4 Reasons for Cart Abandonment

You probably have a plethora of analytics for your eCommerce site.  What if you’re stuck in the situation of having a high volume of traffic but few conversions (check outs)?  It’s likely due to abandoned carts.  Here are a few reasons why those customers might not be buying and how you can get them to convert.

1. Shipping and handling charges

Do you ever get to the final stage of check out online and notice a $12 shipping charge for merchandise that costs $20?  If the purchases are not a necessity, you’ll probably abandon the cart and go elsewhere.  This is why companies like Zappos excel at the eCommerce experience — shipping is ALWAYS free!  So what can you do to combat or avoid this problem?  Make your shipping/handling charges transparent.  Don’t entice someone to purchase your products just to abandon them because of a shipping charge.  Clearly make your policy known well before check out.

2. Not responsive and/or mobile friendly

Two different concepts but ultimately related to the overall user experience.  If your eCommerce site is not responsive on tablets or mobile devices, you could be in trouble during the checkout.  It’s difficult to complete the transaction if the screen does not cooperate.  Conversely, you might have a responsive site but it’s not mobile friendly.  For example, you might use buttons or call to actions, but they’re small and hard to use on a mobile device.  Abandoned carts are inevitable if this is the case.  So it’s obvious that you should have a responsive site and mobile friendly site.  Perhaps you also invest in developing a mobile app for the ultimate eCommerce experience.

3. Security concerns

The ubiquity of large data breaches can’t be ignored.  As a result, many shoppers are anxious about shopping online.  Alleviate this with PCI compliance, which essentially means you’re protecting customer data.  Znode employs a fully PCI compliant shopping cart, so you never have to worry about sensitive information getting into the wrong hands.

4. Account creation

It can be incredibly frustrating to create an account in order to check out on a site.  Sometimes you need to quickly place an order but have to go through the laborious process of creating an account.  What prevails?  Abandoned carts.  You’ve given the customer an extra step in the checkout process.  Consider adjusting your strategy if this is the case.  Another added benefit of making the account creation optional is revealing your most interested customers.  Someone who voluntarily gives you your email is likely a meaningful customer.

Don’t fret if you’re experiencing abandoned carts.  It’s a problem that can be solved if you evaluate the cause.

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eCommerce Trend: Abandoned Cart Management

Guilty as charged.  I recently abandoned a cart with running shoes for an upcoming marathon.  I was about to complete the transaction when I decided to stick with a pair I recently bought.  Everyone has done this…and we abandon our carts for so many reasons–shipping costs, indecision, credit card security, account creation, etc.  To combat this issue, many eCommerce stores are investing in platforms with abandoned cart recovery.  Here’s why it’s so important to jump on the bandwagon.

If you’re an eCommerce manager, sales are probably a key metric for success.  Abandoned cart management is one way to recover those lost sales.  According to Business 2 Community, abandoned carts account for nearly 70% of lost sales every day!  Whether you’re a small online shop or Amazon, that is a massive portion of revenue.

In addition to recovering some lost sales, an abandoned cart management strategy can give you insight about your eCommerce strategy.  For example, if you utilize reminder emails, you might offer free shipping or other incentives to prompt a purchase.  Maybe your customers are getting bogged down with shipping costs or the requirement of creating an account.  Adjust accordingly to win these customers.

So what are some best practices with this strategy?  Reminder emails are the most popular simply because if the customer has provided an email address, there’s already some interest.  Within those emails, follow these tips:

1. Wait 24 hours before you send the first reminder.  Give them some room.

2. Make sure the customer knows it’s you sending the email.  Clearly identify yourself in a messy inbox!

3. Incentivize.  Offer free shipping or a 10% discount on the order.

It’s crucial to implement abandoned cart management on your eCommerce platform.  Whether you opt for emails, offsite retargeting, onsite retargeting, or something else, you should invest in this feature.  Znode’s Multifront platform has backend shopping cart recovery functionality.

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8 Things You Might now About Multifront 8.0

In 2015 we released Multifront 8.0, with 8.1 following a few months later.  The new upgrades feature a plethora of new features, making the platform more robust than ever.  If you’re curious about upgrading your current eCommerce platform or looking to start fresh, familiarize yourself with a few facts about 8.1.

1. Full MVC framework.  Multifront is now built with MVC 5 and brings a lean, scalable eCommerce platform.  You’ll be able to reuse and maintain the same code, saving your development team a lot of time.

2. Redesigned admin.  Our fresh admin is fully responsive, making the user experience clean and user-friendly.  Work from the admin on any device–mobile, tablet, or computer.

3. Extension framework.  Third party plugins can now be developed by clients, partners, and independent developers.  Take your eCommerce functionality to the next level with this framework and fully reap the benefits of a customizable platform.

4. Single page checkout.  We’ve added the option for your customers to checkout on a single page.  You can still offer step-by-step checkout as well.  All of this is managed by the site administrator.

5. Quick order pad.  We’ve simplified the online shopping experience even further.  Your customers can use the quick order pad to add products directly to the shopping cart for a quick shopping experience.

6. Improved site admin.  In addition to a responsive layout, the back end features category tree browsing and visual reporting.  You’ll gain even more extensive insight about your eCommerce store.

7. New templates.  Our templates are implemented with best practices in mind for search, navigation, and conversion.  Don’t worry about meeting Google’s algorithm requirement.  Everything is fully responsive and mobile ready.

8. Abandoned cart management.  Are you struggling with customers shopping on your site but not completing the transaction?  Manage those abandoned carts with Multifront and see those conversions.

These upgrades will take your eCommerce platform to the next level of functionality.  You may even see a jump in your SEO with the mobile ready templates.  Visit our website to learn more or request a demo.

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2016 eCommerce Trends

With 2015 coming to a close, it’s already time to start getting your eCommerce site ready for 2016.  Trends have come and gone, but the following are going to reign next year…and likely stay for good.

1. Mobile shopping.  We’ve said it time and time again: mobile shopping is as prevalent as shopping on a desktop or laptop.  Our culture now dictates mobile devices as a must-have item, making it a key component of eCommerce.  It should be noted that we’re not talking about mobile apps.  We’re talking about mobile sites.  A report from Kissmetrics found that 7 in 10 consumers would rather use a mobile website over an app.  The same report concluded that mobile phone users are the most valuable segment of customers because their conversion rate is so high.

2. Marketing automation.  You might be thinking email automation with this one, but it’s so much more!  Ventureburn notes that “customized landing pages, tailor-made discounts and promotions, easily accessible shopping carts, and automatic display of related recommended products for customers” fall in the realm of marketing automation as well.

3. Product customization.  You’ve probably been online recently and seen options to customize or personalize products.  This is a growing trend in B2B and B2C spaces because everyone wants their products tailored.  What’s better than designing exactly what you want?

4. User interface improvements.  No one wants to shop on a clunky eCommerce store.  Simplistic design and an easy check-out process will be king.  Practical Ecommerce also notes that striking photographs and videos will be popular in 2016.

Keep these trends in as we round out 2015.  eCommerce is booming in B2B and B2C spaces, so a look at upcoming trends will help keep your site relevant.  It’s a game to play –getting conversions– but it can be done with the right insight.

eCommerce Lingo: Cross-selling and Upselling

You’ve probably heard the terms cross-sell and upsell in the eCommerce and/or marketing world.  The terms are often used interchangeably, but they could make up a venn diagram.  In eCommerce, it’s especially crucial to utilize these techniques for higher online sales.

Cross-selling is essentially getting the customer to purchase related products.  For example, if you’re purchasing a Fitbit online, the seller might prompt you to purchase a pack of Fitbit bands with different colors.  Or perhaps the online merchant suggests you add Fitbit’s scale to your cart.  These products, in general, are related.

Upselling is motivating the customer to upgrade to a more expensive product or add features to a product.  You’re still shopping for a Fitbit and you’ve been prompted to upgrade from a Fitbit Flex to a Fitbit Surge and you’ll get free shipping if you do so!  What’s happening here is motivation to upgrade to a more expensive product with more features–upselling.

It gets confusing when the two concepts overlap.  You’ve probably seen words like “You may also like” and “Frequently purchased together” on eCommerce sites.  For example, if you’re shopping for a DVD player online, you might see a “Frequently purchased together” on the page, which points to flat screen TVs.  These items are companions, but purchasing a TV is a huge upgrade.  So while the eCommerce site is prompting you with a related product, it’s also prompting you with a more expensive product.

The bottom line is that cross-selling and upselling can gently motivate your customers to purchase more.  However, it should be done properly.  Look carefully at previous orders–what do customers frequently purchase together?  Are customers adding more features like warranties?  Evaluations of past purchases can help you predict future orders and prompt those customers accordingly.

Znode’s Multifront eCommerce platform offers both cross-selling and upselling capabilities for your eCommerce site.  This is an essential feature, so make sure your eCommerce site is with the times!