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Michelle Deery

7 Examples to Help You Combat Shopping Cart Abandoners

Are your customers abandoning their carts? It’s a common problem in the eCommerce world. It doesn’t matter if a customer adds items to their cart, it’s very likely that they won’t go through with the sale.

Why? A few reasons. And once you know what these reasons are, you can then put together a plan of action that combats shopping cart abandoners and persuades them to complete their purchase.

Let’s take a look at why customers abandon their carts in 2019 – and how you can prevent cart abandonment as much as possible from now on. 

1. Determine Leaky Spots In The Checkout 

A leaky spot is basically a place in your checkout process where customers are dropping off. But you won’t know where – or why – customers are dropping off if you don’t identify these leaky spots.

To do this, you need to, first of all, add enhanced eCommerce tracking via Google Analytics. 

Go to Google Analytics, click “Conversions” followed by “eCommerce” and then head over to “Shopping behavior.” 

This will display your cart abandonment rate, so that you know what you’re currently working with.

Then, head to “Conversions” followed by “Goals” followed by “Goal Flow” to carry out a goal flow analysis.

Note, however, that you need to establish a goal first before doing this. 

A goal flow analysis will help you find out where in the customer journey/checkout process your customers are dropping off. Once you’ve got this information, you can then work out a strategy that reduces drop-off rate. 

2. Add Reassuring Copy 

There are always anxieties that prevent a customer from completing a purchase. No matter how close they are to the end, there’s still a niggling doubt in the back of their minds that stop them from finalizing things. 

Remember that customers need to trust you and your products before they’ll make a purchase from you. And a great way to foster trust is to add copy that reassures them about both you and your products.

For example, you could add an FAQ section to the bottom of your checkout page that answers your customers’ most popular questions. Questions to answer might include:

  • What happens after I buy?
  • Can I change or cancel my purchase?

You could also use the word “Secure” on a CTA button. Always use friendly and positive language. 

3. Eliminate Surprises 

Everyone loves a surprise!… But, not during the checkout process. 

When customers are purchasing items, the last thing they want is to be met with nasty extra costs they weren’t expecting. It could make them so frustrated – even angry – that they bail out. 

If you’re topping up the costs with shipping, tax, handling fees and so on, make all of this known as soon as possible. Often it isn’t so much high shipping costs that cause cart abandonment – it’s unexpected shipping costs. 

Add a calculator to your pages that change each time a new item is added. This way, the customer is always aware of what the total price is. The last thing you want is for the customer to arrive at the checkout with a certain total price in their head, only for you to display one that’s totally different – and much bigger.

Transparency is key to your success. 

4. Implement The Right Payment Options 

If a customer arrives at the checkout page and can’t see their preferred payment option, they will exit. 

Trust is so important, and few customers will trust a payment processor they haven’t heard of. As well as adding the most popular payment gateways, such as PayPal and Stripe, consider adding a POS card reader, too. Not only does the POS card reader make the transaction process more seamless, but it also lets you collect data on each customer. Thus, you’re then in a position to personalize their future experience and boost long term loyalty. 

As well as adding the right payment options, make sure to update your SSL certificate, too. Concerns about payment security are another reason for abandoned carts and it all comes down to trust. 

5. Offer Guest Checkout 

Customers hate inconvenience and they all love speed. If something slows them down – such as having to register before making a purchase – they will exit.

Don’t give first-time customers an easy reason to bail out. Offer guest checkout as an option so that the checkout flow is as simple and hassle-free as possible.

Offer them the chance to register, of course, but make sure they can check out as a guest, should they wish. 

6. Add Social Proof 

The customer might have second thoughts about a particular product because no one else has endorsed it. How do they know it’s going to be worth the money if no one has written a review of it yet? 

How do they even know anyone else bought it yet? 

Customers trust online reviews. Online reviews give your store more credibility and help to build trust. Add them to your product pages. If you don’t have too many, email past customers and politely ask if they’ll consider leaving you one.

Social proof is a very powerful thing, and it’s really important that you leverage it. 

7. Offer Live Support 

If a customer has a big concern but no one is on hand to answer it, they will abandon their cart. 

Of course, you can’t always be available 24/7 to answer queries. A good idea is to add a live chat service if you haven’t done so already. Artificial intelligence-driven chatbots are able to learn about each customer they interact with and provide personalized answers that help them overcome their problems.

They are ‘always on’ and they can provide the support that nudges the customer closer to a sale. So add them to your checkout page and make them easy to spot. 

Conclusion 

Cart abandonment has been a big problem since eCommerce existed. The good news is that there are ways to get those percentages down and increase your sales and long term customer loyalty.

Put these tips into action, build stronger bonds with your customers, give them more of what they want – and grow your store. 


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Michelle Deery is a freelance conversion copywriter for Heroic Search, a link building agency in Tulsa. She works with brands on product launches, social media marketing and optimizing their funnel at every stage. You can find her on Twitter.

The post 7 Examples to Help You Combat Shopping Cart Abandoners appeared first on SiteProNews.

Modern Online Retail: Integrating Multi-Channel Touchpoints to Increase the Customer Lifecycle

You have a unique product to offer consumers and a stunning website that makes buying easy, but you’re not seeing the growth that you want from the one-off sales from indifferent customers. The company logo that you designed yourself is prominently displayed on your landing page, and your shopping cart software is one of the fastest available. What’s the problem? You’re not in a long-term relationship with your customers. Using online and offline touchpoints in context help to extend the customer lifecycle of your target audience. 

Make Shared Beliefs and Values the Backdrop of Customer Engagement

While customer engagement remains a big part of marketing to consumers in the online retail space, today’s customers ultimately choose to buy from companies that they like. Common values heavily influence purchasing decisions, and they often trump frequent engagement according to one Entrepreneur article. For instance, a company that supports the U.S. Constitution’s 2nd Amendment right to bear arms will not likely gain ongoing sales from people who want to stop violence by banning gun sales. 

The internet makes companies more transparent, and consumers do a great job of rewarding companies that support their belief systems. Alternatively, the same consumers consistently punish businesses that don’t share their values. Today’s political environment polarizes all aspects of society, and the world of e-commerce is no different. Successful customer relationship managers keep the customer in mind at every touchpoint and will give more weight to shared belief systems in the future. 

After laying the foundation for modern customer relationship management, you’ll want to integrate these online and offline touchpoints to lengthen the customer lifecycle. To help you better organize your touchpoint marketing strategy, it helps to think about touchpoints in terms of pre-purchase, purchase, and after-purchase activities. 

Pre-Purchase Multi-Channel Touchpoints

1. Community Involvement

There aren’t many entrepreneurs who’ll brave the marketplace without a compelling mission for their new companies. They realize that they must facilitate an emotional tie between their new brand and their target audience early to gain a foothold in a competitive market. Community involvement is one of the best ways to introduce your company to socially aware consumers who tend to show their loyalty through their buying decisions. 

Participating in a charity 5K run for cancer research, a Habitat for Humanity building project for low-income families, and a clean-up session for an important waterway are some examples of offline touchpoints that resonate with certain consumers. 

2. Public Relations

You and your staff do community activities because they align with your company’s core values. While broadcasting good deeds is a little tacky for individuals, it’s almost expected of companies. Your customers want to know if you financially supported the pro-life rally last weekend or if you plan to sponsor a job fair for homeless military veterans. 

Public relations activities in the form of press releases and partnership advertisements help to spread the word about your company’s views to your customers and prospects. People who feel strongly about the issues that your company supports will remember your brand for better or for worse. 

3. Social Media

You’ll find that most of your target audience uses some form of social media every day. They rely on it for news updates and commentary from trusted sources. They also get product and service reviews about new offerings from influencers and peers who frequent social media channels. 

Almost 75 percent of U.S. adults use the video-sharing platform YouTube according to a 2018 Pew Research Center publication. Introducing your company’s brand, its offerings, and its mission via a YouTube video is a great way to reach out to prospects and reinforce good experiences with existing customers. 

Purchase Multi-Channel Touchpoints

1. Your Branded Website

Your company’s website is an important marketing tool when it comes to closing sales. Here are some items that it should include. 

  • Compelling backstory 
  • Clear description of how your brand solves customer pain points
  • Direct calls to action 
  • Robust shopping cart software for e-commerce 

An outstanding website has embedded remarketing code that allows you to follow up with website visitors who showed interest in your offerings but didn’t buy anything during the visit. Remarketing activities put your brand in front of website visitors while they surf the internet for other products, services, or pieces of information later. 

And don’t forget to optimize your site — consider all of the devices people will use to access your content. Your page speed needs to be up to par and your images need to load quickly if you expect anyone to stay on your site long enough to actually buy your products. Choose premium WordPress hosting, optimize your images, and ensure that everything on your site is responsive. 

2. Store

Don’t underestimate the power of in-person contact with customers and prospects. When consumers visit your store, they get a glimpse of your company’s culture via the store’s layout and interactions with your salespeople. A consistent marketing message is the key to using your store as a successful touchpoint during a sale. 

Display your company’s backstory in the store using the same colors, logo, and design themes that appear on your website. Have salespeople mention the fun that they had participating in the company-sponsored, charity 5K race last weekend. 

Building a rapport with prospects based on shared values is often just as important as helping clients to find the perfect outfit for a special event. If your store offers convenient site-to-store shipping, get your staff members to remind customers about it. This is a way to integrate your website activities with your brick-and-mortar store functions. 

Furthermore, do not forget to make it easy for people to find you. Display your physical address on your online store and your web address in your physical store. Most modern shoppers enjoy purchasing both on and offline — make sure their shopping experience is streamlined. 

3. Promotions

Promotions that are based on the shared values of customers and your organization offer fantastic ways to strengthen customer relationships and lengthen the customer lifecycle. For instance, your company can offer customers free shipping on their next online order when they meet your CEO at the upcoming beach cleanup event in your community. 

Post-Purchase Multi-Channel Touchpoints

1. Customer Support System

Sometimes products and services don’t meet customer expectations, and customer support systems handle all types of gripes that include user errors, order glitches, and damaged product claims. While your customers are likely to be upset when they call customer support, these interactions are opportunities to make your brand shine. 

With superior customer care representatives, your brand can become the marketplace hero. You’ll notice examples of this with Amazon’s efficient delivery systems and hassle-free returns as well as with Publix’s Price Promise Guarantee. If the register rings a different price from the one that’s advertised in the store, then you get the item for free at Publix. 

2. Marketing Emails

After a customer makes an online or in-store purchase, it’s smart for you to follow up with a thank-you email to keep the budding relationship between your company and the customer going. Sending a follow-up marketing email is also a great excuse to do upselling or cross-selling activities. 

Conclusion

Today’s consumers take financial, environmental, and corporate stewardship seriously. The availability of information in the digital age makes them more informed than consumers of 25 years ago. The future of online retail will include a consistent brand message that’s woven into connected online and offline touchpoints throughout the customer lifecycle. Contact us today to create the perfect touchpoint marketing strategy for your business.


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Michelle Deery is a freelance conversion copywriter for Heroic Search, a link building agency in Tulsa. She works with brands on product launches, social media marketing and optimizing their funnel at every stage. You can find her on Twitter.

The post Modern Online Retail: Integrating Multi-Channel Touchpoints to Increase the Customer Lifecycle appeared first on SiteProNews.