Why Do So Many Visitors Dislike Ecommerce Shopping Carts?

Posted on March 12, 2009

Many online retailers become increasingly frustrated by the high rate of customers who abandon their online shopping carts.

The reality is that many online visitors tend to click away from shopping carts, and many online wholesale suppliers and retailers are left wondering exactly why.

Knowledge is power; therefore, if you learn some of the common reasons why a visitor may click away from your shopping cart, you can retain more prospective customers.

Fortunately, many industry studies have been conducted to teach us that the abandonment of ecommerce shopping carts is predictable and often preventable.

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Some People Just Aren't Prepared to Buy

It doesn't matter what you do, certain customers enjoy browsing online without the intention of ever actually purchasing a product or service. A woman may be curious about the latest pair of designer jeans she read about in the latest edition of Elle and searched for them online. Retail websites are often much more than merely business venue; they are often research tools, accidental encounters and sources of entertainment.

The majority of visitors who have no intention of buying don't usually place any merchandise in a shopping cart; they prefer to browse the information and product pages. However, some individuals will place items in their carts as a form or online "window shopping." They may want to fantasize about all of the items they desire, even though they don't have the money to actually purchase them.

Many ecommerce sites exploit this common trend by focusing on long-term. Even though a visitor may not be willing to spend any money right now, you can still create a positive experience for them. If they enjoy the experience when they're not buying and they leave your site feeling better informed or entertained, they are much more likely to return when they're ready to spend some money.

5 of the Most Common Shopping Cart Errors

The reasons many prospective customers abandon their shopping carts are often controlled by the merchant who is running the website. The line between a completed sales transaction and an abandoned shopping cart is often very fine. Here are some common mistakes website owners make concerning their ecommerce shopping carts:

1. Don't place the word "buy" on the button to add products to your site's shopping cart. Many customers are cautious about making an online purchase. They often wan to gather as much information as possible before actually committing to spending their money. Therefore, choose words such as "add to cart" which appear less intimidating.

2. Never call your shopping cart anything else. The majority of online users are very familiar with web terminology. However, they will generally become confused or irritated when they see a shopping cart that you have attempted to cleverly disguise or call a cute name.

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3. Allow visitors to add items to your shopping cart without having to register. Requiring registration as soon as visitors arrive at your site will discourage people who never buy, but it will also discourage prospective customers. Online shoppers prefer not to disclose personal information before they have decided on a purchase for the same reason they don't like the "buy" button.

4. Never make a visitor provide you with purchasing information before they know all of the costs. If you require payment information or credit card details before a customer even knows the exact total that will be charged is one of the biggest mistakes online retailers can make. This spells trouble for most people, so make sure you disclose all of the charges including taxes and shipping before you request any payment information.

5. Never force a shopper to perform tasks that can be easily automated with the help of software. Each time you require a visitor to click another button or type information into another field, you risk losing them to a competitor's site. For example, if a customer accidentally places 6 items in their cart, but meant to add only 2, they should not have to reduce the quantity of products to zero in order to remove them. Doing so will often result in frustration and a speedy exit. Make sure visitors can easily remove any unwanted items from their shopping cart with a simple click of a button.

Learning about some of the common mistakes online retailers make with their shopping carts will help you to avoid them. You maintain more control than you may realize when it comes to convincing online shoppers to complete their shopping purchases on your website. Keep in mind the above issues and you'll ensure your visitors keep your ecommerce shopping carts full.

About the Author

Kaplang is a unique design firm that provides quality services for web design, web development, search engine optimization and all other web solutions, visit kaplang.com for more information.

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