Abandoning a shopping cart by customers is a serious issue faced by Ecommerce entrepreneurs. Does it sound like some threat or it’s just another needle waiting to be pushed? Whatever it is, the main objective for any business here is plan and get the customers back. Although, entrepreneurs today use latest techniques, statistics and analytics to power the buying power in customers you never know what is there in the hindsight.
The research states that almost 2/3rd of the carts are abandoned, it is highly necessary to win back those customers. Most customer do window shopping, they do not really have pre-determined plans to shop particular items although many do have their lists ready and purchase items that are most important to them.
Many customers simply leave shopping cart with absolutely no reasoning; we can just only wish there had been a tool to summarize why they left shopping! But that’s just a thought up in waiting that you wish, you can replicate in real life! Yes, you can and you will do it. But how? Here are some of the tactical plans and thoughtful reasons that you can implement in your business and see the difference:
- Being available to customers through Checkouts!
- Hold the customer’s purchase items
- Retargeting your customers on Social Platforms
- Having separate Checkout options for Guest
- Simplifying the checkout process
- Building the Customer Trust
- Free Shipping
A customer at the checkout process have still many things going on in their minds, like what if, how much buying they had to do, etc. A report states that 75% of customers prefer a phone call as one of the fastest means for receiving the response from brand personnel. Hence, a contact firm or an email should be highlighted object on the website that helps customers to ask for any queries. Only 24% people prefer completing an online form, getting quick response is what the customers are looking for.
However, providing all options for customers to contact you are not enough, it takes good amount of efforts to win customers hearts. A great improvement in Customer Relationship Management (CRM) on your customer sales journey will go a long way in building long term relation.
Most customers today are internet savvy, they will explore many websites before grounding on one; they usually take two days to shop after visiting the site. The scene doesn’t necessarily indicate that cart is abandoned. The research states that 55% of consumers leave a shopping cart because they weren’t simply ready for the purchase, customers would want to save their items for buying later.
Customers are willing to purchase the items they have chosen now or later this means there are every chance of conversions happening from their end. Make this process an easy one for them to return to the carts. The best way to do this is holding the items that a customer had selected in his cart. It is highly important for shoppers to return to the carts and make start making purchases from where they stopped.
Now, the final question is how you can remind your customers about abandoned cart? The SaleCycle report states that half of abandoned cart emails are opened by customers and it gets a third of clicks leading to actual purchases. It is one of the ideal methods for driving the conversions.
The above example exactly shows how Nintendo saved the items in its shopping cart; this is some creative way of reminding your customer about the abandoned cart. Email is the best way to encourage a total completion of the purchase. It also includes, call-to-action button, “buy now”, clicking on these buttons directly lands you to landing page for finishing the order.
Retargeting your audiences is one perfect way to re-engage your audience and getting the desired conversion results. The AdRoll survey found that only 2% of shoppers get converted on their first visit to an online store. Brands need to re-engage the prospects in a process of marketing or selling their products. Re-marketing is a sure success method to get your customers back especially those who have visited your site before. It lets you people to come back on your store and start a re-purchase with abandoned cart.
The image shows how a customer selected a pair of shoes and put it in the car and abandoned the purchase. They may have held the item for any reasons, but it’s a pure indication that they have not decided to quit the purchase. They simply abandon it now the problem is to remind them about the said purchase item remaining in their cart.
For reminding their customers, to come back and continue the purchase, ASOS made use of targeted adverts on social platforms to show same pair of shoes.
Such retargeting of customer’s leads to high conversion rates because they are personalized based on each customer’s preferences and user behavior. The customers who are active on social platforms are generally the ones that provide greatest revenues and margins. Hence, it is best for your buyers to be engaged and satisfied.
Brands collect a lot of customer data while on a customer purchase journey and they make use of this data for re-targeting the customers in a very unique way. Brands usually have social log-ins but some customers may just randomly check on your site, they may just browse the site as guest and make sudden buying decisions. Giving customers’ option of buying without signing-in with them, boost the sales of the brand. The recent report by Business Insider Shopping Cart Abandonment research states that nearly 28% of customers feel frustrated for being forced to sign-in and is one of the prime reasons for purchase abandonment.
Providing customers with guest checkout process helps them to make quick sales and is surely going to make a sale. A guest checkout might mean a little loss to the brands as they will lose out on a customer data but it will substantially help a customer for easy checkout especially when they have purchased items.
The above New Look example shows how the brand allows its customers to log-in later on. There is not force in the above case and customers can log-in at their own convenience.
As it is customers prefer easy checkout and purchase process, the complexities involved in a checkout process may give more reasons to the customers for abandoning the cart. 27% of customers will give up on a purchase if they find checkout too much complex. A checkout process should be made as simpler as possible; it should involve less complex but easy checkout process.
The above example from Amazon allows its customers to store personal information with regards to delivery and payment options that they can use for later purchases. As the details are saved in customer’s accounts, they can add items in their shopping basket later on to finish the orders. Giving them the action button will help them to take quick action for buying.
Customers buy products based on the trust and bonding that you have built with them. Transaction forms are a great tool to establish and build trust on the site. A transaction form is something that is very personally and hence asking for the same would mean that you are asking them to trust you. The personal details would mean their contact details including their contact information, card details.
Customers usually hesitate to provide personal details especially when it concerns with financial security, use your transaction form to build that trust and establish good relation with customers. You can include trust seals they are also commonly known by the names SSL certificates.
The research states that almost 50% of customers abandon the cart because they were not eligible for free shipping. 37% exit the sales process if the prices were not clearly mentioned. The customers want clarity and no hidden costs should be involved to give your customers smoother checkout process. Be very clear for any transactions with your customers, be very upfront about your shipping policies right from the beginning. Also give your customers clear idea about delivery estimates. Customers can really get frustrated with lengthy checkout processes and also length delivery estimates. Do not give your customer vague reasons for late delivery, be upfront for anything regards to your product.
Pets at Home brand have made shipping simply easy by putting the costs and estimated costs of delivery right at the beginning of the checkout process.