When it comes to nipping cart and site-wide revenue abandonment in the bud, there are countless ways to go about doing so. Here on the Datacrushers blog, our focus is on highlighting the best ways to reduce cart and site-wide revenue abandonment. Therefore, we focus on the “tried and true” ways of dealing with this issue.
In this article, we are going to focus on 4 specific ways eCommerce retailers can reduce cart and site-wide revenue abandonment through perfecting the visual elements of their site.
They say that first impressions are what matters most. This is true whether you are going for a job interview, a date, or even looking to buy some granola bars at a local shop. But it’s especially true in the digital realm, where a simple press or click is all it takes to leave a website and never return.
1) The Call to Action: Apply It Frequently
When it comes to using a Call to Action (CTA) many eCommerce retailers are under the impression that this method of generating clicks and conversions is meant for off-site campaigns, such as email and ads. Nothing could be further from the truth. The CTA is a lot like Hot sauce – it just goes well with everything. In fact, often on-site CTAs play a critical role in shopper engagement and conversions.
“Wait, how do on-site CTAs reduce cart abandonment and help increase conversions?”
Steve Jobs famously said that “People don’t know what they want until you show it to them.” The purpose of a CTA is to attract attention and guide shoppers towards a specific target (generally a purchase). This is accomplished by using a message and image that is both relevant and intriguing – hence showing them (shoppers) what they want.
In the above example, shoppers who don’t know where to start are greeted with an awesome image and a direct message. The CTA here is “shop the field guide” and by clicking on it they will see an entire catalog of brand new gear.
A good CTA can help reduce cart and site-wide revenue abandonment by preventing shoppers from aimlessly browsing a site until they get bored and abandon.
2) Product Details Matter
The details matter to shoppers – but it is important that they are clear and concise. Second- rate product descriptions will ensure you have a bad reputation among shoppers as well as a high cart abandonment rate. In fact, one survey found that 30% of abandonments were caused by poor product descriptions.
Exhibit A: What not to do when writing a product description.
In the above example, not only is the product description poorly written, the formatting is awful too! This is easy to avoid by following a bullet-point description that highlights the vital product detail.
An example of a well-formatted product description.
In the example above, the description of the item is easy to grasp. All the relevant details are brought to the attention of the shopper in an easy to grasp manner. This is the kind of fine detail that makes all the difference in the world.
3) Skip the Testimonials – Cut to The Reviews:
When it comes to talking up a service, user testimonials are a fine way of building trust and displaying reliability. But when it comes to a product, user reviews are the way to go. To do this right, shoppers need to understand just who can leave a review.
This is because shoppers are wary of Yelp-style reviews that have no way of being verified. The product reviews themselves need to be on the product page, so shoppers don’t need to start opening new tabs and going all over the place to learn more.
Product Reviews on the 5.11 Tactical site
The review format pictured above is a really good example of what eCommerce retailers should do. First, reviewers can rate products on a 1 – 5-star scale. Second, reviewers provide a subject line (featured in big, bold letters) and a short description of their experience with the product.
In fact, according to a study conducted by the Speigel Research Center at Northwestern University, high-priced items that feature user reviews can achieve a conversion rate of 380%. No – that’s not a typ0 – check the link.
4) Help Them Find It:
Earlier in this guide, we mentioned that “People don’t know what they want until you show it to them.” While this is true, sometimes it is not the case. We know this for a fact…
..Because the conversion rate from site search can be as high as 20%. Thanks to a shoppers intent to purchase.
“Intent to purchase” is the term used when shoppers know what it is that they want to buy right from the get-go. Therefore, using a site search tool-bar will allow them to get to it faster.
Examples of site search toolbars on different eCommerce sites.
If your site doesn’t yet have a site search toolbar – that’s something you want to change pronto. Again, a 20% CVR is a big deal when it comes to reducing cart abandonment.
In Summary:
The cart and site-wide revenue abandonment reducing methods detailed in this article can’t simply be implemented overnight. These are not “quick fixes” but they are necessary if you want to combat the issue and increase revenue. So to recap:
- CTA: It’s like Hot sauce – it goes well with everything.
- Details: Don’t skimp on the product descriptions.
- Reviews: Shopper reviews play an important role in building trust and making sales.
- Search: Make sure shoppers can search for the products they want.
Speaking of site search, what can be done about search abandonment? Well, it turns out that the Datacrushers Revenue Discovery Platform can help you recover sales from search abandonment. Yes – Datacrushers can do that and much, much more. Hit the banner below to find out how or click here.
Datacrushers
Founded in 2015, Datacrushers uses Machine Learning and A.I. along with NLP to identify and recover revenue loss, cart abandonment and discover new revenue sources across any site. The revenue discovery platform completes the deep ongoing analysis of eCommerce websites by monitoring the three main focal points of any site: The User, Site, and Product.
Unlike traditional “cart abandonment platforms,” Datacrushers does not require shoppers and customers to be logged-in to conduct both on and offsite campaigns. We use a wide range of data-driven and analytics based conversion tools to target the shopper at the right time with the most accurate and effective campaign to drive the sale.
Datacrushers is platform, language, and currency agnostic and requires only a few lines of code to get started therefore delivering an ultra-fast go-to-market with minimal set-up time and tech intervention.
Based out of Jerusalem, Israel, Datacrushers has clients worldwide including, The US, China, Russia, UK, Germany, and more.
