When customers cancel their order

Are you noticing that some customers are dropping out of the ordering process, prior to completing their transactions? Two of the most common causes of this are overly complicated/cumbersome processes and hidden costs that appear late in the buying process. This can cause frustration and irritation, frequently leading to the customer getting fed up and exiting the order, part way through.

How to avoid order abandonment:

  • Keep the total number of steps involved in the buying process to an absolute minimum (no more than 3). Avoid the need for customers to fill out multiple forms!
  • Better to be upfront with the total cost (including postage/packaging etc.), prior to the customer entering the ordering process.
  • Make sure that you set clear expectations `early on’ with respect to delivery timelines. There is nothing more annoying that ordering something you needed yesterday only to find out that its not due for despatch until 3 weeks’ time!
  • Don’t force customers to create an account – sometimes people just want to buy and go! . Always provide a guest visitor option.
  • Provide enough (but not too much) information about products and/or services. The customer needs enough information to feel confident they are making the right choice but avoid overwhelming them with too much data.
  • Ensure you have a robust e-commerce platform. If your website is prone to crashing, then this will send customers packing!
  • Reassure clients of the security features of your e-commerce store. No one wants to be a victim of fraudulent activity.

So, how about when you see clients cancel, after completing the order?

I am sure we have all experienced times when we have purchased products that we later regret buying. This can, in some instances, drive us to us cancelling the order, after we have placed it.

The following are some common reasons that can prompt this apparent change of heart:

  • The feeling that you have overpaid for the product/service purchased.
  • Nagging doubts/uncertainty that the product/service is in fact the best choice in terms attributes and features (as compared with competitor products/services).
  • Quite simply an impulse purchase for which you are now having second thoughts about.

How to reduce the chances of customers experiencing `Buyer remorse’:

Number one is providing timely communications, aimed at reassuring clients that they were absolutely right to buy from you. For example, with 24 hours, send the following:

  • A message thanking the client for their business, including a receipt for their order.
  • Confirmation of when the product (or service) will be delivered.
  • Clear and succinct information about why both your brand and the product/service selected is the best choice for them.
  • A contact number that the customer can call should they have any queries

Finally, don’t fall into the trap of:

  • Bombarding customers with information/offers about other products/services that are not relevant to them.
  • Badgering customers about sending a testimonial before they’ve even received the product/service!

If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available.