It is a fact that in e-commerce sites the percentage of customers abandoning the shopping cart is quite high. What is the reason behind it? This is what we will be analyzing in the next few sections as well as look at solutions which can make things better in terms of successful checkouts achieved.
Reasons for Cart Abandonment and Their Solution
Let us look at some of the most problematic causes of cart abandonment and how you can solve them.
- Non Linear Checkout
- Ambiguous Form Field Labels
Importance of Linear Checkout Process
Problem: If there are steps in the checkout process within steps then it easily confuses customers and breaks the mental model they have of linear checkout where they move from one step to another.
As for example, if a customer has to sign-up or provides shipping address on a different page and is redirected back to the checkout step the person was on earlier, it creates a non linear checkout process.
The Solution: custom web design in Toronto firms can easily make the process linear by not redirecting the user to previous step.
Ideally, the task such as creation of account should be kept as the next step in website’s checkout process. This is quite important since most web users have the mindset that the whole checkout process is generally linear.
If the same page shows up again then most users think that there is an error in the checkout process of the web site.
Unambiguous Labels for Form Fields
Problem: Many form fields become ambiguous if proper description is not present, as for example, address line 2 (what does that mean? ) or billing address (what is that?).
The Solution: If user is not able to understand what is to be entered in a form field then it can become difficult for such person to finish the checkout process since form validation will not allow the user to move to the next step in checkout process.
This problem can be easily solved by including a very short description along with one example right next to the label.
You can also hide such description inside a “What is this?” link which shows the description when mouse is taken over it or show directly on the page itself with reduced font or faded color. Some of the other things to do would include:
- Even when input to be added to a field is clearly understood like the Email address field, it would be a good strategy to explain what is the need to provide email address.
- Additionally, if details in a field are to be added by checking their card then small illustration can further enhance user friendliness.
- For instance, showing an image of location on the card where expiry date of credit card is mentioned.