Guide to Conversion Rate Optimization for Shopify stores
The significance of designing and coming up with first-time offers for your customers can be an excellent method in your traffic-to-sales conversion strategy. Offers often trigger a psychological interest to make a purchase in every prospective customer. Who doesn’t love a free gift, discount on purchase, or even free shipping?
Regardless of whether you are just starting and devising strategies of driving sales or the sales figures are dropping on your existing business and you’re clueless as to how to combat the same, first-time offers are the Calvin to your Hobbes!
The focal point of any business will always remain its expansion and growth, which is directly proportional to attracting new customers and retaining them. While driving traffic to your website is undoubtedly good, but having the traffic turned to customers is way better!
1. Make use of First-time Offers
It is up to no good to possess an access card without being aware of the instructions it comes with. Rightly so, knowing the strategy doesn’t serve the purpose alone. What does is, mastering when to use it and how to use it.
Say your traffic is consistently increasing; however, your conversion rates are stagnant. This means there lays a problem at the source. That may be because you don’t know enough about your audience and you don’t know what they are looking for. Or perhaps you don’t know at what point they are dropping out from your website. Or perhaps your website isn’t offering something lucrative and beneficial when compared with your competitors.
Whatever it is, once your root cause is identified, you have to devise a strategy, and often the best and most successful way to go about it is – first time offers. Plan your incentive, conduct surveys to understand what customers like. Use the first time offers or coupons to lure customers online.
The best way to go about this is through pop-up ads. They play a vital role in enhancing business. Every time a customer is making a purchase, you can send pop-up notifications on the screen to remind them about the deals applicable to their purchase, be it first-time offers or other promotional discounts. Through pop-up ads, you can also ask for referrals. Do not forget to grant the customer a decent discount on every referral, because you would want the loop to get going.
2. Exit Intent
This is an innovative tool that helps sellers understand why a potential customer leaves the site without buying a product(s). Exit intent detects and monitors movements of site visitors. Exit Intent technology helps sellers come up with marketing strategies to re-engage visitors on the site and lead to sales conversion.
Once you’ve identified your potential customer list, send out promotional emails stating the first time offers you have for them. Promotional emails are highly beneficial for both parties, in the sense that, as a seller, you get to convert your traffic into customers by listing the benefits they can avail while shopping on your site; for the customers, on the other hand, they serve as a piece of information.
Apps to use to implement first-time offers
Here are a couple of apps you can use to promote your offers on Shopify.
1. Bold Discounts ‑ The Sale App
With this app, you can schedule discounts, apply them to select products or even the entire store.
2. Upsell Popup ‑ Sales Pop up
You can increase customer retention with this app that allows you to offer discounts, free gifts with purchases or merely use it to boost sales pop-up notifications.
3. Ultimate Special Offers
This is your all-in-one app to increase sales; you can cross-sell, create upsells, offer store credits and more.
2. Power of Free shipping
As products get better with every seller trying to outdo the other, the price to be paid by the customer is rising. In this era of online shopping and instantaneous doorstep product delivery, a waived fee on shipping can be the main factor that tips a prospective buyer into an actual one. And, when customers finally find that one article they always wanted, free shipping is just the right amount of icing on a delicious looking cake.
For example, take the Black Friday Sale that takes countries across the pond by storm every year. Big to small names, from Amazon.com to Walmart, Best Buy, and Target, all offer deals at discounted rates but have a hefty shipping charge, which often leads to the customer backing out at the payment page option.
When lucrative deals on products with hefty discounts are for grabs, and free shipping is the textbook definition of Christmas coming early! A survey conducted by Marketing Land says that the no. 1 incentive that would make customers shop online more often is ‘free shipping’.
How to do it in your shopify store?
The concept of free shipping, while pleasant to hear and good to talk about is more of a challenge to accomplish, than one estimates it to be. Here are some ideas that can help you as a seller to understand how to boost your leads into a sales conversion.
1. Displaying the ‘free shipping’ offer correctly
Make sure you don’t restrict the display of your offer only to headers on the homepage; instead, try keeping it on the checkout section of your product page. Customers often don’t tend to miss any information at this point, while often the homepage is already chunky with too much information.
2. Go for ‘dynamic display’
In simple terms, a ‘dynamic display’ takes into account a customer’s choices or preferences and then makes suggestions regarding the next step. For example, your customer might have added $15 worth of products to your cart, when the free shipping threshold is set at $30. Next, the website automatically suggests that the customer add products worth $15 more to their cart to get free shipping.
3. Think of unusual ways to get their attention
Try displaying your offer in the form of a pop-up or try adding a separate section that shows products not eligible for free shipping.
4. Advertising to the Customer
Often, poor advertising can lead to poor sales. Prospective buyers may be unaware of offers if it’s not advertised and marketed properly. Here are a couple of ways to tackle this situation:
5. Free shipping mentioned as a bar
An offer on the top bar of your website eventually catches the attention of a customer. While a sticky bar may be irritating to a surfer, the method is quite effective for sales in the sense that it is of use to a customer who is actually looking to make a purchase on your website.
6. Promotional mails
Customized emails about the free shipping policy or even if it is a momentary offer, in the inbox with a working link can direct potential customers with no intention of shopping online and persuade them to make a purchase.
While surfing the web page, an eye-catching pop-up with the Free Shipping policy clearly mentioned helps traffic make a purchase decision.
8. Exit Intent
With an exit-intent tool, you can understand why customers dropped out of a certain stage while buying a product. This is when you can strategize to retain your customers and try to convert leads into sales.
An app you can use for free shipping
Smart Shipping Bar
This is a free shipping app for your Shopify store that lets you promote your offers encourages your customers to increase their order value and is customizable with themes to complement your online store.
3. Coupon Codes advantages
Shopify has been revolutionary in its eventual evolution in the trend of e-commerce shopping as the service charges are fairly low. The effective functioning of the site is also dependent on the fact that it is easy to use for both experienced as well as first-time sellers.
To keep your business growing and to also keep competition at bay, as a seller, it is essential that you come up with unique promotional strategies. Promotion and business go hand in hand as partners on Shopify. For starters, you can have discounts and coupon codes for your shoppers as promotional strategies.
Coupon codes on websites often concern online retailing to provide customers with discounts that are often hefty. These discounts keep recurring interest concerning the customers flowing. Additionally, coupon codes on Shopify are considered to be perfect tools for generating sales. Customers are to be provided with incentives in the form of promo codes. This is essential to the effect, as the entire characteristic facets, as well as the data, are at the disposal of the customers.
How to use coupon codes to maximum benefit?
1. Personalized offers for target customers
Among all your marketing strategies, the first and foremost is the segmentation of your customers. There is a feature concerning segmentation, which is contained within the platform of email marketing automation. From here, the coupon code is to be provided to appeal to the customers.
Customer data is to be put to use under the location and demographics, which should be furthermore grouped with the denominators that appear to be common. As a result, personalized coupon codes can be sent to them depending upon the knowledge gained from the database of the customers.
2. Use Expiry Dates
Customers apprehend the fact that they can miss out on a deal. Using timeliness and coupon code expiry as a factor, the time taken by the customers while making a purchase can be shortened. This can be done by using effectively enthralling phrases such as “This offer is limited until this weekend” or “Today only!” This can be put to use to generate an urgent demand. A countdown can also be created concerning the coupon code, which will make the customers notice that their time is almost running out.
3. Coupon codes are to be sent at the right time
Coupon codes are to be provided at the time of peak season or during the holidays. This will help the customers to choose the correct choices in terms of what is beneficial for them. It will, therefore, create an effective customer base. There are several apps that can be used for the generation of coupon codes. These are Upsell on Exit and Visit, Wheelio, Countdown discount, Swagify and more.
4. Retargeting ads - Bring that customer back!
First, you might ask, what is retargeting? Retargeting is a way to restructure your advertising in a way that keeps your website and your brand, in the consciousness and view of those who have visited it previously and left.
Statistics estimate that only 2% of users who visit a website stay on in the first visit, meaning that you, as an online brand or business, have that time to essentially recoup your customer. Since 98% of customers do not necessarily remain on the website, you have another chance to ensure a repeat customer.
There’s plenty of evidence to show that retargeting isn’t just a good idea; it is incredibly effective. Why is retargeting a good idea? Research has shown that three out of every four users notice retargeted ads, giving you, as a retailer or marketer, an invaluable chance to recapture the customer you might otherwise have lost. For one, considering that the customer or user has already visited your site before, your brand or brand identity will not be completely new or alien to them, and will already be in their consciousness. A retargeted ad thus serves as a gentle reminder of your identity, making them more likely to come back and click. Also, it gives an invaluable chance to recapture the customer you might otherwise have lost.
There is also extensive research to suggest that retargeted ads are, in fact, more effective than regular display ads. Display ads have a click-through rate of 0.07%, meaning that 0.07% of users who see a display ad follow through to the website in question. For retargeted ads, that number is at 0.7%, or ten times that amount, giving you even more reasons to be investing in retargeting ads for your business!
Customers who have seen your ad before and see a retargeted advertisement are three times more likely to click on that ad than a user who is completely new and alien to your brand. All you are doing, as a brand, is re-embedding that brand into a prominent part of their consciousness.
There are several ways to do retargeting, some of the traditional, some more creative and new. The fact is, however, that three of every four users will notice a retargeted ad and 8.65% of users who see a retargeted ad feel the reminder to visit the website. If you are an online retailer or any kind of e-commerce business selling goods and/or services on Shopify, you know that the value of those clicks is worth its weight in gold.
How do you do it?
There are several different ways to retarget an ad, with some of the more traditional, expected routes, and some a bit different. Ads can be retargeted on-site, on social media, or via even less traditional routes. Today, however, social media - particularly Facebook, Twitter, and Instagram, are among the most popular ways of retargeting ads.
But first, there are two main types of retargeting, although the mediums used for each can differ. Retargeted ads are primarily either pixel-based or list-based.
A chunk of code called a pixel, which is put on your website, will drop a browser cookie to each site visitor. That cookie is what will later inform your provider that visitors who have already visited your website need to be retargeted to visit it. However, there can be a few issues with pixel-based retargeting, simply because the code is not easy to execute across a large number of pages since you cannot restrict it just to one page of your website - it will not, quite simply, be as effective.
In pixel-based retargeting, your ‘pixel’ or cookie of information will follow around a user who has previously visited your site, to another site. Once you are on that site, if the original site is able to secure ad space, your cookie will show up on that site.
List-based retargeting is more customizable because it is comprised of lists of contacts or email addresses left by visitors, to whatever platform you are using for your retargeting campaign. Although this is not as commonly used as pixel-based retargeting, it is significantly easier to customize this sort of campaign.
However, what you need in this case is your contacts’ information already in your system or database, and given that this may not necessarily match the email or details they have used on social media, using this method of retargeting may not always be effective. It only works if their verified information is already part of a database that you have access to.
Google Ads Retargeting
Google makes it very easy for remarketers to retarget their ads by offering several options to choose from. The most basic of these is standard remarketing, which works identically to any basic pixel-based remarketing. Former visitors to your website or ecommerce business will be shown your ads as they browse other websites and/or use applications.
Google also offers something known as dynamic remarketing. Not only do these retargeted ads target former visitors to your website, but they also specifically tailor those ads with products that those users have previously viewed. This takes the targeting to a further, more specific level, making the likelihood that they will revisit your site and view your product again. This directly increases the likelihood of them becoming a customer and going ahead to purchase that product.
These are very effective because you can thus target a large range of goods or services that you and your business sell, to customers who have already expressed their interest in it. Thus, your dynamic retargeting helps you increase not only revisits to your website, but to specific products, making it more likely that they will be purchased.
Another option for retargeting and remarketing on Google has to do with RLSA or Remarketing Lists for Search Ads. What this involves is, retargeting ads to people who have already visited your website before, but when they are using related search terms after having left your website. For example, imagine that you are an online cosmetics brand selling a product. A customer visits your website, but leaves without purchasing anything, then using Google, continues to search for the product they need.
You can even change your bids on Google keywords for your site or product(s); for example, as Google suggests, you can increase your bids by a certain percentage for users who have visited your site within a specific, past time frame, making them that much more likely to see your ad.
To further the example of a cosmetics firm we have used, think of a customer who has searched for ‘nude eyeshadows’ on your website. You could then add that customer to a list of people searching for eyeshadows (a broader category), or for work makeup, or even a list for those looking for nude makeup.
You can then increase your bid for the customers who are on the ‘work makeup’ list you have made for the next time they are looking for those search terms, so your business and product are more prominently seen.
Facebook Ads Retargeting
Facebook has several tools that significantly help retargeting. Indeed, this is something even casual users of Facebook will have not only seen but personally experienced. For example, you may have visited a website, only for you to see ads for it breaking up your regular social media feed.
How do marketers do this? Facebook’s Ad Manager is quite a helpful tool in this regard. At this point, testing has already occurred. For example, marketers might find that offering, for instance, a 20% discount or a code to potential buyers via Facebook has been more effective. Perhaps they have found, through testing, that an offer of free items might be more effective. This is what a marketer leads with on Facebook.
Creating a custom audience on Facebook is crucial in making your retargeting and remarketing - campaign a success. A generic ad might be effective only to some degree. Knowing your audiences means understanding their behavior, knowing how they will react to advertisements and campaigns, and what kind of targeted advert, as previously discussed, will work best for them. Facebook affords marketers several options for this - you can choose to retarget those who have previously interacted with your brand, via an application, via online interactions, and more. You can also customize this.
Facebook will itself generate the code you need for pixel retargeting, which you can find in your Ads Manager, under Audiences. Once you have that code generated by Facebook, you can add it to your website, or have it added.
Some great apps to use for retargeting
Here are a couple of apps you can use for retargeting customers on Shopify:
Ako Facebook Retargeting Ads
Flashyapp Marketing Automation
5. Landing Pages Optimization
After users click through to your website, however, it is now up to you to ensure that they remain there and depending on the goals of your website or your business, click through, or visit more pages. If you are in the B2B or B2C business or engaged in any kind of e-commerce venture, then your goal in terms of optimization will have to do with making sure a website visit converts into a sale, and that is where CRO or Conversion Rate Optimization comes in.
As a business, you may already have hired an SEO specialist. But CRO is the next most important step. It could be elements or parts of your site or app as a whole that need small tweaks in terms of visual elements, functionality or more that all comprise an optimal website.
It’s not without reason that people say that first impressions are often last impressions - just as an individual would dress impeccably to meet with someone for the first time, your business’ landing page is essentially the first meeting it has with a potential customer. Your customers may click through to your landing page on the basis of a search engine result, or perhaps through an ad, they have seen on the internet.
A/B testing, one of the most crucial parts of a landing page, will also tell you what works - and what doesn’t, so you know exactly how best to work with your landing page!
There are many ways that a landing page can be optimized. For one, its viewability across platforms, devices, web, and mobile, should all be equally easy to browse and user-friendly; if they are not, that is one more potential sale lost.
So, how do you get it right?
There is certainly a list of what you can do in terms of best practices for landing pages, but here’s a look at some great landing pages statistics that should convince you how to do it right.
1. Video content
You may already have read extensively about the effectiveness of video marketing, but according to research, putting a video, or indeed, videos, on your landing page, has worked for about 76.5% of marketers. There are manifold reasons for this, of course. Humans are visual creatures, and visual media is more interactive than text. Text-heavy sites, too, can intimidate people who are just browsing, particularly those on a website for the first time, and drive them away.
Video content is easier to consume, making for a more engaging first experience with your website, to begin with. However, as a business, you will want to balance video content on websites with website functionality and loading times, both of which can take a hit if your website is not optimized for it.
2. Graphics are king
One of the most cardinal rules is to make your landing page as interactive as possible, to ensure that your users want to stay on the website and click through, and hopefully navigate to other pages on your site. One way to do that is to ensure eye-catching graphics on your landing page. Make sure that your graphics also navigate within your site or your page rather than away from it, which will defeat the purpose of optimizing your landing page, to begin with.
3. Mobile optimization is important
Today, over 50% of users are accessing any site via a mobile device, rather than a desktop. That means your landing page needs to be optimized for both interactivity and viability on mobile as well. A good landing page on mobile will not only retain a user on that page but also turn them into a potential buyer. It will also help in making a good impression on your user, who will see that you as a business have invested time, money and expertise into making every aspect of your business as optimally functioning as it should be.
4. Think of the sources of your traffic on each landing page
For starters, the idea is that you have as many landing pages as possible, depending on the source of your traffic. You may have traffic that came in from a clickable ad, from Google search, paid advertising online, social media ads, and more. The target audiences coming in through each of these sources is different as well, meaning that it is important to optimize for this too. For example, if users on a certain landing page have come via a certain keyword, you should ensure that that particular landing page fulfills the purpose for which they used those keywords, and consequently the reason for which they have visited your website, to begin with.
5. Some great primers
There’s a reason that the phrase “Keep it simple, stupid” is popular! The easier to understand, and more elementally cleaner your landing page is, the more likely a user is to stay on it. Avoid links that might lead them away from the page, instead of keeping them within your website as long as possible.
Having a great copy on your landing page is another sure-fire way to keep your audience interested; a catchy, peppy and well-written copy can really engage with a user, making them more and more interested in your brand. Sometimes, a well-written long-form copy can achieve the same purpose as well.
There are several types of software, applications, and platforms available to help you build the perfect landing page(s).
Landing page Optimization platforms you can use
One of the most well-known names in the business, Hubspot does not just restrict itself to landing page tools but however is still at the top when it comes to creating them. The interface itself helps businesses build pages that are well-integrated with video and text content effectively, and allows customers the ability to customize even minor elements on the page. It also offers support in terms of custom designs, forms and more.
Crucially for landing page building, Hubspot also offers one of the most integral parts of landing page support - A/B testing, which can help you, as a business, see clearly what is working and what isn’t.
Another of the more well-known tools in the market, ShortStack offers additional functionality for contests run via social media platforms. They have a number of templates for the same and offer different ways to generate user content while helping you build that content. Particularly in the age of social media when a significant amount of traffic comes in through this medium, this is a great tool to look into.
One of the highest-rated landing page tools today, Wishpond comes with very user-intuitive tools in terms of layout, design and more, with as much as even graphics and colors placed in a way that is ideal in engaging with viewers and needs only to be customized by you in keeping with your branding, content, and aesthetics. They also offer a range of pricing plans.
While landing page customization may seem like a daunting task, a few key steps, done right, can take your customers from just clicks to return buyers.
HumCommerce is a visitor recording tool, with intelligence.
It records visitor’s screens as they move through your website. You can then watch these recordings to understand how users are really experiencing your website.
This unearths a lot of insights, which can be used to increase the conversion rate of your store.
For example, you might realize that many users are adding products to their carts, and suddenly going to the support page and forgetting the products in their carts. This tells you that they wanted more information before making the purchase. So, you could add a chatbot or a support button at the checkout page so your users don’t leave the check-out page while getting support.
But HumCommerce not just records the sessions, it also applies intelligence to them to make your tasks easy.
Every day it finds out the value you lost to an abandoned cart, filters out the relevant recordings, and also highlights the issues that the customer faced before abandoning their cart. All this is compiled in a neat report and emailed to you every day.
This way you don’t have to go through hundreds of recordings to find meaningful insights, making HumCommerce a very hands-off tool.
Apps for building Landing Page Optimization
To optimize your landing page on Shopify, your best bet would be the AZEXO Free Page Builder. You can build your landing page, blog, FAQ page, product page with the app, create positive branding, boost your conversion rates, and most importantly reduce your business costs.
6. Email Marketing Automation
It might come as a surprise that one of the most effective ways of digital marketing to this day, although with some changes, is email marketing. It has been seen that an effective email marketing strategy results in good conversion rates and sales. One of the main reasons is the sense of intimacy created by an email, in the sense that consumers would rather not look at a generic post or advertisement that is meant to target a large set of people. With increasingly effective email strategies that create personalized messages to the consumer, email marketing is not a strategy any brand can afford to ignore.
How is Email Marketing Automation helpful!
Most new companies and business owners complain about how time-consuming email marketing is. However, if your strategy takes more than a few hours to put into place, then you are doing it wrong. Email marketing automation literally automates your marketing efforts for you once you have set it up. Instead of creating and sending out each email manually, this service automatically sends out mailers for you.
One of the best features of email automation is the ability to create lists. Brands can send out personalized emails to their leads based on the information they have. You can set up your strategy such that an email automatically reaches your customer on their birthday with a coupon code for a small discount. Or you could send out a thank-you email once they make a purchase to strengthen your customer relations. Email marketing automation can and should be used to send timely, personalized, and relevant mailers to your leads.
Research shows that almost 98% of first-time visitors are not ready to make the leap and make the purchase. Often, sending out a welcome email to such visitors, however, can entice them to buy at a later stage. Email automation removes all the guesswork and manual labor involved in sending out these emails. You can adjust and mold your campaign so that it fits into your customer’s purchasing habits.
Email automation allows you to create different lists based on visitors’ behavior and attributes. You can have geo-tagged lists, lists based on age, and more. Whenever you conceive a new campaign, you can identify which lists to target, and the automation process will take care of the rest.
Advantages of Email Marketing Automation
You can create segmented lists that will be automatically updated based on the user data.
This is a good way to quickly turn potential customers into actual customers.
You can create easy engagement with existing and potential customers.
This is how you can increase the efficiency of your campaign by removing the guesswork and manual labor.
Additionally, you can boost engagement with personalized and relevant messages.
How to use Email Marketing Automation on Shopify
Almost every major email marketing tool has a Shopify integration that has been created exclusively to work with the platform. For your business on Shopify, you can choose any one of these tools and create an effective automated email marketing strategy. The bad news is that not all the tools are made equally, and you will have to pick the one that works best for you.
A good email marketing tool should be intuitive, easy to install and come with time-saving features, especially automation.
Best Email Marketing Automation Platforms
Before you decide on which tool to use for your business, it is important that you understand what a good email marketing automation tool should provide.
1. Integration with Shopify
It is best to pick a service that is fully integrated with Shopify. If not, you will have to insert the right code in order to bridge the gap between the two. This can prove to be a complex step which involves a lot of time.
2. Contact Syncing
The email tool should automatically sync the contacts and purchase history of both new and old customers and store the data as well.
A good service should let you segment your contacts according to user history and behavior in your online store. Some tools can create pre-built segments as soon as the contacts are imported.
4. Automated Campaigns
This goes without saying, but you need to check if the service you are interested in has the provision of automated and targeted campaigns. A surprisingly large number of services do not offer this feature.
An important facet of email marketing tools is their ability to report how successful a campaign has been. With this type of real-time reporting, you can make the required adjustments to your campaign to ensure more success in future campaigns.
6. Email Editor
The email marketing tool should provide you with an intuitive visual editor which you can use to design effective and attractive emails quickly and with ease.
Top 10 Apps to automate your email marketing
Based on the above points, here is a list of the best email marketing automation tools available on Shopify.
This app offers single-click integration and collects all the relevant information automatically. The service offers great metrics and allows you to segment to a high degree. The tool is perfect for those who want to build a robust and extensive email marketing strategy.
Use a variety of different signup forms that are completely customizable. The app allows you a high degree of segmentation and offers 24/7 customer support. This tool is perfect for those who do not want to build an overly complicated email marketing campaign.
This app is ideal for those brands that are looking to increase customer engagement and to build brand loyalty. Along with the regular campaigns, Conversio is adept at focusing on follow-up emails, encouraging reviews, and feedback requests.
Ideal for maximizing sales, this service sends out individual, personalized emails with product recommendations that are automatically detected based on the customer’s history and online behavior.
If you are a small brand and want to hit the ground running, then this app is perfect for you. The service comes with ready-to-use campaigns that you can plug into your strategy as soon as you begin selling.
6. Constant Contact
One of the oldest tools available, this service has one of the easiest email editors with a convenient drag and drop style of design.
This is one of the few tools that have mobile-first design integrated into its DNA. With more customers switching to mobile shopping, this service can be extremely valuable.
It is perfect for users with multiple email accounts and is known for beautiful emails. It also offers great metrics that allow you to gauge the data in a quick glance.
9. Campaign Monitor
One of the best all-round services, this app is perfect for a mid-sized business looking for capable marketing service.
This service integrates deep data integration, which makes it one of the best for Shopify. It gives you the option of advanced segmentation and tagging, automated campaigns, and synced customers.
Having a well-integrated and efficient email marketing automation service is an important aspect of marketing for ecommerce businesses. Using such a service to its full capabilities will not only help in increasing sales but will increase customer engagement and brand loyalty and more.
7. Reducing Cart abandonment
Cart abandonment, a very self-explanatory concept, refers to people who visit e-commerce websites and place items in their shopping cart but leave the site without making or completing the said purchase.
Extensive studies have been done into exactly why cart abandonment happens, but some studies place the cart abandonment rate at as high as 80%, while others go for a more conservative rate of approximately 55%. However, average rates of cart abandonment are estimated at having lingered around the 76% mark in 2018.
What does this mean? This means that a vast majority - over three-fourths of customers who are browsing items on ecommerce websites and even go so far as to fill up their carts, but for whatever reasons, choose not to proceed with the purchase. These rates can also vary across devices and mediums; for example, a customer might be accessing an e-commerce website via a desktop site, a mobile site, or even an app on a handheld device that might or might not be a phone.
Interestingly, cart abandonment happens across various sectors, not just retail as one might believe. In fact, the highest rate of cart abandonment online today is in the airline sector, at approximately 87%. The larger travel sector is not far behind at 81%; this encompasses not only airline travel but also other related aspects such as hotel bookings, more extensive travel experiences and more.
Often, particularly with higher-cost sectors like travel, the reason can often be that there are tangential and extra costs that multiply the effective pricing to a significant degree; the customer may have been prepared to invest a certain amount but, add-on charges later lead to them deciding against the purchase at the last minute.
How to reduce cart abandonment?
Like any other ecommerce seller, you too would want to reduce cart abandonment on your website. It is disheartening to think of a customer spending ample time on your site, adding products to the cart, only to abandon it later, eventually leading you to lose out on a sale you could have made. However, there are ways to reduce cart abandonment, as discussed below:
1. Simplify the order process
The more complicated the ordering process is, the more likely you as an online retailer is likely to lose customers along the way. The longer the process is, the more customers themselves will leave, so you, as a retailer lose out not only on numbers but also on volumes.
Also, a lot of people have also led away from their cart due to the need to register: 34% of cart abandonments are due to the need to create an account. The idea of needing to re-enter an extensive amount of details and information to complete one’s booking leads many users away, particularly because it often comes with the added need to re-fill one’s purchases. Particularly in the case of airline tickets, not only is this process even more time-consuming, but it can also mean even more expensive rates.
To combat this, websites can just allow for a guest checkout, where users can simply have their details emailed to them without needing to create an account to do so. Most airline and hotel-booking, or travel-tangential websites do this already, but a number of ecommerce and retail websites do not. Allowing this as an option is certain to combat the cart abandonment rate in this regard.
Indeed, often customers will leave due to a complex ordering/shopping process, so keeping the process itself as easy as possible, and as straightforward, will go a long way in ensuring that your customer follows through with the order. Conversely, a simple and quick process will also create a good impression of the website or brand on users, leading to even more potential brand loyalty.
2. Cart recovery email sequences
Most online shoppers are familiar with cart recovery email sequences, even if they do not necessarily know them by that term specifically. A cart recovery email sequence refers to a scheduled email or set of emails sent in ‘X’ number of hours to your potential shopper after their cart has been abandoned.
These emails can have multiple purposes. First, you may have shoppers who have quit and have simply forgotten that they had items in their cart, in which case, they serve as a simple and effective reminder to complete the purchase.
Research suggests that sending not one, but multiple emails are the most effective strategy to reduce cart abandonment. According to research, customers who are sent more than one recovery email are more likely to go ahead and complete a purchase.
Marketers suggest that while the first email should communicate urgency to your customer, the follow-up emails should incentivize their purchase(s); this could be done by offering a number of attractive discounts, offers and more to customers, making them more likely not only to return to the website and make their previous purchase but because the rates are more attractive now, potentially make even further purchases.
3. Keep your payment process simple and error-free
There are several potential errors customers can face with regards to payment, many of which lead to an increased cart abandonment rate. Customers may face issues with payment security, a key reason for them to not only not order on your website, but actively look for your competitors as options. For you, as an ecommerce seller, it is crucial that your payment process is as simplified as possible, so your customers want to go through with it quickly.
This has multiple aspects. First, ensure that your security protocols are in place because that can be one of the rightfully most major concerns your customers will have. Second, do not emphasize several pages, redirects, and gateways for your customers. A single, secure payment gateway that is effectively managed is a sure way to reduce your cart abandonment rate.
If your payment gateway takes too long, is not well managed, or not laid out in the simplest possible way, this too can affect your cart abandonment rate.
Apps to reduce cart abandonment
In case you are looking for certain tools that can help you reduce the trend of cart abandonment in your site, there are a bunch of Shopify apps that have you covered. Not only are these applications development in a manner that prevents cart abandonment during the process of purchase, but certain applications can also help you amp up the sales and revenue percentage on your website.
While some apps are designed to send automatic emails to customers who have abandoned the website on the final purchase page, other apps let your customers fill in their email ids for you to directly share the cart to their inbox.
List of apps helpful to reduce cart abandonment
Here is a list of apps that can help you reduce cart abandonment.
1. Recart Messenger Marketing
Recart does not use emails to remind the customer of an abandoned cart. Instead, it uses Facebook messenger to remind customers they have left items behind. Since email inboxes can often fill up with spam quickly, people are not as likely to open those emails, which leads to the remarketing campaign becoming a failure. Facebook messages are more likely to be opened!
In addition to sending basic cart reminder emails, Conversio is useful in terms of also performing the follow-up tasks. It also handles post-purchase email reminders and newsletters, thus keeping your brand within the customer’s consciousness consistently.
PushOwl sends push notifications to your customer’s laptop or desktop to remind them to finish their purchase. However, the customer will need to opt-in to these notifications. This app also sends customers reminders if items have been restocked, sales, any offers, or discounts available.
4. Abandoned Cart Order Recovery
This app sends email reminders to customers to recover an abandoned cart. Sending between one and three emails per customer as a reminder, this app offers a number of templates that you can choose from.
5. WhatsApp Pro Notifications
Leads on WhatsApp uses WhatsApp messaging to remind users of items in their cart. Not only designed purely for cart abandonment, but this also offers other extensive marketing features. Customers can also use WhatsApp to hold bot conversations regarding purchases, discounts and more.
6. Abandonment Protector
Abandonment Protector helps customers not only with email templates but also designs for pop-ups that prompt users to enter their communication details and email forms. The app offers a number of templates as per each need storefronts have; for example, post-purchase thank you email templates, abandoned cart and more.
7. Free Persistent Cart App
This app lets customers continue purchasing from multiple devices, for example, in case someone has abandoned a purchase from their laptop; they can later continue the same on their smartphone.
8. Smart Cart Recovery
This app also uses Facebook Messenger to reduce cart abandonment, in the sense that it creates a series of messages to remind a customer that they’ve forgotten their order and more.
9. Moonmail Recover Checkouts
This app is another email app that allows you, the seller, to manually or automatically send emails to your customers who have left your site without a purchase.
This app auto-saves carts abandoned by customers as draft orders. When a customer returns, they are able to go back directly to the cart and complete their purchase.
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