Battling Cart Abandonment
In brick and mortar stores, sometimes the items in the shopping basket don't end up actually being purchased. At times the visitor leaves without buying anything - just leaving the shopping basket unattended. This is true for e-commerce sites, as well.
Cart abandonment is when visitors add products to a cart and then leave the website without completing the purchase. The products then sit in the cart until the visitor comes back to retrieve them.
Why should abandonment concern you?
A lot of time and effort goes into creating and maintaining a website. Turning a profit and earning contacts is what's expected from that effort. Unfortunately, abandonment creates a lot of frozen revenue, as products are just stuck in the cart, causing profit to fall short. Once visitors leave a site, there's no guarantee that they'll come back on their own accord. Losing potential leads and revenue to abandonment takes a huge toll on the overall growth of a business.
What drives abandonment?
Now that we know the results of abandonment, let's go over some of the factors that push visitors to abandon the cart in the first place.
Slow loading pages
No one has time to sit and stare while your page loads! Slow performing sites are easily deserted by visitors, as it kills the enthusiasm of buying new products.
Your visitors are in for a rude shock if they find additional charges springing up when they get to the checkout. Abruptly adding extra charges like taxes, transfer fees, and shipping costs make your site look shady. If you have any extra costs adding to the product's price, mention it clearly before the buyer adds it to the cart. This will help visitors roughly calculate their expenses and will reduce any shock they might feel when they see the total price. If you can only figure out the delivery charge once the buyer chooses their location, clearly cite it beforehand, to prepare the buyer for the increase.
No return and refund policy
Buyers vibe with a brand that understands the practicality and offers the option to return and refund. There are various reasons why a return might be needed - the product might be deficient or what got delivered might be different from what was ordered. If you don't support returns and refunds, people will be less likely to complete their purchase.
Lack of tracking feature
Buyers want to know what happens to their orders once they place them, and showing them the different steps the package goes through will build trust in your brand. Most sites provide tracking, so missing this feature can make a bad impression on potential leads.
Limited payment options
Buyers have become accustomed to different modes of payment. You can't satisfy a large buyer base with restricted payment options. If visitors' preferred payment options aren't present on your site, they're likely to abandon it.
Complex checkout process
The more hassle-free the checkout process is, the less often you'll see carts abandoned. When buyers have to fill out long forms and take complex routes to place their order, abandonment goes up.
How to reduce cart abandonment?
Having gone through the various factors that cause abandonment, you may wonder what could be done to prevent this show stopper. While there's no perfect solution, following these steps will help you reduce it considerably.
Shoppers prefer sites where the prices are comparatively cheaper. Providing a comparison chart is one way to show that your prices are good. This way, the visitor doesn't need to leave your site, and even if your prices aren't the best, you can justify it by highlighting the quality, and other features, to compensate for it.
Many ecommerce sites provide free shipping, and it's natural that buyers throng to those sites. Try providing free shipping by offsetting your expenses in other ways. If this takes a toll on your business, you can provide limited-period free shipping and discounts that pull buyers to your site.
Excellent support system
Transparency is the backbone of many businesses, and providing accurate contact details and chat support increases trust among buyers.
If people find someone ready to answer all their questions, their insecurities are cleared up, and they may decide to become regular visitors, as well. Providing information like estimated delivery dates and tracking details improves your brand recognition.
Reviews and feedback
Tooting your own horn doesn't count—let your loyal buyers make the noise for you. Display good reviews from other shoppers to encourage purchasing from your website, also provide a space where buyers can vent if they've a disappointment. Just remember not to pester people by making it mandatory.
Simple checkout process
Make the checkout process simple. Don't keep redirecting the buyer to more pages. Allow guest checkouts, as everyone who visits your website may not want to create an account for their first purchase. Moreover, a buyer who needs to place an order quickly won't have time to go through the full account process, which can easily lead to abandonment.
Your website should be compatible with many devices, especially mobiles, as many transactions happen via phone. If the site experiences hiccups while opening via mobile, it's likely to get abandoned.
Why should you use Zoho Campaigns?
Despite our advice, visitors will still sometimes abandon their cart say, for various reasons. An interrupted internet connection, a call that distracts the buyer, an emergency, or an empty wallet are just a few reasons that are beyond your control. Some shoppers abandon their carts just because they don't feel like buying at that instant. It just happens, sometimes - simple as that. The remedies provided above aren't foolproof solutions to completely block abandonment. Does this mean thawing that frozen revenue is impossible? Not at all! With Zoho Campaigns, combating abandonment is a lot easier.
Handling abandonments with Zoho Campaigns
Now that we've zeroed in on abandonments, it's time we dove deeper into the methods for combating it:
Configure automated email
Configure automated emails to be sent to customers who've abandoned their cart before completing their purchase. Alluring content that makes the reader gravitate back to the cart is the key to success here.
Add leads to a list
You can create a list of abandoning buyers using this option. It can be used in email campaigns, workflows, thereby widening the ways you target your visitors and persuade them to recover their cart.
This lets you update a value for a chosen field. By doing so, associating abandoning buyers to simple or advanced abandonment workflows becomes feasible. This saves you the effort of creating and managing a new list.
Group the abandoning buyers under different tags for easier identification.
You can dissociate an abandoning buyer from a tag using this action.
With the help of Zoho Campigns' features, take down abandonment and win back your lost revenue. Happy winning!