A funny thing can happen to your business website. Users can get to the final page of purchase and then click away. Actually, this isn’t funny, it’s rather annoying and thanks to the latest analytic tools, you can watch it happen. You can literally see users abandoning your site right before committing to a purchase decision. What’s going wrong here and how do you stop losing clients?
Well, there are lots of reasons why a customer might abandon a purchase. You won’t be able to solve them all, but there are a few clear steps you can take to improve the situation.
Direct Engagement
First, you should think about ways to directly engage with users visiting your website. Remember, it’s often true to say that when a customer chooses not to buy from your business, it’s because they don’t have enough information. Direct engagement can provide you with that information. It can ensure that you will be able to answer any queries that they have. There are lots of routes to explore here.
For instance, you might want to consider a video chat. Services like Click4Assistance will allow you to set up a video chat on your business website. It’s a highly immersive way to directly interact with users in a way that not many businesses actually offer.
Try A/B Testing
Even the smallest detail can stop a consumer from committing to a purchase. That’s why it could be worth exploring the process of A/B testing. A/B testing can be brilliant because it will allow you to pinpoint a specific thing on your site that is causing issues with conversions. Essentially you run two versions of the site at the same time with a little detail changed. This could be the colour of a buy button. Analytics will tell you if the change is a success and you can then add it to the primary site.
Boost Performance
You might also find that the problem with your site is a simple matter of speed. If your pages aren’t loading rapidly enough then customers will quickly get bored. They’ll click away. Boosting your site performance can be as simple as lowering data levels of pages. You also need to make sure that your website is mobile optimised and responsive on numerous platforms.
Explore Remarketing
Finally, even if you can’t stop customers walking away from your business, you can still bring them back. One of the best ways to do this is with remarketing. A remarketing strategy uses cookies to ensure that an ad for your site and potentially a specific product follows your user as they continue to search online. The ad reminds them of what they were going to purchase and hopefully brings them back to complete the task. It’s not always foolproof but it can work wonders.
We hope this helps you understand some of the key strategies that you can explore to handle the dreaded abandoned shopping cart. These are of course not the only ways to stop losing clients but should help reduce the rate. Customers are literally walking out the digital doors of your business. It’s time to bring them back in to complete their purchase.