Online orphans - the rise of shopping cart abandonment

By: Marketing Donut contributor

Date: 12 December 2012

Online orphans - the rise of shopping cart abandonment/red trolley{{}}Any company with an ecommerce website knows that order fulfillment is a big issue. And the main challenge for companies is trying to pinpoint specific reasons that customers are abandoning their online shopping carts.

Some service providers have created software that targets each customer who has incomplete orders. The management software will most likely send an automated email that remarkets the product or makes a special pricing offer. However, before employing one of these services it is advantageous to understand the process your customers go through when considering a purchase. It is also important to know why they choose not to fulfill their orders.

The first step would be to understand the flow of Internet commerce. Many customers choose to shop online because they can pick the best-priced item after comparing costs on various sites. When going back and forth between sites, clients will also take into account the added cost to pack and ship the item. Others shop online because of a time-consuming job or they like the convenience of not having to leave their house.

There are two main solutions when trying to avoid web comparison-shopping. The first is to build brand loyalty — which of course is beneficial to any business. The other option is create a unique product that cannot be found on other sites, such as Amazon.

The other reason orders are not fulfilled by customers may be the complexity of your processing page. Your checkout form should be as simple as possible. It should be written in the most direct and simple manner possible. You may also want to have a sales specialist write a detailed FAQ page about your checkout for those looking for a step-by-step description.

This infographic gives a quick overview of the most important factors that affect the checkout process.