When a prospective shopper visits an online store, adds items to the shopping cart and leaves without making a purchase, it’s known as “shopping cart abandonment.” This is a major concern for online retailers.

You have worked hard to get the customer to visit the site, engaged them to the point where they have browsed through your products and felt compelled to add an item into their shopping cart, so why didn’t they complete the transaction?

If you put in the work to driving targeted, organic visitors to your site, you need to make sure you can close the deal once these visitors arrive.

Research by an identity management and credentials company found that more than half of UK smartphone owners have abandoned a mobile transaction, costing retailers a potential £6,000,000,000. And around one-third (32%) of those abandoning a transaction did not attempt it again.

The cart abandonment statistics from the report show that desktop has a 61% abandonment rate, and mobile has an 81% abandonment rate.

What does this mean for business owners?

Overall, the study found that usability issues (68%) far outweighed purchase uncertainty (21%) or payment security (16%) when it came to abandoning a mobile transaction.

The main reasons highlighted for abandoned mobile purchases included:

With mobile browsing on the rise, it is essential that your website is mobile friendly to maximise your revenue and meet client expectations. And no matter how great your site looks on a desktop, if is slow to load, complicated or difficult to navigate on a mobile phone, you are potentially missing out. 

What steps can business owners take to improve the chances of converting?

The first step is to make sure your website is mobile responsive. Having a responsive website design means that your website has been built so that the structure, content, and images of the website all adjust itself to the dimensions of the device being used to access it. You can check whether your website is mobile responsive here.

Secondly, you need to check your website’s page loading times aren’t costing your conversions. Every second counts when it comes to page speed, especially when speed can directly affect the user experience. Over time websites can become sluggish so it’s important to regularly monitor how quickly individual pages load and see where any problems may lie. You can check the current speed of your website here.

WP Tech Support can optimise your site to speed up page loading times and make it mobile responsive. Both will directly affect your sales by increasing conversion rates and reducing the amount of abandoned shopping carts.

Take a look at our monthly plans to find out more. It is simple to sign up for single or multiple sites and there are no long- term contracts – and if you’re not 100% happy with our service then we will happily refund your monthly plan payment.

Don’t let slow page loading times and difficult navigation cost your company.