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Why Customers Don’t Commit to the Checkout and How Your Can Persuade Them to

The Facts

  • Over 3/4 of customers will leave items in their cart and not come back to buy them
  • Top reasons for abandoning the cart include extra shipping costs, complex checkout process and having to create an account
  • Retailers must look into their checkout process and find new ways to get customers to complete the process

Last year, according to SaleCycle the percentage of those who abandoned their checkout cart without making a purchase reached 76.8% on average across all sectors. Between Q3 an Q4 it increased by 2.4%. This is a unexpected statistic, especially since the eCommerce  market is estimated to grow to over 2.8bn by 2018.

Statistics of cart abandonment 2016

So Why Don’t They Checkout?

According to Baymard Institute, the leading cause for abandoning the cart is due to hidden costs being too high, contributing to a huge 61% of the cause. Followed by having to create an account (35%) and in third place is the checkout process being too complex (27%).

reasons customers abandon the cart

What Can You Do To Improve Conversions

Display Costs Clearly

The top reason for abandoning the cart is unexpected costs, so ensure that the customer knows the costs before they checkout. You could have the cart displayed at the side, with the option to hide it and the estimated cost of shipping and taxes visible.

Have a Simple Guest Checkout

Although it is beneficial for your business to have customers with accounts, they are far less likely to checkout if they don’t want to or have the time to make an account.

Simplify Your Checkout Process

If your checkout process takes more than a few minutes, it is probably too complex. Ensure everything is clearly displayed, where to enter coupon codes, how to choose the payment method etc.

Give Multiple Shipping Options

Give the customer the choice of getting their delivery next day or next week. Many customers will need certain things in a timely manner, and so may not shop with you if you won’t deliver in time.

Give Multiple Payment Options

Ensure you can checkout with all major card companies (Mastercard, Visa etc) as well as Paypal. If you use gift cards, make it simple to pay with a gift card.

Reasonable Returns

Consider that your products have an expectation to arrive in a certain condition and have a certain lifespan. Therefore, if a customer receives a broken item and then has to pay £5 to return it, not only is it not fair, they will likely be dissuaded to buy anything from your shop if they are aware of this.

Thinking Outside The Box

Adding some fun to your checkout process will encourage customers to complete the order. For example, Belgian start-up LuckyCycle  have added a feature that gives customers a 1/10 chance to win their entire basket for free. For the company, this is the equivalent of 10% off for every customer, but it is exciting and different, and will encourage the customers to come back to the business.

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