Reasons and solutions for the abandonment of shopping carts

0 Foreword

Some time ago I have written an article on the abandonment of shopping carts, see:

Talking about the design of checkout process from reducing the abandonment of shopping cart

So this article is no longer on the basic principles of shopping cart abandoned to do introduction.

1 Shopping cart abandonment reasons

According to general understanding, reducing the abandonment of shopping carts may help increase sales, but if you think the cart
There is a direct correlation between abandonment rates and sales, which is not necessarily the case.

Let's analyze the most common shopping carts that have been left with products, and the reasons for not completing the checkout are as follows:

Use the shopping cart as a staging rack or replace the will list

The basics of E-commerce sites are to encourage customers to add products to their shopping carts by providing a conspicuous "add to Cart" button.
But often customers just regard it as a temporary shelf, and not necessarily have http://www.aliyun.com/zixun/aggregation/7605.html "> Purchase desire." Although will list (wishlist)
This also works, but customers tend to think that the list of wishes and gifts are more closely related.

Determine total cost

The customer adds a number of products to the cart, although it means he is interested in the products and may buy them, but
Does not mean buying on your website, adding a shopping cart, or even entering the checkout process, just to calculate the total cost
(Product + Freight + tax, etc.).

Transportation Cost

Shipping costs are an important and high cost of online shopping, on Taobao, a 10-dollar commodity, plus
Also 10 yuan of freight on the double. And most of the site's freight calculation is placed in the checkout process, so
The customer may proceed to the checkout process to view the freight--nothing more.

Coupon

Some e-commerce experts think: coupons are a double-edged sword. If the site to put more coupons, then the customer
It may take a lot of time to find coupons and be reluctant to buy a decision.

and other retailers compare price

Add a shopping cart, get a list of discounted prices and total prices for each product, and then enter other similar ecommerce
The site does the same thing, contrasting the price difference.

the deal through the phone.

Many businesses offer toll-free calls to support customers to place orders by phone, although doing so may increase overall sales, but
The optimization of the site is not helpful, and will let the analysis of the loss of the cart abandoned analysis data. and the call center.
The cost is still not low.

2 How to improve the shopping process

Time to delay sessions (session)
Set appropriate, longer session effective time to avoid frequent customer login, causing dissatisfaction.
2ecommerce.cn

simplifies the shopping process

With a short, quick shopping process, the fewer steps the better. To the old customers, should be technically able to do automatically pull up
Previously recorded data.

allows anonymous shopping

Some customers are unwilling to sign up for fear of trouble or privacy considerations, so they should provide the function of anonymous shopping.

lets customers focus on the checkout

Provide a concise, information-focused checkout process page, and do not appear to interfere with the customer information, the
Advertising, promotions and so on from the checkout process page thoroughly removed it.

eliminates customer concerns about security

Provide HTTPS technology to encrypt the checkout process, provide security commitments, certifications, logos, etc.

offers help

Provide help links to customers who may not have clear steps or nouns, and note that these links are clicked through the pop-up layer
Or pop up a new page to display Help, instead of letting the page jump to help, which is tantamount to letting the customer out of the checkout
Page.

Detailed system return information

When a customer is operating incorrectly or the merchant does not support an option (if it cannot be sent to a place), the system should give enough
Return information to the customer, to avoid misunderstandings, resulting in loss of confidence in the system.

create the urgency of buying atmosphere

By creating a time-sensitive promotional campaign and setting the number of promotions, the sale is done.

Use customer feedback

Customer feedback is very precious, online shopping, customers if there are comments, most of them are pressed in the bottom of the heart do not say, even
Because of dissatisfaction and directly away from the website, never come back to suffer. If the customer feedback to you about their opinion, that's what he
Give your last chance, take care of it, keep this customer, through this feedback, perfect the website function or service
Not enough to prevent other customers from encountering the same problem.

send e-mail regularly to customers who do not have empty shopping carts

System Statistics Shopping cart is not empty customers, if you find that 3~7 has not changed, you can send e-mail to give reminders
And help, this approach tends to increase sales.

3 Shopping Cart abandonment Analysis Index

To assess the impact of shopping cart abandonment on your business, it is most important to track and analyze the following data:

conversion rate

The statistical conversion rate is necessary, at least for this analysis. By analyzing the number of site visitors and orders to calculate the basic
Conversion rate.

track customer purchase path

From the customer to start the site analysis, record the customer each click, understand the customer's habits, analysis of their directory,
Products, content, and other information. Further optimize the site with this information.

Analysis on the abandonment of

shopping cart

Put the tracking code on the shopping cart, checkout to the next single success page, and get the analysis data of the cart abandonment.

Transferred from 2ecommerce.cn
If interested in this article, please subscribe to trade-Sumin e-Commerce Blog