Identify Customer Drop-Offs and Stop Losing Conversions
Wigzo by Shiprocket
All-in-one platform for growth | Revenue growth platform for increasing your LTV and Repeat Purchase
P.S.: ??4.6 trillion of merchandise is abandoned in shoppers’ digital carts ??annually.
It was a Saturday night, and Meera was innocently scrolling through an e-commerce site.
But then, it happened. She had an impulse to buy everything.?
The female empowerment mug? The wine ?? tumbler? The pillow that said "Nap Queen"??
She wanted it all. She added everything she liked to her cart but bailed. Dang!
Does this happen to you also? People visit your site, browse items, and add a few to their cart but leave the journey mid-way.
Shopper drop-off is a major problem facing the e-commerce industry.??
In 2022, 80% of all online shopping carts failed to reach the checkout stage.
Looking at these enormous numbers, we can expect much higher drop-off rates much earlier in the shopping journey before visitors even add items to their carts.
So, let’s look at the path that a customer traverses and at what points he has an urge to leave and go check out your competitors.?
The Five Stages of the Shopper Journey
?? Visits >>> Product Views >>> Cart Additions >>> Checkout >>> Payment
The journey begins when a shopper has the need or desire for a product or (in most cases) when the impulsive shopping nerve hits. He then visits an e-commerce website, browses the collection and adds items to the cart. This takes him to the checkout page, where he makes the payment, and voila! Order is placed!
This is the dream journey map of every e-commerce site owner ever!?
But does this happen in real??
Is the customer journey this smooth?
Hell, no!?
The truth is - not every user who visits your website ends up buying! There are drop-offs, a lot of them! And if you don’t tackle these drop-offs, you are missing out on potential sales. And I’m sure you don’t want this!
So, what needs to be done? Let’s begin from the beginning.?
Where do customers drop off? ??
Here are the events that take place when a random visitor lands on your website.
Event 1: A user visits your website
Event 2: She browses the product page
Event 3: She adds the item to the cart
Event 4: She clicks on the "Pay Now” button?
Event 5: She lands on the "Thank you” page?
These are the major events that happen between a user coming to your website and making a purchase. You can create more events in between the funnel. For example, before the customer makes the payment, he must select shipping options, add discount codes, or fill in the billing info.
Any customer moving from one event to another is a conversion; if they fail to do so, it is a drop-off.
Let’s look at the different scenarios where customers drop off, why they drop off, and what you can do.
?? Scenario 1: When the customer leaves from the product page
Customers can drop off at any stage. They might leave your website from the first page itself, or might stay longer to browse the products.?
There could be many reasons:
If you are not able to keep your customers engaged and provide an amazing customer experience that motivates them to buy, you need to work on it ASAP!
What can you do?
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Encourage visitors to shop from you by displaying hot deals and offers they can’t refuse. Use onsite pop-ups to present the offers and take a direct hit on their impulsive shopping nerve.
Prevent visitors from leaving your website. As soon as they try to leave, use gamified exit intent pop-ups and tickle their curiosity to win coupons.?
Every user visit to your online store is an opportunity for a sale. To make it happen, you should know what your customers are looking for to make it happen. Analyse their real-time behaviour and trigger notifications that ease their shopping experience.?
A pleasant shopping experience is valuable in improving conversions and reducing drop-offs. Focus on these pointers and say good-bye ?? to drop-offs.
?? Scenario 2: When customers leave after adding items to the cart?
Cart abandonment is a big problem facing the e-commerce sector. According to Baymard Institute, the average documented online shopping cart abandonment rate in 2022 was 69.99%. That’s huge!
A large portion of cart abandonments are simply a natural consequence of how users browse e-commerce sites – many users will be doing window shopping, price comparison, saving items for later, exploring gift options, etc.?
What can you do?
It’s very important to know the cart abandoners. Segregating your customers becomes important at this point. When you know which customer has abandoned the cart, you can target them with cart recovery messages and recover lost sales.
Nudge customers to complete the purchase and recover abandoned carts. Trigger cart recovery automation and send reminders to customers at set intervals on different communication channels.
?? Scenario 3: When customers leave during checkout
Most of the drop-offs happen at the checkout page.?
Reasons for Abandonments During Cart & Checkout (Baymard Institute Report, 2022 data):
A lot of these issues can be fixed purely through design changes. Nearly 1 out of 5 shoppers have abandoned a cart in the last quarter due to a “too long / complicated checkout process”. Making some changes related to the checkout process can help you reduce drop-offs and improve sales.?
Ways to lower Drop off Rate in a Conversion Funnel
Simpler Onboarding Process ??
Try to make the opt-in process as simple as possible and try to minimise asking too many personal questions. Include as much predefined information as possible to reduce the amount of information the user has to fill in.
A/B Testing
Test several variants of the Homepage, Product page, Checkout Page, etc., and determining which page led to the minimum drop off or the highest conversion. You can test pages by changing button color, size, text, placement etc or by modifying forms. In addition to this, you should put your email, SMS, WhatsApp,Onsite and Push templates to test and see which campaign performs the best.?
Building Customer Journeys ??
Customer Journey Maps helps you to visualise the path customers take from awareness to purchase. A customer journey maps make it easier for you to identify the stages where customers drop-off. Knowing the drop-off points help you change your strategy and deliver a better customer experience.
Guide customers in the right direction with triggers???
Analysing the real-tme customer behaviour helps you to trigger notifications according to the actions they take on your website. For example, if a customer tries to leave, display an exit intent pop-up. When a customer browses the products, let him know about the ongoing offers. When a customer tries to abandon the cart, remind him to buy.?
Understanding customers inside out
When you know customers, you cater to their needs best. And when this happens, customers convert. Creating a 360-degree customer profile comes in handy at this point. It helps build customers’ personal profiles and know their needs and preferences.?
Simplifying the Checkout Process ?
Simplifying the checkout process is crucial IN reducing drop-offs and giving customers a better experience on your website. Through testing and optimizing some aspects of the checkout process, you can increase site conversion without incurring extra marketing expenses.
Concluding Remark
Shopper drop-off is not a lost cause.
High shopper drop-off rates can result in thousands or even millions of dollars in lost sales. Despite the prevalence of this issue, cart abandonment is not a problem that can’t be resolved. Identify the root cause, take a proactive approach and encourage shoppers to be more inspired, engaged, and eager to buy. ???