08 Apr 09 Cart Abandonement
Why do people put stuff in their cart and then leave it in the middle of the store? Well:
- They think they might be able to get a better deal somewhere else
- Your website was too slow or worse, it crashed!
- They don’t own a Visa or Mastercard.
Let’s flesh these reasons out a bit:
They think they might be able to get a better deal somewhere else because:
- Your big box “Enter coupon code” is a call to action. Your prospect just went scurrying around the internet looking for a coupon code for your store.
Your website was too slow, or worse, it crashed!
- No one likes waiting in a line at checkout. Like the new self-service checkout kiosks in supermarkets, people expect to be able to zip right through when completing an online transaction. If you’re too slow, then they may just leave out of impatience or worse, a lack of trust for your site.
They don’t own a Visa or Mastercard…are they even human???
- Everyone owns a credit card right? No, and those that do might also have these ones called Diner’s Club and AMEX. Yes we all know the merchant fees are too high, but your customer does not know or care about that. Furthermore, you should provide as many mainstream payment options as possible like Paypal, Google Checkout, Electronic Bank Transfer and even accept checks. Every shopper has their preferred payment method and all of the above apart from processing checks can be turned into an automated process.
