It is estimated that up to 7 out of 10 online shoppers add a product to their cart, but ultimately do not complete the purchase. Where does an abandoned cart come from? And what can an e-shop do about it?
Where does an abandoned cart come from?
An abandoned cart is a problem that affects many online stores. The most common reasons for such a situation include:
- finding the same product on a different website at a lower price,
- negative opinions about the product,
- too high delivery costs or a small selection of delivery methods,
- a payment problem or a small selection of payment methods (e.g. no possibility of a quick transfer or payment by BLIK),
- Additional costs,
- a complicated purchase form, requiring more data than necessary,
- forced to open an account in the store,
- errors on the website - e.g. no discount is charged, the page loads too slowly, one of the buttons does not work,
- basket designed not in accordance with UX standards - non-intuitive ordering process.
Some abandoned baskets can be "saved". First of all, you need to find the cause of the problem and implement appropriate corrective actions. What can we do to increase online sales efficiency?
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How to fight the problem of abandoned baskets?
First of all, you should check that everything is working properly and remove any errors while placing the order. It is worth to shorten the purchase process as much as possible, eliminate the need to register on the website, and present the available forms and exact shipping costs in the product description (you can also offer free delivery).
And what if the store cares about the simplicity and intuitiveness of the ordering process, and abandoned baskets still happen? In this case, it is worth implementing additional measures - e.g. sending a reminder message to the customer abandoning the cart (SMS, e-mail or via the application). In the message, it is worth including information about the additional benefit that is associated with the purchase (e.g. a discount, lower shipping cost or free delivery, a small free of charge to purchase). Sending a message is only possible if we have the appropriate consent of the customer (e.g. from previous purchases).
If we do not have contact details for the customer, we can use remarketing, i.e. personalized advertising activities in social media and search engine. As in the case of a customer's message, it is worth tempting to buy with an attractive discount, free delivery or better order conditions.
