Is Your E-Commerce everything you want it to be?
Did you know that
- 73% of shoppers use shopping carts as a research mechanism by storing items for later viewing as they navigate different shopping destinations during the purchase decision process. (Bronto Software, 2015)
- 2% of online shopping carts are abandoned. (BusinessInsider, March 2015)
- 44% of consumers expect to receive an email reminder after leaving products in their online cart; 37% of these shoppers expect said email to contain a coupon to motivate them to purchase, and 15% expect the reminder to include a free shipping offer. (Bronto Software, 2015)
- Companies lose $18 billion in sales every year due to shopping cart abandonment. (Entrepreneur, April, 2015)
- 21% of consumers abandon their carts because of complicated website navigation and difficult or frustrating check out procedures.
These are some startling facts, but they give quite a bit of insight into the habits of online consumers. Today’s consumer has more opportunities than ever before to compare prices, read reviews, and, ultimately, select a vendor for the services or products needed. This puts the burden on the company, and conversely the web developer, to have a website that meets not only the price range and preferences of the consumer but to make the web shopping experience everything the consumer is looking for.
The failure to provide the consumer with the experience they desire typically results in a guest leaving the site without even looking at your products, or putting items in their cart only to leave your site to make a purchase somewhere else. However, there are steps you can take to encourage guests to make their purchase with you.
The Dos and Don’ts of Preventing Shopping Cart Abandonment
When a guest visits your site, you want them to not just peruse but to purchase. And, if you have a site that meets the following criteria, then doing this becomes significantly easier.
- Have strong customer testimonials throughout the website.
- Offer price guarantees. With so many ecommerce sites, it is always possible for a shopper to find a lower price. But when you have a client on your site, you want them to stay. Consider having a “Lowest Price Match” or some other promise that will keep them on your site rather than abandoning your site for your competition.
- Be sure that you have a team monitoring check out errors at all time to be certain an error doesn’t prevent a sale.
- Be up front about stock availability. Always let guests know this well before checkout.
- If your customer abandons their cart, send a follow up email. Whether you choose to include a coupon or free shipping is up to you.
- If the customer does abandon their cart, let them know you are still storing their order the next time they visit.
- Provide any needed information –guarantees, warranties, shipping costs, etc. – where they can easily find it.
- Make it easy to pay by having multiple options.
- Help customers know at point in the purchasing process they are.
- Have security measures in place. Verisign, sites like PayPal and others lend authority and security for consumers.
- Make it difficult. Many consumers would rather not fill out lengthy registration forms or be required to sign up for newsletters.
- Hiding your S & H charges is annoying and off-putting. Make it easy for shoppers to know what they are spending.
- If there aren’t any coupon codes available, then there is no need to have a box on the checkout page for a coupon code. This only encourages to customer to search the web for a code, and potentially get frustrated and abandon the cart when a coupon is not available. One study found that in 90% of cases, if a coupon code was implied but not found, there was no sale.
Shopping cart abandonment doesn’t have to happen. By working with a web developer to create a site that meets these criteria, and any others you may need for your site, can turn the prospective client to a frequent buyer. Take the time to discuss with your staff, current clients and a skilled website developer such as the pros at Mobile Associates of Atlanta to learn how your site can keep shopping cart abandonment loss from hitting you.