Post on 14-Jan-2017
Shopping Cart Abandonment
Twitter: @webdarren
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Can we avoid shopping cart abandonment?
IT WILL ALWAYS HAPPEN!!
WE CAN REDUCE IT
WE CAN RESUCE SALES
Shopping Cart Abandonment
Twitter: @webdarren
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Why do customers fail to convert?
Key reasons to not convert:
1. Cost2. Shipping3. Checkout process4. “Just because”5. Design & usability6. Hosting
Shopping Cart Abandonment
Twitter: @webdarren
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Reasons to abandon #1: Cost
Found a better price elsewhere - Use services such as Wiser and PriceAPI.com - Experiment with costs including / excluding P&P
Price presented in foreign currency
- Allow at least currency conversion - Make sure that the exchange rates are fair - Make sure you can accept payment methods in eExporting destinations
Shopping Cart Abandonment
Twitter: @webdarren
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Reasons to abandon #2: Shipping
People don’t like surprises - especially in the checkout - Makes sure you’re clear and up-front on shipping costs - Free shipping stops a surprise with the overall basket price - Ensure you’ve got the right shipping options for overseas - Click & Collect can be more convenient than delivery to work
There’s no such thing as free shipping
- Even if YOU pay for the shipping, tell your clients you care that much
Shopping Cart Abandonment
Twitter: @webdarren
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Reasons to abandon #3: Checkout
Your checkout makes people bang their elbow (sort of) - The orbitofrontal cortex is stimulated by pain… or by spending - From the off you’re battling loss aversion and human instinct - Make your checkout simple to follow and quick to complete
Your checkout makes people scared
- Trust and safety is a huge sticking point - make sure your secure and make that security visible - Don’t go over the top - 18% of people abandoned because security made things cumbersome
Shopping Cart Abandonment
Twitter: @webdarren
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Reasons to abandon #3: The perfect checkout (from Monetate)
Shopping Cart Abandonment
Twitter: @webdarren
10
Reasons to abandon #4: Just Because
Some people just abandon. It’s the £13bn problem. - Payment method declined - They were just browsing - They decided against buying - They got distracted… ooh look Coronation Street is back on
Make sure you follow up on your abandoned baskets
- Up to 80% of abandoned basketers won’t come back to your site. Ever.
- Use abandoned basket tools and retargeting to get their attention again.
Shopping Cart Abandonment
Twitter: @webdarren
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Reasons to abandon #5: Poor design
Don’t underestimate the value of poor design
- Confusing navigation is a huge barrier to conversion
- Make sure pricing is prominent and easy to understand
- Have good, clear product photography and descriptions
- Consider good usability and experience for overseas clients
Shopping Cart Abandonment
Twitter: @webdarren
12
Reasons to abandon #6: Hosting
Make sure that you’re not let down by poor technology
- Slow, clunky websites don’t engender trust and confidence
- People won’t forgive you if the website crashes
- “Page timed out” messages will encourage people to leave your site