Do you want an easy handbook to reduce cart abandonment? In this article, we will share an easy handbook to reduce cart abandonment.
Today with so many choices from e-commerce websites, customers are not able to decide fast and abandoning their cart. As per the latest report by SalesCycle, the average cart abandonment rate stands at 75.6%. With such a high rate, businesses are losing millions of dollars every year. A recent report by Barclaycard suggests that on average British customer abandons cart worth 30 Euros resulting in almost 18 billion euro lost revenue annually. It is very important to place your strategy to reduce cart abandonment.
With such an amount of lost sales, reducing cart abandonment is one of the top priorities for every e-commerce business. Converting cart abandonment sale cost sale as compared to acquiring new customers is far less and has a high chance of conversions.
What is cart abandonment and what are the types
Most of the visitors do not turn to customers in a single visit. They come to your website, browse through different pages and options but leaves without making any purchase. There are different types of cart abandonment:
Cart Abandonment: Visitor comes to your website and adds a product to their cart. However, before completing the purchase, the visitor closes the website and thus abandoning their cart.
Browse Abandonment: Most Visitors come to your website and browse through various pages and products. After a while, visitors close the website without adding any product to their cart and is called browse abandonment.
What are the top reasons for Cart Abandonment?
There are many reasons for cart abandonment and it varies according to the industry. Let’s look at the reasons for cart abandonment: Baymard did a survey to understand the reasons for cart abandonment by visitors.
Best practices to reduce shopping cart abandonment
As you can see from the above chart, most of the reasons for cart abandonment can be easily improved by following easy practices. Below are the best practices to reduce cart abandonment issues:
Be upfront about cost
One of the most prime reasons for customers to drop out is the final price. During the product, view customer is not aware of the extra costs like shipping, packaging or other costs. At the final checkout page, the extra costs come as a surprise to the customer and results in cart abandonment.
The best way to resolve is to Be Upfront about Cost. On the product page, clearly mention the other costs which are excluded from the pricing. This will let the shopper know all the charges before moving to the next step of buying.
Amazon does it nicely by mentioning them on the product page itself. Below is an example product page from Amazon:
In the product page, Free Delivery is clearly mentioned in the above picture
In the product page, the Delivery charge is clearly mentioned in the above picture
Guest Checkout
很多时候，网站会强制客户创建一个账户才能继续结账。要创建账户，客户必须输入姓名、地址和密码等所有详细信息。这会导致购物车被放弃和收入损失。
允许客户作为访客结账，这意味着客户无需创建账户即可继续完成购买。客户浏览了您的网站并决定最终购买。然而，强制创建账户才能完成购买会阻止客户完成购买。根据研究，没有访客结账选项的网站会导致 37% 的购物车被放弃。
您可以通过提供访客结账选项来轻松避免这种情况。之后，您可以与客户通过电子邮件联系，并说服他们创建一个账户。由于任何电子商务业务的主要重点是转化，所以先让客户转化，然后再制定策略让他们在您的网站上创建账户。
信任因素
随着在线欺诈事件的频发，客户在付款时更加谨慎。要进行任何在线交易，人们必须输入包括姓名、地址、信用卡详细信息在内的所有信息。除了卡片信息外，在线下单时通常还会询问以下信息：
姓名/地址/电子邮件 ID/电话号码
清楚说明填写每个字段的原因。这将使客户能够自信地输入详细信息。
对于每个网站来说，建立信任因素是一个主要问题。缺乏信任会导致平均 19% 的购物车被放弃。信任因素的问题可以轻松解决。
查看以下方法，在客户心中建立信任因素；
信任徽章
信任徽章能在客户心中营造舒适感和信任感。您可以从 McAfee、VeriSign、Norton、TrustE 等顶级安全品牌创建信任徽章。您可以在页脚、产品页面以及最终的结账/付款页面使用信任徽章。Baymard 进行了一项研究，以了解人们信任哪种信任徽章。
客户评价
一项研究发现，88% 的客户将客户评价视为个人推荐。在进行任何购买或产品选择之前，访客会查看产品的评价。评价能在客户心中建立对产品的信任。大量的评价可以提高 4.6% 的转化率。
评价不仅有助于建立信任因素，还有助于更快地做出购买决定。这反过来又减少了您网站的购物车放弃数量。
不同平台上的公开评价
有许多第三方平台和博客完全专注于评价。这些网站只允许经过身份验证的评价在其网站上发布。G2Crowd、Capterra 等网站提供了收集客户评价的平台。这些网站上客户的良好评价能建立客户之间的信任。
*最近 PushEngage 被命名为top performer under proactive notification software by G2Crowd
There are other websites like toptenreviews that review and compare the products. These websites do a complete research of each product, its features, pros, and cons. This helps the customer to check for the details before making the final purchase. Once a customer is satisfied with the complete details, they will head over to your website and make the purchase. This result is higher conversion and lesser cart abandonment by the customer.
Return Policy
In online shopping, people can’t feel or touch the product. A few things you can do are to show pictures from different angles and also add a video of the actual product. People also go through the reviews before making the final purchase. Despite that many times products are different from what people expected. In order to make the final purchase, a person reads the Return Policy of the product. Only if the return policy offers is satisfactory, the buy the product else abandons the cart. A bad return policy causes 11% of cart abandonment issues.
You can easily solve this by offering a very easy return policy depending upon the product categories. Every industry is different and is the return policy. You can offer Money-Back Guarantee and No Question Asked Return Policy. Keep 30 days of the return policy. A good return policy brings confidence among the people to order a product from your website. You can check out your competitors as well to see what return policy they are offering under a similar category. One of the best examples would be the Amazon Return Policy. They have an easy and detailed return policy for each category.
Delivery Period
Before ordering people would like to know when they will be receiving the product. Don’t overpromise about the delivery time. It’s always good to under promise and under deliver. This will surely increase the customer’s satisfaction.
You can create a separate page detailing about the Shipping and Delivery. Mention all the different shipping types and time to deliver. Also, clearly mention the approximate delivery time on the product page and checkout page. This will reduce the last-minute surprise for the customer. They will know the delivery schedule before making the purchase. This will lead to less cart abandonment and more conversion.
Website Load Time
Website load time is one major contributing factor to page abandonment. Nowadays customers are impatient. If your website takes more than 3 seconds to load, you might be losing half of your customers. An increase in website load time results in an increase in bounce rate which may impact your organic ranking as well. As per Google, 2 seconds and below should be the ideal page load time for any website. As per the study, 1 second of delay results in a 7% reduction in conversion and a 16% decrease in customer satisfaction.
根据 研究，如果将网站速度提高1秒，转化率将提高2%。有许多免费工具可用于检查网站页面加载和优化状态。最常用且适合入门的工具之一是Google Page Speed。
简单的结账流程
保持您的结账流程简单明了，尽量减少干扰。结账流程是转化率方面最关键的方面。在结账流程中，请清楚说明：
- 产品详情
- 产品图片
- 总数
- 产品价格
- 运费
当客户试图完成购买时，避免向其索要任何不必要的详细信息。亚马逊的结账流程非常简单有效。下面是截图：
一旦客户进入结账流程，就无法浏览到任何其他页面。客户完成购买后，可以浏览网站。
多种支付选项
您不想因为缺少首选支付选项而失去那些准备付款的客户。尽量包含所有主要的支付选项。最常见的选项是信用卡支付，包括借记卡和信用卡。货到付款也是一种流行的支付选项。
多种支付方式可确保客户能够完成购买。您还可以想出不同的方式来吸引客户进行购买。您可以提供简单的分期付款选项、无成本分期付款选项。您甚至可以与各大银行合作，为使用其卡支付的客户提供额外折扣。
在您的业务中，最不想看到的就是因为缺少支付选项而流失客户。
重新互动以转化
许多时候，访客不会在一次访问中完成转化。使用推送通知的重要技巧之一是在正确的时间重新吸引用户。及时与客户重新互动以减少购物车放弃。您可以使用浏览器推送通知服务来重新吸引用户。通过推送通知，您可以有效减少购物车放弃。有多种方法可以在客户将产品添加到购物车后重新吸引他们：
- 发送消息：当客户将产品添加到购物车时，您可以发送站内消息提醒他们购物车中的产品。
- 显示顶部购物车：一旦客户将产品添加到购物车，当客户浏览网站时，在顶部突出显示购物车。这样客户就会被提醒购物车里还有商品。
- 站内信使：您可以开始在信使上进行对话，看看他们是否在结账过程中遇到任何问题。这样您就可以提前了解任何问题并解决它，客户就不会放弃购物车。
重新定位以挽回损失的收入
如果客户放弃了购物车并离开了网站，您仍然有机会挽回损失的收入。有许多方法可以使用不同的工具重新定位他们。重新定位的成本远低于获取新客户的成本。您应该通过所有渠道重新定位放弃购物车的客户。以下是一些重新定位放弃购物车客户的有效工具：
- 电子邮件：您可以发送包含所有详细信息的废弃购物车电子邮件。包括产品图片和所有必需的详细信息，以及价格和完成订单的链接。您甚至可以为他们发送独家优惠券，以便他们完成订单。
- 推送通知：使用网页推送通知，您可以发送包含产品图片、结账页面链接和价格的通知。网页推送通知会实时发送到客户的浏览器，与电子邮件相比，打开率和点击率更高。您可以创建一系列购物车放弃通知活动，定期发送给客户。您还可以包含限时优惠券代码，以便客户完成交易。在购物车放弃活动的效果方面，推送通知的效果比电子邮件好 37%。您还可以跟踪通过购物车放弃推送通知产生的收入。
- Google Ads：要使用 Google 再营销广告，您需要在网站上放置 Google 像素。Google 广告允许您在客户访问其他网站时重新定位他们。客户可能正在浏览其他网站或进行搜索，Google 会展示您的广告。它增加了您广告的覆盖范围，并在客户浏览时定位他们。通过重复展示您的广告，产品将在客户心中占据首位。这将导致客户完成购买。
- Facebook Ads：要向客户展示 Facebook 广告，您需要在网站上放置 Facebook 像素。大多数客户都会有 Facebook 帐户。使用 Facebook，您可以在客户浏览 Facebook 时重新定位他们。您还可以通过 Facebook Messenger 联系客户。您可以设置自动化的 Facebook 消息传递活动。当客户放弃购物车并离开您的网站并转到 Facebook 时，他们会在 FB Messenger 上收到有关其购物车的消息。与电子邮件相比，FB Messenger 的转化率要高得多。
以上是减少电子商务网站购物车放弃的几种最佳解决方案。您还可以查看分析信息中心或安装热图以了解客户在您网站上的行为。这样，您将知道在购物车放弃之前，客户更关注哪个页面或区域。您还可以进行一项调查，询问放弃购物车的首要原因。尽管您采用了可能的策略来应对购物车放弃，但仍可能存在许多无法控制的原因。但是，如果您采用正确的策略，将有助于您减少和挽回购物车放弃，并为您节省大量收入。旅游网站也是如此。它们也会遇到预订放弃的情况。您可以通过实施优化策略来应对预订放弃。
案例研究 – 购物车放弃推送通知活动
在 PushEngage，我们深知购物车放弃对客户的重要性。我们创建了一个专门用于运行购物车放弃活动的独立功能。以下是一些受益于推送通知的电子商务网站的案例研究：
Mydeal
Mydeal.com.au 是一个澳大利亚电子商务网站。他们已经集成了所有工具。但是，他们正在寻找一种易于集成、先进且效果更好的工具。
PushEngage 具有一些专门针对电子商务的高级功能。Mydeal 选择 PushEngage 进行推送通知。在很短的时间内，他们获得了更高的订阅率，提高了打开率和点击率。通过使用 PushEngage 购物车放弃通知，MyDeal.com.au 的收入增加了 20%。请查看下面的信息图了解详情。
Ofertia
Ofertia 是领先的在线优惠发布平台之一。对 Ofertia 而言，时机至关重要。他们需要在优惠到期前及时向用户更新最新优惠和促销信息。他们还在寻找增加用户群的方法。
借助 PushEngage，Ofertia 能够及时触达客户。PushEngage 允许您直接在用户的浏览器上向其发送 Web 推送通知。通过使用 PushEngage，Ofertia 网站的重复用户比例达到了 39%。下面的信息图详细介绍了这些优势。
BollywoodKart
BollywoodKart 是一家经营时尚服装的电子商务公司。他们的主要顾虑是购物车放弃。他们正在寻找减少购物车放弃率的方法。
通过 PushEngage，他们开始了购物车放弃推送通知活动。他们使用了 PushEngage 内置的基于事件的购物车放弃活动，购物车放弃收入增加了 15%。下面的信息图显示了完整的详细信息。
