Online store owners face the problem of abandon carts every day. A user looks at the catalog, selects one or more products, adds them to the cart and… leaves. This happens so often that many have already stopp paying attention to it and do not consider. Such visits and “abandon carts” a problem. And in vain, because every visitor who selects. But does not pay for a product is lost profit, part of which can be return. Let’s try to understand the reasons for visitors leaving without paying. For goods and how to deal with this problem.
Abandon Purchase Research
Let’s look at some numbers. According to a SaleCycle study , 74% of all buyers leave items. In their online shopping carts without paying. If we divide fail buyers by product category. We get statistics by retail industry:
77.4% of online grocery store visitors leave the final pages without making a purchase;
78.8% of potential buyers of electronics and small household appliances do not pay for the items in the shopping cart;
68.2% of potential buyers will leave beauty and health products;
68.6% of users targeting purchases in the Fashion segment (clothing, shoes, jewelry, accessories) will not complete their order;
75.1% of car owners fill their shopping cart with tools and car accessories, but leave without paying for them.
74.3% of visitors to online hom
IY stores will leave select products in the shopping cart.
The data is bas on sales research of more than 100 world-famous brands from January to December 2016.
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Why do customers leave?
User surveys, abandon cart research and analytics of online resource. Visit histories allow us to name six main reasons why a person, while,. On the pages of an online store, selects a product and then leaves the site without clicking the “Pay” button:
“I just want to look.” Visits to the store without the purpose of buying, just out of interest, make up 34% of the total number of users who did not place an order. Having accidentally seen or heard about a new device, a person types its name in the search bar, goes to the website of the online store via a link and adds it to the cart without the purpose of buying.
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Had a negative experience
With the delivery of goods during previous purchases, and also find the conditions in the current online store inconvenient. During the last purchase, the order jeans “arriv” to their owner in two weeks instead of the promis 5 days – isn’t that a sad experience?
18% of visitors fill the the ultimate albania phone number list basket to compare prices and characteristics: the visitor selects several similar products, places them in the basket and uses the service for comparison. For example, smartphones of the new and old generations.
15% of users make a decision to buy in a regular store bas on the “pay and receive on the spot” principle.
A small number of payment options or methods does not suit 6% of potential buyers. For example, a user is comfortable paying with electronic money in the Yandex or WebMoney system, but the seller offers to pay with a bank card or cash on delivery. The visitor will most likely go looking for another store.
Technical difficulties: 4% of visitors were unable to find or fill out the requir forms, experienc problems due to the “crook” layout of the site, or left due to a long page load time.
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How to solve problems
Develop a strategy for working with those who came “just to look”
Some people are not ready to buy right away. They use the online store basket to see the total cost of several things or phone list forum simply make a list of desir purchases for the future. An online store nes to remember that a person nes a lot of time to make a final decision on buying serious equipment or other valuable property – from 30 days and more. Therefore, it is necessary to create conditions for the visitor that will keep him on the site pages as long as possible: a block with reviews of the store’s work, the ability to leave and read comments on a specific item, thematic articles on the use and care of items, personaliz recommendations.
The implementation of the “Abandon View” scenario also works well, when the user is sent a letter with the products he view and personaliz recommendations. According to Retail Rocket statistics , the conversion of such e-mail newsletters is from 3% to 6% depending on the segment.
retail_infographic abandon view
Gain user trust and provide quality service
61% of all shoppers said that ratings and reviews of specific products help them make a purchasing decision. Provide your shoppers with the ability to rate products to increase their likelihood of making a purchase.
Nothing has such a destructive effect on the decision to buy something as “hidden” amounts in the total bill. Show the honest final price: what it consists of, how it is calculat.
If you know that you offer the best price on the market, do not hesitate to point this out. As a rule, the methods us for this are “best price guarantee”, “we will return the difference if you find it cheaper”, etc.
Communicating with store visitors through messaging or offering to call back is a great way to provide quality, immiate, and personaliz customer service.
It is necessary to offer the maximum possible number of payment methods. Bank cards are good, but it is worth remembering that a significant number of people use electronic wallets, and not only WebMoney or PayPal. Work on payment methods and options, taking into account the characteristics of regions and customer segments.
The terms and cost of delivery may scare off a buyer who has already made a decision to purchase the product: not everyone is ready to wait 30 days for a T-shirt or receive it exclusively by paid express delivery. A good solution is to introduce free delivery, for example, from a certain amount. According to Invespcro analytics, for 9 out of 10 buyers, free delivery is the main motive for shopping in an online store.
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Implement an abandon cart strategy
To return potential buyers who left goods in the cart and did not complete the order, there is a strategy for working with “abandon carts”. This is the very first and logical action that should be taken when your potential buyer leaves, and it is also the very last thing that can bring the buyer back if your online store has already fulfill all other conditions and recommendations.
According to Retail Rocket analytics
A well-develop campaign to return “Abandon Carts” shows a conversion rate of 6% to 11% in different segments, which means you can return about a tenth of the abandon buyers. Do not forget that about 40% of buyers make a purchase decision in the first 3 hours, so the letter should be sent while his interest in the select products is relevant, best within 30-60 minutes after the visitor has left the site.
