Abandoned Cart: 7 Reasons And How To Recover Sales In E-commerce
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Abandoned Cart: 7 Reasons And How To Recover Sales In E-commerce
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Black Pearl Matrix
Reasons for Abandoned Carts in your Online Store
- Shipping Policy
- Site Performance and User Experience
- Lack of Store and Product Information
- Lack of Communication
- Limited Return Policy
- Very Extensive Records
Abandoned cart! Undoubtedly, this is one of the main challenges for any e-commerce business. After all, we are talking about a scenario in which the customer does not complete his purchase journey.
In this sense, understanding what leads your leads to give up shopping 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 observe 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 being successful in e-commerce.
In other words: so that the “I’m just looking around” of physical stores is not repeated in your online store, you will need to take concrete actions to overcome the abandoned cart hurdle.
To help you, below is a list of 7 reasons that may lead your customers not to complete a purchase, as well as 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 Affect 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.
This phenomenon may 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 giving up a purchase is directly linked to technical aspects or the commercial policy of your store.
From errors in creating the virtual store to the shipping challenge, the first step to reverse this scenario is to identify the causes of this failure.
From there, the entrepreneur can adopt more objective measures to increase sales and reduce dropouts.
The Role of Abandoned Cart Recovery
The good news is that an abandoned cart doesn’t mean the sale is lost. The person who browsed your e-commerce site and selected the products is a huge potential customer.
It is also important to look at this “glass half full” side and align commercial and marketing actions to transform abandoned carts into maps of consumer behavior.
They will help you identify the strengths and possible improvements of your online store, so:
1. Adjust your store prices;
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 why a consumer does not complete a purchase.
7 Reasons for Abandoned Carts in your Online Store
In addition to external issues (economics, user forgetfulness, etc.), another series of issues can be better addressed in your online store and thus generate more sales. They are:
1. Shipping Policy
Shipping is one of the biggest causes of shopping abandonment in e-commerce worldwide.
According to a global survey, the cost of shipping is responsible for 60% of cart abandonments.
Some points explain this context, but in most cases, we are talking about excessively expensive shipping that makes the purchase not worth it.
Depending on the recipient’s location, as we know, the shipping cost may be equal to or even greater than the product’s price.
And this situation, of course, 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 shipping calculation available and easy to access.
Thus, all decision-making will be based on this information. In addition, you can look for logistics 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. Site Performance and User Experience
Many consumers complain about the speed of an online store’s website, pointing to this as a problem for continuity of 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 shop via smartphone, according to survey data. Focus on a simple and visually appealing structure to sell more.
3. Lack of Store and Product Information
What level of trust does your store convey to the consumer?
Answering this question will be critical in your strategy. After all, the lack of trust in a virtual store represents 43% of dropouts.
In this sense, to support e-commerce and minimize the occurrence of abandoned carts, your store and your products need to be reliable, among other things:
1. Have clear and easily accessible information for any consumer about your store and products;
2. Work on digital marketing positioning and generate more relevance for search engines;
3. Create actions focused on the customer experience to encourage positive reviews and referrals.
Working on these factors will even help you win leads from people who don’t know your store yet.
A recent survey 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 credible to a consumer who came to your store via a search.
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 of 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 cornerstones of 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 with: virtual fitting rooms, 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?
That fear, coupled with a restrictive return policy, has already caused 44% of shoppers to abandon their cart, according to one study.
6. Very Extensive Records
We’ve already talked about the importance of product information for successful sales.
In the case above, the more, the better. However, the same logic does not apply to the client. Overly complex records complicate sales.
Focus on requesting the necessary information that will be used for communication and business process.
Taking advantage of the moment of purchase to get to know your customers better is important, but be objective so as not to “lose a customer because of fatigue”.
7. Is the Customer Ready to Buy?
Placing a product in the cart is a very simple practice for anyone 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 with other stores.
It is important to identify where the client is and what the next steps will be.
If so, work on automated communications that will reveal whether he’s having second thoughts, comparing prices, or just curious about your products.
Pay attention: sometimes, all they need is a little push, a coupon, a gift or a discount… Invest in promotions to win new customers!
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 don’t lose your sales.
1. Evaluate Navigation and Test Behavior
The user experience during their journey is a big point to look at.
Run site speed tests. See how it looks on other devices. And most importantly, analyze where visitors click or linger.
This data will tell you what can be improved and even the best place to make the information available, such as promotions or advertisements.
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2. Communicate with your Customer
Remember that for every cart abandoned in e-commerce there is a person with wants and needs.
In this sense, communicating with your customer during their journey with your brand can be decisive in reversing an unfinished sale.
You will be able to work on remarketing (sending automated emails to remind the customer of a purchase and even offering a discount for completing the purchase), support channels that can be readily accessed at the time of purchase and work on mental triggers about the virtues of your products.
As with pre- and post-sales, the purchase itself will be crucial to your e-commerce success.
3. Use Social Media to Your Favor
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, share cases and show how it can be useful. Index posts on your online store. So even if the person doesn’t follow you, they’ll see the content.
With that in mind, now look at some e-commerce statistics:
FAQ – Frequently Asked Questions About How to Recover Sales in E-commerce
1. Why does my E-commerce not sell?
2. What To Do To Convert A Sale?
3. What is a Lost Sale?
4. How to Deal with Difficult Clients?
5. What Can Turn Customer Off?
Conclusion
Throughout this article, we highlight possible points that can lead to cart abandonment in online sales, as well as a series of strategies to overcome lost sales.
Indeed, as we have seen, the abandoned cart paradigm is a reality in the US and in global e-commerce. With smart actions, you can turn this scenario to your advantage!
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