Do you know that 88 percent of your
shoppers are going to abandon the online shopping cart in your site during these
holidays? Do not despair; there is a way to take advantage about this consumer
behavior. As an integrated marketing communication graduate student at
Northwestern University, I have learned that the most important concept in
marketing is to understand consumer behavior to plan your marketing strategies.
Check this out this amazing info
graphic about abandonment issues. It is highly probable that
customers quit their shopping experience because they want to research online
to find better prices. Today, shoppers are well informed, and it is easy for
them to compare your product to other retailers'. In this scenario, everything
in its online customer experience matters and should be subject to careful
analysis (yes, using data.)
But you can improve their customer experience
through personalization,
so it is possible to take advantage of this situation. Improving their experience,
you can develop loyalty to your site. Repeat shoppers represent 8 percent of site
visitors, but they account for 41 percent of all online sales. There is no
necessity to spend tons of money on fancy recommendation agents; with good
customer service, you can improve their experience. Finally do not forget the
abandonment cart. One out of four people will abandon his or her cart, but they
do that to save their products for later consideration. So, a gentle reminder
at the end will produce more sales.
So, it
is time for action:
- Provide options to save the contents of the cart
- Display customer support information
- Offer free (or reduced) shipping
All these actions will increase the chances
that your customers will click the "pay" button. But remember, the
main issue here is to understand why your customers are leaving the cart. By only
understanding their consumer behavior, you will be able to find ways to improve
your e-commerce techniques.
Sources:
Kissmetrics.
Abandonment Issues. Retrieved from http://blog.kissmetrics.com/shopping-cart-abandonment/?wide=1
Amanda
Myers, Improve your customer experience through personalization. Retrieved from
http://www.bigcommerce.com/ecommerce-blog/improve-customer-experience-personalization/
