5 things you’re doing to sabotage your shopping cart (and what you can do about it)

by Lindsay Martinez •

Recently, we talked about the problem of website abandonment issues. Today, we’re going to look specifically at one crucial area of the online customer journey: the shopping cart.

Let’s be realistic….you’ll always have customers that add to the cart without buying. And there are a number of reasons that customers balk that has nothing to do with you. Maybe they just weren’t quite ready to buy, or couldn’t quite decide how many items to order.

Shopping cart abandonment

But, there are some very common, overlooked things that you need to take responsibility for. We’re all a little guilty of self-sabotage. Here’s how you could be hurting your shopping cart, and what you can do about it.

1) Mobile Matters

This shouldn’t come as a shock to you: online mobile traffic is steadily increasing. It isn’t good enough to have a basic mobile-friendly website – customers expect more. Bizrate Insights’ research revealed that 72% of online shoppers are still frustrated by the mobile experience. 1

When designing your site, it should be more than just functional on mobile – the experience should be seamless, especially the shopping cart. This is a critical area where shoppers need to quickly digest and act upon a lot of information.

seamless mobile shopping experience

Having a CX designer revamp your shopping cart with the mobile customer in mind is a decisive step in altering your checkout abandonment rate.

2) Clearly Show the Total Cost

Feedback from Cart Abandoners responding to Bizrate Insights’ Site Abandonment survey, leaves little room for interpretation: costs are the killer at checkout.

  • 2% didn’t purchase due to costs
  • 31% used the checkout just to calculate the total cost
  • 18% thought shipping charges were too high

Give consumers the information they need to make informed decisions before they start the payment process. Include shipping information and any sales, coupons or promotions earlier in the process to avoid surprises and abandonment mid-checkout.

“But I want customers to get as close as possible to purchasing so they’ll pull the trigger!” you think to yourself. True. . .but you also want them to make the RIGHT purchasing decision so they’ll come back and buy from you again. Establish customer loyalty and you’ll have a customer that purchases from you often.

3) Make It Safe

Online shopping isn’t new anymore, but it is still scary. In the current climate of online theft and hacking, customers have an innate fear of sharing their personal information. To engender loyalty, and complete the sale, customers have to trust that you’re taking the necessary steps to keep their financial information safe. Give your shoppers the tools they need to feel safe when they shop with you:

  1. Include trust symbols throughout the website, but especially within the shopping cart, to build confidence from 3rd party providers. Bizrate Insights’ Customer Certified Medal, McAfee, and Verisign are examples of symbols that can help to build consumer confidence.
  2. Integrate website reviews from other shoppers, so they can read feedback from your online buyers. Bizrate Insights’ standard Online Buyer survey can help you to do this at no charge – publish feedback on your site and syndicate scores directly to partners like Google, Bing, Yahoo and more.

Remember, safety first!

4) Offer Multiple Payment Options

What’s worse than losing a sale because you don’t have the right product? Losing a sale when you do, but you don’t have the right payment option.

Preferred payment options are diversifying at an electric pace. Sure, there are all the major credit cards, but what about beyond that? Everyone has heard of PayPal, and many retailers now accept it – but what about Venmo? This newer payment option is barely available in the online space, but preferred by millennials. . .not to mention apps like Apple Pay, Samsung Pay, and Google Wallet. These tech giants aren’t investing in ways to move money because they think it will be a passing fad. And what about crypocurrency like Bitcoin. Will this be the wave of the future?

Check out what the Editor and Managing Director of Fast Company had to say on the subject.

The bottom line: Take your customers’ money in any way they want to give it to you – and make it easy for them.

5) Listen to Feedback

Our survey results show that 36% of consumers leave a shopping cart without making a purchase because they’re “still deciding.”

“Still deciding”. . .what the heck does that mean? Maybe they’re deciding if they’re comfortable with the shipping costs, or if your brand’s return policy is acceptable, or perhaps they just need to figure out if the item will fit.

No matter what the issue, you’re never going to know unless you ask. . .and then do something about it!

Bizrate Insights’ Site Abandonment Solution dives into the heart of the issue. Give shoppers the ability to express their unique needs and concerns, then address them immediately and complete the purchase.

See how Bizrate Insights can help you learn more about your abandoners here.



1 bizrateinsights.com Biz Advisor: ‘Don’t Get Left Behind’




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