For all of the Ecommerce family I feel your pain when it comes to cart abandonment, it’s a real pain isn’t it?
Let’s be honest if 75%* of people put items in their online shopping cart only to abandon it without purchase, that’s a real pain, some might say ‘a pain in the arse’. Just take that percentage into consideration- it's huge!
Let’s look at some cart abandonment by sector:
- Retail - 72.8%
- Fashion - 68.3%
- Travel - 81.7%
- Gaming - 64.2%
- Finance - 83.6%
- Non - Profit - 83.1%
Again, huge stats here that clearly indicate businesses are losing out on large amounts of sales. So, how would you overcome this and try to recoup these lost sales? We need to look at what’s causing the abandonment as its quite clear the intent to purchase is there but something within their buyer’s journey causes them to abandon. What is it? Well, let’s focus on the traffic first. According to SaleCycle, mobile traffic is higher than desktop, which has been the case for some time now, but if you look at the chart below you will see it also tells us that customers are happy to research and browse on their mobile, but many still prefer to use desktop when it comes to making that purchase.
This tells me that the user experience on mobile isn’t up to speed. We live in a digital world and the modern consumer expects a user experience that makes their purchasing experience easy. So, what does this look like? Well, if you’re looking to make the most of your mobile traffic and increasing your conversion rates you can do the following:
1. Autofill – Try to autofill wherever possible as it saves time and your customers are looking for convenience every step of the way.
2. Guest Checkout – Some users just don’t want to sign up or they may be in a rush so the guest checkout saves them time, again it’s all about offering convenience based upon their buying journey.
3. Bigger Form Fields – Why? Well your mobile shoppers are on smaller screens so make life easier for them. Remember it’s all about delivering a consistent experience from start to finish.
So, who has taken the mobile user journey into consideration? The Fashion sector is leading with 63.2% of sales coming via mobile compared to 36.8% from desktop. Quite clearly fashion retailers are doing a good job when it comes to converting their mobile shoppers.
Example: Monsoon have taken on board some features mentioned earlier.
You could argue that the fashion mobile shoppers are purchasing lower ticket items when compared to the travel or automotive industry, which is a far point, but they still have taken the mobile shoppers buying experience on board.
Having a responsive website isn’t enough. It’s all about the customer, their experience and trying to keep it consistent from start to finish. If you’re looking to convert more of your online shoppers then you need to focus on their journey. How easy do you make it for them to browse, select and actually purchase?
If your failing at the final point, which is what we have highlighted today, then review it. Consider user testing and a proactive approach to make the transaction smoother.