Synopsis — Even at its average, 7 out of 10 people abandon a shopping cart that they have placed items into on a typical ecommerce website, and the numbers can be even higher at times. The problem of how to reduce the rate of shopping cart abandonment is not going away anytime soon in a shopping environment where it is super-easy to leave the shopping behind and “walk” out of the store with no one staring at you for leaving a cart full of perishable groceries sitting in the store’s aisles.
In this article, Charles Nicholls explores eight different tactics that online marketers can use to counteract the two main impulses behind the abandonment of shopping carts online — price (including shipping/handling costs) and the customer not being ready to commit to the purchase. It’s not too late to turn what looks like it could be bad news for this holiday season into a windfall in coming months. With Nicholls’ tips and specific examples, you can fine tune your shopping cart experience and hone your sales techniques to counteract those abandonment impulses.
Here’s a hint of one approach — use the knowledge of what is left in shopping carts to figure out what products people like most on your website and use that data as Nicholls suggests to make next year’s sales even better.
The complete article follows …