Visitors to your e-commerce site add products to their basket but do not finalize their orders? This is called cart abandonment. Depending on the sector, this figure can be more or less strong, it can even range from 67.4% for fashion retailers, to 84.4% for utilities.
In this article, I will offer you 5 best practices you can use to reduce cart abandonment.
What is the cart abandonment rate?
The cart abandonment rate corresponds to the result of the following formula: Abandonment rate = (the number of transactions made divided by the number of baskets created) x 100
For your e-commerce site, the cart abandonment rate is an essential key performance indicator and metrics to follow on a daily basis. The ideal thing is to integrate it into your dashboard to follow its evolution.
Best practices to combat cart abandonment
Now let’s move on to the 5 best practices to set up on your e-commerce site.
1. Give confidence to your visitors
In a physical store, the display case and the interior give your visitors an idea of how you act (tidiness or untidiness of your store, cleanliness or dirt, etc.). They can also put questions across to the sellers to be reassured.
Everything is different on a website! The visitors have no direct link with you. If they connect at night, you will not be able to answer their questions if they want to chat or telephone because you will not be available.
You must, therefore, highlight the essential information directly on your website.
To reassure each visitor, it is important to highlight:
● the certifications and awards you have won for your product or the quality of your service.
● the opinions of customers who have already bought from you
● the telephone number and email address of your customer service. It may never be used, but it will give confidence to your buyer who will know where to reach you
● the page showcasing your company, which is often called “Who are we?” or “Our history”.
It must be present in the menu of your site or the footer. If visitors wonder why they should trust you more than others, they will look for information on this page!
● the delivery conditions, the means of payment, the loyalty programs or all other elements that can allow your customer to trust you.
So that your visitor can discover this information at a glance, you can summarize it in a reinsurance banner. Present on almost all pages of your site, undecided customers will not be able to miss your arguments.
2. Optimize the pricing of the delivery
The cost of delivery is one of the most frequent obstacles to buying online: 44% of visitors abandon the transaction due to excessively high delivery costs. Ideally, clearly display the cost of delivery to your visitors as early as possible.
Several solutions are available to you to transform this weight into a real marketing argument!
Stand out from the competition by offering a competitive price
Keeping your delivery costs has some advantages: you have the flexibility to encourage your visitors to become customers, for example by offering them delivery.
Did you set up a standard rate delivered in the relay package and a rate at home? Explain well to your customers what all your prices correspond to.
Even if the sites include more and more the price of delivery at the price of the product, you can stand out by offering the most competitive price by not including them. Include delivery in the price of your products
The free delivery costs allow you to cross a psychological barrier with the customer. If the delivery costs offered can exist for any type of product and without any reason, it is also possible to show your customers that you are making a gesture in their direction to encourage them to buy from you.
Offering the delivery costs if the customer subscribes to the newsletter can also be very advantageous: a loss of income at the time, but a possibility of keeping your customers in the long term by sending them personalized offers.
For the first purchase on your site, to reward loyalty or on certain products that do not sell. Find your opportunity to offer delivery.
3. Make payment simple and quick
When customers arrive at the page where they must choose their means of payment, it’s won! Well… not all the time.
It can be possible that for the singular reason that a customer may not be able to use a particular means of payment displayed on your site to carry on a transaction can lead to calling off the deal.
Most times, the exact reason may not even be divulged. You only realize that the purchase was not made. My advice is not to make a misstep: offer at least 3 different means of payment, even if the bank card is used 80% of the time to pay according to some surveys.
PayPal allows, for example, your customers to crack more easily on your products: no need to go get their bank card, just a code. Internationally, no additional costs and insurance directly included: that of being reimbursed if the seller loses them.
If you offer “unusual” means of payment such as the American Express card, the Be Smart card or Paylib, highlight them and communicate them on your website!
4. Offer an optimized purchasing tunnel
The more your customer advances in the purchase tunnel (a phase which takes the visitor from the click on the basket to the purchase confirmation email), the more it costs you by not making the purchase. Indeed, you will have already spent a lot of money for example on targeted advertising on social networks before the decision not to choose your product is arrived at.
During the payment phase, put it in front of a page as simple as possible, so that it does not find any distraction and is well focused on the purchase. Hide the header and footer of your page, add reinsurance elements and the different means of payment.
5. Relaunch your abandoned baskets thanks to remarketing
Remarketing is a good way to stay in the minds of your consumers and make them want to fall for your products.
Thanks to cookies, you can set up display advertising. On all the sites to which your potential customers will visit, they will see your product appear in the advertising inserts.
Thanks to emails, sending personalized offers and reminders is a breeze! If it is a client who has already given you the email address or has created an account before withdrawing, this is perfect.
You will be able to touch it by addressing it directly and advising it on alternative products.
How do I find ideas for improvement?
To make your actions even more effective, I advise you to analyze the websites of your competitors. Position yourself as a visitor wishing to buy some products, visit the site, go to the purchasing phase: put yourself in the shoes of a demanding customer.
Watch what they offer their visitors, what they do worse than you and what they do better than you. With this analysis, you will have a better vision of the elements to improve at home or even to rethink completely.
What you must remember
To limit cart abandonments, think carefully about what is bothering you when you order on sites other than your own. Try to take a critical look, analyze what your competitors are doing and you will have all the keys in hand to find the vanishing points for your site.
By reassuring your visitors, by offering them the payment method they prefer and by having a real strategy for the delivery costs of your articles, you will succeed in reducing the number of baskets abandoned on your e-commerce site.
Set up performance indicators to observe the evolution after the modification of certain points or and take advantage of A/B testing (test between 2 visuals or solutions to keep the best performing) to make the best choice!
Contributed by Digvijay Rajdaan, Marketing Manager at Design By Lavassa and has served as the Head of Conversion Marketing at Planet Web Solution. He’s an expert in inbound marketing and lead generation.