As an eCommerce business, you are either losing business or you are converting customers. There really is no middle ground here and the stakes are high. Every missed conversion is not only costing you a sale but also a potential lifetime customer. In this post we’ll look at recovering abandoned shopping carts.
Lucky for you there are many techniques and advice for how to keep your customers returning and make the all important conversion. Something which is important to take note of however is that when it comes to conversion rate optimisation, there are exceptions. What works differs from industry to industry and even business to business. So where there are best practices and actionable tips, it is important to test test test everything for yourself to see what works best for you.
Let’s dive in to one of the biggest problem areas for eCommerce sites, abandoned shopping carts, and how this can be resolved.
Lesson: Recover Abandoned Shopping Carts
Don’t be discouraged when you see a huge amount of abandoned shopping carts, especially as a new eCommerce business. It is known that 99% of first time visitors do not make a purchase. However around 75% of these do actually intend to buy. It is important to not just let these customers slip away and think they are wasting your time. These customers who abandon their carts can be recovered with the right communication, and a better understanding of why they may have abandoned their cart in the first place.
The reasons for abandonment vary from business to business, but the most common reasons are simply customers are not ready to make a purchase or were saving the items for later, to shipping costs being too high or even the shipping time being too long.
Solution 1: Remarketing To Those Not Ready To Make a Purchase
A remarketing strategy is key to bring customers back to your website to make a conversion. This can be done in many ways, from using remarketing text and display ads offering discounts to push those customers across the finishing line.
Another example could be to use email marketing, for example sending an email directly after the customer has abandoned their cart, reminding the user of their cart and providing more information on the products. This could be followed up a week or so later with an offer for free shipping.
You’d be surprised at how much this can increase your conversion rate, often at very little cost in comparison. As is the case for all conversion techniques, every business is different, so test out what works best for you.
Solution 2: Make Life Easier For Those Deterred By Shipping
As mentioned earlier, shipping can be a big factor for customers when deciding whether to make a purchase, not only the costs but the time it takes for the products to arrive at your doorstep. There a few things which are good for eCommerce businesses to think about when it comes to shipping.
- If you could increase your conversion rates by 50%, would it be worth it to implement free shipping? If so, then free shipping is most definitely the way to go!
- If you already offer free shipping, then for crying out loud advertise it left right and centre, all over your site so people can see it loud and clear! With shipping costs often being the number one reason why people abandon carts, this could be a huge incentive for people to make a purchase.
- Customers like complete transparency, especially when it comes to parting ways with their money. So make sure that your shipping costs don’t come as a surprise right at the end of the conversion path. Customers will want to be able to see these costs, or at least estimates in their shopping cart, or at least as soon as possible.