Understanding Cart Abandonment

It was in the cart, why didn’t they buy it?
According to the Baymard Institute, the average cart abandonment rate is 70%. That’s a really high number. Image if a brick and mortar retail store had 70% of shoppers put an item in their shopping cart and then just walk out of the store without buying it. There’s a huge commitment gap between putting something in an actual shopping cart and putting something in an online cart. Here are a few ways to close that gap.

Not enough information
In a retail store you can touch and feel the merchandise, you can try it on and see how it fits. You can’t do that online which means you are asking your customer for a leap of faith. Make sure you explain the features, benefits and details in the copy. No one reads copy until they want to buy something, then they read everything. Worry less about keywords and more about explaining the item, and why should they want to buy it. Think about what your customer needs to know in order to make a purchase. What is it made of? Does it run true to size? Is it super soft? Is it washable? If you don’t know what questions your customers have, ask your customers for input.

Not enough images, or not good images
There are beautiful images that make you think “Wow, I love that!” but they don’t show all the details. Say the model was being playful and is partially behind a tree or prop. Use the Wow image to get interest but make sure there are images that fully describe the product.

Life
It happens to all of us, we’re shopping and then the phone rings, or the kid yells, lunch break is over, or the something does whatever. You never get back to shopping. This is where targeted ad programs that follow customers around the internet excel. If you just got interrupted, sometimes a little reminder will do the trick.

Boredom
Shopping online is very monotonous. Click in, click through the images, click out. Click in, click through the images, click out. Websites are so constrained that there is very little you can do. Adding AI like FindMine to introduce new products can make an 8-10% difference. Adding Stylaquin to transform the overall shopping experience by making it possible to flip through a site like you flip through a magazine has improved conversions rates by triple digits.

Too many tabs
Women in particular want to look at multiple items and compare them before making a final decision. They tend to keep items that interest them open in separate tabs. This isn’t a great way to keep track of things and like all cobbled together solutions, they tend to fall apart, and get closed or changed by accident. This is a structural problem that only Stylaquin truly fixes by giving customers an Idea Board that keeps all the items they’re interested in in one place, and lets them change colors and sizes till they have exactly what they want.