Even a great brand, a perfect product, and a flawless online store fail to achieve 100% conversion. Every eCommerce company suffers from the issue of the abandoned cart. There is, in fact, nothing such as 0 abandoned cart. However, the good news is, the entire database of the abandoned cart is not a waste. In other words, X% abandoned cart doesn't mean X% loss in sales. There is a huge proportion of these visitors who are actually your prospect leads. You just need to handle it wisely.
Unfortunately, most of the online marketers just moan and complain about shopping cart abandonment rates. This ultimately costs them some conversions. For all the merchants operating online, here are some of the common mistakes that you make while dealing with the abandoned shopping carts. Along with the mistakes, the write-up has compiled the remedies to deal with these issues. Check them out.
Mistake #1 Ignoring the abandoned cart users According to Baymard, 68% of the visitors are likely to abandon the cart and considering them a waste of time is the biggest mistake of the online store owners. In fact, as per expert's view, 20 to 30% of these carts are recoverable.
Solution: Email retargeting is the most trusted marketing channel for the online traders. While it is a difficult and time consuming to go through the entire database in order to fetch the email ids of the visitors, there are addons available to make your task easier. Prestashop Abandoned Cart and Followup Email Addon is one such plugin that allows helps the admin to track all abandoned carts on the website. Sending the reminder emails and follow-ups get easier when you have the record of the prospects who failed to complete the purchase for some reason. Not just this, even the SMS follow-ups have unbelievable 97% open rate. So, this is another way of persuading the visitors.
Mistake #2 Not tracing the reason for abandonment The price of the product or the shipping charges and other costs incurred at the checkout page is one of the major reasons for the cart abandonment. However, this is not the only reason. There are many other factors that may defy the visitors from completing the checkout process. Hence, not tracing the exact problem and the reason for abandonment and just going for blatant promotion is another mistake that may cause you some conversions.
Solution: One of the ways to deal with this issue is heatmap analysis. It will give you an insight of the exact areas of your website that are engaging the visitors and the section that is experiencing the maximum bounce rates. See if the visitors are just the adding the products to the cart and leaving the site or they are exiting after going to the checkout page. In the latter case, there is a possibility that is something wrong with the checkout page. Delve deep into the analysis and optimize the page accordingly. The solution should be structured according to the exact problem.
Mistake #3 Remarketing strategy is not segmented Even the best of the marketing strategy will fail to reap the desired result if it is not segmented and personalized as per the target audience. These are two of the basic principle of marketing whether it's online or offline.
Solution: The whole idea of the remarketing to convert the visitors into the actual lead. Thus, the emails and the follow-up messages should be directed accordingly. Use the information of the visitors to formulate a personalized message that the viewer can relate to. Classify the visitors into groups according to the similar attributes. The classification will help you create the message according to their context. The language, cart value as well as the offers should be decided according to the attribute of the target customers.
Mistake #4 Not trying to gain the trust of the prospective customers The best way to market yourself is to sell the idea instead of the product. Instead of forcing the customers to make the purchase, compel them to go to the checkout page. The best way to do so is to create a trust and emotional connection with the visitors. Just focusing on the sales and ignoring customer engagement is another big mistake of the online seller.
Solution: The procedure of building this trust is an ongoing process. Hence, it should be channelized wisely and steadily. As mentioned above it is a multifaceted issue. There may be multiple reasons for a shopper leaving your online store. Hence, giving them discounts and offers straight away is not a perfect solution. Send the promotional triggers to the right person at the right time. It shouldn't be too late nor very early. This would influence them in making the final decision-making. An online reputation is hard to build and easy to lose. So, stay true to your what you've promised. Offering initial discounts and then making it up with additional charges will not just minimize the possibility of conversion, but will also distort the trust of your prospective customer.
Transform your customers into promoters of your brand if you want to build the online reputation which would ultimately reduce the abandoned carts. A lot of marketers pay close attention to the front end design of the eCommerce store, but ignore the basic factors that may annoy the visitors such as lengthy checkout process, lack of security badges on the site and other such issues. Instead of sticking to the traditional ways of dealing with the abandoned cart, do a bit of research, analysis and come up with an innovative remarketing strategy. One page checkout module is one way to deal with these issues.