Strategies for Recoving Abandoned Shopping Carts | Sales Layer
Tricks and Resources to Recover Abandoned Shopping Carts
Alma Muñoz · November 12, 2020
Table of Contents
The greatest frustration of online sales: customers who add products to their digital shopping cart, only to abandon the cart later.
Why do they decide to go? What do they need for their shopping experience to be a success? The reasons can be many, but there is normally a common denominator:
What most motivates (and demotivates) online purchases is not the price. Instead, it is the user experience.
We are not going to give you a magic recipe so that all your customers follow through with their purchases (that’s impossible), but we will give you a few ticks to improve the experience, avoid the feared abandonment of shopping carts, and recover carts when customers decide to go.
Tricks to avoid cart abandonment in your online shop
Simple navigation
How many times have you found a jug of milk left sitting in the detergent aisle of the supermarket?
Just like in physical shops, many buyers abandon their shopping cart online because they haven’t been able to understand how products are distributed. It is key for your online shop to have a clear structure and for everything to be well organized into proper categories and subcategories.
In this way, the digital shopper can easily find what he or she is looking for, add it to his or her cart, and see it in the cart without having to go back and look for things that are hidden and poorly labeled in your online catalog.
This structure starts with internal management of your product information, something that you can easily achieve with a PIM solution (Product Information Management).
Unexpected fees
What digital consumers most hate is to find surprise fees when starting to pay for their shopping cart online.
That’s why it’s so important to leave things clear before checkout, on product pages and in a FAQ and shipping information section, about what fees and times apply for each order.
Most digital users expect free shipping always, or at least after spending a certain amount on their purchase.
Multiple currencies
A major drawback for international purchases is calculating the currency equivalent for each user’s country of residence.
A PIM system allows you to add as many currencies as you want to your product prices, adapting them to the website version for each country.
Varied, safe payments
New generations are less afraid to pay online, but your shop or app should still transmit trust during the checkout process in all cases.
To accomplish that, you should have updated security certificates, display them with verified seals on your site, and provide different payment options.
Fast and easy checkout process
Make fields and action buttons as clear as possible and avoid having a complex checkout process with many screens and a lot of information required. Ecommerce purchases are made with one goal in mind: speed.
No mandatory registration
Avoiding obligatory registration in a shop increases conversions by up to 45%.
Technical support readily available
Include contact details and links to online chat options and emergency email addresses on your payment pages.
No distractions
A clear and minimalist review and payment process will keep many carts from being abandoned.
Ways to recover abandoned shopping carts
Here are some tactics to recover abandoned shopping carts.
Push notifications
Activate push notifications to remind users of their pending purchase.
Retargeting
Show Google Ads on other websites to buyers who left their shopping cart abandoned.
Personalized emails
The most common way to recover abandoned shopping carts is by sending an email to remind users with a summary of what was left in their cart.
Conclusion
Losing customers is a natural part of the sales process, and even more so in a digital setting. The key is to keep the rate of customer loss from being too high by offering a superior shopping experience and clearing up any customer questions before getting to the payment screen.