Its scale is really large – according to the Baymard Institute research, on average 69% of transactions in online stores end up abandoning the basket.
Add to this the fact that keeping a customer once won is five times cheaper than acquiring a new one. Therefore, it is easier (and cheaper) to save abandoned baskets than to try to fill new ones.
What can make the customer spend several minutes on your store’s website completing the order and decide to abandon the cart just before finalizing it? There can be many reasons, depending on the individual specifics of the store, but they can be easily divided into several common categories:
1. Unclear or too long purchasing process
Requiring an account to complete a transaction is a bad idea for at least two reasons:
- contemporary Internet users fear for privacy,
- unnecessary extension of the shopping path.
Of course, this doesn’t mean that you shouldn’t give your customers the option to expand their account. On the contrary!
Have you heard about three clicks? It says that there are only three interactions between the customer and the purchase. Of course, you don’t always have to be strict with this number. Keep in mind, however, that the more steps licensees need to purchase along the way to purchase, the greater the chance they’ll be giving up halfway
2. Payment system
Customers like to have a choice. The most popular payment methods in online stores include fast bank transfers and payment by card or BLIK. So make sure that all these options are available in your store.
Also, don’t forget to pay by traditional bank transfer – some people still prefer this payment method.
Customers need to be sure that their money and data are safe. So take care of a safe, encrypted SSL connection and the use of transaction protection systems against attacks aimed at extorting money.
3. Friendly UX and mobile first
The customer cannot wander around in search of a search engine, „buy now” button or a shopping cart. All these elements should be perfectly visible.
The lack or bad responsiveness of the store is also a frequent cause of abandoning the cart. Today, customers also buy via mobile devices – so make sure that your website is displayed correctly on both smartphones and tablets, and desktops.
Let’s get to the point – how to save abandoned baskets in e-commerce? Is there an effective antidote for this?
When to start rescuing abandoned shopping carts in e-commerce?
Some might think it was right now. This is unfortunately a more complex problem. If you sell fairly cheap products, you can actually start working after several dozen or even several minutes after abandoning the cart. After all, your potential customer can quickly find the same or similar item from competitors.
The situation is completely different with expensive and unique products. Remember that the more the customer has to pay, the longer the shopping path. He can add a product to the cart, but he does not have to complete the transaction right away – he wants to read the opinions, check delivery methods or find out that there are no hidden costs waiting for him.
In such cases, it is worth waiting a few days before sending a message reminding you about the basket.
Send e-mail or text messages (or use both).
Prepare an attention-grabbing email with information about abandoned products (with photos), customer feedback and highlight other advantages of your store or product. Do not forget to include the „return to order” option in the message. According to statistics, on average, half of these messages are opened, and a third of them result in a purchase. In this case, we can use up to 3 messages, sent at different times – the first hour after the cart is abandoned, the next one (if the first does not bring the expected effect) 24 hours later and the last one in the period from 48 hours to a week after leaving the order (the so-called last chance message, often accompanied by a discount). The disadvantage of this solution is the fact that we can only send e-mails to those users who have left us their e-mail address and have given their consent.
Text messages are even better than e-mail messages, in their case openability is as high as 98%. So if we have the phone number of the person who left the basket, we can also use similar communication directly to the number indicated. The content of the message itself must be shorter in this case, but the links in text messages are clicked more than 2 times more often than in mailings.
Invest in remarketing.
Remarketing is an effective and inexpensive form of advertising that allows you to display ads for your products only to people who have previously visited an online store.
Ads are displayed on websites that cooperate with Google, including many of the largest blogs and news sites.
Dynamic retargeting even allows you to present the products that the customer has added to the cart, thanks to which you can be more sure that the offer will meet his interest.
You can also carry out similar activities within Facebook.
Use web push notifications.
Web push notifications are a fast and modern communication channel. If the user agrees to receive them (the pop-up asking for consent usually appears after entering the website), you will be able to communicate with him by means of short messages displayed both on your website and on others, after leaving it.