So you’ve ploughed a lot of time and effort into getting eCommerce site visitors to arrive and have a good look around. You’ve optimised the SEO like your life depended on it, strategically added some powerful calls to action in all the right places, and the visual design is so perfect you drift happily off to sleep every night captivated by the sheer aesthetic beauty of your Magento landing page.
Then why do all those half-filled carts get left at the checkout? Why aren’t they buying?
There are a number of possible reasons for abandoned carts, and solutions you can try to solve the problem. First, take a look at your shipping costs. However much of a bargain you’re offering in terms of the product price, customers can easily be put off by the thought of high delivery charges. To test this thought, try offering free or low-cost delivery, even if it means offsetting the difference with raised product prices and see if it makes a difference to the number of sales. It’s all about the psychology.
Another reason for carts being left is that people may wish to compare what you’re offering with other stores and sites. This being so, why not work on socially interacting with your customers in ways that specifically deal with their questions of comparison. Pay attention to the questions people are asking on Facebook and Twitter – maybe even contact potential individual customers direct to address their need and offer a discount. Give them a relational reason to pick your eCommerce store for their purchase.
Finally, there will be customers who abandon carts, fully intending to come back later. For this reason, it’s really important that you offer the facility to save and return to the cart contents. You can even prompt with email reminders to show you care.