When you run an e-commerce website, it’s easy to assume that your marketing efforts can end once your customer has clicked on the “Add to Cart” button. After all, once that button has been clicked, the purchase is a sure thing, right?
Wrong. The majority of people who add a product to their online shopping cart don’t actually follow through with the purchase; the average e-commerce purchase abandonment rate is 66.22% (Baymard Institute). In order to encourage your shoppers to follow through with their intended purchases, you need to employ a variety of marketing tactics throughout the purchasing process.
Utilize Reviews and Testimonials
Placing customer reviews and testimonials on your product pages serves a number of important functions for your e-commerce website. Reviews offer the shopper additional information about the product that may not be found in the original listing – how well the item fits, how it functions in real-world situations, what problems it may come with, and what people like and dislike about it. The more information that’s available to the shopper, the more comfortable they will be making the purchase.
- Reviews also function to keep your product page content updated and unique – which bodes well for your SEO rankings.
Add a Wish List
Sometimes, shoppers add items to their cart in order to keep track of items that they are interested in purchasing in the future. Get these items out of your cart by transferring them to a wish list. When these items are no longer sitting in abandoned shopping carts, your e-commerce metrics can better help you determine the real reasons visitors aren’t following through with their purchases.
- Having a shareable wish list can increase sales by making it easier for visitors to buy gifts for friends and family.
Show Them Similar Products
Do you sell a number of items that are very similar? Try displaying similar products on each of your product pages, at the bottom of the listing or in a column on the side. Seeing other items that are closely related to the one they are viewing can help visitors find the exact product they’re looking for – making them more likely to complete the purchasing process.
- You can also add complimentary products and accessories in an effort to upsell your products. For example, you can display extra batteries on the listing for an electronic device, headphones for a music player, or matching earrings for a necklace.
According to the Baymard Institute, the average e-commerce checkout process takes 5.08 steps: from the moment the customer clicks “Add to Cart” to the moment they complete the purchase. Each additional step in the purchase process gives customers an opportunity to abandon the sale, so it’s important that you make it as short as possible.
The easier it is for your customers to finish their order, the more likely they will actually do it. Common mistakes that online sellers make in their purchase process include:
- 24% of e-commerce stores require customers to register an account in order to complete a purchase.
- 50% of these stores ask customers to supply the same information more than once; 81% require buyers to receive their email newsletter or fail to provide an opt-out option.
There are a number of opportunities for your business to market through the purchase process. The goal of your marketing should be to encourage visitors to complete a sale, rather than abandoning their full shopping cart. In order to successfully reduce your shopping cart abandonment rate, make the checkout process easier, add upsell incentives, and encourage customers to feel good about their purchase with testimonials and product reviews.