10 things we learned from e-commerce that no one is going to tell you | Episode 2
We open this chapter to talk about the cart or shopping bag, one of the most analyzed and studied screens, so much so that if you search Google you will find all kinds of information. We are not going to repeat what you can find in other places, here we are going to share real experiences that are worth telling.
We received a call from a client, he told us about a campaign that was not going as well as expected. He came in with a genuine concern: "we have too many abandoned carts." What he proposed to us was to offer an additional discount to "push the purchase". We picked up the idea, but first of all we needed to know the reason for the abandonment, so we went to your Analytics. In this search we noticed an interesting trend, sales were low but the average ticket was above the usual, in addition, we noticed that most of the carts that completed the purchase had been created two or more days, that is, the users who did not complete the purchase the purchase at that moment but rather they did it a day or two later. The problem was that this happened when the offer no longer existed, causing the cost per purchase of the remarketing campaign to double and making the user return to the store with the expectation of finding a lower price.
We intuited that perhaps cart abandonment was not a matter of price or the attractiveness of the offer, but perhaps an abandonment caused by all the distracting elements that the user has in the purchase process. A WhatsApp message is enough to cause a purchase to be abandoned , it happens to all of us. In this case, the proposed solution was not to add more discount, sacrificing even more margin, but rather to incorporate elements in the shopping cart that lead the user to complete the purchase at that moment.
We incorporated an " urgency generator" , a message that said: "some of the products in the cart have offers that are about to expire, finish your purchase before it runs out".
The sense of urgency and the perception of scarcity are very effective tools to make the user prioritize the purchase ahead of other distractions , 10 minutes of coding was enough for us to considerably reduce the rate of abandoned carts.
I leave you with some tips that have helped us improve the indicators of many of our clients:
- If your business is a store of articles of common use (a supermarket for example) allow the user to add more units of that same product, if your business is fashion, allow the user to change the size, it is in the cart where they finally make the decision whether the shirt you buy is M or L, even though you have a size guide in the product file. But do it by AJAX (ask your programmer what we mean) that prevents the cart from "reloading" and saves the user precious minutes.
- Remove all the distractors, the cart has only one function, make sure that the user meets the objective you are looking for, which is to complete their purchase, eliminate the hateful WhatsApp Bots, nor does Amazon use them.
- Take a good look at the mobile version of the shopping cart, you have less space on the screen than on desktop to place the same amount of information and it is common to see carts where the buy button is hidden among so many elements.
- If you need to increase the average ticket, the cart is a good place to place low value and high profitability products, place them at the end and after the buy button.
- "Shopping bag" or "Shopping cart" is the same for the user, we have done A/B testing and none of the options performs better than the other, if you are a supermarket it may be more consistent that you use a cart and if you're a fashion brand, you'll do better with a bag.
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