Shopping cart abandonment is a phenomenon where an interested shopper visits an eCommerce website, adds one or more products to the shopping cart, and leaves the website or app without proceeding to purchase. Products added to the shopping cart and left are regarded as “abandoned” by the shopper.
There is a formula to calculate Cart Abandonment Rate. Divide the total number of completed purchases by the number of items added to the cart. Subtract it from one and then multiply by 100. It will give you the abandonment rate. eCommerce call center agents can call approach abandon cart customers via multiple channels and help you convert them to buyers.
Why is Shopping Cart Abandonment a matter of concern for retailers?
With brick and mortar stores taking the back seat, it is no longer a battle between physical outlets and eCommerce stores. Instead, it is the customer experience across various channels and touch points that act as the deciding factor. Retail, as a collaborative sector, both online and offline, should count down to improve customer service as the most tested tactic to reduce shopping cart abandonment rate.
Here are some ways to lessen shopping cart abandonment:
· Establish trust through transaction forms
Remember that you are essentially asking your customers to fill out a transaction form by asking them to trust you with their personal information. It goes far beyond just their contact details; you are asking for their credit card details, something many people are undecided to part with.
· Ensure easy navigation between cart and store
Consumers hardly ever decide on a purchase, competently and quickly find and select it, and check out in a single smooth experience. Like in an actual store, shopping online can be indirect, inefficient, and far from linear. The easier you make it for customers to move between their cart and your store, the more likely they are to stick with it and check out.
· Offer multichannel customer service option
Customer service is the key to reduce shopping cart abandonment rate. You can offer instant live chat support to answer to queries regarding a product. Many shoppers leave midway because their enquiries are not answered quickly. Outsource to eCommerce call center for handling product enquiries like a pro.
· Offer Multiple Payment Options
Your eCommerce checkout pages should be free from glitches. Provide your customers a rewarding, satisfying, and eventually seamless shopping experience. However, if you offer a single payment option, you are putting uncalled blockages between your prospects and sales
· Point out ‘Leaky’ areas in your conversion pathways
One of the most prominent mistakes marketers can make about an experience or process is making assumptions about user behavior. Something might seem obvious, but how people interact with your site (especially a relatively complex interaction such as an eCommerce checkout experience) are often anything but straightforward. This is why it’s crucial to closely examine your conversion pathways to determine where the “leakiest” parts of your process are.
· Customize your messaging
Imagine being able to address your customers by name or location and show campaigns based on how they’ve interacted with your site. An eCommerce call center can help run personalized campaigns and convert the items in abandoned cart into purchases.
