Shopping Cart AbandonmentDoes it matter? How to prevent it, and how to beat the problem!

Shopping Cart Abandonment

Twitter: @webdarren

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Can we avoid shopping cart abandonment?

IT WILL ALWAYS HAPPEN!!

WE CAN REDUCE IT

WE CAN RESUCE SALES

Shopping Cart Abandonment

Twitter: @webdarren

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The rise of the ever impatient shopper

Shopping Cart Abandonment

Twitter: @webdarren

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The rise of the ever impatient shopper

Shopping Cart Abandonment

Twitter: @webdarren

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Why do customers fail to convert?

Key reasons to not convert:

1. Cost2. Shipping3. Checkout process4. “Just because”5. Design & usability6. Hosting

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #1: Cost

Found a better price elsewhere - Use services such as Wiser and PriceAPI.com - Experiment with costs including / excluding P&P

Price presented in foreign currency

- Allow at least currency conversion - Make sure that the exchange rates are fair - Make sure you can accept payment methods in eExporting destinations

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #2: Shipping

People don’t like surprises - especially in the checkout - Makes sure you’re clear and up-front on shipping costs - Free shipping stops a surprise with the overall basket price - Ensure you’ve got the right shipping options for overseas - Click & Collect can be more convenient than delivery to work

There’s no such thing as free shipping

- Even if YOU pay for the shipping, tell your clients you care that much

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #3: Checkout

Your checkout makes people bang their elbow (sort of) - The orbitofrontal cortex is stimulated by pain… or by spending - From the off you’re battling loss aversion and human instinct - Make your checkout simple to follow and quick to complete

Your checkout makes people scared

- Trust and safety is a huge sticking point - make sure your secure and make that security visible - Don’t go over the top - 18% of people abandoned because security made things cumbersome

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #3: The perfect checkout (from Monetate)

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #4: Just Because

Some people just abandon. It’s the £13bn problem. - Payment method declined - They were just browsing - They decided against buying - They got distracted… ooh look Coronation Street is back on

Make sure you follow up on your abandoned baskets

- Up to 80% of abandoned basketers won’t come back to your site. Ever.

- Use abandoned basket tools and retargeting to get their attention again.

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #5: Poor design

Don’t underestimate the value of poor design

- Confusing navigation is a huge barrier to conversion

- Make sure pricing is prominent and easy to understand

- Have good, clear product photography and descriptions

- Consider good usability and experience for overseas clients

Shopping Cart Abandonment

Twitter: @webdarren

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Reasons to abandon #6: Hosting

Make sure that you’re not let down by poor technology

- Slow, clunky websites don’t engender trust and confidence

- People won’t forgive you if the website crashes

- “Page timed out” messages will encourage people to leave your site

Shopping Cart Abandonment

Twitter: @webdarren

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Thank you for listening, any questions?

Twitter: @webdarren Email: darren@wearedigitl.co.uk

Copies of the slides will be sent out tomorrow

Two great tools to help with your conversions: