Shopping cart abandonment can be painful to ecommerce owners, but you can easily fix the most common issues.
Why should you care? Because ecommerce competition is tough. Optimising every aspect of your online store is a way to stand out.
And one of these elements that should work perfectly is recovering as many abandoned carts as possible.
Doing so will allow you to maximise your conversion and sales. And some of abandoned cart issues can be easily fixed thanks to chatbots – and it happens automatically, without your engagement.
Are you ready?
What is shopping cart abandonment? Why it happens?
Shopping cart abandonment occurs when a potential customer proceeds to their shopping cart and then leaves the website without buying.
How often does this happen? Too often. According to SalesCycle 2018 Report, worldwide shopping cart abandonment rate is as high as 75%!
Imagine how much money could you make if you could convince at least some of these customers to buy from you. This is possible.
But first, it’s worth to know why people abandon their carts.
Statista.com points out most common reasons for shopping cart abandonment. Check out our infographic below for a quick overview:
Some of this issues are strictly related to business processes or on-site optimisation, but some of them can be solved quicker – thanks to chatbots (if you don’t know what they are, check out our article on “what is a chatbot”).
5-minute fixes for common abandoned cart reasons
Expensive shipping/no free shipping
Statista report suggests that as much as 54% percent of customers abandoned their carts due to high shipping price. Additionally, 39% of clients did the same because there was no free shipping option.
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Well, no one likes to be surprised with a big cost of shipping (or even worse – hidden) before checking out. The best thing to do is to keep shipping costs low (or even better – offer free shipping).
But what if you can’t afford it?
Solution: offer a discount or a free shipping coupon. Chatbot can send a coupon of your choosing to convince a customer to make a purchase. Thanks to that solution, you can keep the price of shipping at the same level, lowering it only in case when a customer tries to abandon their cart.
Customers are only browsing
Some of your potential customers will add products to the shopping cart only because they’re still in the research phase.
That means they’re looking for the best option to buy. And possibly – they’re looking for the best price as well.
Solution: engage your customer. When they’ll try to abandon their cart, chatbot can start a conversation asking them predefined questions.
After getting answers, customer can be switched to your live chat operator. At best – you’ll convince the customer to buy a product, at worst – you’ll get valuable feedback.
Customers are unaware of shipping cost
Well, I have to admit I’m annoyed whenever I’m buying a product online, and I don’t know what’s the shipping cost until the last step of checkout process.
And so are the other customers – 24% of customers pointed out that hidden cost of shipping is why they abandon shopping carts.
Solution: set up a chatbot to provide the customer with shipping information whenever they visit the product page. Thanks to that – you make sure that the customer has been engaged and knows the shipping cost for sure!
And make sure that you provide a clear shipping policy, and the costs are visible early in the checkout process.
Customers wait for their products… too long
Imagine that you’re ordering online a long awaited title for PS4 or Xbox One, but the delivery time is… 5 days. It pains me to even think about it.
And what do you do?
Of course you look for another store.
Not-fast-enough shipping is another important reason for shopping cart abandonment – 26% of customers decide not to buy, because the delivery takes too long.
Solution: Make sure you have a few shipping options to select from, and let your customers decide what’s best for them.
There’s not much that chatbots can do to help with slow shipment, BUT you can still try to recompense the lack of express shipping by sending a discount via a chatbot. It might just hit the spot, and there’s nothing to lose.
The checkout process is too long
Long checkout process can be annoying. You just can’t purchase what you need quickly, because of all those unnecessary steps – 21% of customers abandoned their cart in that case.
Solution: Try to keep things simple. Allow your customers to buy without registering an account. And don’t ask for unnecessary information.
Bad site navigation
A store where you can’t find what you’re looking for is no good. 16% of customers left an online store, because they had got lost when browsing an online store.
73% of customers state that customer experience is an important factor of their purchasing decisions (which good site navigation is one of the main elements). So you have to stand out to maximise your profit.
Solution: Make sure that your store has got clear navigation. Set up the products in the proper categories, and make sure they’re visible. Remember also to place a search bar within your store – that’ll help your customers to find what they’re looking for QUICKLY.
Improving your site navigation is rather a matter of optimising your store, however chatbots can still help you to guide your customer to the right place.
Chatbots can ask customers some questions and redirect them to the store category they’re interested in. Cool, isn’t it?
Conclusion: shopping cart abandonment can be (and has to be) dealt with
Shopping cart abandonment has been here for a long time, and for sure will still be there.
Because it’s impossible to eliminate it completely. But it’s not the point.
The point is to recover as many abandoned carts as possible.
You can achieve it by understanding why customers abandon their carts and then – optimising the process.
And our Tidio Chatbots can help you with that, by making sure that every customer got engaged and you squeeze the conversion up to the maximum.
Let’s grow your business together!