The research “ E-commerce Radar: Fashion and Accessories – 1st Semester/2017 ”, recently published by the consulting firm Atlas, revealed that the shopping cart abandonment rate in Brazilian online fashion and accessories stores is 82,9%, which is 0,5% higher than other categories. What can you do to find out the cause of shopping cart abandonment in your online fashion store? That's what you'll find out next. Keep reading!
DISCOVERING THE CAUSES OF CART ABANDONMENT IN ONLINE STORES
Just to remind you, before continuing with this text, the calculation of the cart abandonment rate occurs by dividing the number of abandoned carts by the number of consumers who accessed the shopping cart of your virtual store. This is how it is possible to discover that in Brazilian fashion e-commerces, for every 100 carts accessed, almost 83 are abandoned.
As soon as you can, also read:
Anyway, below, I present some tips that can help you observe what is happening when consumers arrive at your e-commerce shopping cart and understand what is causing dropouts:
1. Focus group:
You and your team gather a group of consumers in a physical environment (a room or office) who will use your online store and provide feedback while being filmed. Images and feedback are then analyzed. This resource will certainly allow you to assess how your shopping cart is used and generate ideas for improvements. Read the post “ Optimize your e-commerce through a focus group ” to learn more.
2. A/B Test:
A tool that allows you to create multiple versions of a page or page object and then compare which one sells more. Learn more about this in the article “ Vtex A/B Testing for e-commerce: what is it and how does it work? ”.
3. Real time:
Some website analytics software includes systems that enable the observation of consumer behavior in real time, making it possible to analyze and determine what is causing shopping cart abandonment in your online store. In the post " Benefits of analyzing e-consumers in real time " I discuss this topic in more depth.
4. Comments:
There are several apps that allow you to monitor what consumers are writing about your online store on social media. By observing this aspect, you can check if they are having difficulties completing a purchase and if this is related to the characteristics of your website's shopping cart. Read more about this topic in the post " 7 tools to monitor comments on your e-commerce social media ".
5. Analytics:
Analytics software like Google Analytics, among others, allows you to gather information about your customers and, from that, discover the reasons why they abandon their shopping carts. Check out more about this topic in the article " Your e-commerce needs Analytical Marketing ".
If you still don't know how to use these tools to find out the causes of shopping cart abandonment for your fashion e-commerce store, then try using standard solutions for now that can increase your conversion rate, such as:
Anything goes when it comes to reducing the 82,9% shopping cart abandonment rate in fashion e-commerce businesses like yours. Therefore, also check out the article " 10 checkout conflicts that generate shopping cart abandonment in online stores ," find out if these conflicts have occurred on your website, and create an optimization plan to increase conversions.
