Getting a customer to leave the shopping cart in an eCommerce, is one of the main factors that directly influence the increase in sales.
Why do our buyers forget their shopping carts?
There are usually many reasons why a potential buyer leaves his car forgotten online or literally discards it.
Sometimes it is due to a slightly optimized user experience, in others, because we are the ones who do not make it easy for them.
5 Actions so your customers “will not forget” their shopping cart in your eCommerce
When you talk about your business, whether physical or online, you must take into account certain basic elements, such as the inventory of your products, impeccable customer service, competitive pricing strategies and specific promotional actions for people to buy your products.
And in this perfect world, everything looks pink, since you see positive results.
But there is one issue that you are probably forgetting, and that although it is true that there are people who decide to buy or not your products, there is a sector of your visitors that is like a limbo: you are interested in your products, but for some reason it does not arrive to finish the process … abandoned the cart with the products of your choice.
Yes. It is a universal truth that many customers -including you at some point- add products to the shopping cart of a store (physical or online) and for some reason decide to abandon it to their fate.
This means that the purchase impulse is present, the product pleases and convinces, and the price can be competitive, but there is some factor that is causing them to stay halfway, which translates into fewer money inflows.
According to the Baymard Institute, at the beginning of this 2016, the rate of shopping carts abandoned was on average 68.63%. It thinks that, according to this statistic, of 100 clients almost 69 abandon their cars online.
Do you still have doubts as why this topic is causing you to lose money?
To avoid that you keep having abandoned shopping carts -because it is a reality that does not suit your business- you need to implement some improvement actions in your online store.
First of all:
Why are shopping carts abandoned?
The problem is great and first of all you need to identify what is producing this behavior in your clients.
Although each store has its target audience, the study conducted by the Baymand Institute shows that regardless of the industry, there are 14 main reasons to which we can attribute such behavior.
5 Of these 14 reasons are:
- Unexpected costs
- A long payment process
- Best prices of your competition
- Concerns about the security of customer payment data
- A complicated website navigation
Let’s see what you can do to counteract these reasons and help to have fewer shopping carts abandoned in your online store.
1º Unexpected costs
This is the main reason why people decide not to buy the products that took them time to include in their shopping cart in an eCommerce.
This happens because at the time of paying, unexpected charges were generated that bother the client.
56% of the total respondents felt that it was a total lack of respect that the brand was not completely sincere and will wait until the last moment to communicate that the price had some extra surprises.
To avoid these situations, as soon as the customer selects the product, let him know that costs related to the shipment of the product will be included, as well as the option to cancel possible extra charges related to travel insurance, special packaging, express delivery, etc. .
All costs that may impact the final price of the product must be communicated as soon as the client initiates the checkout process.
Do it in a clear way, so that the client does not have to draw his own conclusions.
It is important that the cost is maintained in relation to what the market offers: neither very cheap (because the customer may consider that the quality of your product is very low) or very expensive (because your competition probably has more competitive prices and throw away your offer).
2º The payment process is very long
It is good that you want to ensure that your customers buy the right thing and offer them all the payment and shipping options that you have available, but consider that if the payment process is too long, the customer may get stressed and decide not to buy the product.
The result: you did not have the opportunity to experiment using your products and you already have something negative to say.
Consider that this will encourage the abandonment of the shopping cart and that your eCommerce will lose a sale, and that the customer is already “marked” by a bad experience.
And these are bad shopping experiences, which will surely harm the best positioning of your brand thanks to comments on social networks.
To avoid this, you can perform A / B tests with steps that the client must cover to carry out the purchase process correctly.
Identify what are the elements that you should never forget and which ones you can clarify in your questions section or from the product page.
So start, make your process has no more than 4 stages.
The first is directly related to the product, where the specifications are shown. In it you must fully customize your product, accessing the actual cost without considering the cost of shipping.
In the second stage, the customer can access additional elements, such as special packaging or a similar product that can add to the purchase. Also, you can select the shipping method and access the total cost of the product.
In the third stage, the client can select the payment method that suits him best, as well as enter the corresponding payment data.
From this you can derive a window where all the information of the purchase is included and act as a review with all the necessary information (product, specifications, total cost, date of shipment).
And in the last stage, the status of the purchase is reported (completed, in process or declined) and then a message of thanks is given for having completed the process.
From this we can derive a cross selling strategy and by recommendation (a post-sale customer service strategy must be generated).
3º Your competition has better prices
If you want to combat the abandonment of the shopping cart, it is important to find out what your direct competition is doing, especially to assess in what position you are before your market.
This can also dictate the trends that your potential customers are driving, and that your business can take advantage of.
Of course, knowing your competitors also allows you to find out what prices they are offering in relation to products similar to those you market.
Why is this important?
If in reality your prices are competitive, you probably do not have the problem of being abandoned by your potential customers.
But, if for some reason your prices are a little higher than the average of what the market makes, then one of the problems for those who abandon your shopping cart is that, and you have to give an immediate solution.
We are not telling you to give away your products in order to have customers, but you must have a price that is within the range of what is accepted by the market.
And it is not necessary to change the price drastically at this time, but you can generate one or another small change that will probably change the perspective of your customers, for example:
Use, for example, the .99 ending – this basic psychological tactic has become quite common in e-commerce, from large to small companies. This works thanks to the fact that the client’s perception takes a price that is significantly lower than .99.
People read the prices from left to right; If you have two products that cost $ 3.99 and $ 4.00, the focus is on the lower price, although in reality the difference is one cent.
That is why if you want your prices to be lower than those of your competition, this technique can work without compromising your earnings.
4th Concern for the security of your data
One of the elements that most distance customers from your shopping cart is the distrust generated by the site, especially in the area of personal data management.
As the owner of your online store, you should consider that the security of your site is optimized and the customer has access to data management policies.
To make it clear that the information shared with your site will not be misused and will be completely protected, we share some actions that you must carry out.
- Encrypt your online store Almost all stores use SSL certificates to protect the information of their customers and this shows security, but it is necessary that your entire store has SSL encryption. Customers will notice this when they are redirected from an HTTP page to one with HTTPS.
- Two-step authentication. If you have an authentication process, the client must enter personal information. With the two-step authentication process, the client will enter the data and then receive a password or special code via SMS or mail. This assures the client that even when they can hack their password, to attach to their account in that online store they will need a code that will surely be much more difficult to obtain.
- Displays the icons of the SSL certificates that support that are on a secure server.
5th The navigation on the site is complicated
How do you expect your customers to finish their purchase if browsing in your online store does not allow them to move quickly to the payment process?
Always keep in mind that the client has the time measured to be in your store, so do not present them a difficult site to navigate, where they do not have at hand the basic options that you consider your customers will look for (product section, FAQ, contact information).
In the product pages, ensure that the images you offer are not heavy, as this can encourage the total load of the page and make the customer lose interest in it.
That does not mean that you compromise the quality of these images, since they are key for the customer to know your product in a real way and consider purchasing your product.
Similarly, make your product pages are related to those that can boost the customer’s desire to purchase.
For example, if you have a FAQ section, put a link on all the pages of your products so that the client can open this section in a separate window and consult what prevents him from continuing with the purchase process.
Similarly acts with the contact page, especially if you have telephone attention.
This will make it possible to carry out a more fluid customer service, avoiding confusions that make you decide to abandon the shopping cart.
If you consider that these factors are covered, we invite you to approach your customers and conduct a survey where they can express what is preventing them from completing a purchase, or what bothers them most about your website.
Each negative factor is an alert to consider when talking about abandoned shopping carts, so do not hesitate to find out what is affecting your business and where you can generate improvement actions.