5 Winning Strategies for Slashing Shopping Cart Abandonment Rate

Ariel Geifman
March 24, 2013

There is nothing worse for an online retailer than a high shopping cart abandonment rate. According to Monetate, 8.01% of visitors added items to their cart in Q4 2012, but only 1.42% actually checked out—suggesting that global cart abandonment rate is around 82%. Here are five strategies that you can use to reduce your cart abandonment and increase conversion rates.

option7 1 5 Winning Strategies for Slashing Shopping Cart Abandonment Rate

You spend a fortune bringing visitors in; you see them engaging with your carefully curated products… But then, just as you are waiting for them to open their wallet, they leave. There is nothing more frustrating and annoying than a high shopping cart abandonment rate, seeing those engaged potential customers going away. Cart abandonment is here to stay, but there are some things that you can do to save some of those dollars:

1. Do the analysis

Shopping cart abandonment may not only be the fault of price comparison or indecisive shoppers. Some of it may be due to problems with user experience or even due to undetected website errors. Segmenting users who abandoned their shopping cart and looking at their visitor recordings and heatmaps can uncover many of these problems and potentially save users from going to the competition. For example, visitor recording can reveal that international users cannot check-out since they don’t have an US phone number.

2. Create a multi-step checkout process

In a multi-step checkout process, you capture a potential customer’s email address, which allows you to contact him or her by email if they choose to abandon their shopping cart.  Only then, you ask for other details including shipping address and credit card information.

This has two main benefits for lowering shopping cart abandonment rate.  This way if they do not complete the checkout process, you have an email you can reach-out to. Second, it is much less intimidating: instead of one long form, you have a short one at each stage.

3. Offer free shipping

In many cases, the additional cost of shipping comes as a surprise to many visitors during the check-out process. In an era when many online retailers offer free shipping, charging a few dollars extra for shipping may be a point of friction and drive customers to abandon their shopping cart. Therefore, try to experiment with free shipping and see whether the added revenue from lower abandonment rate overweighs pocketing shipping costs.

4. Have a great return policy—and make it explicit

When you can’t touch the merchandise, customers want to know that they’re not going to get stuck with a pair of shoes that don’t fit. You may not need to go as far as Zappos.com and offer 365 day free return on everything. However, even if you have a return policy already, making sure that it is explicit during the checkout process may make it easier for customers to spend the money.

5. Give lowest price guarantee

One of the things that can increase your shopping cart abandonment rate is if customers feel that they need to check out another website or two to make sure that got the best deal. A price match guarantee can give shoppers the assurance that they can check-out now and get the difference if they find lower prices anywhere online.

No silver bullet

There is no silver bullet to lower your shopping cart abandonment rate. Yet rigorous analysis that includes watching visitor recordings, analyzing heatmaps and incorporating other best practices can lower abandonment rate, earning your precious extra revenue. And in the competitive world of online retail, every fraction of a percent counts.



Mobile User Experience: Combining Mobile and Brick-and-Mortar Can Keep Your Customers from Browsing Away

Ariel Geifman
March 17, 2013

When more than 60% of users use the in-store Wi-Fi to compare prices or to find deals and product reviews, the competition for shopping experience between mobile ecommerce and brick-and mortar intensifies. One way to reduce leakage to other mobile ecommerce sites is to develop a combined mobile and brick-and-mortar user experience.

As more and more brick-and-mortar retailers deploy Wi-Fi networks on premises, the ubiquity of mobile devices means that price comparison has become a lot easier. According to research by JiWire, more than 10 million people used in-store Wi-Fi network while shopping.

With a wealth of information at their fingertips, consumers are getting smarter about their shopping habits. The research shows that more than 60% of respondents used their smartphones while in a store to compare prices. Other common uses are to find product reviews, coupons or even to browse the store’s website.

Got a Store—Need a Mobile Website

If your conclusion from this research is that you should stop offering free Wi-Fi to your customers, you got this all wrong. If you don’t offer Wi-Fi, customers are just going to go online using their carrier’s network.

A better way to approach it is to offer a mobile site of your own with a QR code for easy access.  The omnipresence of mobile devices means that brick-and-mortar stores do not only compete with other retailers in the neighborhood, but with all mobile ecommerce websites out there.

What if you were to develop a combined mobile and brick-and-mortar user experience?  Your customers may be looking for price comparison and product reviews anyway before buying, so why wouldn’t you offer it to them yourself?

By promoting your mobile website in-store and making it easy to access using a QR code or an app, you can control your customers’ mobile experience.  You can offer them product reviews and price comparisons with other competitors to convince them that they are getting the best deal.

Mobile User Experience Extended

Mobile can greatly enhance the physical shopping experience.  The challenge is how to make the two shopping experiences work together rather than against each other.  Retailers have found creative ways to keep their customers in stores for longer—IKEA offers restaurants, other stores open coffee stands and nearly all retailers place products strategically to make users spend more time between the aisles.

Brick and mortar retailers can’t stop the mobile revolution,so it’s time to get creative and join it.


Goodbye Clutter—Hello Increased Conversions: 4 Things You Can Learn from Facebook’s Newsfeed Makeover

Ariel Geifman
March 12, 2013

“Goodbye Clutter.”  The title that Facebook chose for their newsfeed makeover page says it all—the company is getting serious about user experience.  While Facebook has made some changes in the past in order to accommodate more images and video, it seems that now they even took it one notch higher.

Facebook Goodbye Clutter—Hello Increased Conversions: 4 Things You Can Learn from Facebook’s Newsfeed Makeover

If you are into user experience, it’s great to be working for Facebook.  Every day, hundreds of millions of highly engaged users spend hours on Facebook, making it one of the largest usability labs on earth.  On top of this, Facebook has the money and experts to analyze the data and come up with powerful usability insights.

So, Facebook has done the research, got the insights and built their new look. What works for Facebook can also work for you!  What can you learn from the Facebook newsfeed makeover that can increase conversion rates on your website?

1.     Vibrant visuals bring your site to life

A picture is worth a thousand words…  And Facebook decided to change their newsfeed to reflect that.  Facebook has decided to put more emphasis on visuals and take some of the emphasis away from text with its new look. I guess that nearly all of us had the experience where our images got far more shares, likes and comments as compared to our status updates without images.

Therefore, we need to learn from the new Facebook user experience to get more images to our sites.  Great visuals to add can range from product images to illustrations and eye catching infographics. Like in Facebook, images generate engagement and higher engagement leads to higher a conversion rate.

2.     Videos are here—big time

If a picture is worth a thousand words, imagine what 30 frames per second can do!  Videos are now taking center stage and are more inviting and engaging than ever.  The reason for this is probably that Facebook learned that videos leave people on the site for longer and get more feedback.

Do you have videos on your site?  Do you have a plan for creating a video blog or video presentations for your products or services?  Professional looking videos are now easier to produce than ever, so take this advice from Facebook and get more videos on your site.

3.     Give people choice

Remember the guy from high school that’s constantly updating his feed and never stops?  Now you don’t have to see his updates anymore.  The days of one feed fits all are long gone and now you can choose which feed you want to see.  Your choice can range from all friends, most recent, music, games and more.

Is your website one size fits all?  A case study from Magazine.co.uk shows that making it easier for users to navigate to the magazine that they are looking for boosted overall magazine sales by 28%.  Making sure that your visitors find it easy to navigate to the pages that they find interesting is likely to lower your bounce rate and increase the time users spend on your site.

4.     Go mobile

One of the major changes in the new makeover is a cleaner look for mobile.  Mobile is becoming a major source for traffic and should be on every site owner’s mind.  Yet, mobile user experience is very different from the desktop one.  Hand gestures instead of clicks mean that you need to optimize your site differently for mobile users, so follow the Facebook example and make sure that you are mobile friendly.

Do you like the new look?

Whether you like it or not, Facebook’s new look is here to stay.  Nevertheless, Facebook is one of the largest usability labs in the world, so make sure that you take the best insights that led to the newsfeed makeover and apply them to your site.

Tweet your takeaways from the Facebook newsfeed makeover using #ClickTale


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