Why Your Website Customers Are Abandoning Their Carts (And What You Can do About It) Do you want to know exactly why customers are leaving your site without converting? After watching thousands of user testing videos, we've learned the four most common reasons people will abandon their carts, and what you can do to fix them. In this presentation you'll learn how you can: • Speed your customers through the checkout process • Make shipping costs predictable • Build trust with your customers • Avoid distracting your customers from checking out Download our full eBook today: http://info.usertesting.com/WhyYourCustomersAbandonTheirCarts.html

1. Why Your Customers Are
Abandoning Their Carts
(And What You Can Do About It)

2. IN THIS PRESENTATION
INTRODUCTION
REASON #1: DIFFICULTY WITH THE CHECKOUT PROCESS
REASON #2: SHIPPING SURPRISES
REASON #3: LACK OF TRUST
REASON #4: THE USER BECOMES DISTRACTED
CLOSING THOUGHTS

3. {
...the average store owner has better odds of
correctly guessing a coin flip than converting
a customer.

4. INTRODUCTION
IT MIGHT BE TOO EARLY IN THE RELATIONSHIP
Surveys have shown that 37% of online shoppers
comparison shop, which explains why comparison
shopping engines like NexTag, Google Shopping and
even Amazon have continued to grow. Because of
this, the best way to keep customers on your site is
to engage them through customer-centric features,
which is what we’ll cover in the slides that follow.

5. Reason #1
Difficulty With The
Checkout Process
$12.99
1
2
3

6. REASON #1
SOLUTION #1: DON’T REQUIRE REGISTRATION
Example 1:
“I was kind of hoping
I could (check out) as
a guest.”

7. REASON #1
If you absolutely have to make your visitors register,
consider giving them the option to register using their
social media accounts.
Example 2:
“I would choose to
check out as a guest
because I think it’s
going to be faster.”

8. REASON #1
SOLUTION #2: MAKE IT EASY TO ENTER PROMO CODES
Example 3:
“This is where the
promo code should
be showing up.”

9. REASON #1
SOLUTION #3: INCLUDE ALL POPULAR PAYMENT METHODS
Example 4:
Crocs was able to
make adjustments to
their checkout process
thanks to feedback from
customers about
available payment
methods.

10. Reason #2
Shipping Surprises

11. REASON #2
Through our studies, we’ve found that high shipping
costs and prolonged delivery times are two of the most
common reasons shoppers abandon their carts.
Example 5:
This tester wanted
shipping costs that
were easier to find.

12. REASON #2
SOLUTION #1: MAKE SHIPPING COSTS PREDICTABLE
Example 6:
“I want to know exactly
how much money I’m
paying before I put in a
payment method.”

13. REASON #2
SOLUTION #2: IMPLEMENT A PERPETUAL CART
Example 7:
“Seeing the products in a perpetual
cart… just makes me feel better
about it.”
A perpetual cart with
running totals, free
shipping policy, and
delivery times.

14. REASON #2
SOLUTION #3: DELIVER ON DELIVERY
Example 8:
“I’m looking for something
that tells me when my
order will arrive and I don’t
see anything.”

15. {
Amazon requires its vendors to have the
tracking code within one business day,
and it’s a good rule of thumb to follow.

16. Reason #3
Lack Of Trust

17. REASON #3
SOLUTION #1: USE SECURITY ICONS AND TRUST SYMBOLS
Example 9: “That (BBB logo) really
boosts my confidence here.”
A few examples of well
known trust marks

18. REASON #3
SOLUTION #2: EASILY ACCESSIBLE CUSTOMER SUPPORT
Example 10: Tester suggests adding a
live chat option.
Verizon features an
easily accessible live chat
and available times.

19. REASON #3
SOLUTION #3: INCLUDE PRODUCT REVIEWS
Example 11:
Tester would like to see
reviews on this product
page.

20. Reason #4
The User
Becomes Distracted

21. REASON #4
SOLUTION #1: TEST THE RELEVANCE AND PLACEMENT
OF RELATED PRODUCTS
An impulse end cap
reminding shoppers to
pick up a pineapple
on the way out.
Credit: The Curious Shopper

22. Not all customers like to be upsold or reminded of what
they haven’t purchased yet before checkout. Be sure
to test the placement of your related products section
throughout your site to see what works best.
Example 12:
“It kind of seems like it’s...
more products shoved
down my throat.”

23. {
If possible, test your placement in the early
stages of your design process by using
prototypes or mockups.

24. REASON #4
SOLUTION #2: TEST THE PLACEMENT AND TIMING OF
YOUR POPUPS
Example 13:
“This popup came up
and got me distracted
from what I was genuinely
interested in.”

25. Closing Thoughts

26. {
The only way to find out what works for you is
to observe your customers’ behaviors through
regular testing.

27. SUMMARY
• Simplify your checkout process by giving customers the option
to check out without having to register, allowing them to enter
promo codes as soon as possible, and including all of the popular
payment methods.
• Take all of the guesswork out of shipping by allowing customers
to estimate shipping costs and delivery times early in the checkout
process.
• Build customer trust by prominently displaying trust symbols,
customer support options and product reviews.
• Minimize distractions in your checkout process by testing the
relevance and placement of related products, as well as the
placement and timing of your popups.

28. Download the full eBook!
Our detailed, 27-page eBook
expands on the four most common
reasons customers abandon their
shopping carts that are highlighted
in this presentation.
Find surefire solutions to make your
cart even better.
Get the FREE eBook now

29. www.usertesting.com