Post by account_disabled on Jan 25, 2024 0:25:21 GMT -5
Cart abandonment is a perennial problem in ecommerce. It may seem that if everything on the site works perfectly, then there is no obvious reason to refuse the order. However, in the first half of 2018, 75.5% of users did not pay for an item after adding it to their cart. Dmitry Tkach, marketing specialist at Plerdy , examines the most common reasons why customers refuse to make purchases. And he tells you how to eliminate them. Reading time: 12 minutes Additional expenses Mandatory registration Multiple design pages Lack of adaptive layout The cart does not remember the contents Low level of trust Cross selling Not enough payment options Lack of attention to abandoned carts conclusions One of the most popular and most cited studies on this topic comes from the Baymard Institute.
Here's why shoppers Fax Lists abandon their carts, according to his data : too high additional costs, for example, delivery - 60%; refusal to create an account - 37%; long or complex process of filling out fields and verification - 28%; inability to see or calculate the total cost of the order - 23%; errors on the site - 20%; refusal to fill out credit card information on the website - 19%; delivery period is too long - 18%; not satisfied with the return conditions - 11%; did not find a preferred payment method - 8%; credit card was declined - 4%. Yes, not all of these reasons are relevant in our realities. For example, a problem related to filling out credit card information is a rare occurrence in RuNet online stores.
On the other hand, refusal of payment due to the lack of a suitable delivery method is more relevant for us. In this article we will touch only on those problems that cause our compatriots to abandon their baskets. Do you want to improve the efficiency of your advertising and sales department? Ringostat will show you how to optimize campaigns and how your sales managers work Try for free Additional expenses Some online stores show visitors the “best” price. At the same time, they hide several mandatory payments that will become obvious during the purchase process - for delivery, bank commission, additional packaging, etc. This is a very controversial method. Perhaps it works for offline stores, where the seller can “chat” the buyer or distract his attention.
Here's why shoppers Fax Lists abandon their carts, according to his data : too high additional costs, for example, delivery - 60%; refusal to create an account - 37%; long or complex process of filling out fields and verification - 28%; inability to see or calculate the total cost of the order - 23%; errors on the site - 20%; refusal to fill out credit card information on the website - 19%; delivery period is too long - 18%; not satisfied with the return conditions - 11%; did not find a preferred payment method - 8%; credit card was declined - 4%. Yes, not all of these reasons are relevant in our realities. For example, a problem related to filling out credit card information is a rare occurrence in RuNet online stores.
On the other hand, refusal of payment due to the lack of a suitable delivery method is more relevant for us. In this article we will touch only on those problems that cause our compatriots to abandon their baskets. Do you want to improve the efficiency of your advertising and sales department? Ringostat will show you how to optimize campaigns and how your sales managers work Try for free Additional expenses Some online stores show visitors the “best” price. At the same time, they hide several mandatory payments that will become obvious during the purchase process - for delivery, bank commission, additional packaging, etc. This is a very controversial method. Perhaps it works for offline stores, where the seller can “chat” the buyer or distract his attention.