According to Baymard, 69.57% of online shoppers abandon their cart.
That means that for every three people that add an item to their cart, two of those people end up not purchasing.
As a store owner, this can be extremely frustrating. You’re running a business, so you want to see sales — not abandoned carts. On the other side of the coin, however, I can assure you that your customer was frustrated, and this is exactly why they abandoned their cart.
While there are a million reasons why a customer would abandon their cart, there are a few common threads and factors for mounting frustration. The good news? They’re all easily measured with data and improvable with some common sense.
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1. Your mobile site experience sucks
As an agency owner, I see a lot of websites. Yet it still surprises me how many ecommerce brands suffer from this issue.
Over 50% of all traffic to ecommerce sites is coming from a mobile device, yet many brands are perfectly fine with letting their customers suffer through an almost unusable mobile experience.
This is an extremely common cause of cart abandonment. If you’re curious, you can look within Google Analytics to see how many people abandon carts on different devices.
While most websites are ‘responsive’ these days, that does not mean they’re usable or easily navigable. Have your parents, your siblings, or your significant other run through your online experience and try to purchase a product, and you’ll see the shortcomings in your mobile experience.
Responsive design hardly considers the goals of an ecommerce website. When a store design is not user friendly, this leads to higher abandoned cart rates.
2. Your product pages don’t provide enough information
The next commonality with cart abandonment is all too simple, but it’s one of the leading causes.
It boils down to the customer having a question about the product: How big is it? What is it made out of? How much does shipping cost? How long until I can get it? What’s your return policy? Is it waterproof? Your product page needs to answer every question a shopper could ever have about your product.
There are so many advantages to ecommerce, but the main disadvantage is that the customers are not holding that product in their hand. So, they can’t answer a lot of those questions on their own. You need to be their five senses in describing that product and your policies so that the customer can make a completely informed purchase decision.
If I have more questions than answers, I’m not buying. (Not sure how to fix your product pages? You can get my 8-point guide on product page improvements by joining our mailing list here.)
Some of the questions your customers have might not be obvious. Being so close to the product and the brand often puts blinders on business owners. An easy way to solve that is by asking your customers! You can use apps like Hotjar to ask your customers questions on why they’re leaving a product page.
3. Your apps, files or images are slowing down your page load speed
The last issue to tackle: your page load speed. This is something that is often overlooked by people new to online businesses.
If your website takes too long to load, I’m out of there. There are quite a few reasons why this would happen, but the main reasons are typically 1) too many apps and 2) content not sized properly for web.
Apps are amazing, and I frequently recommend them to our clients to solve requests. What's not amazing about apps is their tendency to add bloat to your website.
That’s why I highly recommend never installing an app unless you absolutely need it. The more apps you have installed, the more data that is being loaded on every page, and the slower your website will be. Uninstalling apps does not necessarily mean that the underlying code is deleted either. Take this as a warning.
Additionally, oversized video and photos kill load times. I know that lifestyle photography you shot for your new collection is beautiful, but a five megabyte photo on my mountain 3G connection takes entirely too long to load, and I’m now browsing Twitter because I got fed up with your store.
People are impatient. They do not want to wait, they want things instantaneously. You can view and track your site speed in Google Analytics to get some ideas on where you can improve those metrics. Ecommerce reporting and data tracking is key.
Fix customer frustrations, fix your cart abandonment problem
Customer frustration is the root of most abandoned carts. Your customers want a quick, mobile-friendly, simple experience — so create one!
This is a guest post by Chase Clymer, Co-Founder at Electric Eye and Host of Honest Ecommerce. Chase is an ecommerce expert making brands more money every day. He's also a fan of islands, tacos, and Magic: The Gathering.