Convert your cart abandoners into customers

Convert your cart abandoners into customers

About three-quarters of Web users leave an e-commerce website without completing their purchase. They receive more  offers, and are more demanding. To really pique their interest and make them come back, you need to personalize your offers. Here are some ways to convert your cart abandoners into customers.

Understand your User Experience and avoid obstacles

Before having to recapture your Web users, you might first want to reduce your bounce rates. The impact of user experience on the conversion rate does not need to be proved any longer. Many users leave a website because of poor user experience. They want to find what they are looking for on the website instantly and only a very few of them would spend time searching especially  if it is neither visible nor accessible quickly and easily.

You need to understand what users do on your site, where they meet, what difficulties they have, and why. A browsing audit is a good solution to answer these questions. Recording mouse movements, activity, and browsing behaviour of your users enable you to identify and analyse the sticking points of your pages. For example, if your users meet difficulties with your online form, analytics will note the high hesitation rate or even the error clicks on the fields. This is how you will know that your users don’t understand them. In other words, analytics give you the roadmap to optimise your website’s user experience and by doing so, reduce the cart abandonment rate.

Create customer loyalty: personalise your strategy

Some of your Web users will unfortunately leave your site despite your amazing optimised user experience. In this case, you might be interested in retargeting displays. These online ads display the products the users browsed over, tempting them again with products they showed interest in. Actually, these ads are more efficient than random online banners, because they are personalized. However, you do not want to hassle your users: make sure not to send those ads to the customers who already bought it, and do not send too much of them to those who did not. Another good practice is to keep your users’ cart filled with their previous additions when they come back on your website. Propose a pop-in, asking them if they want to keep their cart as such.

If you caught email addresses thanks to IP tracking or because users started to fill the mail address field before leaving, you can even use emailing. Emails are an opportunity to personalize your message to the users to make them feel more involved. Today, most of Web users control their emails and put them in the trash without opening it. They are only inclined to read it if emails are relevant and matches their needs. Use your Web users’ names and display products they browsed over with a special promotion. According to a Convertize’s study, only 5 -10% of Web users open classic emails. Nonetheless, they are 40-60% more likely to open retargeting emails! Emails retargeting can multiply your conversion rate by 5 times. Personalise them from the title to the content. Titles are very important, as a majority of users often delete their mails without reading it if the title is not catchy.

Once your content is good, make sure your timing  is good too. Retargeting emails are usually sent within 24 hours after your users left. The exact timing then depends on the type of product you sell. For instance, if you sell phones, you can wait a few hours before retargeting your prospects. But if you sell pizza, you should be very reactive and send an email within the next hour.

Know your prospects

In some cases, your Web users will need to come back a few times on your website to purchase. Prospection and revisits are part of the purchase cycle in some sectors. For example, users visit a fashion website 3 times on average before purchasing. In the fashion retail sector like in a few others, users will act like window-shoppers and have a “multi-logon” attitude. The more they come back, the more they are likely to purchase. On the contrary, the auto-motive sector shows the opposite trend: after the 3rd visit, the chance to purchase highly decreases. Users purchase because of an important need will be quicker to decide.

Check the percentage of your returning visitors to understand your users’ segments: as they know the website, their browsing is different from your new visitors’ browsing. Therefore, you won’t need retargeting to make them come back. However, you can keep a larger percentage of them logged in your website by identifying them when they return to propose a customer path adapted to them. In telecommunication sector, the returning rate reaches 62%. Web users are loyal and come back: 68% of the users browsing on a telecommunication website come to check their personal space or emails. Though bounce rates usually mean that the users will not come back on the website no matter which type of products is sold, issues remain different from a sector to another.

In the end, a true, deep knowledge of your users is the key to convert your cart abandoners into customers. Understand their browsing on your website, their needs and expectations to find the best ways to make them come back. When they leave because the price make them hesitate, send a personalized email with the promotion on the browsed product. When they prospect to come back later, just wait. Your “catch back” strategy depends on the type of products you sale, and on your users’ needs: use Analytics to deepen your users’ comprehension and knowledge.

Authored by: Marine Hortemel

Head of Marketing & Communication