The global basket abandonment rate is 76.9% which makes the ecommerce brands worry. Most brands try various tactics to solve the basket abandonment issues and improve their sales with one or the other tactics.

Econsultancy columnist Nikki Gilliland has shared five reasons why buyers abandon the baskets while shopping and has offered some tips to reducement abandonment.

Gilliland says, “How to reduce this is just one of the topics discussed in Econsultancy’s Ecommerce Best Practice guide, which also delves into other important areas of ecommerce such as search data and landing page design.

Feeling pressured into making a purchase

Checkout isolation has previously been cited as an effective way to reduce basket abandonment. By removing all navigational elements, it theoretically means that consumers are less distracted, and therefore more focused on completing their purchase.

However, this tactic also has its downsides, potentially reducing overall performance if the consumer feels like they’re being pushed prematurely towards a purchase. It might be an unconscious feeling, of course, but sensing that they could be forced into buying before they are ready or have done enough research elsewhere could be enough to send consumers fleeing.

Instead, it might be better to avoid forcing a too linear path, allowing people to go back onto the site if they want. Similarly, it’s important to avoid information loss – for example if customers are required to move through multiple stages, the data they’ve entered should be temporarily stored so they don’t need to re-enter it if they navigate between stages or away from the checkout”.

Why online shoppers abandon their baskets and how to stop them

Econsultancy

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