Ok, did that headline draw you in? Good!
Marketing Sherpa (via e-consultancy) has some advice for all e-commerce web sites – 48% of potential customers are bailing on their purchase at the checkout stage!
While some of these customers can’t be salvaged, many are likely abandoning their purchase due to reasons you have control over. I’ve worked with lots of companies that have asked for SEO and marketing advice, yet the first step is always to look at the usability of the site and the checkout process. I’ve told many clients, doubling your search engine traffic is often a lot harder than doubling your conversion rate!
A real life example comes from All4Memory that has an automated email that goes out to anyone that fills out their shipping info, but then doesn’t complete the transaction. Whether the buyer got cold feet or, as in my case, the shopping cart just didn’t finalize the transaction, it’s a smart move for mopping-up potential lost customers.
What’s your advice for improving shopping cart abandonment rates?