Why Software & SaaS Shoppers Abandon Shopping Carts

1. Lack of Perceived Value

Too often, users don’t understand the real value of your product. They give up on their purchase during long or complicated checkout processes because, deep down, they feel that what they’re about to acquire is just not worth it. This can usually be prevented by reducing perceived risk through money-back guarantees (to remove value hesitations) and by communicating trustworthiness with a well-known security icon.

2. Lack of Reassurance

Hesitation and uncertainty are some of the biggest enemies of eCommerce merchants. Usually, shoppers have to take your claims for granted and hope for the best when purchasing your product. Offering some kind of insurance reduces the potential objections a prospect might have when buying.

  • Highest attach rate for Download Insurance Service
  • Highest attach rate for Backup CD
  • Highest revenue per visitor (RPV)
  • Similar user experience to control (low-risk change)

3. Cart Errors

Even if you have the best IT team by your side, from time to time your website might crash, or your checkout page might display an error. Shoppers are very sensitive to these situations, so they may give up on buying a certain product or abandon your company altogether if something goes wrong — even if it was a one-time only episode.

4. Price Research

Another key reason shoppers abandon their cart is an artifact of “window shopping” or “comparison shopping,” where they don’t feel sufficiently compelled to complete the transaction.

5. Not Enough Payment Options

If you’re only offering a single payment option (or very few choices), you’re putting unnecessary obstacles between your prospects and your revenue. Offering more payment options decreases the shopping cart abandonment rate by letting people pay the way they prefer.

6. Lengthy Forms or Cumbersome Checkout

Lengthy forms or arduous checkout processes can represent other reasons why customers abandon shopping carts. Due to the amount of information online, shoppers have a short attention span and will abandon a purchase if it takes too much of their time or if they find the checkout process too difficult to follow. Avoid this by making the purchase process as efficient as possible. Note: this means efficient, not just short.

7. Concerns about Trust and Security

Now more than ever, our security is being threatened by malware and other online threats. It’s not just using or downloading pirated software that can get you into trouble; simply visiting a suspicious website can cause problems as well.

8. Lack of an omnichannel strategy

A very common situation that many shoppers find themselves in is browsing for products on a certain device, such as their desktop computer, adding the product to the shopping cart, and then trying to finalize the process using another device, such as a mobile app.

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2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.