According to a recent report put together by the Baymard Institute, an independent web research company, 67% of online shopping carts are abandoned. That means that 67% of web shoppers looked around your site, picked out one or more things they liked enough to save into a cart, and then just...didn't buy them. Why not?
The four main reasons online browsers don't make that online purchase include:
1. Taxes and Shipping. Shipping just bumped a $29.99 purchase up to $41.50. The total price is too much. Bye-bye, customer.
2. Buyer’s Remorse. Shopping around and putting things in your cart is a guilt-free pleasure. But once you see everything you picked out, a sense of regret can outweigh the actual enjoyment of potentially using the product. Customers start to ask themselves: Do I really need this product? 67% of them say "no."
3. It was fun to pretend. I was just browsing or comparison shopping. I never planned to buy the item, or I went somewhere else and got a better price.