• Shopping Cart Abandonment Infographic

Why are users leaving your web shopping cart

5 tips to avoid losing 70% of your online sales

  • 26 May|


As a starter consider this: do you actually know if users are leaving your shopping cart before paying? If your website does not have web analytics integrated within it, you will have no way to discover the reason why you are losing what Baymard Institute calculated as more or less 70% of your sales. 70% is no joke...

According to Statistia there are 14 main reasons why users leave their shopping cart before paying. In this article we will take the top reason and see how we can address it. Here it goes:

I leave... the website because I am presented with unexpected costs

Unexpected costs are a surprise for the retailer which took a purchase decision based on one price but is faced with another at the moment of payment. Being the top reason why eConsumers leave without paying makes some critical thinking essential.

The first question to ask is: What are the unexpected costs that your visitor is being presented with? Some websites present card processing fees, packaging fees and taxes only in the last step before paying. But what we think is the most common unexpected cost is the shipping cost. It’s not exactly unexpected because online shoppers are quite used to it, but it is its value that changes the mind of the consumer.

What is it that goes on in the mind of the eConsumer?

  • It’s a rip-off...
  • This is one cheeky seller trying to hide costs...
  • It’s too expensive now that these costs have been added...
  • What are these costs?

Considering that during the online experience there is no-one ‘at-the-cash’ that can be asked questions about these costs, the eConsumer is left without option but to leave. At times product prices are doubled when shipping costs are added to them. The worst part is that some of the big companies have grown so strong that they have the power to offer shipping for free.

Your counter-strategy? Do whatever it takes to do the same.

  1. Firstly make sure you try to find deals with all major delivery agencies. Sticking to one agency is good because usually shipping costs are lowered when you skip certain thresholds. However different delivery agencies offer different prices for different regions of the world. You need your cost to be as low as possible regardless of the region.
  2. Secondly make sure that you provide your website developers with the delivery price lists and how to interpret them. Whoever develops your shopping cart must create an algorithm to find the cheapest delivery cost on a per country basis. Furthermore the shopping cart must be smart enough to calculate the cheapest delivery cost for all the items in the cart as one big package rather than a delivery costs calculated individually per item in the cart.
  3. Thirdly try to integrate the shipping cost within the price of the product. By doing this you can use the super magic keyword ‘Free’. However note that integrating the shipping cost would bloat the price and if the product in question is price sensitive it is usually not a good idea to raise its price. However it is strongly advisable to make a good study of which of your products are price insensitive or unique and difficult to find online and then consider offering free shipping at least on such products only.
  4. If you have a physical store, offer the ‘pick-up from store’ option. Buyers and their friends and relatives most likely live and work near your shops.
  5. One last tip, consider offering free shipping when the user spends beyond a specific threshold. Inform the user that by spending X amount more, he would be entitled to free shipping thus incentivising increased unit sales.

  • Tags:
  • shopping cart abandonment
  • website conversion rates

Author: Aaron Gusman

Aaron is an eBusiness specialist deeply knowledgeable in both business and technology. He has been the strategic architect behind many projects of varying sizes ranging from simple eCommerce websites, auction sites and eMarketing projects and ending with huge projects for banks, payment gateways and other financial institutions which demand the highest industry standards.


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