Shopping cart abandonment is the bane of ecommerce business owners. The conventional view is that an abandoned shopping cart implies some sort of a rejection of the product/s in question. However, research on the subject has thrown up some interesting, even surprising, insights.
For one, shopping cart abandonment turns out to be more of a necessary step in the decision-making process for the customer in certain cases. Think about it from the point of view of a customer, and suddenly everything starts looking rosier than it did before. Customers can also come back many times over to complete the purchases they once postponed. For the purpose, they might store items in their wish lists. If you were a customer, that is pretty much the thing that you would be doing as well.
Abandoning a shopping cart can be easily resorted to by a customer for reasons such as:
- Being required elsewhere – online or offline – very urgently
- Having more important work to complete
- Not having the inclination to make a purchase for financial and other reasons
- Being unable to stay connected – for whatever reason
Let us consider these four sample instances of reasons for cart abandonment. Priority calling seems to be a common factor to all these. Now you as the business owner need to create offers and discounts and any other possible excitement that will hold the prospective customer’s attention long enough to merit a purchase. There are of course many alternate ways to do that, I simply mentioned what I think is the most effective.
Supporting the customer in making the decision can be a rewarding effort. That is also the reason why email marketing is so full of potential. Great care needs to be taken in how you go about using your persuasive powers, however. An abandoned shopping cart can, at the very least, mean that there was some intention to purchase the abandoned products.
Even with those customers who see their shopping cart through to fulfillment of the purchase, you can adopt a little more involvement and engage creatively and tactically with them to ensure that they return to your store for more products. Indulgence is the new business mantra.