Shopping cart abandonment remains a major ecommerce concern today and still provides online retailers of all sizes a rather large headache. Statistically speaking, on average only 3 out of a 100 website visitors go on to make a purchase with a large proportion of those actually abandoning the website at the cart stage of the journey having placed items into their cart. So the main question or focus has to be: How do we lower that percentage of shopping cart abandonment and increase our revenue?
I think prior to answering that question it is worth taking a look at a typical customer journey when they are considering making a purchase.
The Typical Customer Journey
Technology has drastically evolved over the last couple of years and on the back of that customers have easier access to even more data and this, in turn, has given the customer the power. Gone are the days when the customer was loyal – in fact customers are now very savvy when shopping online and demand a much better shopping experience, if you don’t satisfy their needs then someone else will.
So right across the customer journey, there are areas that if not relevant or well-designed can drive the customer to shop elsewhere. Contained within PureClarity are six modules specifically designed to help bridge those danger areas right along the customer journey, however for the purpose of this article I will stick to the shopping cart as my area of focus.
The key to improving the percentage rate of shopping cart abandonments, in theory, is quite simple and is about keeping the customer engaged with the site. In reality, it is quite difficult to achieve but never the less it is achievable.
Improve your basket with recommendations.
Another pain point that has become a trend is the disconnect between some retailer’s offline and online marketing. Once a customer leaves the website having either made a purchase, browsed or even left after placing items into their shopping basket, retailers seem to lose touch or sight of those customers.
The majority of the features on this page are easy to implement, it is about providing relevant information, however, the one area that that can really make a positive impact is the recommendation sections on the page. These recommendations highlight items such as “you may also like” and the recommendations absolutely must be relevant to the individual person. You can achieve this by adopting PureClarity, using behavioral data and incorporating this data into the recommendation results.
The key to making sure the recommendations are relevant towards an individual is by placing that particular individual into a behavioral profile and using historic data on that individual combined with similar people’s patterns to recommend relevant products. The more we learn about that individual the more behavioral profiles we can assign to that individual and the more we can make the recommendations relevant.
Automated Email Marketing.
Another effective solution to put in place is email marketing. Historically if a customer abandoned their shopping cart the retailer had to cross their fingers and hope they return. There just wasn’t a way to give the customer a gentle nudge to complete their purchase. PureClarity’s email marketing tool allows you to overcome this problem. Once a customer abandons their basket it triggers PureClarity so send an automated email to the customer. The email is personalized and will show the basket contents when the customer views it.
This tool can also be used to re-engage with lost customers or thank customers for a recent purchase and is very powerful in terms of maximizing sales. If Joe Bloggs makes a purchase, you really don’t want him to purchase additional accessories from one of your rivals, so, jump in first, send a thank you email and make some relevant product recommendations at the same time to achieve some add-on sales.