Have you ever wondered why someone would take the time to select a product, put it into a cart and then simply not complete the transaction? The bad news is you are missing out on valuable ecommerce revenue if you aren’t paying attention to your abandonment rates. The good news is you’ve already done the hard work in attracting and (almost) converting that shopper into a customer.
eMarketer estimates that ecommerce is currently hauling in $2 trillion per year ($4 trillion per year by 2020). We should care about that because ecommerce stores are leaving valuable revenue on the table. Addressing shopping cart abandonment is one of the easiest ways to increase sales and turn browsers into customers. In our work with brands and agencies, we often find that this is a part of ecommerce strategy that isn’t addressed in a meaningful way.
With the market being ultracompetitive and heading into the biggest season of the year (Cyber Monday, Black Friday, Christmas), I recommend getting educated and implementing your own strategies to decrease your shopping cart abandonment rate.
What are the frequent causes of abandonment?
Shopping cart abandonment happens for several reasons, and it’s important to investigate and find out what affects your store the most. Here are four of the most common reasons we see:
- The design of your website is not intuitive. If your user is confused and doesn’t know what to do next, they will leave. Ensure your checkout process is clear and simple. Use features that show the steps to completion and short, simple language. Make shopping cart icons clearly visible and provide prompts for checkout in multiple locations. Never assume your shopper will know what to do. Make it so they can’t help but see what to do next.
- The offer isn’t as described in ads or promos. Read More Here