Cart abandonment, which is that situation in which a consumer selects several products in your online store, but gives up on completing the purchase, is out of date. Check out how to end it right now!
How to avoid cart abandonment in your online store?
In the following topics I expose the poison that makes consumers give up on a purchase on your e-commerce site and also the remedy that will reduce these withdrawals.
In fact, your online store may be suffering from cart abandonment due to:
1 – Lack of credibility:
Absence of institutional text, addresses, telephone numbers and CNPJ compromise the credibility of your e-commerce site. Provide these elements and make them in plain view of the consumers. This will surely increase people's trust and also your sales.
2 – Lack of security:
Speaking of security, many people abandon an online store when it lacks certifications. Furthermore, just one complaint about an antivirus program can cause a customer to never return to your e-commerce site. Therefore, implement security measures, obtain and display security seals and certifications for your online stores.
3 – Bad usability:
A good remedy to avoid cart abandonment is to rely on a lean design, that is, one that allows for light and fast navigation. Also, it's good that this Design has the right buttons in the right places, which will prevent a lot of confusion and dropouts. Use colors properly. Avoid templates (have a unique design).
4 - Indecision:
Not all consumers who visit your online store are ready to buy. Most are certainly comparing and analyzing prices, features, and conditions of a product. Educate these consumers via e-commerce email marketing . In other words, prepare them until, sooner or later, they buy from your store.
5 - Bureaucracy:
If your online store has too many steps to complete a purchase, then you're in trouble. The solution is to eliminate checkout steps and questionnaires. In these cases, features like VTEX 's SmartCheckout are essential. This system allows a customer to complete a purchase in less than 15 seconds.
6 – Lack of adequate means of payment:
If your online store only offers credit card payment, then everyone who only pays by bank slip will not be able to buy. If, however, it offers both options, but has no debit payment, those using this alternative will give up. Therefore, the way is to offer as many payment methods as possible.
7 - High price:
When a product's price is high, the consumer will think twice before buying. What can be done in this case? It's a good idea to use email marketing to prepare the consumer. The messages should focus on the increased value of the product. Read the post " What is the difference between value and price in e-commerce " to learn more.
8 - Unexpected fees:
For the consumer, it sounds like an “evil prank” when when closing a purchase there is a freight to be paid. The effect is even worse when the shipping price is too high. It's the perfect cue for a cart abandonment. Therefore, avoid surprise shipping with exorbitant prices. And as in the previous topic, work on the value of the product.
9 - Delayed delivery:
One of the biggest problems with selling online is that you can't deliver the purchased product immediately. And when the consumer discovers that delivery will take 10, 15, 20 days or more, then abandonment is imminent. Therefore, invest in solutions such as Pickup Points and faster delivery options.
10 - Lack of service:
If a consumer enters your store, chooses a product, but is left with a question, and there is only one email for conversation with the administration, then he can give up. He will do so because there is no way to remove the doubt immediately. To avoid this problem, keep a chat and a phone number for instant assistance.
How to find out the cause of cart abandonment in your online store?
To find out what is causing cart abandonment in your online store, invest in (click on the links to learn more):
• Tools for measuring results in e-commerce
Once you know the root cause, you won't need to use trial and error (which is much more time consuming) to find out where the problem is.
How to recover sales from abandoned carts?
To conclude this article, it's worth showing a way to recover sales from abandoned shopping carts. This "way" is Remarketing . Send messages reminding the consumer that they haven't yet completed the purchase. Educate them so they can finish the process.
