Nope, I’m not talking about getting up to the register at Bi-Lo, and realizing you forgot your checkbook.

Shopping cart abandonment, in techno terms, refers to a user who starts going through the required steps of making a purchase on an e-commerce website, then bails before completing the transaction. It’s not uncommon; in fact, the shopping cart abandonment rate is about 60%. You may have even done it yourself; I know I have.

Why do people who obviously have some interest in your product fail to follow through? There are four primary reasons:

Concern – First-time shoppers, in particular, are leery of sharing personal and financial information online, but even experienced Internet shoppers may have reservations if a check-out process is unfamiliar or unusual. Rather than take the risk, they’ll cancel the transaction.

Confusion – Although online sales are growing by leaps and bounds, there are still a lot of Internet virgins out there.  Misleading, incomplete, or non-existent instructions about how to use a shopping cart can unnerve a shopper and undermine his or her confidence--neither of which is conducive to a positive shopping experience.

Frustration – For better or worse, we have evolved into a society that wants instant gratification. Any check-out procedure that makes users wait more than a few seconds at any stage, or requires more than a few minutes in total to complete, has “Abandon ship!” written all over it. Ditto for a check-out process that goes in circles or fails to function in the manner described.

Indecision – Maybe the shopper is ambivalent about prices or selections; maybe he’s trying to determine if it’s better to shop online or support his local economy. Lots of people get all the way through the purchase process then contract a case of “buyer’s remorse” just before that last click.

For all we know, the guy might suddenly remember that his credit card is maxed out. Or maybe the baby wakes up just as Mrs. Mom is getting ready to place her order. There’s really no way to know what stops people from finishing what they started, but here are a few things to consider if your abandonment rate seems higher than it should:

• Is there a problem in your check-out process? Test it periodically to make sure all is working as it should. Review your instructions to make sure they’re easy to understand and complete. Go completely through the process to be sure there are no glitches in shipping and tax calculations, personalization options, quantities, etc.
• Let your customers know who they’re dealing with. I’m amazed at how hard it is to find contact information on some websites. Your company name and phone number should be blatantly obvious on every page of your site; complete information (physical address, e-mail address, contact form, etc.) should be available at the click of a button.
• Security matters! I make it a rule never to purchase products on an unsecure site. If your site is secure, make it obvious. Besides having the “s” in your URL and the little gold lock at the bottom of the page, there’s certainly nothing wrong with posting a straight-to-the-point message right on the page that says “We use the latest in security and encryption technology to protect your privacy.” If you don’t have a secure site, then you shouldn’t be engaging in e-commerce.
• As Thoreau said, “Simplify, simplify.” Maybe your check-out process is just too darn complicated. If so, try to streamline the procedure to keep the number of required steps as low as possible. For example, if you already have a customer’s contact information in your mailing list database, don’t make him provide all that information again when he makes a purchase. That’s annoying, redundant, and reflects bad programming.
• No surprises. Make special instructions—such as gift wrap options, optional shipping addresses, personalization, etc.—obvious from the very first screen. Post tax and shipping information prominently. Make function buttons—“Next,” “Continue,” “Help”—large and easily visible.
• Offer a choice of payment methods. What’s easiest for you may not be easiest for your customer. Giving them as many options as possible will definitely work to your advantage.
• Dangle a carrot or two. If you’ve ever shopped on Amazon, you’ve probably gotten almost to the end of the check-out process and received a message that “you can get free shipping if you order just $10 more!” You’re there; you’re buying; why not reward you for buying more? A customer in hand is worth a heck of a lot more than one who isn’t!
• Are we there yet? A graphic indicator to let customers know where they are in the check-out process is a good idea. Either an arrow moving along a bar, or a list of steps with a checkmark or button to mark progress, can ease impatience by letting shoppers know they’re almost done.
• Save! Employ a “save” function so customers can make changes mid-order. I’ve definitely abandoned sites when I’ve changed my mind about an item and, upon deleting it, discover that I have to start the entire check-out process all over again. What a pain! Providing a “save” cart will not only keep customer frustration at bay, it’s a great technique for “selling ahead:” the next time they return to your site, they’ll already have items waiting to be purchased.
• Be lavish in your courtesy and appreciation. Let your customers know that you value them and are grateful for their patronage. Make the tone of your instructions welcoming and gracious, and let the last words they see before leaving your site be “Thank you!”