Howdy folks! We are back with another post that packs a punch. This is something you really need to know: Cart Abandonment. It’s every e-commerce store owner’s nightmare. Every time somebody abandons a cart on your store, it’s like going through a break-up. A depressing break-up with your potential customer.However, we have some ideas up our sleeve that can help you reduce this behavior among customers. But before that, you need to understand why your visitors are adding items to their carts and then never go through with the purchase.
Why Cart Abandonment Happens
One very obvious reason a person leaves items in their cart and closes their browser is because they were simply window shopping! For a lot of people, just adding items to their cart can give them the exact same thrill of actually making the purchase. These people really don’t need that item, but love that product and are fantasizing about owning it.
Many others just need some time to think. They add items to their cart as a way of saving it, so that they can decide if they really need it and come back to complete the purchase, without going through another round of search on your website. Some people never come back, though. That’s when you (or a cart on your store) has been abandoned. Sniff!
There are other trivial reasons why items in a cart may never get checked out, but it is definitely a growing concern for e-commerce owners. Therefore, you need strategies to reduce this trend.
1: Discount Pop-Up before User closes window
Many brands use this strategy and for good reason- people are always excited about discounts and a sudden coupon code can get them to reconsider their decision of abandoning their cart. get your web developer to create a catchy pop-up window which appears when a user is about to click on the ‘X’ button. Or you can do it yourself by using Hello Bar’s paid plan or that from Picreel, which will show pop-up windows based on user behaviour.
2: Send a “Don’t Forget Me” Email To Registered Users
3: Make sure you have given all relevant info on product description page
More often than not, a poor written product description may force shoppers to search for relevant information about your product elsewhere. If visitors abandon their carts, it shows that your marketing copy wasn’t convincing enough, because if it was, then they surely would have continued through the purchase. It is important to give a well-rounded description on your product pages to not only inform the customer, but also involve them. Draw them into the experience of using that product. Make them very sure about that product, and that they must have it. Don’t give them an opportunity to go looking somewhere else, and you can do that by giving all necessary information. See #6 on this post for ideas.
4: Cross sell & Up-sell to keep User engaged
Let’s understand customer psychology for a moment here: You are an e-store that offers free shipping for purchases above, say, $100. This of course you have done to encourage the user to buy a couple of products on a single visit. Your customer needs only one dress worth $50 from your latest collection and adds it to her cart. She calculates that she has to pay shipping of about $15-$25 if she buys only this product, but if she waits for your next seasonal collection and likes something from that, she can check out with free shipping. However, your goal is to make her aware of all your products in the current collection that she can buy right now. Use up-selling or cross-selling [You May Also Like products] to keep her engaged. Make her add more products to her basket.
After the total value of her cart exceeds $100, you have a pop-up window saying “You Are Now Eligible for FREE shipping”. Something about “FREE” really catches her attention. She wants to make the purchase now! And that dreaded cart abandonment? Puff!
5: Make Check-out Very Smooth
This one makes us state the obvious, but a really necessary one on this checklist. If the user is not able to check out in 2-3 clicks, then the products will remain in the cart and they are never coming back. Buggy websites make check-out pages load very slowly. Maybe your checkout page doesn’t allow them to make changes in size,quantity, add/remove products etc. Maybe you are asking them for feedback or to share on social media before they have made their purchase. Maybe you don’t have an option of payment method that they prefer. These are very strong reasons to turn off the user, so much so, they might not even bother to delete the item in their cart and may just close the browsing window, leaving you with that lonely abandoned cart.
6: Make Sure Your Website is Trust-Worthy
Another obvious pointer, but have you done everything to make your e-store look trust worthy to your visitors? At the last moment, a customer may question themselves- will i really receive this product from them? Is this a phishing site? Are my card details secure? Have people purchased from here before or am I the only victim? The customer may go to some lengths to research about your products on other review sites if your product is must have and only available on your website, but you can make it easier for them by providing all that info on your website itself. Reviews & testimonials, trust badges, good design, about the founders, your address etc all contribute to trust-worthiness.
7: Allow them to Add to Wishlist so they can shop When Ready
You may already have this feature available on your website and if you don’t, then this is one sure fire way to reduce cart abandonment. At least indirectly. Because having this option weeds out the window shoppers who are just looking to save some items for later purchase or are just fantasizing about owning it (though they cannot afford it). The real purpose of wishlist is to enable customers to share it with their loved ones so someone else can buy that product and gift it to them, but for you as an owner, it reduces the heart ache of seeing abandoned carts.
In spite of taking these measures if you find that the cart abandonment rate has little improved and at this crucial point, when you begin to feel scornful of such visitors to your site, there’s some good news for you. The fact that people are saving products to carts shows their acute interest in your products. You must be doing something right. So even if you don’t get paid in cash, these cart “abadoners” can pay in brand equity. Use them as evangelists of your products. They love your products, then use strategies to get them to share those products with their followers and friends who maybe more likely to buy it or in need of it.
Or use this opportunity to gain valuable feedback about your business. Why didn’t they go through with the purchase? Do they have inhibitions about the size or colour? Are they concerned about quality? Are they unsure of a return policy? Do they know how to use that product or style it? This is the very kind of info that, if improved, can get hundreds of more customers in the future per cart abandonment in the past.
Try any one of these tips and let us know how it goes!