The option to shop online has brought a new level of convenience and practicality, allowing consumers the flexibility to shop at any time, to suit their work schedules and lifestyles. However, purchases do not always end up being completed, and there can be a number of reasons why this happens.
Therefore, the eighth edition of CX Trends, a survey by Octadesk in partnership with Opinion Box, interviewed more than two thousand online consumers about their purchasing experiences in the digital environment and identified the main reasons for abandonment that directly affect consumers and companies.
Some of the reasons are shipping, high prices, lack of nigeria whatsapp data transparency in information and payment options. “Recurring problems with product quality, late deliveries, lack of service or even cases of fraud can increase these ratings and influence this cancellation,” assessed Rodrigo Ricco, CEO of Octadesk.
Keeping an eye on deliveries
Shipping is considered a sensitive point in the consumer journey. In CX Trends 2023, 63% of respondents said they had given up on completing a purchase because of the delivery price and 43% did the same because the delivery time was too long. “With the economy uncertain, consumers are researching more and spending less, so it is necessary to act intelligently and efficiently.
Companies that invest in winning over customers also need to plan when they complete their purchases. If users encounter any factors that directly impact their final decision, your company runs the risk of dramatically increasing cart abandonment,” warns Rodrigo Ricco.
High prices
The value of the product or service can be a crucial factor in the purchasing decision. That’s why the runner-up for abandonment is the high price, with 56%. “In the digital world, we have access to a wide range of product options, which means we can compare prices and easily find more attractive offers.
If a website has a cost that is much higher than average, it is natural for consumers to look for more affordable alternatives or even discount coupons and progressive offers, such as buy 3 and pay for 2, for example”, highlights Ricco.
Trust
54% of respondents said they had given up on making a purchase because they felt the company was not trustworthy. A lack of transparency in the information provided, such as descriptions, prices, return policies and even customer service, can trigger this feeling in users. “They need to feel informed to make a decision. Whether online or in person, building and maintaining trust is essential to the success of any business. Therefore, adopting transparent practices and providing efficient support increases companies’ credibility and, consequently, the chances of conversion,” Rodrigo emphasizes.
Reputation counts
With easy access to information, consumers are increasingly willing to research and read reviews before making a purchase. 37% of respondents said they have abandoned an online shopping cart after finding too many negative comments about a company and 33% after coming across negative product reviews.
Ricco comments that “recurring problems with product quality, late deliveries, lack of service or even cases of fraud can increase these ratings and influence this withdrawal”.
Service
The quality of customer support can also be a decisive factor. 36% have given up on an online purchase because of poorly trained customer service representatives, while 35% gave up because they could not find channels to speak to the company and 18% because they had to wait too long for a response. Rodrigo highlights that users expect an efficient means of communication to clarify doubts, solve problems or even request assistance.
“If the brand does not offer accessible, responsive and effective support, this can affect the purchasing decision. In this scenario, it is necessary to prepare the team with training and rely on technology as a strong ally to automate repetitive service processes and thus deliver the agility that the customer desires”.