Online shopping cart abandonment has become a serious problem for many e-commerce and retail businesses. This very real issue will deplete your conversion rate unless you take the right measures. More than three of every four consumers visiting an e-commerce site leave their shopping carts full. Typical reasons consumers leave their online carts include excessively high extra costs, such as shipping fees and taxes, long and or complicated checkout processes, lack of interest in creating a site account, website errors, slow delivery, and/or unattractive return policies, among others.
If this issue has become a serious problem for your business, experiment with the following shopping cart abandonment solutions. Proactive, preventative measures are always best.
A little more than 20% of consumers who abandon their online shopping carts do so not because they did not want to buy the products but because of a site glitch or crash. Many of these consumers have every intention of returning to the site and trying again. Let these customers know you are aware of the situation by creating and sending a recovery email campaign no more than 24 hours after abandonment. Send a second email two or three days later, and a third email the following week to re-engage customers.
Offering them an incentive, such as a discount code, is a great “apology” for the technical issue, particularly when paired with direct links to abandoned carts.
Unlike in a brick-and-mortar store, your employees may not be there in person to convince a consumer to go ahead with a purchase, but you can provide support other ways. A live chat service offering quick and thorough answers to all questions and concerns may deter consumers from leaving their carts in the virtual dust. For example, if a customer is shopping for a dependable pair of hiking boots but you do not have the style he or she is looking for, your live chat service could suggest another style with a better reputation and lower price tag.
Yes, acquiring user data is important for future advertising campaigns, but not at the expense of the checkout experience. Asking a customer to create an account and provide extra personal details is one of the quickest ways to make the person say “Buh-bye.” While you can absolutely offer the option of creating an account, a “continue as a guest” choice should always be available. Customers appreciate not having to go through the account set-up process to make a purchase and are more likely to return to your site. Express checkout is easy and fast… and very much appreciated. If you are concerned about losing too much data, you can always ask your customers to fill out a quick email survey after their purchases are verified.
Keeping the carts visible prevents that familiar “out of sight, out of mind” issue. Amazon does this with a cart icon present at the top right of the screen at all times. The cart lists the number of items it features and is easily customized for those who want to purchase certain items at a later date. Maintaining a constant cart presence also reminds consumers about products they have “saved for later” when they return to the site, which again is something Amazon provides.
Yet another way to encourage purchase completions is with exit-intent popups. These small screens serve as last-ditch efforts when the consumer is about to exit the site. Popups are installable on any page, including shopping cart and checkout pages, and send important messages to customers. Many provide incentives to stay and complete the purchase, such as special codes or offers, while others offer additional information that may sway a consumer to move forward with the checkout process. A great example is a popup reading, “Don’t go! You still have some products in your cart. Get 10% off your purchase when you use the code DONTGO.”
Implement the above shopping cart abandonment solutions and pay close attention to your checkout rates over the next few weeks. You will likely see the improvement you want, which may inspire you to offer further incentives or other outstanding reasons why your target audience should choose you over the competition.
Remember, while you cannot always win every time a customer wants to leave his or her shopping cart, you have many options to control the abandonment numbers as much as possible.