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70% of users leave the site without making a purchase. 7 out of 10 choose products, fill their basket and … leave! These figures are even more shocking when you realise how much effort and money has been invested in attracting customers who in the end never became real customers.
Why does the customer leave? Maybe he was distracted by something and accidentally closed the page? Or he was monitoring prices, comparing products and their costs. Or maybe he didn’t want to buy anything? Perhaps the user just got lost in the overly complicated process of paying for the order. The basket is abandoned, why? Let’s figure it out together with Stelvel Ltd managers.
1. Poor visualisation, poor design
The customer should immediately understand what they are buying. If the images are of poor quality, there is no opportunity to see the product from all sides or there is no detailed description, trust is reduced. Improve visualisation: use high-quality photos, add 3D-views and video reviews. When posting information about a product, describe its dimensions, the material it is made of, weight and dimensions in detail.
2. Poor navigation
If the user cannot quickly find the desired product or return to previously viewed items, he simply leaves. Make your site simple. Don’t overload users with unnecessary flashing banners and pop-ups. To make it easy for users to find information and products, simplify navigation and make key elements accessible. Sorting and filtering options, the shopping basket and contact details should be clearly visible and conveniently located.
3. Difficulties in placing an order
How many websites have you ever made a purchase on? Of those, how many passwords and logins can you remember? Very few, Stelvel Bulgaria marketers believe. You know that more than 40% of repeat buyers forget their personal account password and request login information. And out of them and only 20% completed the purchase.
The more complicated the checkout process is, the more likely it is that the customer will leave your site without completing the purchase. Connect one-click payment services without registration. The customer won’t have to enter the same information over and over again. With one click of a button, he will complete the transaction.
4. Long Checkout Process
The Baymard Institute conducted a study of the top 100 e-commerce sites and found that their average checkout process took only 5.08 steps.
Never ask for the same information more than once. If a customer has already provided you with their shipping details, ask if you can use them for billing purposes instead of forcing the customer to re-fill out another form while essentially providing the same details.
Finally, your website should have a ‘Pending Save’ option. Within the next 48 hours, remind them of an incomplete purchase: send a message or email.
5. Hidden Costs
To avoid scaring off the buyer, show all extra costs – shipping, taxes and commissions – right on the product page, even before the order is placed. In the e-commerce industry, shipping is an unavoidable expense. So, if free shipping is not possible, put a shipping calculator on your site so that customers can calculate and find out the actual cost of the product plus shipping.
6. Limited payment options
Offer users multiple payment options, including credit cards, e-wallets, and other popular methods. Ensure payment security. PayPal is very popular, and digital wallet solutions such as Apple Pay, Google Pay, Amazon Pay, Visa and Masterpass allow you to avoid entering a credit card number during purchases.
7. No money back guarantees
We are afraid to take risks, the desire to avoid potential losses is often the reason for not buying and making a transaction. A persistent feeling commonly referred to as ‘buyer’s remorse’ can be triggered by even a small but unsuccessful purchase. By calming and eliminating this feeling of risk, you will increase the likelihood of buying from your shop.
8. Lack of online help
44% consider the live chat feature to be one of the most important features of e-commerce sites. Another eMarketer study found that 63% of customers who use live chat are more likely to return to the site for another purchase.
Stelvel company recommends
Make the order placement process intuitive. Make sure that the forms are simple and clear and that users can return and edit their order at any time. Easily accessible contact information (phone, email, chat) will help users quickly resolve their questions by contacting site support. Don’t forget that every customer is valuable, and even small improvements can lead to a significant increase in conversions.