One of the most frustrating aspects of mobile commerce is abandoned shopping carts. This is when shoppers go as far as to put items in their shopping cart, but choose not to go through with the purchase.
This phenomenon is huge. Up to 97% of mobile transactions are abandoned.
Image from cartrescuer.com
There are several reasons people tend to abandon their shopping carts. Some of these reasons are inherent in the customer. For example, if a customer simply decides against buying the product. Maybe the customer chooses to compare costs with different businesses and finds a better price.
However, some reasons for abandoned carts can be changed. One of these is security checks. Security measures are important for decreasing the likelihood of costly fraud, but often they do not work well and result in friction for the customer, slowing down the checkout process.
A large majority of people abandon their carts because the checkout process takes too long. Security checks often contribute to the time it takes to purchase products. Asking for too much from customers is enough to turn them away from completing their order.
Here are the most common security check hassles that cause customers to leave the checkout process:
1. Forgot Password- The average person has many online accounts and with them, many passwords. If you have an account with a business you don’t often buy from, it is fairly common to forget your password. The process to reset a password is often tedious and significantly increases purchase time. You may get an e-mail with password reset instructions quickly, you may have to wait, or you may never get this email. Forgetting a password is often a que for customers to leave the store. Plus, setting a new password can be annoying if the store is not completely optimized for mobile devices. It is tedious to enter your new password several times.
Image from recoverlostpassword.com
2. CAPTCHA- If you have ever entered a sequence of random numbers and letters on a site, you’ve used CAPTCHA. CAPTCHA is a problem used to prove the person accessing an account is actually a human. Theoretically, a computer would not be able to solve the problem and suspicious activity would be thwarted. This is an extra step customers must complete before they can complete their order. Have you ever had a hard time reading a blurry CAPTCHA image and entered it wrong? Yeah, it’s annoying.
Image from geek.com
3. SMS Verification - Some mobile commerce businesses use the approach of requiring customers to enter a code texted to their mobile device. This security measure increases the time to check out if it works correctly, but if it doesn’t, it can be disastrous for the sale. Sometimes the store says the text message was sent, but the customer never receives it. This is a huge source of friction. The customer either has the option to back out of the purchase or request a new code. Again, this adds time and frustration to the process.
4. Credit Card CVV Number- Some mobile businesses ask customers to validate their payment information by entering the CVV security code on the back of their card, or even the entire card number. This can frustrate customers that aren’t close to their wallet or simply don’t want to dig through it to find their card. This is enough to abolish interest in some customers.
Image from thedacare.org
5. Feature Recognition- There are several ways customers’ physical features can be used to validate identity. Two of these are face and eye recognition. The issue with these methods is similar to many other biometric method. Depending on the situation, the technology could not recognize the customer. For example, wearing contact lenses one day and not another may throw off eye recognition.
6. Signature Verification- Another security validation method is using a person’s signature. A signature is unique to each person. This sounds like a good idea to validate identity, right? Unfortunately, the logistics of this security measure aren’t ideal. A person’s signature is not always the same and varies based on their situation. For example, if a person is rushed, his or her signature may look sloppier. This presents problems if a matching signature is needed to complete the order. You may have to sign several times before the system recognizes your signature.
Image from ebankid.com
7. Fingerprint Recognition- Fingerprint recognition sounds like a perfect idea, as every individual has a unique fingerprint. Unfortunately, this software can easily malfunction. For example, if it’s an extremely humid day, moisture could throw off the software.
8. Paying from Different Country- If you’ve tried to complete a purchase on your phone from a new country, you may have run into this problem. Friction can be caused by blocking customers that are paying from a different country than usual. This completely halts the transaction, causing an abandoned cart.
9. Requiring Login- Not only does logging in significantly slow down the process, customers may not want to start an account with a company just to complete a purchase. Maybe they don’t plan to continue ordering from a particular store. Businesses that offer guest check out options have an advantage when it comes to this problem.
10. Paying from a New Device- A customer paying from a new mobile device can be enough to send a red flag. Sometimes customers are required to repeat their information for verification purposes. This can be tedious.
As you can see, there are many instances where security measures can cause friction for shoppers. This friction is a huge hurdle in the quest for a seamless mobile shopping experience.
By increasing the time to check out and the amount of frustration, these security checks cause many customers to abandon their shopping carts. Shoppers are more likely to finish their purchase if the payment process is quick and simple. Also, they are more likely make impulse purchases, a big source of revenue for mobile commerce.
Mobile payments don’t have to be so tedious. Improving security measures and using methods that don’t increase user friction are critical to decreasing the rate of abandoned carts.