Why Abandoned Cart Recovery Measures Are Important To Any Ecommerce Business

It might seem that conducting business online makes everything easier and profits higher

, but the truth is that the cyber world presents a host of challenges just like the real one. For any business owner, turning visits to their premises into sales is the corner stone of success, and for website owners a similar situation is necessary, making the significance of abandoned cart recovery measures all the greater. The basic motivation behind such measures is to rescue abandoned baskets or carts that online shoppers would normally fill before finally filling out their credit card details. It is not unusual for online shoppers to have a change of heart just before buying, but many cases can be rescued. Exactly how this could be done had been a problem but the development of technology that can effectively monitor the actions of a website visitor and detect hesitation, coupled with the availability of shared consumer information, means that an online customer can be identified and contacted by phone. Just as mobile marketing SMS systems allow companies to communicate directly with potential customers, marketing information can connect website and customer too. It may even seem unnecessary to have to contact online shoppers at all, but the system is based on long established standards in the retail industry, standards that consumers have grown to expect. In essence, retailers know that they must attend to the needs of their customers if they are to provide a fully satisfactory service. For example, a person with a view to purchasing a laptop is presented with a limited amount of information from the in store display cards. Certain details of models are available to read, and from that any customer can make an educated decision on which ones are most suitable for their needs. However, it is highly likely that they will have questions to ask before committing to making a payment. This is where they will typically seek a sales assistant. If they cannot find a member of staff, however, it is common practice to simply leave the store and go elsewhere. From the consumer point of view, having someone to speak to and reassure them before handing over any money is a vital aspect of the transaction. Lost sales can prove costly for any business, and when it comes to online shopping, the idea of an abandoned shopping cart, or shopping basket, has meant huge losses given the potential number of customers that any website can have. Despite this reality, however, research has shown that only a small percentage of companies have actually acted to try to rescue these sales by contacting the customers themselves. There are a number of triggers that indicate that a sale is being lost. One of them is that the payment page has been opened but not been completed after a certain length of time, typically for 5 minutes. This suggests a final hesitancy on the part of the customer. Another is that, though items might have been saved to the cart or basket, the shopper does not access the payment page, also suggesting there is an issue with confidence. The system works by notifying an assigned call centre after a trigger has been detected. A call centre agent can then make a call to the customer, and enquire if he or she has some questions about products or would like some extra information. The timing of the call is critical, with research also showing that calls to customers who are still is online are twice as likely to be answered than if a follow up call is made after 24 hours. Meanwhile, the individuals who are still online are three times as likely to actually go through with the purchase. The reason why these abandoned cart recovery measures work comes down to simple psychology. A customer who feels they are being attended to, are more likely to buy than one that is not communicated with. This is as true for online shoppers as it is for high street shoppers, and the final result is just as beneficial. Steps that rescue abandoned baskets or carts will result in a rise in profits, and coupled with modern email marketing, and a regular mobile marketing sms service, the total benefits can be significant.

by: Sarah Shore

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