eCommerce: why 70% of users abandon their cart?

eCommerce: why 70% of users abandon their cart?

We can no longer ignore the existence of Amazon in a mode of commerce so strongly influenced by the presence of a single company

The virtual shopping cart is a key element in all eCommerce practices
The virtual shopping cart is a key element in all eCommerce practices

Throughout the life of the Innovando blog, we have spent many words talking about the importance of user experience, accessibility and ease of use of the various tools available to the customer. Convenient, functional tools, designed to invite the user to finalize a purchase or return to your website.

Almost all modern users who frequent eCommerce have already had widespread online shopping experience, and have an idea, even a rough idea, of how this is supposed to work. In practice, they have a very clear idea of ​​how a pleasant, informative, fast and streamlined purchasing procedure should work. Basically, they already did shopping on Amazon.

We cannot ignore the existence of Amazon in a mode of commerce so strongly influenced by the presence of a single company. It wasn't the first, but Amazon certainly created it basis of the modern paradigm of speed, convenience and security of purchase. This means that anything less convenient than Amazon – for an average user – deserves distrust, while anything more convenient than Amazon is suspect. A difficult position for all those who want to open an eCommerce in 2021!

However, we must start from the assumption that the majority of users initialized to online shopping start from a basic knowledge of Amazon, which uses point of reference and basic vision of how an online shopping should be, more or less. The user does not reason consciously in the number of clicks, passages and procedures, but those technical aspects will greatly influence the decision or not to abandon his cart. Rational or not, it doesn't matter.

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The term eCommerce refers to various forms of electronic or Internet commerce
The term eCommerce refers to various forms of electronic or Internet commerce

Lean and functional purchasing processes are a must

Why does the average user abandon their cart 7 times out of 10? There are many reasons why he could have decided to do this. He may have gotten tired of the site's technical delays, may have found a better price elsewhere. We are talking about users who already intend to close thepurchase, and not the potential undecided who fill the shopping cart as a pastime.

Abandoning a purchase action on an eCommerce is a symptom of a functional malaise of the system. The owner sees a conversion opportunity vanish - the most important opportunity - of an economic transaction already almost in its final stages. At this point of the transaction, it is clear that the user has not found what he wanted, but has encountered a usability problem in your eCommerce that has prompted him to focus on something else.

There is research from the Baymard Institute which states that the purchase abandonment rate is 68,8%. This means that approximately two out of three users abandon their purchase despite spending time creating the cart. If we think that by purchasing the use of the CMS we should be provided with an already tested online distribution system, designed for usability, the data is even more alarming.

What are the main problems? People abandon their carts, according to this research, when faced with extra costs. Let's think for example of shipments, taxes, customs. It can happen, by making purchases on small eCommerce, that the costs to receive a product are infinitely higher than the actual costs of the product itself. If this is the problem, think about the shipping methods and find a way to reduce the costs of receiving the product. The problem mainly depends on the internal logistics mechanisms: this criticality should not be underestimated at all.

Another problem that can negatively affect navigation concerns instead delays in the purchase process. Forcing someone to create an account it can be a source of disappointment and profound uselessness: even worse if you are forced – as it would be right – to confirm it with an email. In short: why should I register if I don't have concrete advantages? Inserting a discount for new members can reduce this incidence.

Another problem may concern the absence of the total before checkout – shipping costs included – or maybe the lack of transparency. Other problems include the absence of the preferred payment method, or the feeling that the site has some security breaches – such as errors in the purchase phase.

Observe user behavior on your site. Try to understand when the potential buyer abandons the transaction, and intervene in that step by making honest, robust and streamlined changes to the buying process. We at Innovando can help you in this sense by providing you with the right tips to get the most out of your product.

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eCommerce and user or customer experience in website design
eCommerce and user or customer experience in website design