The abandonment and redemption of the shopping cart

Why the cart was discarded

SeeWhy this June 3, "Why do site visitors throw away the shopping cart?" (Reasons Why Website visitors abandoned misspelling Shopping) ", the main elements are:

2009, the United States has 154 million users online shopping, sales reached $1552 billion, or about $1000 dollars per capita. The drop rate for shopping carts is currently around 71%. This means that 7 out of 10 customers have more than one shopping cart, but they haven't finished shopping. In 2009, 88% of American online consumers gave up at least one shopping cart, equivalent to 136 million people. The reason why a visitor discards a shopping cart changes little. Another Forrester study suggests that delivery costs remain the top cause, for years. In fact, the five main reasons that cause the cart to be discarded are: delivery cost is too high 44% I'm not ready to buy this product 41% I'm going to go to other websites for price comparison 27% product price is higher than I want to buy 25% just put the product in the cart for future consideration 24% Interestingly, the top five reasons , regardless of the checkout process itself. These are bigger behavioral issues that are not relevant to the visitor's readiness or related to the price. Many E-commerce teams instinctively believe that the checkout process is the primary consideration in increasing the conversion rate of the Web site (and reducing the number of cart discards). The first aspect of Forrester's research is that tweaking the web to make the checkout process smoother is just part of the answer. The second aspect is, what can we do to save the discarded shopping cart? Re-marketing (remarketing) is absolutely essential. Experience tells us that users give up shopping carts for a lot of reasons, these possible, specific circumstances are not under your control, so better to do is not to try to guess the reason, but again marketing. Surprisingly, the proportion of marketing to site visitors is still low (only 16% for Etail500), although this has proven to be a technology to drive sales growth. Amazon is one of the biggest backers of marketing again, and so ingenious that many people do not realize that they are being marketed again.

The redemption of the shopping cart

seewhy a few days ago (October 7) "This holiday season reduces the practice of shopping cart discards (tactics to reduced Shopping cart abandonment this Holidayseason)" and lists the checklist for the shopping cart redemption:

reduce the cost of distribution.


The first reason consumers give up their shopping carts is the cost of distribution. If you have a seasonal free distribution promotion, it's a good time to do it, and it's hard to make it more widely available for free distribution. Minimizing distribution costs should be a priority at this time of year. This will see a boost to your conversion rate. Reduce the free distribution limit to a minimum.


If you can't provide free distribution, then offer free distribution on a minimum order amount. This will increase the average per single amount. Highlight the minimum amount that is required for free distribution, telling customers how much they need to spend and getting free shipping. Issue a valid discount code.


e-commerce website found that providing a list of valid discount codes on their website can reduce affiliate marketing costs (affiliate fee) and improve conversion. One additional consideration is to move the box in the coupon code into the checkout process to make it more powerful. If a customer abandons a shopping cart with an invalid expiration discount code, it triggers a prompt to send a message containing a valid coupon. The email me this button on the Product detail page.


we know that consumers change their behavior in anticipation of holiday promotions. They'll go into the research, wait for the promotion of the spread, so that the drop in the shopping cart drastic changes in the sales before the start, the turnover will be significantly reduced, the shopping cart discard rate will increase significantly; Once the holiday promotions are rolled out, the turnover will rise sharply and the drop rate will drop sharply. At this point, there is a tendency to use a shopping cart as a "shopping list reminder" (Shopping list reminder), so long-term shopping carts are a good way to get customers to store the goods they want to shop on. But to achieve a long-term shopping cart is not a 10-minute thing to do, so you can consider another way, is to put on the product detail page "Email me this" button. Sending a message to a customer that contains the item they are browsing is a good way to keep the customer in the Inbox and easily link back to the product page. This is a very simple again marketing technology, useful, not difficult to do, but also to get the benefits of email address. Promote your phone number.


Especially if your site is not so famous, promoting your phone number is important to changing people who are worried about dealing with you online. The customer may have questions to ask, or just to confirm that the transaction is real and that there is a real person responsible behind the website. If you have a well-known brand, you have already done so; in many cases, simply providing a phone number can save 5% of the sales, or it is likely to lose these orders. Build trust with social media participation.


last year, most retailers used social media extensively to promote the holiday season's specials. But social media should not be just promotions. If your brand is not well-known enough to encourage potential customers to engage in conversations about your company, products and services, trust will be built at this point. Remember, for many shoppers, shopping is more of a perceptual, rather than a rational, decision. Negative concerns that may be unsatisfactory after the sale will dampen the positive sentiment of potential purchases. For customers to be reassured that you are a good service company, it is irreplaceable to have direct conversations with customers. Send a again-marketed message.


customers who give up their shopping carts are the customers who will almost complete the purchase. One of the most effective techniques for reducing cart discards is to send a salvage message to the discarded person. Most E-commerce companies that send shopping carts to retrieve mail have saved about situable and got meaningful returns. Record the number of customers who gave up their shopping cart. The customers who have discarded the shopping cart tell you what they are interested in. This is valuable data that can be used in a marketing email to make the customer feel incredibly connected-the result is a high rate of mail opening. Many customers use the shopping cart as a list of wishes (Cytopathic list). Especially during the holiday season; so even if your marketing emails don't immediately inspire them to buy, it's likely that the emails have been kept in the inbox, opened several times, and linked back to their shopping cart will list. Source: Http://laolu.spaces.live.com/Blog/cns!8FDD94E24830A815!4375.entry