Why Shopping Cart Abandonment Happens, and How to Stop it

by Sean Ogino | Social Commerce

It only takes 3 words to bring chills to an eCommerce heart – shopping cart abandonment. It happens quickly and swiftly, but more often than not, its not out of the blue. The top reasons shoppers abandon their cart include long registration forms, comparison shopping, and single channel experiences. In order to combat this, a number of social tools can be implemented around your site. We’ve compiled the top 5 ways social tools can increase conversion rates.

1. Create a personalized shopping experience
Create an interactive shopping experience, similar to the feeling of shopping in a store with friends with tools like social login and trending products depending on shoppers’ friends or location. Adding personalized product recommendations for customers based on previous purchases or items saved in wishlists, also help increase conversions. Collect and utilize social data for smarter retargeting and personal touches like birthday promotions. According to eMarketer, 57% of shoppers abandon their carts because they simply weren’t ready to purchase. With verified email addresses, send cart reminders to help drive shoppers back on site.

shopping cart abandonment

2. Showcase product reviews and ratings
More and more online consumers are now comparison shopping before checking out. In order to make it easier for shoppers to trust your products, feature product ratings and reviews. In a recent study by Dimensional Research, 90% of consumers consult these reviews before making an informed decision. Take it a step further with Social Q&A to enable shoppers to receive immediate answers from past customers.

3. Simplify the checkout process
The fewer steps between a shopper wanting to buy an item and checkout, the better. Reduce the use of account creation forms and number fields by offering social login. Continue to collect rich data, without requiring tons of forms or the creation of a new username and password.

Simplify the checkout process

4. Invest in top influencers
Implement rewards and incentive-driven loyalty programs to keep shoppers coming back to make more purchases, more often. Discover who your top referrers and sharers are – these are your top influencers. As many businesses have seen, it’s easier to keep a current customer happy, than invest in finding new ones.

5. Add a second call to action
According to eMarketer, 56% of shoppers abandon their carts because they wanted to save it for later. Instead of just having an abandoned shopping cart, give shoppers the option to add their selected items to a Social Wishlist. This can be saved for later or shared with family and friends. Not only does this reduce shopping cart abandonment, it also increases social reach.

Add a second call to action

Shopping cart abandonment is a problem that almost every eCommerce business faces, but it can be helped by implementing a number of social tools. Get rid of long registration forms with Social Login. Reduce the need for comparison shopping by building trust with Ratings and Reviews. Create an omnichannel experience, keeping shoppers happy no matter what channel they interact with you on.


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