I have to admit that Pur Minerals is my favorite brand and I often recommend their 4-in-1 powdered foundation. On a recent visit to one of my best friends home in north central Wisconsin, I let my friend use my foundation and she loved it too. I buy it from my local Ulta Store but there is no Ulta store anywhere near her. So, I decided to buy the foundation for her as a gift.
Here’s a snapshot of how that experience went:
- Buyer mindset: Eager and ready to buy
- Brand Awareness: Loyal and committed customer
- Intention: To Buy & Ship Now
- Greeted With: A Major Roadblock…
As you can see from the checkout cart screen capture, they are indicating that I am unable to continue due to not having my password confirmation. Yet there is no form field anywhere on this page to enter a password! Whaaa?!
I was stuck and really wanted to purchase this! I continued to go back to the previous page to see if I missed something, scanned each field with a magnifying glass and spent more time than I cared to with no success.
The average online shopping cart abandonment rate is between (approx) 56%-66% percent according to Marketing Sherpa. I would guess this shopping cart exceeds that average.
End result: No purchase was made, no response to an email to tell Pur Minerals of their website cart issue and a loyal customer was frustrated
I would love to view their website analytics to see how much revenue they may have lost due to this technical shopping cart error.
Lesson: If you manage an e-commerce website, monitor your carts check out funnel and set up alerts for various metrics such as a high exit rate or decrease in revenue by “x” percent. Oh and responding to emails would be a nice touch also.
Please share your online shopping cart frustrations.