Developing a Wider Approach to Abandoned Carts

Kremena Petkova

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• Publié par: seorumer
• Publié le: 09 novembre 2015
• Nombre de lectures: 3
• Langue: English

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Developing a Wider Approach to Abandoned Carts

The ice might well have been broken by consumers who were once uncertain of eCommerce sites and making online payments. However, for brands to take full advantage of the online platform, their first step must be to develop a more sophisticated approach to dealing withMagento Abandoned Carts.

Whichever source you decide to trust, they all indicate that out of ten online shopping baskets filled, at least six are being abandoned. Four years ago that would have looked like six lost sales. But in light of recent studies, it would appear that treating them like lost sales is what guarantees that business is lost. Abandoned carts don't all tell the same story.

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In fact, understanding each story and the lessons therein is the first step. Most marketers presume customers leave their site because they found a better deal, or they got distracted, or they simply weren't impressed. The reality of nearly 57% of cart abandonment though, is that customers just weren't ready to make a purchase at that moment in time.

At that point, the challenge for brands is ensuring that when the customers who abandoned carts are ready to purchase, they come back to their store and avoid the competition. Remarketing email campaigns go a long way towards re-engaging those customers but do come with the caveat that not all cart abandonment occurrences come with email addresses and customer details. More important though, is the realisation that customers use shopping baskets as a convenient tool for product research. Whereas marketers have always seen shopping baskets as having two wheels moving directly towards the checkout line. While these are still read as abandoned carts, the metrics don't reflect the difference between customers who've genuinely lost interest. Amazon's wish lists feature was the first to properly address this problem. By fulfilling their customers' desire to research products in a systematic way, they weren't just reducing the number of abandoned carts, they were also making sure customers they would have otherwise lost, stayed and interacted with their products. Furthermore, by creating a separate tool for research brands can ensure that when they do have

remarketing campaigns they aren't treating all the recipients in the exact same way. Customers with straight forward abandoned carts can receive one communication that aims to solve their specific problems and customers with wish lists can receive a wholly different communication. The other side of abandoned carts is that while customers are coming because of products, they're often leaving because of a bad user experience. Every eCommerce store creates a funnel that aims to encourage conversions. When that intended funnel obstructs a customer's personal trajectory, the result is friction. And the result of friction in an eCommerce setting is almost always abandoned carts. Check out thisMagento Menu. By including social recommendation systems and review features, customers gain the immense value of social proof that more often than not will give them the impetus to make a purchase. As such, being more transparent about shipping costs and generally allowing customers more freedom to browse and reassure themselves of their purchases goes a long way towards solving the problem of abandoned carts.