In 2015, business-to-consumer e-commerce sales grew 21.1% to top $1 trillion for the first time, according to new global estimates by eMarketer. With this increase in sales also comes an increase of abandoned cart, according to most researches out of 10 shoppers 7 abandoned their carts at checkout.
The reasons for abandoning shopping carts are multiple and e-commerce merchants are trying to find ways to re-engage with shoppers to try to finalise the sale. The most common way to re-engage with shoppers is to use shopping cart abandonment email mechanisms.
In the past shopping cart abandonment emails were perceived as intrusive and unfriendly. Shopping cart abandonment processes have evolved as well as the overall understanding of customers about cookies and web analytics. The Cart abandonment process has become an almost normal e-commerce behaviour and takes now an important part of the decision process. What is important about shopping cart abandonment is the way these processes are implemented. The frequency and sequence of email sent to shoppers to try to finalise the sale as well as the relevancy of the message sent make this process a success or a failure.
In 2009 Forrester highlighted five key usability improvements to boost cart conversion:
◦ reduce user input errors with clear error messages and contextual help
◦ keep interfaces clear of clutter
◦ limit required inputs to details necessary to complete the transaction
◦ streamline the check-out process
◦ make calls to action clear with simple language
Five years later we have somewhat improved the checkout experiences however e-commerce websites are still experiencing a very high shopping cart abandonment rate with a new ingredient added to the mix, mobile checkout.
Shopping cart abandonment is a unique opportunity not to be missed – it will help you maximise your revenues whilst increasing the credibility and trust of your customers.