Batman’s life story is one that’s well-known among superheroes, villains, and common folk alike. As a child, his parents were killed in front of him, leaving him abandoned with a taste for vengeance in his mouth. While Bruce’s story is certainly tragic, it’s not as uncommon as you may think. Content marketing superheroes and e-commerce connoisseurs across the world experience their own abandonment each and every day: the dreaded Shopping Cart Abandonment. Though the exact figures tend to differ, marketing analysts have determined that between 60 and 70 percent of all online shopping carts are filled to the brim with goods and then abandoned, never to be seen again. The thing is, cold hard vengeance isn’t a viable option to come back from this abandonment. So, why does the CAP (Cart Abandonment Problem) matter, and how do we recover?
On the surface, an abandoned shopping cart may not seem like such a huge problem--after all, you have other customers who are willing and eager to purchase your goods, right? Still, that abandoned cart represents lost money and opportunity. Think about it: if your company makes an average of $10,000 per month, and you were able to reclaim just a quarter of those abandoned carts, that’s an extra $2,500 you’re making each month--a whopping $30,000 each year.
Additionally, a high number of abandoned shopping carts could signify that your site has issues requiring revision. According to Statistia, 56% of shoppers who leave their carts behind noted unexpected costs when it came to checkout time. Another 25% cite that navigating the website was too complicated, 24% said the whole process took too long, and 17% had serious concerns about website security. As with every industry, it’s almost impossible to please everyone, but these issues are easily amended with a little insight.
Here are just a few more ways to combat the CAP, worthy of Batman’s crime-fighting crusade for vengeance:
1. Clearly display your site’s security logo, especially when it comes to the checkout page. Pay attention to your placement and the style of your security badge--most online shoppers tend to be (sometimes rightfully) skeptical.
2. Also, clearly displaying a support hotline number or a chat support box can put your customers at ease that you’ll help them along the way.
3. Give your shoppers easy access to amend their carts. Your customers don’t want to feel trapped into their purchase if they’ve made a mistake or change their minds before buying.
4. Display customer reviews and testimonials in a prominent place on your site. As always, make sure they’re clear and written properly to add to the legitimacy of your site.
5. Make your refund policy and price guarantee abundantly clear.
6. Display images of selected items within the shopping cart. Online shopping is extremely visually-based, so adding pictures to words is more effective at converting buyers.
Even if your site is clear and concise and the abandonment continues, there are a few ways you can get your customers to return for their carts. Ad retargeting will post images of the customer’s selected items in webpage ads, and email recovery campaigns bring a personal touch of concern when inviting your customers to continue shopping.
Just like Batman’s endless list of villains, shopping cart abandonment may never be completely vanquished. Still, by offering your customers a simple and clear shopping experience, you may be able to take a solid stand. As the Bat himself once said in the late ‘60s: “An opportunity well taken is always a weapon of advantage.”