In particular, Hubspot has identified the 15 most common reasons why online consumers don’t complete the purchase of the selected product. Let’s see them together!
1. Website page loading too slow
One of the main reason is the slow page loading of the website and of the product catalogue: according to a survey, the 57 % of users abandons the web portal if the speed is over 3 seconds.
2. Unexpected costs
The abandon is often caused by high prices not calculated, which can regard an elevated shipping cost, or taxes and commissions not expected.
3. No payment options
Users trust more e-commerces with different ways of payments available, compared to the ones that give only one option to pay online.
4. Complicated and long check-out
If they need to pass too many steps to complete the check-out, users abandon more easily the shopping cart: remember, sometimes less is more.
5. Website bad usability
Platform usability is crucial: a complex website, in which users can’t find easily what they are looking for, has a negative impact on conversions.
6. Website not mobile responsive
As we said in the last post (link eng), the future of e-commerce is mobile: a not responsive platform for smartphone is very bad for sales, given the wide increase of purchases via mobile compared to the use of the other devices.
7. Limited delivery options
Also the lack of different types of delivery can bring the customer out of your website, for example when the faster delivery option is not available.
8. Worries about data security
Security is a very important issue when we talk about online purchases. Users are very suspicious about leaving their private data, as credit card’s ones. Not give to them secure payment options, as, for example, the possibility of using a PayaPal account, often is reflected in a shopping cart abandonment.
