The problem of an abandoned shopping cart is a major factor that hinders the success of e-Commerce businesses, as evidenced by the statistics that show that two-thirds of carts are abandoned.
Reports from e-Commerce platform Shopify show that on an average, 67% of online shopping carts are abandoned, revealing that e-retail stores are not engaging proactively with potential customers.
This leads to losing out on a huge opportunity to encourage and keep the customer interested in your products, ultimately generating conversions and sales.
A common reason for cart abandonment is customers being undecided about a purchase. But this is not the sole reason. A customer being undecided accounts for only a small percentage from among many other reasons for why they abandon carts before finalizing a purchase.
Here in the first section of this article, let us tell you five ways you can make sure your customers do not abandon their shopping carts on your e-Commerce store.
Remaining accessible throughout the checkout process makes customers more comfortable about any last minute queries, reducing the chances of cart abandonment
It is common for customers to have several questions about products they are considering buying. These queries may not be adequately addressed through the FAQ section on your product listing page. It is important that you are easily accessible to address such pre-checkout product queries. It does matter how responsive you are to customers because a quick response during this critical time in the purchase process can effectively spell success or failure for your business.
Only 24% of customers prefer to fill out an online query form to ask a question during the checkout process, while 75% of customers believe a phone call to be the fastest way to respond.
Hold abandoned cart items so it will be easier for returning customers to find the products they had selected earlier
It may be common for customers to delay purchases by at least two days after their first visit to your e-Commerce site. This means that an abandoned cart doesn’t essentially mean the end of a transaction. Reports reveal that 55% of customers will leave their shopping cart before checkout, because they simply were not ready to buy, expecting their chosen items to be saved for later.
If you want to boost your conversion rates, consider making it easier for returning customers to access carts-in-progress.
Try sending a shopping cart abandonment e-mail to remind potential customers that they’ve left some items unpurchased. According to reports from SaleCycle, almost half of all abandoned cart e-mails are opened and more than one-third of clicks lead to purchases back on the site. This makes these targeted e-mail campaigns ideal for increasing conversions.
Retargeting on social media can boost click-through rates on your products
Reports reveal that just 2% of shoppers convert on the first visit to an online store. e-Commerce brands must, therefore, attempt to re-engage prospective customers wherever possible and retargeting on social media channels is a good choice. Retargeting can increase click-through rates, develop brand loyalty and increase brand exposure.
If a customer has left an item in the shopping cart, the e-Commerce business can try to serve retargeting ads featuring the abandoned product on social media, to rekindle interest in the abandoned purchase. Retargeting campaigns increase conversions because they are highly personalized based on a customer’s recent e-Commerce browsing habits and preferences.
Allow Guest Checkout to encourage new customers to complete purchases without creating an account
Making the checkout process as frictionless as possible is a key element in boosting sales and conversions on your e-Commerce store. To this end, you must consider allowing customers to finish checkout without having to sign-in or create an account on your online store. Forcing customers to create an account can adversely impact the likelihood of a successful sale.
Statistics from Business Insider’s shopping cart abandonment research reveal that being forced to login or create an account to finish a purchase is considered by 28% of consumers as one of the most frustrating reasons that resulted in shopping cart abandonment.
Simplify the checkout process to avoid customers abandoning carts because they are asked to fill tedious forms
Customers shopping online expect a seamless and hassle-free experience on eCommerce websites. To ensure that you offer customers an online experience that is easy, simplify the checkout process. This will directly affect cart abandonment rates and help increase sales and conversions. Reports show that overall, 27% of customers will abandon a purchase if the checkout process is extremely tedious or complex.
The ideal checkout process must consist of three to five steps. It would help the customer to see a simple checkout trail above the checkout page, outlining the various steps in the checkout process.
Real-time e-commerce analytics can help reduce cart abandonment rates
The primary goal of the e-Commerce store owner is to gain a comprehensive understanding of the customer. To be able to serve your customers, you must be aware of their online shopping habits. Real-time advanced eCommerce analytics will help you get an idea of your customers’ behavior.
Here are a few questions about your customers’ behavior you must consider.
- What are your customers doing before they choose to add a product to the cart?
- At which stage in the buying process are your customers when they abandon their cart?
- Where do your customers go after they leave their shopping cart?
Rather than attempt to guess the answers to these important questions about your sales funnel, a robust analytics solution will be able to provide you with real-time data on your website and customers’ browsing habits.
Real-time analytics will give you an advantage in that you will understand your customers’ behavior patterns in real-time, as they happen, and not in retrospect through end-of-day, weekly or monthly reports.
Real-time advanced analytics data will provide you with reliable insights that you can act on instantly.
Harnessing real-time advanced analytics for your eCommerce store will give you an enhanced visualization of e-Commerce data about shoppers visiting your store.
You will be able to analyze shopper behavior, checkout behavior and patterns, get a detailed glimpse at product and sales performance among other advanced reporting metrics.
With real-time analytics powering your eCommerce store, you can even leverage advanced capabilities such as Artificial Intelligence and Machine Learning to predict shopping or customer behavior patterns, detect threats and anomalies and take critical business decisions faster. This deeper level of analytics will positively impact your conversions and help you boost business on your eCommerce store.
With an in-depth analysis of your eCommerce store’s visitors and buyer behavior, you can actively take the necessary actions to increase conversions, retain customers and build brand loyalty and boost overall business.
Author Bio: Dheeraj, a content writer at IQLECT, Bangalore is passionate about writing content for blogs, website and e-mail channels, with almost 3 years experience in the field. He is an alumnus of Christ University with an Honours Degree in English Studies. Dheeraj is a voracious reader, and also enjoys writing fiction and poetry.