Abandonment in eCommerce refers to instances where a customer begins the purchase process on an online store but does not complete it.
There are a number of reasons why customers may abandon their purchase, including:
- Not finding what they were looking for: If a customer cannot find the products they are looking for, they are likely to abandon their purchase.
- Complicated checkout process : A long or complicated checkout process can be off-putting for customers, leading them to abandon their purchase.
- High shipping costs: Shipping costs that are too high can also lead to customer abandonment.
- Payment security concerns: If a customer is concerned about the security of their payment, they may be less likely to complete a purchase.
There are a number of ways to combat abandonment, including:
- Making sure your products are easy to find: Use clear navigation and search functions on your website so that customers can easily find the products they are looking for.
- Simplifying your checkout process: Make sure your checkout process is as simple and streamlined as possible.
- Offering free shipping: Free shipping can be a great incentive for customers to complete their purchase.
- Providing payment security: Use SSL encryption and other security measures to give customers peace of mind about the security of their payments.