10 Reasons Shoppers Abandon Shopping Carts Before Purchasing

Since the Internet first launched, online retailers have been trying to figure out what causes shoppers to abandon their carts before completing a purchase. According to research, cart abandonment is at 69.57% and there is no singular reason for this collective failure to finish transactions; instead, a variety of contributing factors have been pinpointed.

Based on what we now know, here are the ten issues most likely to dissuade potential buyers from finalizing their sale.

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1. The Checkout Process is Too Complicated

Digital storefronts have been available for several decades now, so sellers have no excuse for a primitive or convoluted checkout process. Mandating an excessive amount of input from buyers is a surefire way to turn them away at the last second. The steps for completing a transaction should be extremely simple. Auto-save is helpful too; otherwise, an accidental refresh could erase all the data entered.

Some customers may choose to leave instead of reentering the forms again. Overall, streamlining the checkout process will give shoppers less time to second-guess their decision.

2. There are Security Issues (AKA No Lock)

An unsecured platform will seriously discourage most customers with even the slightest understanding of online security. If their browser indicates a lack of authentication, buyers will be inclined to think twice about entering sensitive personal details or payment data. With the risk of fraud higher than ever, it is vital for all virtual marketplaces to provide their users with a secure platform for their web designs.

3. Their Preferred Payment Option Isn't Present

Online stores need to account for the wide variety of payment methods in today’s economy. It might be challenging, but wise sellers do their best to accommodate all major platforms. This includes keeping up with new apps and trends.

At minimum, support should be provided for bank accounts, credit cards, Paypal and Venmo. Enabling the use of crypto-currency is a smart way to keep up with the most technologically attuned consumers. Meanwhile, requiring payments via cash or check will lead to a tremendous loss in sales.

4. The Web Design Doesn't Feel Legitimate

If your storefront seems amateurish or out of date, clients will be less propelled to follow through with a sale. The presentation must be professional and modern. Error messages can be catastrophic for your brand’s ability to close a deal. Small glitches in the code might seem inconsequential, but they can be quite costly if they interfere with functionality or appearance in any fashion whatsoever.

5. They Want to Compare Pricing on Another Website

A website’s shopping cart feature can occasionally be treated like a list of bookmarks. Some customers use this convenient ability to collect items for the sole purpose of making comparisons to other retailers. These individuals are primarily conducting research, so they will often just forget about the various lists they’ve compiled once a final purchase is made.


6. Shipping Options Weren't Quick Enough

If your site lacks an expedient shipping service, then no amount of goods will appease customers who need a rapid arrival. The best way to ensure satisfaction with mailing is to provide a comprehensive list of transit services spanning several delivery companies. Overnight options are your best friend!

7. They Weren’t Really Going to Buy Anyway

Let’s face it: A portion of people viewing your website will never be serious customers, and they most likely never had the intent to make a purchase in the first place. These virtual stragglers affect all online retailers equally, and there is nothing that can really be done about them or their confounding browsing habits.

8. Slow Site Speed

If the shopping cart won’t even load, then what choice does a buyer have but to leave? A lot of abandoned carts are actually the result of poor bandwidth. To keep consumers engaged until the payment is processed, invest in a little more speed! Check your website on this site to see how you stack up.

9. They Don't Want to Create an Account

According to Neil Patel “23% of users will abandon their shopping cart if they have to create a new user account.”

Requiring registration is guaranteed to backfire, especially for niche shops that rely on one-time sales. Allowing guests to check out anonymously will boost your business immensely. It's faster this way too!

10. The Return Policy Wasn't Visible

If everything else seems perfect, then a missing return policy may be the real culprit. The rules for reversing a transaction don’t have to be especially generous, but they should at least be present. Their visibility adds a degree of trust and certainty that would otherwise be lacking.

About the Author

Rodney Warner heads the team at Connective Web Design and is also a musician, outdoor enthusiast, and ice cream connoisseur.