You spend time, energy and money on branding, content creation, social media, referral marketing, and SEO to attract customers to your site. Then there’s the effort that goes into UX design, building your site and countless other tasks, to see almost 80% drop off at checkout. It will break anybody’s heart.
Why do people abandon their carts?
People cite unexpected shipping costs, having to create an account, just doing research, payment security concerns and long or confusing checkout processes as reasons for abandoning their carts. But, can you get those customers back to your ecommerce store?
Exit overlays
There’s nothing more frustrating than spending hours finding your dream shirt only to discover that the shipping costs will cost you more than the shirt itself. And after you’ve entered your payment details at that! Patience is hard to come by, and there’s not much going around in the online shopping world. Users will abandon their carts at this point and never return. Exit-intent technology like Yieldify identifies when visitors showcase exit behaviour and serves strategically timed overlays with an encouraging message to encourage the user to stay. If a user is heading for the hills when they notice shipping charges, a message offering free shipping worldwide might convince them to complete their purchase.
Guest checkout options
Taking someone out on a date differs completely from joining their forever family. Why do businesses insist on forcing users to complete long, detailed forms with personal information when a user wants to buy a pair of thongs? It’s great for the business because they can retarget those users. But, it’s not so great for the users themselves. So, stop doing it! You’re going to waste your marketing efforts on someone that doesn’t want to dance. Offer guest checkout options where users provide the minimum information to complete the transaction. When these users return, they will see the benefit of joining your community and provide you with more details. You can target and retarget them in future with email campaigns, retargeting ads etc.
Retargeting email campaigns
Personalised email campaigns are one of the most effective marketing tools. Retargeting email campaigns are no different. When you notice a user abandoning their cart, an email reminding them to complete their purchase will improve your conversion rates. Experian estimates that retargeting emails are 19% more successful at increasing purchases than standard email campaigns. So, they’re well worth the effort.
SMS remarketing
If your market is on mobile, you should be too! Did you know people open 95% of texts within 3 minutes after receiving them? It means that retargeting SMSs are highly effective because they are immediate. An SMS reminding shoppers that their shopping cart is waiting for them works well in markets where consumers are easily distracted. Optimise your site for mobile checkout in this market, and ensure you capture mobile numbers during checkout.
Retargeting ads
Did you know retargeting ads are 76% more likely to get clicks than standard display ads? It’s because you’re showing someone something they already want and recognise. You simply have to install a burn pixel on your site. Segment cart abandoners by demographic, psychographic, and geographic location to retarget them with personalised ads.
Payment options
No retargeting method can fix complicated checkout processes and a lack of payment options. Remember, not all consumers have credit cards, and Millenials, in particular, are avid online shoppers, but they don’t have the immediate funds to complete the purchase. Recently, several third-party checkout partners have entered the UK market. Partner with some of them to offer delayed payments.
A lack of payment methods also leads to cart abandonment. Users want to choose between paying with various credit cards, Apple and Google Pay, or doing an EFT. If you’re looking for a payments partner that offers multiple payment methods, speak to Truevo. We recently launched Apple Pay with Google Pay on the way. We can’t wait to do ecommerce with you.
