In addition to attracting and delighting consumers with the best products or services, one of the challenges for those running an online business is to ensure that their shopping experience is hassle-free. That is, to ensure that the customer does not give up.
What is cart abandonment?
Cart abandonment occurs when an e-commerce user places items in their bag and abandons the purchase when they reach the final steps. When this happens, the user browses the page, selects products and does not complete the purchase.
A survey published in June by Opinion Box, conducted with nearly 2,100 consumers, investigated the frequency and reasons for cart abandonment. The research showed that 78% of the respondents abandon the purchase at the final stage – 15% of this universe makes this decision often.
This data can be a big challenge, but also an opportunity for marketers to discover what motivated it, and thus invest in strategies to solve these bottlenecks.
In this sense, the higher the cart abandonment rate, the lower the conversion rate, which puts the company in a less favorable position.
Why is the stroller in the way?
Among the reasons that most motivate consumers not to make a purchase in e-commerce, according to a survey by Euromonitor International, conducted between February and March of last year on 1,000 respondents, are:
– Transportation cost;
– Uncertainty at the time of payment;
– Lack of payment options;
– Technical problems in the online store.
How to encourage the client to conclude a deal?
The Opinion Box survey revealed that for 56% of respondents, the most important thing when choosing an online store is whether the site is reliable. That is why it is important that the e-commerce has security certificates and that this information is clear so that the customer can feel safe while browsing.
Software that tracks consumer movements, sending personalized emails with offers and phone calls are strategies that many stores have adopted to improve digital sales. According to experts, the initiatives have helped to recover around a third of carts.
Today, there are technology companies that offer solutions to keep e-commerce customers or bring them back. Among them is software that offers discounts based on algorithmic calculations based on the average value of the shopping cart. Personalized emails arrive in a customer’s inbox if they leave a store page with products related to what was abandoned.
Precautions when setting up a website
E-commerce experts also warn about taking care of the cash register. It must have an uncomplicated and intuitive process for the consumer. It is also worth making information about the selected product or service available in the checkout window. The strategy prevents the buyer from changing navigation cards to clear up any doubts and eventually giving up on the acquisition in the last part.
Another recommendation is that the website always directs the consumer to the next step, but carefully to make it something natural. For this, checkout buttons and those that lead to the next purchase step should gain more importance while the customer is in front of the virtual shopping cart.
The layout of the virtual store must be suitable for browsing on both a computer and a smartphone. This is called a “responsive website”. Its appearance changes to adapt to the screen size.
The variety of payment methods is an advantage
Don’t forget to offer multiple payment methods to reach a wider audience. An alternative is to invite you to browse another e-commerce store that is more willing to accommodate this type of demand.
Through the Safrapay API, a merchant can connect their virtual store with Safrapay and access various features that improve the user experience and bring more benefits to the business, positively impacting sales.
Another point of attention for those who want to keep the visitor on the site throughout the purchase journey, until payment, is to ensure that there is agility in answering questions.
Remember that the user needs to feel supported throughout the process, whether by bots or employees. The goal must be the same: to be available to the customer so that he feels safe when concluding a deal.