Reduce shopping cart abandonment with customer data management
Abandoned shopping carts cost online retailers $18 billion a year. You can reduce the risk with customer data management and CDP.
When an online shopper runs into a checkout process that’s too complicated or takes too long, chances are pretty high that they won’t follow through on a purchase. With the shopping cart abandonment rate close to 70%, brands clearly need to step up checkout optimization.
By streamlining the checkout process, you can boost the customer experience so that buyers follow through on a purchase.
Here are five ways to optimize checkout, prevent shopping cart abandonment, and reduce friction for a more lucrative e-commerce:
Abandoned shopping carts cost online retailers $18 billion a year. You can reduce the risk with customer data management and CDP.
When customers make a purchase, they’re looking for the process to be quick. The longer it takes, the less likely they’ll complete the purchase.
The checkout process includes everything from filling out shipping details to choosing the desired payment method.
One of the easiest and most efficient ways to optimize the checkout process and improve CX is by allowing use of Google’s autocomplete address feature.
This is an autocomplete feature that allows users logged in with their Gmail account to automatically fill in details such as their address, ZIP code, state, and town. Research has found that the autofill feature makes the checkout process 20% faster than manually inputting the needed details.
Aside from making everything quicker, the Google Autocomplete feature also reduces errors, avoiding shipping mishaps due to typos. The result is a more positive customer experience that makes the checkout process smoother, faster, and simpler.
The best strategies to increase profitability include omnichannel experiences, keeping a handle on delivery and returns, and a connected CX.
Around 42% of online shoppers don’t complete the checkout process when they don’t see their preferred payment option.
Not every customer is the same. Some prefer to pay with PayPal, while others are fine entering debit or credit card details directly. Others opt for crypto payment options, or increasingly, buy now pay later apps.
So accepting multiple forms of payment is essential for checkout optimization. Instead of just accepting debit and credit cards, consider these options:
When your checkout process is smooth and you make payments easy, customers are more likely to return. That ultimately leads to a more loyal customer base with a higher lifetime value.
Retailers today need to offer a variety of payment options at checkout. Find out the hot trends, including digital wallets, cryptocurrency, and buy now, pay later.
Offering a variety of shipping options, such as overnight or two-day options as well as standard ground shipping, lets customers choose a fulfillment option that makes sense for their needs. This could depend on whether they want fast or affordable shipping.
When deciding what shipping options to offer, keep the following in mind:Providing e-commerce shipping options to consumers is key to avoiding cart abandonment. Get shipping right by listening to your customers.
A big part of creating a convenient checkout process is having multiple customer touchpoints throughout the process — points of connection that your business creates while your customers are shopping on your website.
From browsing to the post-purchase process, these connections are essential because they help customers feel more confident in buying from your brand.
One key customer touchpoint at checkout are support channels, which offer assistance to customers attempting to make their purchase. These channels can be live chat, email, or phone calls.
One survey has shown that more than half (55%) of shoppers would like chatbot support when looking for specific products — as an added level of support on top of traditional customer service. That means that chat support, in particular, might be a good addition to your store if you want to improve CX
When you have active live chat support, your customers can find the answers to their questions, especially before purchasing. Having convenient live chat support also prevents shoppers from backing out.
You can also provide FAQ answers through a chatbot. Shoppers can communicate with the chatbot on your shop’s checkout page.
For better or worse, chatbot technology is one of the most important tools in the belts of modern marketers. And while it's advanced quite a bit lately, it’s likely to undergo even more dramatic changes in the next few years.
Today, many brands are using PWA — progressive web apps. When a site utilizes PWA, it has a corresponding mobile application that shoppers can download for a smoother and more convenient shopping experience.
Aside from PWA, augmented reality is also a new trend. This involves adding a section where consumers can get a rendition of how a product would look in the real world. Augmented reality enables online stores to generate more personalized experiences for their target audiences.
Finally, social commerce has is on the rise. This involves e-commerce brands partnering with social media apps for advertising and promotional campaigns. Social commerce also allows brands to reach more people.
With mobile commerce surging during COVID-19, PWAs are emerging as key customer engagement tools. But will progressive web apps finally reach critical mass?
Optimizing your checkout process means taking steps to limit confusion, shorten the buying process, and provide users with the support they need.
The whole goal is to make the whole shopping experience more pleasant for customers, giving them the confidence to hit the buy button. Get it right and they’ll come back and buy again and again.