When asked, customers clarify their reasons for abandoning shopping carts. But fixing those problems is hard. In this post, UX Designer Paul Boag points you in the right direction. It seems like every few months some companies release survey results outlining the top reasons users abandon their shopping carts. Each time, these reports list the same old problems. Questions like: Being forced to create an account. Struggling with complicated payment processes. Unexpected shipping costs. Security concerns. Why then do these problems keep popping up? In this post, we take a look at four of the biggest problems, ask why they exist, and discuss some potential solutions.
Let’s start by forcing users to create an account. Being forced to create an account Customers know that if users create an account, they are more likely to place a repeat order, making it easier to maintain a relationship with them. Let’s be Thailand B2B List honest; those are two good reasons. So how can we give customers what they want, without hurting the user experience, increasing bounce rate, and increasing cart abandonment? 1. Choose your moment Users did not come to your site to create an account. They came to buy something. If you let them shop first, they’ll be happier, less likely to give up, and more open to creating an account. So wait until they’ve finished their order, and then ask them if they want to create an account. But when you ask, make it easy.
Validate Your Hypothesis
Cart abandonment reasons: Create an account Wait until the end of the checkout process before asking users to create an account. 2. Make account creation easy Creating an account should require no more than choosing a password once the user has finished making a purchase. After all, it has collected your email, shipping address, and other details. Creating an account should require no more than choosing a password once the user has finished making a purchase. But don’t ask users to provide a complicated password. Instead, let them go with whatever password they want. If the password they choose isn’t secure, don’t stop them. Instead, warn them and offer advice on how to improve it. Reasons for cart abandonment: Obscure password Don’t force users to create a tricky password.
Educate them instead. 3. Give people a reason to create an account If you’re not going to force users to create an account (and let’s be clear, you shouldn’t), then you need to give them a good reason to do so. What value does creating an account offer them? Does it allow them to track their order, get a discount or access exclusive information? Be sure to make these benefits obvious. Cart Abandonment Reasons – Make Account Value Obvious Make the value of creating an account obvious. Another example of customers making poor decisions that ultimately increase cart abandonment is adding extra fields. You may also be interested in: 3 strategies to improve the user experience in your e-commerce designs. Struggling with complex payment processes Customers love adding fields to their checkout process.
Choose Your Moment Again
After all, they reason, the more they know about users, the easier it is to persuade them. Moreover, they are right! But what they don’t consider is the cost of adding ‘one more field’. So how should we respond? 1. Ask the customer how they are going to use the data Let’s be honest, adding a field to a form doesn’t have a huge impact on abandonment. But it will have a small impact and that becomes a problem at scale. Even a small percentage of users giving up due to too many fields can cost a lot of money when there are a lot of users! That could be a price worth paying if the client puts that extra data to good use and attracts more users. But are they? There is a big difference between collecting data that they will use on a daily basis and data that is ‘nice to have’. There is a big difference between collecting data that they will use on a daily basis and data that is ‘nice to have’.