It happens regularly, and most of us have done it ourselves. A customer is on an ecommerce website, looking at various items, and adding some of them to their shopping cart. Then something happens during their experience, and they make the decision to abandon the website and its associated shopping cart, meaning that the brand lost both a sale and a potential customer.
According to a report from the Baymard Institute, shopping carts are abandoned an incredible 69.57% of the time! Shopping cart abandonment costs brands billions of dollars each year, and yet it can be avoided through usability studies, redesigns, and customer-centric ecommerce practices. This article will look at the various ways brands can avoid shopping cart abandonment and increase ROI by understanding the bottlenecks and pain points that are the leading causes of abandonment.
Top Reasons for Shopping Cart Abandonment
Deborah Goldring, associate professor of marketing at Stetson