Are you looking for an effective way to eliminate abandoned carts in your online store? We’re here to help! The good news is that in many cases, abandoned carts can be recovered. With automated marketing actions, you can increase conversion rates and encourage undecided customers to complete their purchases. Read on to find out what solutions we’ve prepared for you with Trustisto.
What are abandoned carts in an online store?
Abandoned carts are simply carts in an online store that did not lead to an order being placed. A customer abandons their cart by closing the browser window, thus not completing the purchase of the product. Such situations can result in missed opportunities for the online store to generate profits, so it is worth analyzing the number of abandoned carts and considering how to encourage customers to complete their transaction.
Causes of abandoned carts
An abandoned cart is a customer’s cart with products in it, but the customer did not complete the transaction and left. The reasons for abandoned carts vary from customer to customer, and it is important to understand the customer’s perspective and why they did not finalize their purchase. Unfortunately, there is no one universal reason for this behavior. However, some common reasons include:
- High final cost of the order
- High delivery costs
- Limited delivery options
- Limited payment options
- Additional costs
- Long delivery time
- Competitive offerings
- Complicated and lengthy order process
Undoubtedly, a reason for not completing the transaction can also be the lack of a real intention to purchase and simply using the cart as a “storage” option. Online store owners must also be aware that customers may want to keep the products in their cart to compare with other online stores. It is worth noting that an increasing number of users cite the inability to calculate the total cost of the order as a reason for abandoning their cart. If the delivery costs in your store are higher than usual, this may also contribute to customers giving up on the purchase. To fully understand the problem, we suggest analyzing the number of abandoned carts and the stage at which the customer abandoned the purchasing process.
Regardless of the reason for abandoning carts in your online store, it is always worth tackling the problem. At Trustisto, we have our proven ways to lead the customer to complete their purchase and improve the conversion rate of abandoned carts.
Abandoned Carts – A Global Problem in E-commerce
Important information upfront: no matter what methods or tools you apply, you won’t be able to completely eliminate the problem of abandoned carts. This is due to the purchasing decisions made by users. Very often, these are customers of online stores who only browse through your store’s offerings. Such customers are looking for the cheapest solutions or treat the cart as a sort of storage – adding products to the cart only to save them for later. According to research conducted by Baymard Institute, the average cart abandonment rate for online stores in 2021 was 69.82%. This is a problem that not only affects your store – the entire world of e-commerce is struggling with it. However, be aware that there are methods that can help you minimize the cart abandonment rate and encourage customers to complete their purchase. You will learn about these methods in today’s post. ?
How to Save Abandoned Carts?
At Trustisto, you can save abandoned carts in two ways:
- Directly on the e-commerce site, using the intelligent Trust Overlay
- Emails sent to potential customers if they abandon their cart, using Trust Basket (one of the retargeting methods)
Both of these methods have one goal – to recover the abandoned shopping cart. You can read below how both tools work. ?
Trust Overlay – a pop-up that saves abandoned carts
If you prefer fast methods of action and the formula of sending emails doesn’t necessarily appeal to you, you can use our Trust Overlay tool. With it, you can create a pop-up that will help you recover an abandoned cart. It will be displayed directly on your website, for example, on the product page.
Trustisto recognizes the intention of leaving the website by the customer as moving the mouse cursor outside the store’s website. With this tool, we can see the abandoned cart. When the user wants to leave the cart page, an intelligent pop-up will appear. It can contain information about a discount code to use to complete the purchase or a proposal for free shipping. Such a code can be dependent on the cart’s value, the user’s tenure in the store, or having specific products in the cart. It is, therefore, a full personalization. This method uses the place where the cart was abandoned and begins the rescue action there.
Trust Basket – recover abandoned carts with email!
The process of saving carts within Trust Basket consists of three stages:
- Identification, which allows us to recognize the customer and assign them specific actions;
- Tracking the purchasing process, which allows us to precisely identify the location where the cart was abandoned;
- Retargeting, which involves prompting individuals who abandoned their cart to complete their purchase.
What do the individual stages involve?
To identify a customer, Trustisto needs to collect some form of contact information that the customer leaves behind during their visit to the online store. This can be an email address, phone number, or push subscription. Once Trustisto has this information, it can move on to the next step in the process of recovering abandoned carts.
Success in rescuing abandoned carts lies in good and wide customer identification, so before deciding to implement the tool, you should use all available identification methods (e.g. newsletter sign-up, discount for first purchases, filling out a form in the purchasing process, etc.), especially by constantly communicating with customers through email marketing.
The second stage is tracking the abandoned cart. It involves monitoring the user’s behavior, observing which products they add to the cart and what they remove from it. It is also worthwhile to monitor the time since the last action on the cart and the user’s activity time on the website. We can pinpoint the place and moment where the cart was abandoned. This way, we may find a weak point in our website, such as a tab where users abandon their carts.
With this knowledge, we can make an effective attempt at retargeting – that is, trying to persuade the user to return to the store and complete the purchase. This is how we can recover customers’ abandoned carts.
Retargeting involves sending personalized email messages to customers to encourage them to return and complete their purchases. With Trustisto, you can design such a message using ready-made templates. You can add your store’s logo, design graphics, and include information about the sender – a person from your organization or the face of your brand. In retargeting for abandoned carts, it is also important to include information about the contents of the cart. It is worth presenting the abandoned products and adding something that will encourage the customer to return to the store to complete the order.
Offering a time-limited discount code can be a great way to encourage customers to complete their purchases. This can incentivize them to come back to the website and make the purchase before the discount expires.
Shopping path – remember about optimization!
Remember that implementing tools such as Trust Basket or Trust Overlay will not bring desired effects if the shopping path in your e-store is not properly optimized! You don’t want customers to abandon their carts? Create good conditions for shopping for them!
A customer who returns to the store’s website will have to “face” the purchasing process again. Without a doubt, he had a reason not to complete the transaction. It was probably a requirement to register an account or a lack of payment or delivery method he wanted to use? Think about what might have annoyed him enough not to make the payment and not complete the transaction. Below are a few “golden rules” that should guide the conversion process in your e-store.
- Less is more – the fewer fields the user has to fill in during the purchasing process, the greater the chance of conversion! Get rid of obstacles and complications that could stand in the way of achieving this goal. Let the customer easily finalize the order after adding the product to the shopping cart!
- Give up mandatory account registration. If the user is forced to create an account to make purchases in your store, the transaction is likely to fail. Provide the possibility of making purchases by going directly to the summary from the product page, without the need for registration. It is undoubtedly a valuable source of later customer identification and return, but we can do without it 😉
- Be fully transparent – present the final offer. Do not add any “additional costs” during the transaction fulfillment stage, do not hide them – it will definitely discourage the user from making purchases. If you use such tactics, you have a cart abandoned for sure.
- Give a choice – the more payment and order delivery methods the user receives from you, the greater the chance of conversion, and even increasing the value of the cart. Offer all the most popular payment methods and various (cheaper and more expensive) order delivery methods – design them so that the user sees those most frequently chosen first. Some online stores offer free delivery as part of a loyalty program, but offering customers free delivery from a certain purchase amount can be just as effective. If you are not yet using deferred payments, change it immediately ? you can read more about it here.
- Don’t make it difficult for the customer to edit the cart. If he cannot remove an unwanted item, he will probably close the website.
Abandoned cart means an incomplete purchase process in an online store. Customers add items to the shopping cart but do not finalize the transaction. This problem is a major concern for online store owners worldwide and highlights that just positioning the store or advertising in Google Ads is not enough to ensure good sales. Abandoned carts are often caused by poorly designed shopping paths, high delivery costs, limited payment options, or more attractive offers from competitors. Although eliminating the problem entirely is impossible, it is worth making every effort to ensure that the customer completes the purchase. You can successfully save and recover abandoned carts using marketing automation! Trust Overlay and Trust Basket are among the effective tools that allow you to save abandoned carts.
Don’t wait – start saving abandoned carts now!
If your shopping path is optimally designed and abandoned carts are still a significant problem, start your adventure with Trust Basket. We’ll help you make sure that people who added items to their cart complete their purchases. You can trust us – we are experts in this field! If you need any help, don’t hesitate to contact us at email@example.com – we are at your service!