The top reasons users abandon your funnel (and how to fix them)
Do you really know why customers abandon your checkout funnel? The answer usually sits in one of these three categories:
An event blocked the customer from making a purchase
The customer didn’t have enough information to finish the purchase
Customer experiences don't align to customer expectations
Steps In Solving Your Funnel Abandonment
Confirm that funnel abandonments are resulting in lost sales Did they leave the page/website? Does this user come back to re-attempt to purchase? Do they end up purchasing anyway or is this truly a lost sale? You'll want to know this so you can size up how much you're losing by not solving this problem.
Identify when, and why users are abandoning Why your users dropped off, and what they do shortly after should inform you specifically on what you need to do to fix your leaky funnel. If there is an error, fix it. If your flow is missing information, inform your users better. We've provided a full list of what to look for, and some suggestions to help you fix them.
Quantify and fix the most impactful issues first Make sure you can quantify how big these issues are when you find them, so you can fix the biggest ones first.
Clues that will tell you why your users are abandoning
Every time someone abandons your funnel, they leave little pieces of information that can tell you why they left. Here are the indicators you should be looking for:
1. When something is blocking your user's purchase path
Clicks on CTAs or links don't load the next step/page
Form validation errors or error messages are shown
Users leave from forced login/signup pages
Out of stock messages, or limited delivery locations are shown
Site searches return zero or low results
2. When customers don't have enough information to make a purchase
Users abandon forms when prompted with product/feature selections
Users visit product information, FAQs, Shipping, or company info pages after the checkout
Users try to contact you via webchat or by visiting your contact details page
Users perform a website search after abandoning the checkout
3. When customer experience doesn't align to expectations
Users leave when shown product prices, delivery costs, or prices after exchange rates
Intrusive pop-ups are shown
There are long delay times on pages for website/system responses
Campaigns don't align to content (E.g. Forms asking for education level, when campaigns specify that it's not required)
You'll want to check that your analytics tool captures all of these data points. Luckily, Insightech captures all of these out of the box, and stores the data long enough for you to solve them. Find out more about Insightech's single tag solution.
Common examples, and how to fix them
Broken Call to Actions/Links
These are far more common than people like to admit. Fixing your broken links and add-to-cart buttons will give you very quick wins.
A good session replay tool will also allow you to diagnose what's going wrong both by allowing you to:
Inspect the page how it was actually loaded for the user
Review event logs of all events that happen on the page including the data that was passed when the error occurred (example on left)
Form drop offs
Product / feature selections: if customers go to FAQs or start a chat after dropping off, you are missing some messaging here.
Address inputs: If drop off is high here, your address validation could be confusing or not finding their address.
Voucher/discount fields: what vouchers are customers attempting to use? If drop off is high here, they may be bargain hunters after a discount.
Payment details: Do you have the right payment options? Are there any other surprises, like high shipping costs, or high prices once exchange rates are applied?
Form Errors: These should be obvious. If any users are experiencing input errors, you need to fix these.
Campaigns that don't align with on-site content
This one is simple to check. Find the point that your users are dropping off, including any specific form field, or content page with a value prop, and check what channels and campaigns they are coming from.
If your content doesn't match the reason why your users came to your website, they will leave.
Mismatches can often happen across:
Requirements to obtain offer (Education/experience/qualification)
Out of stock messages
These are easy to find - If you have out of stock products shown to users, find which products/sizes/colours are out of stock, and either re-stock them or provide alternative options.
Here's an example of how ASOS prompts users to search for alternative products. If you can't control the supply, you can still control the way you cross-sell.
Zero/low search results, or multiple searches performed
If your users searches are turning up empty handed, you might need to fix your search. If you don't stock what they were looking for, there could still be a cross-sell opportunity.
Another sign of a failed search, even if there are lots of results, is if your users complete additional searches from the search results page. This means that your search didn't show them what they were looking for.
Too long/complicated checkout process
See where your checkout flow can be shortened. Is every input essential for you to provide the product or next stage of service? Do you have a fulfilment team or an onboarding process that could also collect information, and shorten your funnel to conversion? High dwell times can also be a good indicator of where your checkout process is breaking down.
Are users abandoning your checkout once they get to the discount/voucher input fields? If so, you'll want to check if they are returning via an affiliate, or with voucher codes to complete their purchase. The same issue can also occur if you're offering discounts from abandoned cart emails. If you want to know how to identify sales cannibalisation, here's an article where we address solving that.
Setting up a cart abandonment campaign
Another important strategy for recapturing users sitting on the fence is to kick off an abandoned cart campaign.
Use a retargeting pixel on your checkout flow, or an email if it's provided, to follow up with a reminder for users of the products they were interested in.
A cautionary note - If you decide to add an extra incentive to purchase through a discount, keep a keen eye on:
How many sales are recaptured using these discounts
How many of these sales are potentially cannibalised sales (refer to our article on sales cannibalisation from discounts)
Whatever your situation, you'll want to focus on the biggest drop off points of your funnel first. The lower in the funnel you go, the higher the opportunities are for conversions.
You'll also want to take the tools and learnings you've learnt here, to help you get the most that you can out of your conversion funnel.