One of the biggest goals on e-commerce sites is to direct the person who has come to the site towards making a purchase. For this reason, one of the primary values that needs to be looked at is the rate of people who have come to the site, and even put products into the cart, but left without purchasing.
Researches reveal that 71% of customers shopping from e-commerce sites abandon their carts without completing their shopping. Well, why do customers add products to the cart and not make a purchase? According to the results of the researches, we have gathered the reasons for customers abandoning the cart under 12 main headings.
High Shipping Fees (%44)
Solution: One of the most important issues in the setup phase on e-commerce sites is shipping fees. With a correct agreement, it is possible to determine suitable transport costs for both the seller and the buyer. Additionally, the absence of shipping fees for shopping over a certain amount is also among the sales increasing techniques.
Not Being Ready to Purchase the Product (%41)
Solution: While people are searching for products, they usually do not make a purchase immediately from the first site they enter. They research whether they can purchase the same product at a better price or under more suitable conditions. As a solution proposal, you can use reminder emails and remarketing advertisements.
Products Being Expensive (%25)
Solution: There is actually no need to explain this item at length. If you have offered the same product for sale at a higher price than other sellers, it is likely that your sales will be low. It is beneficial for you to focus on issues such as price discounts, giving gifts, or brand reliability.
Thinking of Saving the Products and Buying Them Later (%24)
Solution: This is actually a good situation, but it is also important that your infrastructure supports this. Today, many sites save the cart page to the browser or to the member's account by means of cookies.
Not Having Clear Information About the Shipping Price (%22)
Solution: Paying the shipping fee later generally creates a negative effect. Eradicating the perception of "I made a payment while buying the product, why am I also making a payment to the courier" is the most definitive solution. For this, you can state what portion of the shopping amount is the shipping fee on the payment screen, and request the shipping fee during the order.
Not Being Able to Shop Without Becoming a Member (%14)
Solution: The increasing SPAM emails and SMS nowadays have caused people's desires not to share their personal information to emerge. Offering the option of shopping without membership to people possessing this thought, and not using their information in any advertising work will be the most ideal solution proposal.
Having to Give Too Much Information (%12)
Solution: Who would want to share all their information to buy 1 item? Do not request information from your customers that you think will not be useful during the order.
Excess of Payment Process Steps (%11)
Solution: Ensuring that the payment transaction takes place as quickly as possible will also be a solution on this matter. If possible, I recommend you solve all the necessary information on a single page.
The E-commerce Site Being Slow (%11)
Solution: The slowness of the site comes at the head of the works that are given a minus point both by the user and search engine robots. It is beneficial to make sure that your site and your pages open within 2-3 seconds at maximum.
Existence of VAT Payments (%8)
Solution: VAT is an inevitable type of tax nowadays. Showing the VAT amount of the shopping total on the cart screen to people who feel discomfort from this matter is already legally mandatory. It does not seem very possible to generate many solutions on this matter.
Lack of Sufficient Payment Alternatives (%7)
Solution: Everyone does not have to use a credit card. Having only the option to shop with a virtual POS will also gain you a minus point. Absolutely include alternative payment methods such as wire transfer and cash on delivery on your site.
Slow Shipping (%6)
Solution: Unfortunately, some cargo firms go to villages and hamlets only 1 day of the week. If this is the day before the order is placed, the delivery time usually reaches 8 days. The single and ideal solution will be offering alternative shipping options.