Even the most popular online stores deal with virtual shopping carts that have been abandoned by customers. Some abandoned shopping carts are full while others contain just one or two items. An abandoned shopping cart can be a frustrating thing for an online store owner because there is usually no way to determine why the customer abandoned the cart. However, there are things an online store owner can learn from examining an abandoned shopping cart. Consider three simple examples that can help a store owner to get answers.
The Efficiency of the Checkout Process
Sometimes a customer abandons a virtual shopping cart due to a slow checkout process. For instance, after filling a cart with items, a customer has trouble getting the system to accept all of her payment information. She grows tired of the process and changes her mind about the purchases. Or, a customer may become frustrated with the amount of information required to make a purchase. Many online store owners find that making just a few changes to the checkout process can result in fewer abandoned shopping carts at the end of each month.
The Ease of Changing the Contents of a Cart
Inconvenience is another reason behind online shopping carts that have been abandoned by customers. Oftentimes, a customer will change his or her mind regarding the details of a product in the cart. For example, a customer may want to change the color of a blouse from red to blue. Or, perhaps a customer decides he wants to order four white t-shirts instead of three. It should be easy for a customer to adjust the contents of a virtual shopping cart. But, if a customer is not sure of how to make the changes or experiences a delay, he or she may simply abandon the cart. It’s worth an online store owner’s time to examine the ease of making adjustments to the virtual shopping carts used in the online store.
The Security of Transactions
Customers who don’t feel at ease with providing their personal and financial information to an online store may change their mind about a transaction and abandon their virtual cart. Most shoppers want to see signs that the owner of an online store has taken the appropriate precautions to protect customers’ sensitive information. For example, the web address of an online store should contain the letters, ‘https.’ The ‘s’ shows customers they are operating over a secure connection. Also, many customers look for the lock icon in the browser as another sign of security. Owners should make every effort to reassure shoppers as to the safety of their sensitive data.
So, an online store owner doesn’t have to look at an abandoned shopping cart as a total loss. Examining the possible reasons behind abandoned carts can be useful in an owner’s efforts to make positive changes that help the bottom line of the business.