Does your website have abandonment issues? It’s okay, we’ve all been there. Like most things in life, it’s how you deal with your issues that really matters.
Let’s start with a reassuring fact. It might feel like there’s not much you can do to stop cart abandonment, but if you anticipate the reasons your customers are leaving your site in the first place, you may be recover. In fact, according to a study by Qubit, abandonment recovery messaging resulted in a 1.1% uplift!
Cart abandonment is a really common problem for online businesses. And it makes sense when you think about your own shopping behavior. You go to a website to research a product or service, check prices, see what shipping might cost—but you’re not necessarily there to purchase something right in that moment. Sometimes you don’t have the money right then. Sometimes you’re blindsided by shipping prices. Sometimes you’re just doing research for a later purchase. There’s plenty of reasons you might not check out.
What might make you change your mind about leaving? To answer that, let’s go over some reasons you might abandon a website in the first place.
The Intent Behind Exiting
There are tons of reasons a customer might leave your website without purchasing. They may even get so far as to add something to their cart, but just walk away. The best way to deal with cart abandonment is to have a better understanding of why customers leave.
Once you know why, you can use Exit Intent tools to trigger messages that may appeal to that customer as soon as they mouse away from the site towards the address bar.
It’s a Really Big Purchase
It’s one thing to mull over a $60 pair of sneakers. You might wonder if you could get away with a $30 pair. You might look for the same pair (or something similar) that’s a little cheaper. But generally speaking you don’t really need to talk to a sales rep about the benefits of footwear. You already know it’s a thing you need, and in the grand scheme of things, it’s not a huge expense.
But what about installing a ventilation system in your home? That might cost a little more than a pair of kicks. Not only that, but it’s a big decision. It’s something you’re going to be living with for years to come. It’s not something you decide on a whim.
A purchase like that usually requires some research and in depth knowledge of the product. You have to really understand how the system works, what the benefits are to having one and be able to wrap your head around the overall value. Those are the types of questions and concerns that are best addressed by a good sales rep. But of course your website isn’t a showroom floor. There’s not a friendly face waiting to answer questions and help the customer feel confident in their purchase.
But that doesn’t mean you can’t try to ask them if they need any help.
Solution 1: Answer Questions
Wave Home Solutions solves this problem by showing a Q&A form to customers who are about to leave the site. (It would be that showroom floor equivalent of asking someone who seems like they’re overwhelmed and may leave if they need any help.)
This form gives them the opportunity to connect with a customer who is interested in their system, but may not be ready to purchase for whatever reason. This form gives Waves Home Solutions a chance to narrow it down and figure out what else the customer may need to finalize their decision and make the purchase.
Looking For the Best Deal
Comparison shopping. We all do it. It’s one of the greatest things about online shopping. (That and never having to leave the couch or look for a space in a mall parking lot.) It’s so easy to just pull up a few different websites and see who’s got the best prices.
Of course as a retailer it’s frustrating, to say the least. Even if you try to be competitive with pricing, it’s not always possible to keep up. You may not be checking your competitor’s pricing daily, but your customers probably are.
Here’s the scenario: Dana, a potential customer has checked out a competitor’s site where she saw a price of $34.99. She then visits your site and sees $29.99. That’s better, but she has one more site to check…
Now you COULD be lucky and have a better price than the third place and she may come back. Or you might not have a better price and you lose the sale. You could even have the best price but she got a phone call, walked away from her PC and then forgot all about it. Now the lead is cold.
The thing to do in this case would be to throw up a quick offer, before she leaves.
Solution 2: Offer a Discount
EMC Security does just that. In the moment when Dana moves her mouse to the address bar she would see an offer for 57% off and the words “limited time offer.” That’s the perfect opportunity to grab the attention of comparison shoppers.
If you set up the offer so that it requires a customer to put in their email address that guarantees your ability to reconnect with that customer even if they keep shopping around.
How likely exactly? The follow up email that EMC Security sends has a 60% open rate and a 40% click rate.
Figuring Out Shipping
Comparison shopping isn’t only about price. It’s about shipping price. And not even just shipping price, but in some cases, shipping convenience.
If you’re buying something large and awkward—like say a sofa—you’re probably gonna give a lot of thought more thought to shipping than usual. You’re look at things like price. How it’s delivered. When it’s delivered. Or in some cases, if it can be delivered.
Solution 3: Make Shipping Hassle-Free
Coleman Furniture sets themselves apart in an ingenious way when it comes to shipping.
Any product that comes with free delivery and in home setup has that information featured on their product pages. But in case the customer doesn’t notice that, as soon as they go to exit the site, a lightbox message appears that says “Enter your Email for Free Delivery & In Home Setup.”
If you’ve ever had to bring a sofa home from the store, you already know what a great selling point that is!
You Actually ARE Going to Buy, Just Later
Sometimes you’re just checking out a site, or getting more information. You may actually intend to buy, in some cases a lot!
If your business has a large catalog and does a lot of B2B business, the exit intend strategy that will probably prove most effective looks a lot like what Torchmate is doing.
Solution 4: Offer a Catalog Download
If a customer is on certain product pages and about to leave, Torchmate offers a download of their catalog. It’s convenient and helpful to anyone who plans to do a lot of buying from them over time.
It’s the Kind of Thing That’s Hard to Buy Online
Certain products require consultation, measurements fittings, etc. It’s not easy to sell those products in a digital space. But of course you still need a web presence, and to generate those leads.
Solution 4: Target Your Local Customers
Smile Direct Club does an great job of bridging the gap so to speak, between their customers and perfect teeth.
Since their product requires that a scan or impression of your teeth, they have to be able to get that from their customers to sell their product. The lowest hanging fruit in that case is the customers who live locally and can come in for a free 3D scan. Everyone else has to pay for a kit they order in the mail, which is a bigger barrier to entry.
But in order make things as simple as possible for customers, Smile Direct Club shows an exit intent lightbox based on zipcode. Anyone local will see an offer to come in and get a free 3D scan of their teeth. (Who doesn’t love free stuff?) Everyone else will get a discount on the kit. (And we already know discount codes are an effective strategy!)
Stop Cart Abandonment with Exit Intent Tools
Each of the examples above outline different ways that companies are anticipating their customers needs and meeting them with effective solutions using Digioh.
Our Exit Intent rules make it easy to show specific messages and offers to customers before they leave. Obviously from these examples it’s easy to see that there’s no one-size-fits all strategy, but we’re always happy to help you figure out the best one for you and your customers.
Please contact us if you’d like help determining the best Exit Intent strategy for your website.