For an online eCommerce business owner, nothing excites you more than building a good customer base with repeat customers, high traffic, and even a good percentage of audience engagement with your brand. On the contrary, experiencing high cart abandonment rates or incomplete purchases can affect your business, especially after getting a good footfall. Seems interesting, doesn’t it? In this blog, we dive into the seven reasons your customers might be abandoning their carts despite receiving good traffic.
1. Your Checkout Process is a Maze, Not a Race
Your WooCommerce store checkout process isn’t supposed to be a maze where your customers have to find their way out. Instead, if done right, it can be a clear, open track without any hurdles or pit stops, such as multiple forms, endless pages, and a lack of clear navigation. This would only lead your audience to give up before they can finish their purchase.
Solution: Implementing a WooCommerce Custom Checkout to handle such situations is a method you can’t go wrong with. A one-page checkout can work perfectly fine, but if you already have a multiple-page checkout setup, ensure that each one is essential and not just killing time. Fewer clicks mean better chances of conversion. By using collapsible tabs, you can help your customers with extra details without having to try hard for them.
2. The Shipping Costs Hit Harder Than Expected
For any customer, having high shipping fees added to the final checkout price can be a major bummer.
Solution: As an online store owner, you must be transparent and upfront about the shipping prices right from the start. One of the best ways to go about it is having a shipping calculator right at the first page of checkout (if you have multiple pages), or if the customer has added enough products into the cart for a free shipping, ensure to add a reminder right on the product pages to clear it to the customer. Also, letting customers know about tentative delivery dates can reduce uncertainty from the customer’s end, leading to lesser cart abandonments.
3. They Can’t Find the Payment Method They Trust
Trust is a high-priced asset when it comes to the world of eCommerce and digital business. And especially when it comes to making online payments securely, customers who don’t see their preferred payment method may have inhibitions in going through with the payment, and lead to cart abandonment.
Solution: You can never go wrong with giving multiple payment options to your customers for the custom checkout page—starting from credit cards, PayPal, and even Buy Now Pay Later (BNPL) options. You can also ensure to include the more popular merchants that will help your potential buyers to feel more at ease, of course ensuring the payment gateways incorporated are 100% safe and secure, with PCI compliance and other trust badges showing on the checkout page itself. You can always use tools like Simplified Checkout that can help you have the entire checkout done within a few clicks – be it both single or multi-page checkout.
4. Your High Prices Are Scaring Them Away
You might have a premium product, but high prices can cause sticker shock, especially if customers aren’t convinced of the value.
Solution: Address this by clearly communicating your products’ benefits and unique features. Offer installment plans or discounts on the custom checkout page. Moreover, remember that higher-priced items often have a lower conversion rate. To combat this, you can run effective retargeting campaigns that help your products reach potential customers. Sometimes, it’s not a ‘no,’ but a ‘not right now.’
5. They’re Bombarded with Upsells at the Worst Moment
Upselling can be a powerful tool, but timing is everything. Bombarding customers with upsell offers at checkout can be overwhelming and off-putting.
Solution: Integrate upsell offers earlier in the shopping journey, such as on the product or cart page. If you must include them at checkout, keep them subtle and relevant. For instance, suggest a complementary product that enhances the purchase and present it in a collapsible tab so it doesn’t disrupt the flow.
6. Your Checkout Page is Not Mobile-Friendly
More shoppers are making purchases on mobile devices. If your checkout page isn’t optimized for mobile, you’re likely losing customers who find the process clunky and frustrating.
Solution: Ensure your custom checkout page is fully responsive and optimized for mobile devices. This means larger buttons, easy-to-read text, and a seamless device experience. Test your checkout process on multiple devices to catch any usability issues that might cost you sales.
7. The Final Price Is a Mystery Until the Last Moment
Customers hate surprises at the checkout stage—especially regarding the final price. If taxes, shipping, and other fees aren’t clear until the last moment, they might abandon the purchase out of frustration.
Solution: Provide a running total that real-time updates as customers move through the checkout process. This includes applying discount codes, adding shipping, and calculating taxes. Transparency is key. If customers can see the final price before they hit the last step, they’re more likely to follow through.
Conclusion
High traffic doesn’t always translate into high sales, especially if your checkout process is full of obstacles. By addressing these seven common reasons for cart abandonment, you can optimize your custom checkout page and turn more of that traffic into completed purchases. Remember, the smoother the checkout process, the happier your customers—and your bottom line—will be.
Make your checkout page a breeze, and watch your conversion rates skyrocket!
