How to reduce shopping cart abandonment
If you think your online wine sales are adequate, you could still be missing a huge source of revenue. According to data from SalesCycle, online retailers may lose out on $3 trillion this year from shopping cart abandonment. However, consumers are predicted to spend $1.4 trillion on Internet shopping in 2014, which means retailers could miss out on potential profits. However, there are a number of strategies that wineries can employ to reduce shopping cart abandonment and increase online revenue.
Reasons for cart abandonment
Customericare reported that there are three main reasons why consumers ditch purchases before completion: financial concerns, not ready to purchase and too many steps during checkout. In terms of financial qualms, higher-than-expected shipping causes were a major deterrent to purchasing. Some shoppers felt as though the costs were displayed too late in the process.
Consumers interact with ecommerce websites in different ways; people will place items in shopping carts to buy later or as they compare prices on other websites. However, complication during checkout is something retailers can usually adjust to improve user experience. Consumers can be turned off when registration is required to proceed with checkout. In addition, some individuals felt websites asked for too much information, and this raised concerns about security. If there are too many steps during checkout, customers are likely to get frustrated and drop the purchase.
Ways to curb shopping cart abandonment
Because a great deal of potential revenue is at stake, wineries need to take steps to reduce shopping cart abandonment. When clients order wine online, you can utilize some of the following tips to ensure purchases are completed:
- Send triggered email reminders: Although abandonment can be an indication that winery websites have performance issues, this isn't always the case. In some cases, customers may be in the middle of something else or they lost an Internet connection, Customericare suggested. Especially if you offer a wide range of products on your website, saving all shopping carts can improve customer experience. Sending a personal email can remind shoppers about their baskets and boost conversion rates.
- Make checkout simpler: Customers should only be required to input the information deemed necessary to process the transaction, according to Social Annex. Being forced to enter too many fields can significantly slow down the process, annoy shoppers and ultimately cause them to leave your website. Some retailers get around this predicament by offering an option to register through a social media profile. This way new customers don't need to take the time to register for an account. In addition, you can display the steps from the beginning so consumers have a better idea of how long the process will take.
- Use a second call to action: Because some consumers use shopping carts as a reminder for items they intend to buy at a later time, retailers can give them the option to create a wishlist rather than leave a shopping cart waiting on the site.
- Show product availability: Another big cause of shopping cart abandonment is a lack of information about which products are in stock, Customericare said. You don't need to give exact figures, but it's important to show when something is out of stock rather than making customers wait to get checkout before discovering this information. Some businesses like Zappos give customers the option to be notified by email when a product comes back into stock. When supplies are low, retailers can create a sense of urgency, similar to Amazon's approach.
- Offer customer service support during checkout: This is an easy way to boost the experience for shoppers. If clients run into issues with their credit cards or don't understand wine shipping options, having a phone number to call or online support can decrease the chances that they will drop a purchase.