Digital Transformation - Shaping Your Digital Future
We can help you on your journey to successFind out More
Save 50% on Annual
Membership in August
When you run an ecommerce website, marketing doesn’t stop when your customer clicks the “Buy now” button. According to research by the Baymard Institute, the average online shopping cart abandonment rate is 66.22%.
In order to encourage your online customers to input their credit card information, and complete the purchasing track, you need to keep marketing to them throughout the entire process.
The more information you provide on your product pages, the more likely your customers will complete their sales. Check out this product page from ModCloth and the wealth of information it provides to the customer:
Another great feature of ModCloth’s product page is their customer reviews, which provides an overall product rating as well as more specific assessments of fit, width, and quality. A potential customer can’t try on the boot before they buy it but with this information, they know ahead of time whether it will be right for their size.
The first review on the product page and the only review above the fold, is a negative one. By responding to the review in a positive and forthright manner, ModCloth not only mitigates the effects of a bad review, but cements their branding as a responsive, customer-informed company.
There are two ways to keep the conversation going with a customer who abandons their shopping cart. If the customer has an account, a follow-up email can remind them to complete their purchase.
You can also provide customers with a means of actively staying in the loop regarding products they are interested in. For example, ModCloth shoppers can sign up to receive an email when the product they want is back in stock. Upon receipt of the email, the customer can return to make the purchase.
Customers need to be able to navigate to and from their shopping cart easily. If they can’t figure out how to continue shopping or return to their cart afterwards, it is highly likely that they won’t complete the purchasing process.
In order to complete a purchase on Amazon, you must click through at least eight pages before your purchase is finalized. While these additional pages are useful for promoting upsells, add-ons, and accessories, they can also cause a customer to become frustrated and abandon their cart.
For this reason, Amazon has implemented a 1-click ordering option for registered customers. Giving customers a way to shorten the checkout process through account registration can improve conversions, while also providing you with the wealth of data that comes from customer accounts.
In order to reduce your retail website’s shopping cart abandonment rate, you need to:
By Expert commentator
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
Start the discussion on our community and social networks
Recommended Blog Posts
Offline in an Online world – making DM work DM is certainly not dead. Research amongst cross-channel marketers undertaken by the DMA and sponsored by Ricoh UK shows that over 70% of respondents are using mail as it’s proving to …..
Generate revenue online from Facebook, Instagram and YouTube live streaming Social media networks such as Facebook, Instagram, and YouTube have reoriented their services towards video streaming to great success. In the last few years, each company has developed live streaming …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..