Reducing Cart Abandonment
With online shopping continuing to have such a presence in our lives, it’s incredibly important for organisations to address the issue of cart abandonment.
Cart abandonment is when a shopper on an eCommerce site gets to the conversion stage of the funnel but then leaves the website. Recent research indicates that the average shopping cart abandonment rate is as high as 74.52%.
Identifying the Issue
To act on any issues with your website, you must first understand exactly what pages are causing issues to users.
Using website tracking software such as Google Analytics, marketers and website developers can see exactly where visitors are dropping out of the funnel.
It may become clear that a specific page is causing a significant drop-off, leading to cart abandonment. This page may need to be simplified, redesigned, or even removed altogether if possible.
Being able to see the traffic flow on your website using Google Analytics may reveal more about your website’s conversions and shopping behaviour than any other tool.
Address, Eircode & Postcode Verification
Filling out shipping information is one of the main processes when ordering an item online, and one of the pain-points for customers. Many websites ask customers to fill out address forms manually, resulting in typos and errors in the delivery process.
Integrating an address verification API solution such as DirectAddress, allows users to verify their address using the address autocompletion feature.
With an address verification tool implemented, customers can quickly identify their address, Eircode or Postcode. Not only will this make it faster and easier for the customer to input addresses, it’ll help improve the organisation’s data quality.
Verifying an address from within your website will mean customers won’t have to go elsewhere to find their Eircode/Postcode, meaning they’re less likely to abandon the cart.
The speed of your website has a major impact on cart abandonment. The slower the website the more likely visitors will give up and go to a different website.
Not only is this important on desktop, but also the mobile website. Tools such as Google Analytics and Google PageSpeed allow website developers see average speed times and provides suggestions on how to improve the speed.
Optimising your website’s pages through image compression and limiting the number of plugins can boost the performance of your website. Ensuring your website is compatible and optimised on all popular browsers provides visitors with the seamless experience that would reduce chances of cart abandonment.
Clearer Shipping Options
Customers want clarity when shopping online. Prices have a major impact on cart abandonment and shipping options is a factor.
Customers don’t want to be faced with extra charges at the checkout. These unexpected shipping costs make up for almost a third of cart abandonments. They also wish to see a good estimate of how soon the product will ship prior to the purchase.
This can also be helped with improved shipping progress tracking after the purchase to influence future purchases from your eCommerce website.
Being up front with prices and delivery times increases trust and reduces the likelihood of cart abandonment.
When visitors are signed into an account on your website, marketers are given more options to remarket to these users.
Email and SMS are great channels for remarketing to customers that have abandoned products in the cart.
With increased customer data being collected about user behaviour on websites, organisations can automatically remarket the abandoned products via email or SMS to win back the potential customer.
Remarketing is an important eCommerce tool as it is ultimately based off previous interaction, meaning it has more of an impact than a blanket marketing communications email.
Are you preparing to alter your eCommerce customer experience in 2021? If so, contact us today on +353 1 8041298, or click on the link below to be brought to our contact form.
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