The problem of shopping cart abandonment in your online store can have numerous causes and various consequences, such as the loss of a sale, the devaluation of the online store, the loss of user trust, and the loss of the chance to build customer loyalty, among others.
Therefore, it is important that you as an online store administrator know what causes cart abandonment so that you can reduce its negative effects on your business.
The following is a list of 10 checkout problems that can lead to cart abandonment in your online store, check it out:
• Forgotten password : the consumer selects the products, but when it comes time to checkout to make the payment, they don't remember the password and therefore abandon the cart;
• Too much reflection : the consumer chooses the products, puts them in the virtual shopping cart and then begins to reflect on whether they really need those products until, minutes later, they give up and leave the store without buying anything;
• Bad links : the consumer enters your e-commerce site and fills their cart, however, they click on a link that promises to take them to the payment page, but it takes them to another location or doesn't work. Result: abandonment.
• Absence of a progress bar : the consumer selects the products and begins filling out the checkout form, which does not have a progress bar. Without knowing when the registration will be finished, the consumer "asks to leave".
• Very lengthy checkout process : the consumer enters your online store excited to make a purchase, but gets annoyed by the long registration form they need to fill out before accessing the payment page;
• Poorly designed buttons : consumers choose products but struggle to understand buttons that are small, misplaced, confusing, or inconsistent. The design of a single button can make all the difference at checkout.
• Ineffective CTAs : the consumer fills the cart, however, the Call To Actions (CTAs) on the buttons or links are inconclusive or ambiguous, leading to uncertainty and abandonment.
• Questionable credibility : the consumer chooses the products, but when it comes time to pay, they realize that the website has no addresses or phone numbers for contact, among other crucial items for good credibility, and therefore gives up.
• Questionable security : the consumer fills their cart, but notices that the store has no security seals and sees that the browser itself is signaling that there are privacy issues on the payment page.
• Unexpected fees : the consumer selects the products, but when they think about paying, they realize that the online store starts charging unexpected fees, such as very high shipping costs , for example, which leads to shopping cart abandonment.
A modern e-commerce platform like Vtex (which features the Smartcheckout® system ) can help you eliminate many of these problems and achieve better results with lower costs for your online store. Furthermore, a digital marketing agency with a top-quality front-end team can also be invaluable in this process. Think about it!
