Shopping cart abandon rate is undoubtedly a great indicator of whether we are doing the things right or not in our online store.
Having an optimized after shopping cart abandonment management process to handle the situation and re-inviting customers to complete the purchase has proven to increase conversion rates. You can start with these five simple tips:
1. Simplicity: Conversion rate is affected directly by the complexity of the buying process. Both, the buying and the checkout process must be as short as possible to avoid abandonment. We have mentioned in previous posts that every online shop should allow customer to buy without registration.
2. Collect data: Although you must allow customers to buy without registering, you should collect email address (and possibly also the phone number) in the first step of your checkout process so you will be able to contact them if they do not complete the process. Consumers would not mind providing their names and emails, above all, because they appreciate receiving a ‘purchase confirmation email’.
3. Immediacy: Send a reminder email to a customer who has abandoned the shopping cart within 24 hours. If you do not contact this prospective client soon, it will be less likely that she/he remembers why she/he started the buying process in the first place.
In this message, include a link that will take the customer back to the abandoned cart with the item or items already added and as much information pre-populated in the order form as possible.
4. Show interest: Price is not always the reason why a customer leaves the shopping cart. Therefore, when contacting a client that just abandon the shopping cart, express concern about whether a technical error in your system prevented her/him to convert. Other usual reasons that drive online shoppers to abandon the purchase process can also be: uncomfortable buying process, lack of different payment options or not having time enough in that moment.
5. Offer incentives: Prepare a second reminder email including an offer or incentive to encourage the customer to come back to the shopping cart and finalize the purchase.
You have to remain positive despite the fact that an abandoned shopping cart often occurs; – it is also a strong indicator of interest on your products. Study the reasons why customers leave the cart and keep in mind that the sales process is not finished at that point. With a good shopping cart abandon management, you can recover many ‘lost’ sales. Use this opportunity to highlight an additional competitive advantage: good customer service.
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