James King
Head of Professional Services, Elavon Europe
A huge number of people abandon an online shop at the point of checkout. To reduce cart abandonment, learn why shoppers leave and how to create a seamless online buying experience.
A shocking number of online shoppers don’t follow through on a purchase. Each abandoned sale is lost revenue for your business.
Survey explores cart abandonment
An aggregate of dozens of surveys put together by the Baymard Institute suggests that about 70% of browsers don’t buy what they have put in their basket. It’s what is known in the trade as cart abandonment. Unlike a bricks-and-mortar business, you can’t use charm to get the sale over the line. Those shoppers are likely to be spending their money elsewhere. So, what can you do? Elavon commissioned a survey to find out the most common reasons why people pull out of a sale.
Removing barriers to purchase completion
The top reasons are: expensive delivery, security concerns, having to create an account, preferred payment option unavailable, not enough delivery options, no option to pay in home currency, forgetting account details and having to enter card details.
“It’s all about removing friction,” says James King, Head of Professional Services at Elavon Europe. “Remove every barrier possible between the customer and the checkout, so it’s as easy as possible to pay.”
He emphasises: “Some pain points are necessary — like fraud checks — but removing obstacles to paying can only improve your customer’s experience and drive up sales.”
