Reasons for Cart Abandonment in the Beauty and Personal Care Industry
High shipping costs
Customers often desert their carts when they encounter unexpected high shipping costs. To conquer this issue, businesses should consider offering free or discounted shipping thresholds to encourage customers to complete their purchases.
Complicated checkout process
A complex and lengthy checkout process can annoy customers and lead to cart abandonment. Modernize the process by minimizing form fields, providing guest checkout options, and offering multiple payment methods can notably improve conversion rates.
Lack of trust and security
Customers are hesitant to offer their personal and financial information if they do not trust the website’s security measures. Applying trust signals such as secure payment badges, customer reviews, and SSL certificates can enhance trust and alleviate concerns.
Price comparison
Customers often leave their carts to compare prices across different websites. To tackle this, businesses can consider applying a price-match guarantee or providing additional value, such as complimentary samples or exclusive discounts, to make the offer more attractive.
Unexpected additional costs
Covered costs such as taxes, handling fees, or service charges that are only revealed during the checkout process can surprise customers and prevent them from completing their purchase. Being see-through about all costs ahead helps build trust and reduces cart abandonment.
Distractions and lack of urgency
Customers may get distracted or lose interest while shopping online, resulting in cart abandonment. Create a sense of urgency through limited-time offers, countdown timers, or personalized discounts, that can motivate customers to finalize their purchase.