eCommerce is bigger than ever, and shows no signs of stopping. So, it follows that any company that diligently tracks and examines the various phases of their sales funnel and customer journey would want to know where the successful parts of the experience happen, and where the pain points might be located. Universally, it’s widely acknowledged that the virtual shopping cart and the subsequent check out process are notorious low spots where consumers abandon potential conversions. Clearly, this is a stage that frustrates businesses to no end, and there might be reasons that aren’t apparent without research and data pointing them out. Sometimes, some simple design and UX tweaks can push those packed carts right through checkout. Let’s take a peek at where these pain points happen, and how they can be fixed.
First, let’s take a look at this very informative survey.
Before we dive into this graph, let’s think about a few things. Yes, abandoned carts generally signal a pain point. That said, there are a few reasons why people may do this that have nothing to do with any particular problem; namely, savvy shoppers may use the cart as a definitive calculator. Usually, the cart presents the consumer with a final price, along with shipping and payment information. Most people like to comparison shop and research, so the concept of lining up several carts on different sites or apps to identify the best value isn’t hard to imagine, especially considering this being the browsing/decision stage that this signifies. That could result in several carts being “abandoned” for no particular problem, which can skew the statistics. That said, there’s always room for improvement.
Slow Loading Retail Sites
We’ll start with this stat, before we get into all the design/UX factors that might be faulty. According to this survey, around 80% of consumers abandon a site or app because of slow loading pages. To be clear, this is a beginning-to-end problem, and it starts with rushed or faulty development and inadequate testing and quality control. Cart abandonment is only one bad result here; users might actually uninstall, which is the worst case scenario. App development partners need to be careful to ensure a fast and quality product before launch.
Hidden Costs in Ecommerce Apps and Websites
So, now we’ll jump into the results of the survey on why consumers abandon carts. If you look at the above graph, you’ll notice 2 of the top 4 reasons have a common theme: lack of transparency when it comes to final pricing. Nobody likes to be surprised at the final stage when you’ve made a positive decision with unforeseen fees and taxes. It’s worth considering some sort of window that opens when the consumer has shown significant interest in a product that follows the buyer’s journey from page to page.
Keeping the consumer constantly aware of end pricing throughout the process may mitigate that surprise at the end. Additionally, rolling shipping fees (while offering “free shipping”) and tax into the initial price may go a long way towards avoiding sticker shock.
Bad Return Policy in Your Brand’s Ecommerce Experience
There’s always a brand raising the bar on one aspect of the buyer’s journey or another. When eCommerce brands offer special perks within the buying process, consumers take notice. Necessarily, shoppers can’t try the item on or actually hold it in their hands and experience it…meaning the return rate will likely be high. Assuring interested consumers that the return policy will be painless and easy from the beginning should help ease potential unease, so popups and banners announcing this early and often is good business.
Again, being transparent and forward about your shipping issues is just sound business. Yes, there are logistical concerns with these aspects, but it seems clear that consumers prefer being apprised of all the specifics of their order than not. Even if your return policy isn’t as optimal as customers might like, your app should be very clear and obvious about what your protocol is.
Too Much Information Required in Ecommerce Apps
Yet again, here’s a pain point that transcends the cart abandonment issue. We’ve all been there, filling out endless forms with countless points of personal data. Now, certainly there’s basic information that companies need to have to complete transactions. But, the desire to get just a little more data to hone in on demographics and other relevant data for your market and sales team to dissect may be too much to resist.
However, according to the stats, resist you must. If your UX and general design is great, consumers will eventually share all that data you crave with you…but likely not through the first few times. If you deliver a great experience from the first log on page, your users will recognize that, and slowly but surely give you the extra information you’re looking for. Keep your checkout and registration processes short and simple, and keep those full carts moving through quickly.
Retail Industry and Security
With so much cybercrime and identity theft out there on the Internet, people have a perfectly reasonable fear of disclosing their personal financial and banking information anywhere online. And it’s likely that we’ve all been excited to finalize a purchase, only to get to a suspect payment portal that could potentially allow your information to be shared and abused…leading to that overflowing cart being swiftly abandoned.
Simple steps to make sure your shoppers feel safe include two-way authentication, secure encryption, and a HTTPS address. While you don’t have to be quite as secure as a FinTech app, there are plenty of smart security features that you can adopt to make sure your users feel safe doing business with you.
To sum it all up, there’s a combination of design tweaks, attention to detail, and straight up common sense that can help your carts move through checkout and convert. The key seems to be transparency. The consumer is getting more savvy and used to ultimate customer service in all aspects of the buying journey, and they need to know everything along the way. It may just be a matter of adjusting your pricing and shipping policies to better fit the customer…just like it’s always been.
Here at Koombea we design the sort of apps that ensure that your brand’s cart won’t have high abandonment rates. So if you’re interested in working with us for a high quality app, get in touch for a free consultation!