By John Brackett, founder of Shatter the balloon, the world’s leading social media feed plug-ins for WordPress.
Are you looking for a way to reduce cart abandonment and increase sales? If so, you are not alone. Business owners from all industries are constantly looking for ways to connect visitors with their brand.
If you don’t know, the shopping cart will be canceled when consumers add items to their shopping cart but exit before they have completed their order. You might be shocked to learn that the average abandonment rate in select industries is a whopping 88.05%!
The good news is that there are plenty of innovative ways to get these people back to your website to complete their orders. Let’s look at different strategies that you can use not only to reduce cart abandonment, but also to convince customers to complete their order the first time they add an item to their cart.
1. Keep prices simple
First, if you want to keep people on your website, simple pricing is vital. Consumers often leave checkout pages due to unexpected costs. You’ll drastically reduce abandonment by simplifying your checkout page and ordering process.
Consider adding a shopping cart icon to your website overlay that users can click at any time. The exact total amount should be displayed at the bottom of the shopping cart. That one small change will result in more people doing their shopping.
You can also incentivize an order by offering free delivery. Include a banner at the top of your product page letting users know how much to spend to get free shipping. Not only does this result in more completed purchases, but it can also increase the price of your average order value.
2. Send personalized emails
When a consumer adds a product to their shopping cart, there’s a good chance they’ll be subscribing to your email list. Instead of letting them go for good, you can send a personalized marketing email.
Use your knowledge of your customers to create eye-catching recovery emails. For example, you can include the name of the product or customer in the subject line of your message.
My team sends three “cancel emails” within a week after a customer leaves their shopping cart. If they don’t come back by the second message, we’ll send a discount along with a reminder to encourage them to complete their order.
Use your audience segments to create personalized campaigns for specific users. For example, a clothing company would create multiple email drops for users based on the style preferences, budget, and behavior of local customers.
3. Show that you are trustworthy
We have all visited an online store that looked or felt untrustworthy. People are unwilling to post sensitive information like their email addresses and banking details on websites that don’t seem legitimate.
With online shopping we can no longer talk face to face with visitors, making it difficult to show that you can be trusted. Instead, you need to rely on social proof tools and practices to show visitors that your brand is honest and that customers come first.
Reviews and testimonials are a great way to show new visitors that you can be trusted. Encourage customers to leave reviews after spending some time on your product or service. When new visitors find your website and discover that other people have had positive experiences in the past, they are more likely to complete the checkout process.
You can also build social proof by including trust seals on your checkout forms. Consumers are more likely to give you their information when they find your brand is backed by a reputable security company like McAfee or Norton.
4. Use FOMO Marketing
Finally, FOMO (fear-of-missing-out) marketing can help you stop people from leaving and bring them back. As the name suggests, FOMO is when a consumer is worried about missing out on a deal or experience and makes a purchase.
There are several ways you can add FOMO marketing to your strategy. If you decide to have a flash sale, add a countdown timer to the top of your screen so users can see how long they can take advantage of your offer. This little addition could get potential customers who are about to close to complete their orders.
You can also incorporate elements of FOMO into your social media and email marketing. When you contact users and ask them to come back, add a time sensitive offer so subscribers don’t have to think twice about whether to return. You don’t want to rush them, but at the same time don’t want to forget that you have added items to your shopping cart.
Back to you
As you can see, there are many clever ways to reduce cart abandonment. You may have to experiment with some of these strategies to see what works for you, but this is a marketing move worth pursuing.