. Customers are happy with the product or service they purchased, but when it’s time to checkout, they notice that the shipping cost is higher than they expected and abandon their purchase from your e-commerce site, looking for another online store where they can save a few euros.
What solution can you provide?
If you can’t lower the shipping price by matching that cost elsewhere, add an extra benefit to the purchase, such as:
“Free shipping on orders over €40”
“Place your order and get a 25% discount on your next purchase.”
Or, for example, another highly sought-after option used by large companies is to have collection points , either in a physical store if that’s your case, or at Correos collection points, etc., which are usually free or at a very low cost for your customer. Take Stradivarius, for example:
This way, apart from maintaining customer satisfaction, you will get them to come back and buy.
3. The Purchasing Process
The purchasing process is extremely important to close the sale, so it must be designed and managed with great care so that the customer does not have any difficulties when adding products to the cart, entering the selected payment method, etc. Many cases of shopping cart abandonment are due to the website presenting a purchasing system that is difficult for users, poorly explained texts, spelling mistakes (which make us distrust) or too many unnecessary steps to complete the purchase are some of the obstacles that users usually encounter in most online stores.
How to improve the purchasing process?
The most important thing about the final purchase process of any e-commerce is that it should be quick and simple Therefore, all unnecessary or difficult steps that could delay or tire the customer should be eliminated.
4. Loss of time in registration
Make guest checkout available. It’s not recommended to require users to register on your website to purchase from your online store ; around 35% of users abandon the checkout process for this reason. Customers want to do things quickly and see instant results.
Spending more time and effort than expected is a direct source of friction.
How to improve?
In addition to having a guest account, another option is to use social login , which is one of the recent registration trends. It involves registering through a social network link, with a single click. This way, registration time is much shorter for the user, which speeds up the process.
5. Payment security concerns
The truth is that the vast majority of digital shoppers are wary of e-commerce sites that don’t seem entirely secure. These suspicions often arise from design issues, an outdated look, missing images, poor responsiveness, spelling mistakes, etc. These are aspects that often generate a lot of distrust in the user on the other side of your online store.
Sometimes, a lack of diversity in payment methods can also be a hindrance. Here’s a post about the different and most popular payment methods you can include in your online store .
How can you avoid it?
Distrust is a barrier that always, in one way or another, is on the minds of digital consumers. Therefore, it’s best to ensure that users trust your site and perceive it as a safe and trustworthy space throughout your entire website. A thoughtful design, free of spelling mistakes, with quality images, an updated year in the footer , etc.
Also, if you have a team section , for example , show your face and the faces of your employees. This gives your customers the feeling that they’re dealing with real people who care about their experience.
Another of the most widely used ways to combat these types of psychological barriers in users are customer testimonials and product reviews .