What to do about shopping cart abandonment

Imagine that you own a grocery store. You select top-notch brands and products, keep up with fresh inventory and work hard to optimize the aisles and store layout for traffic flow. Customers are able to move through easily, find what they need and get on with their day… until they reach the register, that is. The slow checkout lines are a bottleneck and people start leaving without buying anything.

Clearly, that’s a problem. Lost customers cost you money. They hurt your sales and your morale. And, their needs aren’t met either. We talk about “shopping cart abandonment” all the time online, but there’s no better way to explain it than with that real-life grocery store scenario. In this case, your website is the bottleneck; the cause of deserted carts and rejected products. It doesn’t matter how well you advertise or connect with your customers on social media if it all leads back to a generic, ineffective website. Shopping cart abandonment is a symptom of the much bigger problem: a lack of consumer connection and custom content.

SmartInsights, for example, recently analyzed the eCommerce conversion funnel and found that more than 40 percent of visitors will look at specific product pages, but only 14 percent of those visitors will add products to their cart – and only 3 percent will actually purchase something! And let’s not forget that 100 percent of those people were interested enough to come to your website to begin with. The fact that most them left without buying anything should be a major wakeup call – something is wrong with your website.

Your potential customers move through search engines, websites, social media and their email seamlessly. They like what you have to offer, click on your targeted ads and possibly even check in to your site multiple times. But when it comes time to make a purchase, they flee. What gives? Why do your potential customers lose interest along the way? And how can you keep them engaged and increase your conversion rates?

Website personalization is the answer. With it, you can achieve the final ding at the cash register. You can extend the positive, tailored customer experience to your website homepage and beyond. Personalization empowers you to customize your website based on who is browsing and ensure that they’re seeing relevant content, images and product recommendations. You can feature the same product that made them click through in the first place, for instance, so that they don’t have to digitally dig for it. You can offer them more value and convenience than any other brand.

By tailoring your website experience based on individual consumer needs, you can make consumers feel understood, cultivate a connection and encourage brand loyalty. At the core of it, website personalization means taking the time to recognize who your various audiences are, and what motivates them. A parent of a college-aged student in Wyoming, for example, is going to have different needs than a parent of a newborn baby in Florida or a single man in Massachusetts. Once you gather that data and incorporate those insights into your marketing strategy, you can hone in on how to better cater to those audiences, optimize your website and reduce the number of abandoned shopping carts.

Ultimately, by breaking down the components of website personalization, you can get to the root of shopping cart abandonment – and how to get rid of it:

  1. Align your marketing strategy and personalization goals
  2. Identify your different audience groups
  3. Segment your audience personas
  4. Setup analytics so you can track performance by customer segments and different website experiences
  5. Create relevant content, images, recommendations and CTAs for each group
  6. Bring the personalized experiences to life
  7. Extend the personalization journey across your marketing efforts to increase the value you offer to consumers and encourage brand loyalty

The simplified steps above illustrate the personalization process. Taking the time to implement website personalization and connect with your consumers will positively impact your website conversion rate. By customizing the purchase process and streamlining your checkout, you can deliver a better consumer experience and set your brand apart from the rest.

From SEO to targeted ads to social media attempts, you feel like you’ve done it all – so why are you still struggling with shopping cart abandonment? Persosa can help! We can treat the cause of your website woes – not just the symptoms. With website personalization, we can tailor the entire customer journey with real-time data – from acquisition to website visits to re-engagement efforts. Our personalization platform makes it easy to convert new visitors and engage existing customers. See how it works here and contact us with any questions today.