The Business-to-consumer website is abandoned in the shopping cart for the product design

The main point of this article is, based on the inevitable shopping cart abandonment (Shopping cart abandonment) phenomenon, how can we make use of the goods in these abandoned shopping carts?

There is a law in retailing: The easiest way to get more money is to sell more things to the existing customer base . It was therefore suggested that the clerk should hand him a shopping basket whenever a customer held more than 3 or 3 items.

The advent of the shopping basket solves a very central issue in sales: helping and stimulating consumers to continue their " impromptu shopping " behavior. Because consumers are not going to go to the stores as we think they are, they are always interested in the second book when they buy the first book, or they come across other items that are worth shopping for, and this behavior is called impromptu shopping.

Therefore, one of the most important issues in the retail area is to solve the shopping blue (car) placement, provide the form, provide time. For example, a shopping basket should be scattered wherever the shopper may need it, rather than just in the entrance to the store (the door is not really a good place); it's a hard plastic basket with a handle, or a hand bag like Ikea, and how does the clothes store in winter combine with the shopping basket?

When E-commerce is emerging on the internet, the concept of shopping baskets is mapped to the web, and we call it the "shopping cart." The following figure, a simple simulation of E-commerce website shopping funnel (Via), in the huge promotional costs driven by the customer finally browsed the site, but in the shopping cart Link has a great loss.

PayPal in 2009, the eighth annual merchant survey found that there are about 45% of the shopping cart abandonment rate. The first few of them were:

• Freight is too expensive, 46%;
• Want to do shopping contrast, 37%;
• Not enough money, 36%;
• Want to find coupons 27%;
• No preferred method of payment is found 24%;
• When checkout found goods out of stock or other reasons can not buy 23%;
• Unable to find customer support 22%;
• Security concerns 21%.

Via:emarketer

Of course, the problem with the loss of a shopping cart is a problem that many business managers attach great importance to, based on whether regular, unregistered users can buy directly, modify the payment process, support the customer, and increase the credibility of the website. Such issues are not discussed here.

So what can be done with a shopping cart that has been abandoned? I think there are several ways to do this:

1, in a only registered users can shop on the platform, if the new registered users have occurred a shopping cart abandonment. You can consider posting an EDM to the userwithin a certain period of time, such as 15 days. The content includes information such as the price reduction of the products they put into the shopping cart, and the recommended marketing of goods similar to those in the shopping cart that he abandoned; politely ask what is the reason for abandoning the shopping cart, asking to fill out the questionnaire and to issue rewards. For new users, this approach can both present customer concerns and reminders of price reductions often make users feel that you do treat him like a God, and of course you can call this a user experience ....

2, the user can use the last abandoned shopping cart in the merchandise to do related recommendations . Once a user adds a product to the cart, he has a potential desire to buy in 99%, and is not paid for a variety of reasons, not the goods themselves, but the platform. When the user comes back for the second time, the effect is good if he can push his last selected but unpaid item to him in another form.

3, substitute recommend . This needs to be associated with the use of the 2nd, and with the help of the entire platform members of the UGC power, and eventually formed a unique "recommendation system" or "demand mining" system. Is there a substitute for the goods in the user's abandoned shopping cart? Can the price and freight of these goods be accepted by other users, and can these products be recommended to the user?

4. How to deal with the goods in the abandoned shopping cart? we had an argument in the group when the bad guys raised the question on Weibo. Bad people think that the goods in the shopping cart is the embodiment of the user's desire to buy, the user should be abandoned after the collection folder; The Big Bear thinks, since the user abandoned the shopping cart on the end of the user, the shopping cart should be emptied.

My view is that the conversion of the goods in the abandoned shopping cart needs to be judged on a different platform. Many users actually want to use the shopping cart to do comparison shopping , keep their choice of goods in the shopping cart, so that they can be compared to different customers after the completion of the order should be more appropriate.

5, in fact, these abandoned shopping cart data can also be compared to the use of shopping sites. The form of OpenID will be a development direction of comparison shopping website. Compared to shopping, pure machine data mining is not accurate, the most accurate is the best based on user UGC behavior recommendation System Data mining.

Of course, here are a few other questions: compare shopping sites for shopping carts, and how to design a shopping cart? Next time, pull.