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6 Reasons Why: Your Customers are Abandoning Carts

6 reasons to cart abandonment

In the world of E-Commerce, one of the biggest struggles and challenges that business owners and merchants face is tackling the issue around abandoned checkouts/carts. What is that you ask? An abandoned checkout is when a customer shops on your store, adds items to their cart, begins the checkout process, and never completes their order(s).


A whopping 75% of all shopping carts in E-Commerce go abandoned before a purchase is made. So, what does that mean for you, an e-commerce store owner and what does that look like you ask?


While it can be a bit frightening to think about, there are solutions and tips to help reduce these pesky statistics and make sure your brand, business, and company succeed and overcome the odds.


There are 6 main reasons why a shopper would skip checkout or abandon their cart and we’re here to help. By understanding why your visitors/customers are leaving you can then take the proper actions and preventive measures to reduce cart abandonment rates and ultimately bring those customers back and close the sale.


1. You have too many Pop-Ups

While pop-ups have their place and can certainly be effective towards customers, the majority of pop-ups are poorly designed and overbearing. When done properly, pop-ups can offer a great value to your customers and increase conversions to your stores,


However, when done incorrectly, pop-ups can be a nuisance to your website with improper branding, design, bad timing, etc. Pop-ups should be limited to only show once for a certain event and should serve a purpose and fit the website/brand dynamic already in place.


Think about how your experience would be on your store website if you were bombarded by annoying, spammy and unbranded pop-ups? You’d likely become frustrated or feel attacked. This leads many customers to leave without giving your store a second thought. If you apply these to your website, do it properly, test often and make sure to deliver the best experience possible.


2. Your Shipping costs are too high and Shipping times are too slow


It’s 2019 and 2020 is fast approaching. If you haven’t heard of Amazon, welcome to 2019. In this day and age, e-commerce companies have to be 100% transparent and compete on not only pricing but shipping costs and times. Amazon is quickly approaching same day and 1-day shipping everywhere.


While this is not possible for many e-commerce merchants and certainly not required by your customers, having expensive or slow 2 weeks + shipping times is not competitive or acceptable if you wish to have long term success.


A potential customer may be willing to buy your $75 product, but when they see that there is a $25 shipping charge they often will abandon without a second thought. The same can be said for seeing 2-4 week shipping times (I’m talking to you drop shippers on AliExpress).


This problem can be simply avoided by baking in your shipping cost into the cost of the items for sale. If you know shipping will cost $10 per item, then increase the price of each item $10 and offer storewide free shipping. Your customers will thank you. A common misconception is that free or flat rate shipping is not affordable for small business or e-commerce merchants. This isn’t true and can easily be broken down as we briefly went over above. The cost vs. benefit is immense and customers will happily pay $95 for an item with free shipping vs $75 plus $25 shipping.


3. You don’t have clear Return or Shipping Policies


It is crucial to have policies in place for returns and shipping information. This fosters a sense of trust, professionalism, and confidence in the consumer and allows your business to offload some of the customer support needed as it can easily be found in the FAQ page of your website.


If you have a clear return and shipping policy outlined for your business, the customer will be much more likely to buy from you because any doubts will be left behind. If you are unsure of how to create a return or sample policy, then please check out Shopify’s free policy generator!



As we touched upon before, this ties into the usefulness of a Store FAQ page also known as Frequently Asked Questions. This is a worthwhile page to include in your Shopify or WooCommerce store and can direct potential customers to the answers they may be looking for before purchasing.


You can take this one step further by implementing TxtCart’s SMS Abandoned Cart Recovery and Marketing solutions for Shopify and WooCommerce. How human-powered process finds the answers your customers are looking for from input, machine learning, and company FAQ pages to help inform, instill confidence and convert your customers through conversational text messages. Start a free trial or learn more.


4. Slow and/or Untrustworthy Website


It’s become commonplace in the dropshipping and e-commerce community to instill trust, badges and focus on page speed. This is because many consumers have a hard time trusting a website that is poorly designed, laid out or contains spelling and grammatical errors.


Often times this is a focus on the mobile view/version of your website. It is not uncommon in today’s day and age that over 70% of web traffic to your website, business or store is from mobile users. Sometimes and in rare forms, your website mobile version won’t load properly or be incompatible with some browsers and should be tested for technical glitches or difficulties. If your website doesn’t load properly or has a poorly designed mobile view, you will lose over 80% of that traffic alone.



Right up there with trustworthiness and mobile views is page speed. It is crucial to ensure your website loads quickly (on both desktop and mobile). If you are unsure of your page speed or how to improve it, checkout Page Speed Insights or Pingdom Tools to get started.


Lastly, if you can offer social proof, case studies, or trust badges, it is typically a good idea to do so. Customers love feedback, reviews and trust the opinions of real-life people who already love your business or product. This will help to convert new customers and will alleviate any reservations they may have been a first-time buyer.


5. Don’t want to create an account


Often times the last thing a website visitor or customer wants to do is create an account for your store, especially without a hefty incentive. If you do go this route, make sure to sweeten the offer and do so without making it spammy to the customer. For example, try offering customers a discount if they create an account.


According to Salescycle, 34% of shoppers abandon checkout when they are forced to create an account. Customers come to online shopping for quick, easy and effortless transactions. Don’t slow the process down by creating long and painful checkouts. Customers value time-saving efforts like Paypal and saving contact information to Google. If you can remove friction between the shopping experience and checkout, you will have an easier time selling and suffer from less abandoned carts/checkouts.


With that being said, we aren’t deterring you from offering account sign-ups. Accounts have their time and place and can definitely be helpful when done properly. Just make sure you aren’t losing customers because of it. You may also ask customers to sign up in a follow up thank you email, after they purchase! 🙂


6. Not Ready to Purchase/Have Questions

It’s entirely possible that sometimes the web visitor just isn’t in a place to purchase or commit. That’s ok. It’s common for shoppers to browse, poke around, add items to their cart while research factors like quality, shipping, price, and competitors. Customers just want to make the best decision for them and get the best value for their dollars.

If customers have questions or abandoned checkout, it’s smart to have the proper apps and procedures set up to make sure you aren’t losing money and leaving it on the table. That’s where TxtCart comes in. We offer nonaggressive sales follow up via SMS conversational messages. Let our human-powered process handle your abandoned carts and turn them into sales. Would an additional 10% revenue to your business mean something? Learn more at and start your 14-day free trial today.


14-day free trial to TxtCart SMS Marketing for Shopify and WooCommerce


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