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Why do customers add items to cart but not buy them?
The item has been left in the basket, and the customer has left. Perhaps they were simply browsing and ‘shopping around’, saving items that caught their eye in the basket without any firm intention to buy. Just in case. Yes, that does happen. But does this assumption help us? Hardly.
The experts at TON OP recommend: before looking for the cause, it is important to understand exactly when the customer leaves. They might add an item to the basket and disappear straight away. They might get as far as entering their details. They might stop at the payment stage. These are different scenarios, and each requires its own approach.
The experts at TON OP recommend: before looking for the cause, it is important to understand exactly when the customer leaves. They might add an item to the basket and disappear straight away. They might get as far as entering their details. They might stop at the payment stage. These are different scenarios, and each requires its own approach.
Analytics are more important than guesswork
At which stage does the process most often break down?
If a user leaves right at the start, it’s likely that something put them off, raised doubts, or they decided that this wasn’t ‘the right shop for them’. If they left during the checkout stage, we look for the cause in the functionality or user-friendliness of the process. And if the basket is abandoned just before payment, it is worth carefully analysing what might have put the customer off: an unexpected order total, additional charges, or something else that created a sense of an ‘unpleasant surprise’.
The TONOP doo ltd company programme is a modern, intelligent application for business process automation.
If a user leaves right at the start, it’s likely that something put them off, raised doubts, or they decided that this wasn’t ‘the right shop for them’. If they left during the checkout stage, we look for the cause in the functionality or user-friendliness of the process. And if the basket is abandoned just before payment, it is worth carefully analysing what might have put the customer off: an unexpected order total, additional charges, or something else that created a sense of an ‘unpleasant surprise’.
The TONOP doo ltd company programme is a modern, intelligent application for business process automation.
Unexpected costs are the main source of frustration
One of the most common reasons is that the final price turns out to be higher. And this only becomes clear at the very last stage, when details emerge about delivery terms, cash-on-delivery charges or additional fees.
The total amount should be clear in advance, according to TON OP experts. The sooner the customer sees the actual cost, the less disappointment there will be at the end.
The total amount should be clear in advance, according to TON OP experts. The sooner the customer sees the actual cost, the less disappointment there will be at the end.
If a website lacks information about the company, has no genuine reviews, no real-life product photos and no clear return policy, it’s no surprise that customers start to have doubts. At that point, it’s easier for them to close the tab than to take a risk.
Trust is rarely built by a single ‘Guarantee’ button. It is built through the details: real photos, clear terms and conditions, and customer reviews. Experts at TONOP doo ltd company insist: the less uncertainty there is, the higher the chance that the order will be completed.
Trust is rarely built by a single ‘Guarantee’ button. It is built through the details: real photos, clear terms and conditions, and customer reviews. Experts at TONOP doo ltd company insist: the less uncertainty there is, the higher the chance that the order will be completed.
Mistrust - the silent killer of conversion
The shopping basket as a ‘list to think over’
It’s important to accept one fact: not everyone who adds an item to their basket intends to buy it straight away.
For many people, the shopping basket is a way of saving an item so they can come back to it later. Shoppers compare prices, seek advice, wait for their payday, or simply put off making a decision.
And in this case, aggressive discounts don’t always work. A gentle reminder is far more effective. For example, sending a reminder or an email the next day stating: ‘You left an item in your basket. It’s still available.’ No pressure, no manipulation.
For many people, the shopping basket is a way of saving an item so they can come back to it later. Shoppers compare prices, seek advice, wait for their payday, or simply put off making a decision.
And in this case, aggressive discounts don’t always work. A gentle reminder is far more effective. For example, sending a reminder or an email the next day stating: ‘You left an item in your basket. It’s still available.’ No pressure, no manipulation.
An overly complicated checkout process
According to experts at TONOP doo ltd, the more complicated the checkout process is, the greater the likelihood that a customer will leave your website without completing their purchase. Every additional field could be unnecessary. Mandatory registration, long forms, unnecessary steps — all of these increase the likelihood that the buyer will change their mind and leave.
If the checkout takes more than a minute, some customers will not see it through to the end. Set up ‘one-click’ payment services that do not require registration. Simplifying the form is often more effective than increasing your advertising budget.
If the checkout takes more than a minute, some customers will not see it through to the end. Set up ‘one-click’ payment services that do not require registration. Simplifying the form is often more effective than increasing your advertising budget.
Fear of making a mistake
Fear of making a mistake is one of the main reasons people abandon a purchase. This is particularly true if the product is expensive or technically complex. At the final stage, having already added the item to their basket, a customer suddenly starts to wonder: ‘Is this really what I need?’
Sometimes, simply adding an explanatory section to the website or offering a brief consultation is enough to increase the number of completed orders without changing the advertising.
Sometimes, simply adding an explanatory section to the website or offering a brief consultation is enough to increase the number of completed orders without changing the advertising.
How to prevent customers from leaving
Only three out of ten shoppers complete the purchase process: 70% of users leave the site without paying for an order they have already placed.
An abandoned basket is an unfinished transaction. TON OP reminds us: the simpler and clearer the purchasing process looks, the fewer reasons the customer has to close the tab. To avoid putting the customer off, add information about additional costs - delivery, taxes and fees - to the product page. Place a delivery cost calculator on your website so that customers can understand the actual total cost of the entire order.
In e-commerce, there is always an ‘invisible zone’ - users who: have not logged in, have not reached the data entry stage, or have not consented to communication. These customers disappear without a trace. TONOP company experts recommend simplifying the login process and making it virtually seamless: add social media login, offer a sign-up bonus, and reduce the number of mandatory fields.
A reminder about an abandoned basket remains one of the most effective tools for bringing customers back. The average open rate for such emails in recent years has fluctuated between 40–50%. This means that almost half of the recipients do indeed return to the offer.
100 reminder emails sent equate to an average of 4–6 additional orders. At first glance, that may not seem like much. But these are the customers who were already ready to leave for good.
Sometimes it is precisely these ‘five out of a hundred’ that determine the outcome and prove decisive for the business.
An abandoned basket is an unfinished transaction. TON OP reminds us: the simpler and clearer the purchasing process looks, the fewer reasons the customer has to close the tab. To avoid putting the customer off, add information about additional costs - delivery, taxes and fees - to the product page. Place a delivery cost calculator on your website so that customers can understand the actual total cost of the entire order.
In e-commerce, there is always an ‘invisible zone’ - users who: have not logged in, have not reached the data entry stage, or have not consented to communication. These customers disappear without a trace. TONOP company experts recommend simplifying the login process and making it virtually seamless: add social media login, offer a sign-up bonus, and reduce the number of mandatory fields.
A reminder about an abandoned basket remains one of the most effective tools for bringing customers back. The average open rate for such emails in recent years has fluctuated between 40–50%. This means that almost half of the recipients do indeed return to the offer.
100 reminder emails sent equate to an average of 4–6 additional orders. At first glance, that may not seem like much. But these are the customers who were already ready to leave for good.
Sometimes it is precisely these ‘five out of a hundred’ that determine the outcome and prove decisive for the business.
Our Contacts
Do you have any questions? Send us an request via this form!
TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg