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5 Reasons Your Customers Aren’t Checking Out

Dan Bond
August 3, 2022

Are your customers leaving before they buy? The typical eCommerce business loses 75% of its sales due to online cart abandonment.

The million-dollar question is:

What keeps customers from completing their purchase, and what can you do about it?

While not every aspect of a lost sale is within your power to control or influence, many factors drive shopping cart abandonment.

Why do your visitors abandon their carts?

#1 – “I was just browsing”

Sometimes customers window shop. And I’m not talking about glazed wall holes.

It’s logical to shop around for a deal. However, there are some things you can do to convert your traffic into future sales:

  • Make the experience more personalized: With intelligent offers and product suggestions based on visitor behavior, it should be simple for people to find things they like.
  • Ensure your website adheres to usability best practices: Make everything easy to navigate and enjoyable to visit.
  • Use content to engage browsers: Create engaging, humorous, or informative blog posts, videos, or anything else you can think of. Keep browsers interested.
  • Send life raft emails to those lost in the retail sea: Messages such as “We’ve missed you!” or “Did you forget something?”, combined with an offer, can be super powerful,
  • Make sure you can stay in touch: Get them to sign-up for your emails. A properly consented email list is one of the most powerful tools in a marketer’s kit.

#2 – “I found a better price elsewhere”

Hands up, who’s found something in a shop and then Googled it? Right. Put your hands down and stop looking guilty.

This is where your distinctive selling points come in. Push your shipping options, return policies, or green credentials. Highlight whatever makes you stand out.

Additionally, testimonials and reviews at this point can really ease buyer concerns. Do they go with a reliable option, or head into the unknown? Reassurance goes a long way to converting a customer.

#3 – “It’s too expensive”

What if the product you’re selling is expensive? You have two options:

  1. Remind customers why the product costs what it costs: What are its key selling points? Is it a product with pedigree and heritage? Make sure people know.
  2. Get the price down: How much can you afford to discount without damaging the perceived value?

And again, a reliable method to address the price problem by highlighting reviews and testimonials.

#4 “I couldn’t find what I was looking for.”

Capturing an email address should be the secondary goal of your site. That way, you can stay in touch with customers and get them back later – maybe when you launch new products or have a sale.

Just because they didn’t buy during their initial visit, it does not guarantee they won’t at a later date.

#5 “I couldn’t find a coupon”

Some customers habitually look for deals. They just love getting value for money.

Customers are so used to finding offers that many look for promo codes or put off buying something until they do.

If you use discount codes, you want to ensure that your official ones can always be found. Invalid codes can disappoint customers and leave them with a bad experience. That’s why it pays to have a strategy to surface your discounts when they’re needed.

Reduce cart abandonment with RevLifter

Cart abandonment impacts all retailers. Of course, RevLifter can help!

If people add your products to their cart, you’ve already won half the battle.

We’re here to empower eCommerce stores by removing checkout barriers and converting browsers into buyers. Our technology can make all the difference in generating sales and revenue for eCommerce businesses by getting buyers over the line.

Book a demo if you want to know more about how we can help solve these challenges.

(Photo by Nick Page on Unsplash)