Abandoned cart: 7 reasons and how to recover sales in e-commerce

Abandoned cart: 7 reasons and how to recover sales in e-commerce

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Abandoned cart! Undoubtedly, this is one of the main challenges for any business in e-commerce. After all, we are talking about a scenario in which the customer does not complete their journey of purchase.

In this sense, understanding what leads your leads to give up on purchases is essential for financial sustainability and for expanding your customer base.

With the coronavirus pandemic, this analysis is even more decisive, since, in crisis scenarios, it is common to see changes in consumption profiles.

A recent survey pointed out, for example, that consumers are more cautious in the context of a pandemic. Consequently, this can lead to dropouts at the end of purchases.

And this context adds to a scenario that, by itself, is already challenging for anyone who manages an online store and dreams of succeeding in e-commerce.

A survey indicated that, since 2006, the cart abandonment rate has exceeded 59%,in 2020, this rate surpassed 69%.

In other words: so that the “I’m just taking a look” from physical stores is not repeated in your online store, you will need to take concrete actions to overcome the obstacle of the abandoned cart.

To help you, below is a list of 7 reasons that can lead your customers to not complete a purchase, and also some strategies to recover an abandoned cart and boost your online sales!

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What is an abandoned cart and how does it impact e-commerce?

Basically, an abandoned cart is when a customer follows all the steps of the purchase, but does not complete the payment, or finalize the transaction.

In 2021, a study by Facebook revealed that 46% of Americans left their carts behind.

This phenomenon can be related to your product or the country’s economy, but other factors can also motivate an abandoned cart in e-commerce.

In some cases, however, the reason for abandoning a purchase is directly linked to technical aspects or the commercial policy of your store.

From errors in creating the virtual store to the challenge of shipping, the first step to reversing this scenario is to identify the causes of this failure.

From there, the entrepreneur can adopt more objective measures to increase their sales and reduce dropouts.

The role of abandoned cart recovery is that an abandoned cart doesn’t mean the sale is lost. The person who browsed your e-commerce and selected products is a huge potential customer.

It is also important to look at this side of the “glass half full” and align commercial and marketing actions to transform abandoned carts into maps of consumer behavior.

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They will help you to identify the strengths and possible improvements of your virtual store, then:

1. Adjust the pricing of your store.
2. Create offers, coupons, and promotions that can convert new customers.

Soon, we will give you some tips to permanently recover that abandoned cart in your e-commerce.

But first, check out the main reasons that lead a consumer not to complete a purchase.

7 reasons for abandoned carts in your online store

In addition to external issues (economy, user forgetfulness, etc.), another series of issues can be better addressed in your online store, and thus generate more sales. These are:

#1. Shipping Policy

Shipping is one of the biggest causes of purchase abandonment in e-commerce worldwide.

According to a global survey conducted in 2020, it is responsible for 60% of cart abandonments.

Some points explain this context, but in most cases, we are talking about an excessively expensive shipping that makes the purchase not worth it.

Depending on the location of the recipient, as we know, the cost of shipping can be the same or even greater than the price of the product.

And this situation, naturally, has negative effects on the shopping experience.

One option to minimize this impact and not create expectations that cannot be met by your store is to make the shipping calculation available and easily accessible.

Thus, all decision-making will be based on that information. In addition, you will be able to look for logistical partners that will bring you more competitive prices in your distribution.

At Wix, for example, they have different delivery options that will make your shipping much more competitive!

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#2. Website performance and user experience

Many consumers complain about speed of the website of an online store, pointing it out as a problem to continuing the purchase.

This is because the loading time from one page to another takes longer than expected, and this factor makes the user experience (UX) less attractive and interesting.

Also, in order not to have an abandoned cart in e-commerce, your store will need to be intuitive and responsive to multiple devices.

About 80% of Americans make purchases via smartphones, according to data from a survey. Focus on a simple, visually appealing structure to sell more.

#3. Lack of information about the store and the product

What level of trust does your store convey to the consumer?

Answering this question will be fundamental in your strategy. After all, the lack of trust in an online store represents 43% of dropouts.

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In this sense, to support e-commerce and minimize the occurrence of abandoned carts, your store and products need to be trusted, among other things:

1. Have clear information that can be easily accessed by any consumer about your store and products,
2. Work on digital marketing positioning and generating more relevance for search engines;
3. Create actions focused on customer experience to encourage positive reviews and referrals.

Working on these factors will even help you to win leads from people who don’t know your store yet.

A survey done recently, indicated that 97% of Americans do research before making a purchase.

In other words, if your website doesn’t have product information, returns, customer reviews, and testimonials, it won’t seem reliable to a consumer who came to your store through a search.

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#4. Lack of communication

Not answering your customers’ questions or providing support at the time of purchase is another factor that can motivate an abandoned cart in e-commerce.

If the customer is shopping outside your opening hours, use chatbots, FAQs, and support channels on your website.

Also, include direct links from WhatsApp and your social networks to facilitate interaction.

And keep in mind that customer service is one of the main foundations for a positive e-commerce experience!

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#5. Limited return policy

The online shopping experience is completely different from shopping in a physical store.

Thinking about an online clothing store, for example, as much as your store provides a lot of information, virtual fitting room, size rulers, and photo comparisons, the consumer can still take a larger or smaller size of a piece, for example.

In this sense, the return policy is extremely important when making a purchase decision. Can you imagine buying a product and not being able to use it?

This fear, along with a restrictive return policy, has already caused 44% of consumers to abandon their cart, according to a study.

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#6. very extensive records

We’ve already talked about how important product information is to successful sales.

In the above case, the more the better. However, the same logic does not apply to the client. Overly complex registrations complicate sales.

Focus on asking for necessary information that will be used for communication and the business process.

Taking advantage of the moment of purchase to get to know your customers better is important, but be objective so you don’t “lose a customer through fatigue”.

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#7. Is the customer ready to buy?

Placing a product in the cart is a very simple practice for those who are in the process of deciding whether to buy or not.

Some even use it to simulate the value of products with shipping and compare them to other stores.

It is important to identify at which moment the customer is at and what the next steps will be.

In this case, work on automated communications that will reveal if he is in doubt, is comparing prices, or is just curious about your products.

Be aware: sometimes, all he needs is a little push, a coupon, a gift or discount… Invest in promotions to win new customers!

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3 tips to recover an abandoned cart in your online store

Now that you know the main reasons for an abandoned cart in e-commerce, here are some final strategies to ensure you do not lose your sales.

#1. Evaluate browsing behavior and test

User experience during their journey is a big point to keep an eye on.

Run site speed tests. See how it looks on other devices. And most importantly, analyze the points where visitors click or stay the longest.

This data will tell you what can be improved and even the best place to make information available, such as promotions or announcements.

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#2. Communicate with your customer

As we mentioned, many people look for testimonials and opinions before buying a product, and social networks are the perfect place to position yourself in this regard.

Use these spaces to talk more about the product, publicize cases, and show how it can be useful. Index posts in your online store. So, even if the person doesn’t follow you, they will see the contents.

Recap reasons for abandoned carts and best practices.

Throughout this article, we highlight possible points that can lead to abandoned carts in online sales, as well as a series of strategies to overcome lost sales.

In fact, as we have seen, the abandoned cart paradigm is a reality in the US and global e-commerce. With smart actions, you can turn this scenario in your favor!

#3. Use social media to your advantage

With all of this in mind, our advice is to start slow to learn how to make money in apps, as it’s of no use starting with many apps to make money and not being able to manage them simultaneously, right?

Choose the ones that you feel have the most earning potential or are the easiest to use.

Plan your routine to reconcile your personal and professional activities and your extra income through the apps. You need to plan and take advantage of time off work or even weekends to organize your activities.

Therefore, if you decide to use apps to earn money by referring, playing games on your phone, or answering surveys, you’ll have a schedule to perform each activity without interfering with the rest of your day.

Conclusion

Yes, it is possible to get extra income with apps. However, to become successful at making money with apps also requires understanding the rules of the application you are going to use, which ones don’t need investment, if there are ways to optimize earnings, what costs are involved, etc.

After all, who doesn’t want to have more cash and achieve their financial goals, right? And, whether because you are unemployed or because you need to earn more to overcome inflation, applications to make money on the internet are a reality in today’s world.
So get ready! Let’s get to know your options to earn money in apps!

Well, that’s it. We’ve got to the end of our article: Abandoned cart: 7 reasons and how to recover sales in e-commerce.

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

Black Pearl Matrix ® Programming, Web Design, and Development

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