Shopping cart abandonment changing how online retailers provide the best offers
When you’re shopping online and adding products to your cart or basket, if you leave before completing the purchase then the retailer knows and they want to do something about it. If a consumer has gone to the trouble of finding a product and committing to proceeding through the purchase path, it means they almost made a sale and want to know what stopped you.
Around $US4 trillion worth of merchandise was abandoned in online shopping carts in 2014 according to BI Intelligence estimates.
Both large and smaller online retailers have woken up and tried to combat this issue. Providing sound offers on the cart/basket page to entice the user to continue shopping is one method being used to engage the user further. Providing a clearer explanation of the checkout process, security procedures and making checkout details minimal are all areas every retailer is improving.
You may also notice an email is sent from some retailers if you have an abandoned shopping cart. It’s a numbers game – if only 1% of email recipients return to the site for a purchase then that’s a win for the retailer.
Often the bricks-and-mortar retailers like Target, Sears, Best Buy and Walmart aren’t as concerned as some shoppers will visit a physical store location to complete their purchase. In fact some retailers allow you to make the order to then collect and pay in-store. This also applies to consumers who are interested in viewing or trying the item in person before committing to buy. This certainly applies to clothing, some appliances and jewelry.
Even coupons and deals on shipping are being offered to help you make a purchase.
Next time you’re shopping at a top online retailer take note when you visit the basket page. You might find the best offers are saved for the checkout process.