Abandoned carts are one of the top reasons business owners struggle with increasing their sales and brand visibility. In most cases, an abandoned cart situation occurs when a consumer comes to your website, browses your product catalog, views some of your content, adds items to their cart, then they leave.
We know how frustrating it is to lose consumers and not know why this is happening or what you can do to fix it. Our goal is to help you get to the bottom of that problem by exploring three ways you can turn abandoned carts into satisfied customers.
Optimize Your Website
The design and functionality of your website play a significant role in whether consumers will stick around and make a purchase. Imagine slogging through multiple checkout pages, only to find that the product you wanted to purchase nearly doubled in price after taxes and fees.
There’s a more natural way to bring customers through the sales funnel before they abandon their cart once and for all. Small changes can have a significant impact on how consumers perceive and interact with your brand. For example, if you improve your website speed, fewer consumers will bounce from your site, which could increase the number of people who stick around and make a purchase.
Similarly, you should take a look at the design side of your website to see if there is any room for improvement. In other words, how can you make the checkout process as seamless as possible? Sometimes shortening your web forms or allowing your website to autofill can save consumers time, which translates to more sales.
Analyze Analytic Trends
You can change the entire structure of your business by simply adding Google Analytics to WordPress. Websites thrive due to the data obtained by developers and owners about the consumers who visit the site.
Try to analyze your Google Analytics data for trends that could signify why consumers are bouncing for your website. For example, many consumers will leave a website if there are a ton of taxes and fees added to purchase during the last phase of the transaction. If you notice a high bounce rate on the final page of the checkout process, that’s a clear sign that something is turning people away right before they complete their purchase.
Analytic trends can also help you discover more about your target audience, which can help you create better marketing material for your individual customer personas. You can analyze data from the customers who stuck around and bought something, and those who bounced from your website and abandoned their cart. Both groups of people offer valuable information that you can use to improve your cart abandonment rate.
Collect Email Addresses
If you’re not using email marketing on your eCommerce website, you’re missing out on a huge opportunity to generate more leads and convince people who abandoned their cart to come back and complete their purchase.
When someone comes to your website, you can ask them to sign up for your email list by offering a lead magnet such as an ebook or niche checklist. Alternatively, you can ask consumers to sign up with an account before they make a purchase on your website.
Now you can use your email provider or one of the specialized Shopify apps to send out reminder emails to consumers who abandon their cart. You can change the frequency to two or three emails over a week, encouraging them to come back and make a purchase. If you want to continue to build trust with your audience, offer a discount or promotion to sweeten the deal for the wary consumer.
Conclusion
Abandoned carts are a problem for anyone who sells their products or services online. If you’re like many business owners, you may have trouble keeping consumers engaged in the buying process long enough to make a sale.
These tips will help you improve both your website and your communication with potential customers so you can continue growing your business and generating new leads for your organization.
