Your customers are lined up for checkout. They have their wallet in one hand and a full shopping cart in the other. Now they’re up next. You’re the one set to scan their products and send them to go off on their merry way.
After scanning their items you turn around and they’re gone. They ran off. Now you see them running off toward your competitor.
This is no different than what happens when one of your valued users decides to call it quits and close out of your checkout page at the last second. Your consumers are already willing to click through your app right up to the checkout, but then they leave without notice.
Meanwhile, you’re left to wonder what in the world went wrong.
How Do Cart Abandonment Rates Affect Your Business?
It’s only a few customers, right? Nothing to start freaking out about.
It may seem like that’s the case. But the reality is that abandoned carts cripple your long term engagement with users.
It’s like the As a mobile marketer, long term engagement is one of your top priorities, along with retention rates. When you have happy customers, they’re more willing to leave you a positive review of your app for other people to see. This, along with how they tell other people about your app in person (like friends and family) benefits your business.
So when you start to see your customers abandon their shopping carts before they buy, that’s a sign that your users are starting to lose interest in your app.
You’re not engaging with them enough to the point where they want to finish off what they started. And as their interest in you continues to fade away, so does their motivation to let other people know about what you have to offer.
Over time, you’ll be left with a declining base of loyal users. And you’ll be forced to come up with new ways to attract more people, driving up your customer acquisition costs.
Why do People Abandon their Carts?
Before we tackle how to solve this issue, you must understand what leads people to abandon their carts, even after they’ve spent time looking through your app for what to buy. You can’t afford to lose people when they’re so close to buying.
Here’s a compiled list featuring some of the top reasons why people abandon their online shopping carts.
- 25% of people face unexpected shipping costs
- 22% don’t want to go through a complicated “account creation” process
- 17% simply need more time to research your product compared to others
- 15% of people have concerns over payment security
- 9% face checkout process complications
- 8% go off to look for their coupon code(s)
- 4% wanted an express shipping option
As you can see, a couple of key takeaways is that your customers long for a simple checkout process. People don’t want to click your app only to be met with a bunch of bumbling messages about how to buy from you, or how they have to sign up for something else before they do.
At the same time, they don’t want to feel like you’re going to run off with their payment info. The ease of access needs to be there, but your customers need to know that you’re serious about their security and private information.
Sometimes, your customers simply get distracted by their world around them and forget to make the purchase. That doesn’t necessarily mean that they’re no longer interested in you. But you do need to put in the effort to remind them about what they left behind. The fear of loss is greater than the desire for gain- take advantage.
The ball is in your court now.
What Everyone Else Is Doing
Most mobile marketers think that all they need to do is send their users a single email and they’ll instantly go back to seal the deal.
But this is far from the truth. That’s because most users are already reluctant to give you their email. Not only does this take trust to successfully pull off, but there are other ways (than email) to remind them.
You also have push notifications, in-app messages, app icon badges, and more at your disposal.
What You’re Going To Do Instead
So instead of expecting things to happen over a single email, this is what you should be doing.
Send Abandoned Cart Reminders, Rather Than a Standard Promotional Email.
Use push notifications as well as SMS marketing to deliver a direct reminder to your customers. Since it’s harder to get email addresses from people, this process is more valuable. As a bonus, you can draw your customers back in to purchase right then by offering a discount.
Create Cart Saver Pop-Ups to Appear Right Before Your Customer Signals They’re on Their Way Out
The best way to fire this message out is to design it so that it appears when one of your users hovers over the “exit” button of your page. Don’t bombard them with an obnoxious, high-pressure message. Instead, craft the pop-up to serve as a friendly reminder that they left their items in their shopping cart.
Research Your Customer’s Journey Process
Take time to find out at what point in the buying process they face difficulty with. You can send them messages at their pain points, or spots where they lose interest, to stay engaged with them. As you keep them interested in your product, they’ll be focused on buying now.
Use a Re-targeting Strategy to Remind Your Customers
Through consumer research, you can also discover what other brands or products your users are interested in. Then, as they see your retargeted ads on a similar brand, they’ll associate that interest back to you.
This is an excellent strategy to carry out. ThriveHive notes how 26% of re-targeted prospects return to complete their purchase after they encounter a re-targeted ad.
Capitalize on RFM Analysis
Mobile marketers can use RFM analysis to examine groups of users based on whether they’re at risk of churning and which ones are looking for help. This is also a way to keep a tab on your loyal users. Through RFM analysis, you can ground your strategy to win users back. It’ll be clear to you for which users you should hone in on.
Don’t Abandon Your Customers
You can’t take your customers for granted. Plus it’s silly to watch your customers walk away and buy from your competitors. You can let them know all about the benefits you’re ready to give to them, but if they leave you right before they buy, they’re hurting your business.
Master these strategies for how to keep your users engaged and excited to buy from you. You’ll be able to nurture more fulfilling relationships with your users, and in return, they’ll let people know that they trust you to help them out.
Infographic by CleverTap
Drew is a content marketing specialist from San Diego, where he helps create epic content for companies like CleverTap. He loves learning, writing, playing music and you can connect with him on Twitter.
Image Credit: https://pixabay.com/illustrations/card-cart-shopping-credit-market-4060870/
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