Doing something to reduce the high cart abandonment rate is the fastest and the most reliable way of growing your online revenue.

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Strategy: optimize customer experience

Every aspect of the online buying experience matters. If a prospective customer is already frustrated before even starting the checkout process the probability for cart abandonment will be sky high.

Recommendation: to get stable results and to eliminate the risk of optimization you need a solution that can adapt to visitor preferences in real time.

Tactics: predictive targeting

Certain aspects of a visitors behavior can provide an early indication that the visitor is about to abandon their shopping cart.

Recommendation: to get stable results and to eliminate the risk of optimization you need a solution that can adapt to visitor preferences in real time.

Random Act: visitor retargeting

This is a passive approach of letting Google or others try to fetch-back visitors who already abandoned their carts.

Recommendation: you should try re-targeting but with your eyes wide open – often this traffic performs worse than the new traffic. This is because it is 10x harder to convert a visitor after they have already left your website than while they are still on it.

The bottom line

The customer experience matters. High shopping cart abandonment rate directly correlates to the overall poor customer experience on your site. There are no silver bullets. You must commit to systematic customer experience optimization. The good news is that both the probability to succeed and the upside are very high.

Start your own customer experience optimization journey

An essential starting point is the development of ‘customer experience views’ through customer experience web analytics. Knowledge about customer experience friction points will help your brand intelligently allocate resources and help you commit to a customer experience optimization plan from a holistic point of view.

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