In 2017, the French spent 51 billion euros on online sales sites, for 600 million transactions. However, the average basket fell by 3.5% compared to 2016, to stand at € 83. Even the conversion performance is generally bad. The fault of a persistent phenomenon: the abandonment of basket.
7 out of 10 visitors engage in this practice, which has become a real scourge for e-merchants, against whom they seem disarmed. Yet solutions exist …
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The context
We talk about abandonment of basket, when the visitor of an online sales site, adds a product to his basket but does not finalize his order. 70% of people who add a product to their basket abandon it in the minutes following this act. This ratio presents very marked differences according to the sectors of activity. Thus, according to Kantar Media figures, the Drive is the activity that generates the lowest dropout rate: 33%. On the other hand, the tour operators explode this ratio with a value higher than 96%.
This output of the “conversion tunnel” represents for the sites a dry loss, largely explaining the starved aspect of their global conversion rate which is around 2.13%. This generic value is higher on a computer (3.11%) than on a smartphone (1.01%). The smartphone is a generally used to search for prices or access information about the product … The comfort of use (due to the size of the screens) appears as a crippling obstacle to buy on this type of device. The tablet with an average conversion ratio of 2.59% is certainly the medium that has the most future to turn visitors into buyers.
Why do buyers abandon their shopping cart?
When the physical trade manages to transform 50% of visits for sale, the performance of online shopping sites (2.13%) gives the full extent of this sore is the abandonment of basket. Finally, what are the reasons that drive a
e-buyer to give up his cart? eight major causes actively contribute to this phenomenon.
Delivery costs too expensive
46% of the abandoned baskets are due to overly expensive delivery costs. On some online stores, the posted shipping costs have everything to cool the ardor of the most motivated buyers. Indeed, it happens that the combined amounts of product and delivery, make the purchase uncompetitive compared to a conventional store.
The appearance of hidden costs during the payment
It is very unpleasant to come face to face with additional fees that have been hidden throughout the course. In this situation, the visitor has only one will: to punish the merchant by leaving the basket on his arms. The answer to this problem does not come from any complex mathematics. The answer has two names: transparency and loyalty to site visitors.
The obligation to create an account
This is another heresy that online commerce has installed without any justification. Why register compulsorily to buy a product? Imagine that in physical commerce, a store forced us to create an account before buying a book, a ream of paper or any product. To buy would quickly become “a way of the cross”. According to a study by Forrester Research, 23% of online shoppers abandon their shopping cart when the account is created.
Why not give the user the opportunity to buy as a guest? Technically, nothing prevents it.
By removing this unnecessary obstacle inside the conversion tunnel, the visitor could buy without appearing in the database of the site.
The order process is too long
10% of visitors say they give up their shopping cart because of an order process too long. The faster the visitor arrives at the end of the shopping tunnel, the better for him and for the site. On average there are 5.6 steps before arriving at the order validation step. The order validation process should not exceed 5 steps maximum. Optimizing this process can be very effective in speeding up the purchase journey. The “guest” account can be a credible alternative to this problem. In this search for the shortest process, the “one page checkout” offers real advantages to e-merchants.
Delivery times are not clearly indicated
24% of people give up their shopping cart for this reason. As for delivery costs, transparency must be in place. The customer must decide on the basis of objective information. Delivery times must be posted from the start, even before entering the purchase tunnel. Stimulating disappointment within the purchase path leads directly to the abandonment of the basket, not to mention the negative impression left by the site in the mind of the buyer.
Contact details are not displayed on the site
About 8% of visitors abandon their shopping cart because the contact details are not clearly displayed. In the buying phase, the user needs reinsurance. These reinsurance elements include: the email address, a contact form, the telephone number and the mail correspondence address for those who are more used to using this form of contact. These are simple elements whose implementation must not raise any difficulty. Nothing prevents the establishment of a system of “live chat” to accompany the user and thus remove the last obstacles to purchase. The confidence is at this price, especially when you know that the competition is at the click of a mouse …
The means of payment proposed are not sufficient
59% of Internet users do not validate their cart if their preferred method of payment is not offered. To convince visitors to complete the process, sites must diversify the payment methods offered to the visitor. In addition to payment by credit card, sites must offer payment by check, transfer, cash payment on delivery and payment via PayPal … It is up to the user to decide what means he wants to use to pay for his purchase. By offering such a diversified palette, the sites go one step further towards the ultimate step: the validation of the basket.
The site does not inspire confidence
According to the Yuseo Barometer of January 2018, 65% of people said “use only sites they trust.” To feel confident, the visitor needs security. Despite this, the progress made in recent years in terms of securing
The site does not inspire confidence
According to the Yuseo Barometer of January 2018, 65% of people said “use only sites they trust.” To feel confident, the visitor needs security. Despite the progress made in recent years in terms of securing transactions on the Internet, many current events regularly remind the user that risks exist, often amplified by different sounding boxes (press, social networks, personal interactions …). This feeling of insecurity pollutes confidence and slows the act of purchase. Sites that use certification or labeling programs must highlight them. These labels reassure visitors.
Conclusion
By focusing on all of these elements, an e-commerce site can reduce its basket abandonment rate, bring customers back, increase their buying frequency and average shopping basket, and at the same time act on their own. turnover and profitability.
In the future, will the basket abandonment rate go down? Yes, but not significantly. On the other hand, the brands that will provide concrete solutions to the problems mentioned throughout this article, will certainly see their results improve significantly … For the vast majority of sites (especially those of TPE, SME), this ratio has large chances to stay high. Putting the customer at the center of the process is not decreed. It is a state of mind, often absent from the genes of a large number of sites, convinced that the products are more important than the customers. Only the agile minority of the most reactive and innovative sites will lower its drop-out rate.