{"id":319,"date":"2011-03-14T11:08:38","date_gmt":"2011-03-14T15:08:38","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=319"},"modified":"2011-03-06T18:12:29","modified_gmt":"2011-03-06T22:12:29","slug":"shopping-cart-abandonment-killers","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/shopping-cart-abandonment-killers\/","title":{"rendered":"Shopping Cart Abandonment Top 5 Killers"},"content":{"rendered":"

\"\"According to the Fireclick Index<\/a> the average conversion rate is 2.2%, with a shopping cart abandonment rate of 67.6%. \u00a0Improvements in conversion rates is usually the most obvious path for many marketers, the problem is not many marketers know where to start (I’ll cover that in another post) and usually take stabs in the dark hoping to hit the right change that leads to a conversion increase. Most changes using A\/B testing and Multivariative testing for conversion improvements is usually done on pages higher up in the funnel on detail pages and category or gallery pages. But to get the most gains an attack on two fronts is best. The first conversion rate army can take on the pages at the top of the funnel but a second\u00a0regiment should be testing in the other direction from the bottom of the funnel up. Often times marketers stop testing or tracking at the shopping cart page, where more improvement gains can make of break your monthly revenue goals.<\/p>\n

However, before you can optimize your shopping cart pages you first must know more about why your prospects might be abandoning. So here are the top 5 reasons.<\/p>\n

The top five reasons for eCommerce shopping cart abandonment and how to know if you suffer from them:<\/p>\n

    \n
  1. Shipping and handling costs were too high<\/li>\n

    If this was happening on your website, how would you know? Often eCommerce sites don’t factor in the price of shipping and handling until much deeper in the shopping cart, if this is the case on your site take a look at your web analytics and look at what the bounce rate on that page is compared to other pages in your cart to see if you suffer from this problem.<\/p>\n

  2. I was not ready to purchase the product<\/li>\n

    This is a difficult question to answer but there is an opportunity to sell to this prospect later if you understand the power of follow up.<\/p>\n

    Set up an auto pop up on exit and ask a question or two in a survey that also captures email to send a follow up offer for a coupon to pull those prospects over.<\/p>\n

  3. I wanted to compare prices on other sites<\/li>\n

    This is one of those harsh realities online that we as marketers have to live with. But how can you fix this if you don’t know it’s happening?<\/p>\n

    Take a look at your time on site around the time of competitor sales and cross reference that with the what product detail pages or where ever you’re showing the price and your exit rate for those pages.<\/p>\n

  4. Product price was higher than I was willing to pay<\/li>\n

    This is another one of those tricky soft questions that can only be answered with qualitative information like exit surveys and other feedback tools.<\/p>\n

  5. Just wanted to save products in my cart for later consideration<\/li>\n

    Again the power of follow up here is king. If you can set up an automated email to everyone that has items in their cart you’re sure to increase your bottom line. If you really want to kick your conversion rates up combine this technique with the\u00a0principal\u00a0of\u00a0scarcity\u00a0and auto empty all carts after 2 weeks but be sure to tell your prospects that in your follow up email. That will give them a reason to come back and buy from you.<\/ol>\n

    Image from Flickr<\/a> used under creative commons license<\/p>\n","protected":false},"excerpt":{"rendered":"

    According to the Fireclick Index the average conversion rate is 2.2%, with a shopping cart abandonment rate of 67.6%. <\/p>\n","protected":false},"author":1,"featured_media":321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,48,3,18,50,20],"tags":[],"class_list":["post-319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","category-conversion-rate-marketing","category-conversion-rate-optimization","category-ecommerce","category-internet-marketing","category-multivariant-testing","entry"],"yoast_head":"\nShopping Cart Abandonment Top 5 Killers<\/title>\n<meta name=\"description\" content=\"The top five reasons for eCommerce shopping cart abandonment and what to do about it.According to the Fireclick Index the average conversion rate is 2.2%, with a shopping cart abandonment rate of 67.6%.\" \/>\n<meta name=\"robots\" content=\"index, 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