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Shopping Cart Abandonment

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There are three main categories I can use to look at these statistics:

Customer Based Issues
These are issues you may or may not be able to influence. For example total cost of the item is too high is one you may not be able to change. But have you done a good job at describing the value of the product, maybe offering comparison shopping would help.

Web Design Issues
You can see that quite a few of the above deal with web design. Poor site navigation, checkout process confusing or too long, long download times. These are real problems that can reap havoc on your ability to make online sales. Unfortunately these items should have been dealt with during the design with a comprehensive and well planned and researched process. It could require you now to back track and do a site redesign of sorts. Keeping what works and redesigning what’s not.

Business & Marketing Issues
Business and marketing issues are internal decisions that the company owners or managers make. For example do you provide gift sales, holiday sales, how much information do you really require at check out (my mother’s maiden name? Only kidding!). Let’s face it when folks come to your site they have come to look for information about a product and hopefully are ready to buy, and everyone likes a deal. It could be the weekend special or free shipping if you buy over a certain dollar amount. It does not matter it’s the deal that matters. Go to the big and successful companies such as LLBean or Sears and look at how they handle sales. Take bits and pieces of what they do and try it. I know you are not LLBean but you could use some of their selling techniques.

Analyzing your shopping cart abandonment rate is an important and efficient way for you to increase your online sales without trying to drive new traffic to your site. You already have them why not try to keep them?

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