As many in the industry already know, a large portion of online shoppers abandon their shopping carts before placing an order.
To eCommerce marketers, that’s akin to being left at the altar. There’s a full shopping cart abandoned due to the finicky whims of a web surfer.
Getting consumers to step over that threshold and place the order is the primary challenge for eCommerce marketers. Thankfully, studies reveal the reasons for shopper reluctance, and there are remedies for making the online shopping experience easier and more enticing.
Buying Online Behaviors
MediaPost reported that while eCommerce revenue could reach $930 billion this year (per Adobe Analytics), aggregated retail data suggests that better checkout experiences are needed to get consumers over that final purchasing hurdle.
Fast, which makes login and check out products, surveyed 1,004 U.S. adults, ages 18 and older in June 2021. It asked shoppers what influences them to buy a product after putting it into the shopping cart; 72 percent of the respondents cited media, advertising, and social media.
The reasons they gave for not following through with the purchase were:
- The checkout process was too time-consuming or complicated: 18%
- They didn’t want to create another online account: 18%
- They couldn’t remember their login: 15%
- Their credit card information wasn’t easily accessible: 14%
More than half of the Fast survey respondents said a faster, easier way to buy directly from eCommerce channels would make them more likely to buy.
Buying Online Reluctance
British research firm YouGov surveyed consumers in 17 global markets about their online buying habits for their International Omni-Channel Retail Report. The reasons they gave for not making online purchases were:
- Delivery charges — 45%
- Can’t physically experience a product — 45%
- Product return policy — 39%
- Can’t try things — 38%
- Delivery time — 33%
- Concerns about personal information and data security — 32%
- Uncertainty of delivery — 25%
- Payment methods — 17%
- Internet access issues — 5%
On the positive side, the YouGov report listed the reasons consumers gave for buying online:
- Home delivery — 57%
- It is easier to purchase things online — 47%
- Variety of products available — 42%
- Promotional offers — 40%
- Easier to compare products — 37%
- Adhering to social distancing guidance and/or avoiding public interactions — 29%
- Product details and descriptions — 28%
Fix Your Website
Research by the Missouri University of Science and Technology reveals that users form first impressions within a few milliseconds when viewing a website. Those impressions are affected by design but also by the ease of navigation and other factors. The nice aspect of the web is that site managers can rectify most design and navigation problems within a few hours.
To maximize buying online with shoppers, an Australian website firm, WebAlive, makes the following recommendations:
Make Purchasing Simple
The payment process should be simple with easy access to all the forms and information needed. Major turn offs include forced registration, excessive information requirements, lengthy order forms, not having a guest checkout option, and no automatic entry of repetitive credentials such as a billing or shipping address.
Competitive pricing is one of the most important factors determining if a customer buys from you. Other issues are a lack of payment transparency, hidden charges, and additional charges.
Privacy and Security
Online purchases require trust, so assure customers that your company will not use their information for other purposes.
Offer a Variety of Payment Options
Good eCommerce websites should provide the most preferred and prominent payment methods.
Returns and Refunds
Offering money-back guarantees or some sort of assurance on the products can help close the sale.
Too many payment security checks, repetitive sign-ins, and credential inputs will frustrate buyers and cause them to leave.
Provide Product Details
Use professional copywriting with plenty of detail to engage shoppers.
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Those Shipping Charges
To compete with the top eCommerce sites and increase buying online, marketers should consider:
- Reducing delivery charges or offer free shipping
- Making it easy for consumers to access your product page from the social media or search channels where they discover your product
- Using advertising and social media to create brand awareness and reinforce perceived value
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