Ecommerce competition is tough. Optimizing every aspect of your online store is a way to stand out among other businesses. One of the things that you can take care of is increasing your abandoned shopping cart recovery rate.
Shopping cart abandonment can be painful to e-commerce owners, but you can easily fix the most common issues with chatbots.
What Is Shopping Cart Abandonment?
Ecommerce shopping cart abandonment occurs when potential customers add items to their shopping carts but leave without buying. While people rarely abandon their supermarket carts and baskets in the real world, abandoned carts are exceedingly common in online stores.
The virtual shopping cart abandonment rate and the abandoned cart recovery rate are two indicators you should definitely keep an eye on.
Pro Tip #1
Recovering as many abandoned carts as possible should be your high priority. Doing so will allow you to maximize your conversion rate and sales.
Some of the abandoned cart problems can be solved with a well-designed chatbot.
How Often Do Customers Abandon Carts?
According to SalesCycle 2018 Report, the worldwide shopping cart abandonment rate is as high as 75%! Imagine how much money could you make if you could convince at least some of these customers to buy from you. With chatbots, it is possible to reduce cart abandonment to 20-30%.
Why Online Customers Abandon Their Shopping Cart
There are six main reasons for e-commerce shopping cart abandonment:
- Customers are unaware of shipping costs
- Customers are only researching, and they don’t intend to buy yet
- Shipping options are too slow
- The checkout process is too complicated
- The website is hard to navigate
- Customers are hesitant about completing their purchase
Some of these issues are strictly related to business processes or on-site optimization. Nevertheless, but some of them can be quickly solved with chatbots (if you don’t know what they are, check out our article on “what is a chatbot”).
Abandoned Shopping Cart Tricks
The most common reasons for shopping cart abandonment are listed below along with quick fixes, tricks, and chatbot solutions. You can also download a complete infographic with problems and solutions by clicking on the button below:Download Full Abandoned Cart Infographic
Now, let’s go by the potential problems you can address one by one.
Cart Abandonment Due to Expensive Shipping
Statista report suggests that as much as 54% percent of customers abandoned their carts due to high shipping price. Additionally, 39% of clients did the same because there was no free shipping option.
Well, no one likes to be surprised with a big cost of shipping (or even worse – hidden) before checking out. The best thing to do is to keep shipping costs low (or even better – offer free shipping).
Solution: Offer a discount or a free shipping coupon. A chatbot can send a coupon of your choosing to convince a customer to make a purchase. Thanks to that solution, you can keep the price of shipping at the same level, lowering it only in case when a customer tries to abandon their cart.
Customers Are Only Browsing
Some of your potential customers will add products to the shopping cart only because they’re still in the research phase.
That means they’re looking for the best option to buy. And possibly – they’re looking for the best price as well.
Solution: Engage your customers. When they try to abandon their cart, a chatbot can start a conversation asking them predefined questions. After getting answers, customer can be switched to your live chat operator. At best – you’ll convince the customer to buy a product, at worst – you’ll get valuable feedback.
Carts Abandoned Due to Long Shipping
Imagine that you’re ordering online a long-awaited title for PS4 or Xbox One, but the delivery time is… 5 days. It pains me to even think about it. And what do you do? Of course, you look for another store.
Not-fast-enough shipping is another critical reason for abandoned carts – 26% of customers decide not to buy because the delivery takes too long.
Solution: Make sure you have different shipping options to select from and let your customers decide what’s best for them. There’s not much that chatbots can do to help with the slow shipment. Still, you can try to compensate for the lack of express shipping by sending a discount via chatbot. It might just hit the spot, and there’s nothing to lose.
Carts Abandoned Due to Hidden Shipping Costs
It is very irritating when you buy a product online and don’t know what the shipping cost is until the very last step of the checkout process. 24% of customers pointed out that the hidden cost of shipping is why they abandon shopping carts.
Solution: Set up a chatbot to provide the customer with shipping information whenever they visit the product page. By doing so, you make sure that the customer has been engaged and knows the shipping cost! You can also tweak your product prices and offer “free” shipping.
Remember that it is important that you provide a clear shipping policy, and the costs are visible early in the checkout process.
The Cart Checkout Process Is Too Complicated
A long checkout process can be annoying. You can’t purchase what you need quickly because of all those unnecessary steps – 21% of customers abandoned their cart in that case.
Solution: Try to keep things simple. Allow your customers to buy without registering an account. And don’t ask for unnecessary information.
Carts Abandoned Due to Bad Site Navigation
A store where you can’t find what you’re looking for is no good. 16% of customers left an online store because they had got lost when browsing an online store.
73% of customers state that customer experience is an important factor in their purchasing decisions (and good site navigation is one of the main elements). So you have to stand out to maximize your profit.
Solution: Make sure that your store has got clear navigation. Set up the products in the proper categories, and make sure they’re visible. Remember also to place a search bar within your store – that’ll help your customers to find what they’re looking for QUICKLY.
Improving your site navigation is a matter of optimizing your store. However, chatbots can still help you to guide your customer to the right place. Chatbots can ask customers some questions and redirect them to the store category they’re interested in. Cool, isn’t it?
How to Rescue an Abandoned Cart with Chatbot Messages?
There are many tricks you can use to prevent online shoppers from abandoning carts. Shopping cart abandonment is actually available as one of Tidio’s chatbot templates. When users don’t complete their purchase, a chatbot can send an email or a live chat automatic message.
Writing good abandoned cart emails and messages can significantly improve your abandonment rate. They can appeal to different emotions and convenience customers to take action.
You can find some abandoned cart messages and email examples below and use them as templates.
Top Abandoned Cart Emails and Chatbot Messages:
1. Remind your customers that they can finalize their purchase any time they want
Example chatbot message:
Hi, your shopping cart has been saved by us. You can still complete your purchase.
By sending this chatbot message, you signal to your customers that you’ve done them a small favor. They don’t have to repeat the browsing process and put items in their carts all over again. Sometimes it is easier for customers to complete their purchase later on. Putting products in the cart is a series of low-commitment actions while finalizing the purchase is one high-commitment action customers sometimes need to sleep on.
2. Remind your customers that they have products in their virtual shopping cart
Example chatbot message:
There are items in your cart. Do you want to finish your purchase?
Some of your customers can be absent-minded. If they revisit your online store after some time, remind them about the products they put in their virtual carts.
3. Create a sense of urgency
Example chatbot messages:
There is a low volume of one of the products from your cart in stock. Would you like to complete your purchase right now?
Your discount code will expire at 0:00. Complete your purchase today to save money.
It might be a good idea to create some sense of urgency. Make your customers realize that the clock is ticking and that someone else can buy the desired products right out from under their noses.
4. Appeal to your customers’ emotions
Example chatbot message:
Your shopping cart is sad and lonely without you. Would you like to take care of it?
People feel guilty and bad about abandoning someone or something. It doesn’t have to be a big-eyed kitten.
You can tap into those feelings and make them feel sorry for the items they left behind. The image of an anthropomorphic shopping cart with eyes full of tears could be a little bit too much, but you can think about other images and phrases which match your brand and industry.
5. Make customers realize the effort they’ve already put into the shopping
Example chatbot message:
Your shopping cart is filled with many fine choice products. There is only one step to go before you enjoy them. Revisit your cart and complete the purchase.
Shopping can be stressful and requires a lot of patience. Customers have to make many decisions before they buy a product, and it can be truly exhausting. You should remind them that they’ve already put so much effort, that it would be a waste to not complete the purchase in the end.
Shopping Cart Abandonment Can Be Prevented
Shopping cart abandonment is impossible to eliminate completely. You cannot save each and every abandoned cart. But it’s not the point. The point is to recover as many abandoned carts as possible.
You can achieve it by understanding why customers abandon their carts and then – optimizing the process.
And our Tidio Chatbots can help you with that, by making sure that every customer gets engaged and you boost the conversion up to the maximum.
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