Digital shopping cart abandonment happens with every online store. By calculating the cart abandonment rate, you can learn customer’s insight and improve your selling journey.
According to Enterprise Apps Today, “more than 60 percent of online shoppers take off before completing an online transaction”, which means 6 out of every 10 customers leave their cart before completing a purchase.
Scroll down this article of essential business metrics to focus upon correlating with the cart abandonment rate and practical tips to increase your store conversion rate.
The reasons for Digital Shopping Cart Abandonment and how to fix
Complicated checkout process
Many things caused digital cart abandonment but the complicated checkout process is listed as the most reason for every online store.
As said, lengthy registration or transaction form, create an account, or even log in BEFORE check out can all give shoppers a reason to get away. In fact, 42% of eCommerce shoppers actually abandon their shopping cart when asked to do these things (KISSmetrics’s report).
Although these are the information every merchant need to collect before selling any product, it is cruel that you make the check out process as clear and direct as possible.
The two-step or three-step process is all customers have to do to finish up, making the experience more straightforward and less intimidating.
“Windows shopping” – browsing not buying
Love it or hate it, selling online means you display your products to all customers and people are free to compare each store, “windows shopping” is recorded in large numbers.
To define window shopping traffic, I highly recommend you set up Google Analytics (GA) to your check-out page. That way can point out which step customers drop off and their initial reason.
If the bounce rate is extremely high on the shopping cart page, the customer is walking around without any strong buying attention.
The more add-to-cart products, the more interested customers invest in your product. The good news is you can use customer data that GA reported to retargeting that customer throughout other channels such as Facebook and Google.
However, the longer a customer stays on your site without making a decision but jumping in/out, especially the check-out page. That customer may have an unsold concern. A gentle pop-up or live chart message may work well. That way, you can engage customers to share their thought and assist them come back to the check-out process.
If you are not successful at the first time which is common, keep customer information and send them a promotion code or even a holiday card. Communicate with your customer, show them your USP and how great the product is. Those are harmless and help increase your selling opportunity, also define a good brand image in front of your future potential customers.
Shopping Cart Abandonment caused of lacking information
Remember how cart abandonment rarely happens in a retail outlet?
That is because there’s usually a Sales Assistant on hand to help customers out with finding what they want, explaining the pricing (including any discounts or other promotional offers on certain items) and generally process to check out.
So, next time when the customer puts something in their shopping cart, give customers more reason why that item should make its way to the checkout page.
Sometimes customers may leave shopping cart abandonment because they are being distracted by other items. The Chatbot or online sales assistant can do exactly the same things as in-store sales assistant.
- Cart abandonment email: follows up by email and reminds them to continue their purchase quickly with a sense of urgency such as discounts on products in the cart, low stock, restock items, promotion added, free shipping campaign,…)
- Notification push on desktop/mobile screen: Various apps can help you set up push notification or email reminder for recart abandonment and encourage customers to complete the checkout. No coding need, easy to use and does not costly at all. You may want to try out: PushOwl (Push Owl), OneSignal (One Signal), Recart, Smart Push Marketing by Hextom, Firepush, Automizely, Privy, Push Monkey,…
- Sending out your shopping assistant: That said, digital cart abandonment comes from plenty of reasons you don’t know. That is why I would rather recommend you get to know your customer before pushing any notification or email. In this case, all you need to do is send customers a reminder message through the live chat, then start a chat flow with a gentle and welcoming message regarding the product/shipping/payment methods,…
Socialreply is a powerful tool to automated messages to all cart abandoners, asking their problem, offering consultant service, giving out promotion code and encouraging them to finish the cart.
Moreover, you can build up the messenger audience list by converting customers to subscribers, the only thing they have to do is approve a checkbox.
Socialreply offers subscribe checkbox which helps customers instantly leave questions about the products and recover the shopping cart abandonment.
A lot of messenger chat plugin offers this function, but with Socialreply, you can leave the subscriber checkbox at your product page, shipping page or everywhere you think your customer needs more information. Check out Socialreply here for your reference.
Low-trust & stiff payment options website
The lack of payment options gives customers the reason to leave the site and go for the others.
The digital age comes with unexpected benefits but it’s also attached to the low-trust online market, especially when a customer first time purchases your product or service. As we do not know what is going on behind the screen, make your online touchpoint the most secure as it should be. If you are an online merchant, you must have PCI-DSS compliance (Payment Card Industry Data Security Standard) compliance with your payment gate and own a website with SSL security to win customer trust.
Give assurance to the listed products: Set up other security seals to give confidence to your users or perhaps provide a refund or guarantee policy such as 7 – 15 days return to prove your product quality. When people see nothing too extremely risky to lose, they will become more open in buying.
Low navigation website.
Last but not least, dwindling the check out procrastinate by decluttering the process and website navigation is the key and there is nothing drive-off customers faster than a long clutter checkout process.
Declutter any check out procrastinate by avoiding the surprises in the checkout page and create a seamless check out process by that.
Records show that payment fee, shipping cost and other additional fees are listed as the second main reason for shopping cart abandonment.
To prevent that happen, be transparent and straightforward as possible. Make shipping cost or any extra charges prominently on your site. Plus, a Chatbot can help by engaging customers with shipping cost when a product page is viewed.
Or you could prefer having a little info icon right next to the add to cart for customer awareness about the shipping and other additional fees if needed.
8 key strategy of Digital Shopping Cart Abandonment Recovery
According to PwC’s report, 73% of customers consider customer experience to be the most important factor in their purchase decisions. A strong brand, a wide range of products and attractive prices can bring customers to an e-commerce website or app, but a well-performing site with all focus on what will stop them from leaving without completing a purchase.
To sum up, cart abandonment rescue can be treat by those strategies:
- Minimize the checkout steps
- Allow customers to buy without a registration account
- Don’t ask for unnecessary questions or question that your Chatbot can easily collect AFTER they make a purchase
- Showcase your best catalog design and always leave a thumbnail throughout the checkout process to remind customers what they are buying
- Automatically add promotion code or guarantee term in the checkout
- Make a wise choice of Shipping partners to avoid customer’s unexpectation at the checkout page
- Utilize Chatbot to assist customers in every step of the selling journey