Cart abandonment refers to the process of a visitor on a web page leaving that page before completing the desired action. It points out to the visitors who add items to their online shopping cart, but exit without completing the purchase. Cart abandonment subjects an e-commerce site to a loss in terms of lead generation as well as sales. There are a number of factors responsible for cart abandonment. Some of them have been listed below:
1. The desire to explore more options:
People all over the world desire variety when it comes to purchasing or spending. Online buyers tend to visit a number of online stores in search of the products desired by them. They visit online stores to check out products and prices. Most of these visitors do not intend to buy, and there is nothing that can be done to stop them from abandoning the cart. A general assumption is that they may have the intention of buying at some time, so, you can actually try convincing them to purchase from you by sending automated emails reminding them to buy the products. This tactic can actually help to increase chances of conversions at a later point of time.
2. Insufficient product description:
Not all the visitors visit your site to make a purchase. While some buyers are quite sure of what they want to buy, others are just there to find product information and comparisons on the store. If they feel that the product description is inappropriate or the information about the product is not sufficient, they decide not to buy or continue their search further.
3. Lack of security features on a site:
Lack of security is the major reason why people are hesitant to buy online. In the case of smaller, lesser known websites, they are afraid of all kinds of fraudulent activities.