In an increasingly challenging and competitive market, bringing a customer into a company’s ecosystem is the main challenge for entrepreneurs. However, the real guarantee of business success depends on developing an effective strategy to deal with cart abandonment incidents. A study conducted by Forrester Research consultancy identified that e-commerce could lose about $18 billion in annual sales because of cases like this. The fact is that besides wasting a sale, this context also negatively impacts issues such as return on investment in marketing, difficulty in analyzing the performance of online campaigns, and even the brand’s reputation.
To overcome situations like these, experts recommend understanding the reasons that led consumers to abandon purchases and developing personalized approaches focused on encouraging sales completion. “Whether it’s payment method, product doubt, shipping, or total purchase value, the truth is there is no magic formula to cater to all consumers, but it’s important to seek diversified strategies to bring back someone who left the platform or had to interrupt their buying journey,” states Thatiany Almeron, E-commerce Manager at Sestini, a reference in luggage, bags, backpacks, and accessories.
According to the executive, tools like email, WhatsApp, and SMS are allies in this mission if used with caution. “Communication must be personalized and timely, avoiding overwhelming the customer but ensuring they feel seen and encouraged to complete the purchase,” explains Thatiany. Thinking about helping entrepreneurs better deal with cart abandonment, the manager has outlined some fundamental tips. Check them out below.
Simplify the checkout process
Reduce the number of steps required to complete the purchase. “A fast and intuitive payment process reduces the chances of abandonment. One suggestion is to offer the option of guest checkout, without the need to create an account,” says the expert.
Maintain transparency
Surprises in the final purchase price are one of the main reasons for cart abandonment. “Ideally, it is important to clearly inform all costs involved at the beginning of the journey, including shipping fees and taxes,” clarifies Thatiany.
Diversify payments
It is essential to offer different payment methods to the customer, such as credit cards, debit cards, pix, and the like. “This diversification ensures that the customer can choose the most convenient option for them,” points out the manager.
Use reminders
Tools such as emails, SMS, or WhatsApp can be used to remind consumers about their abandoned carts. “Do not forget to offer incentives. Discounts or free shipping assist in the completion of any purchase,” details the expert.
Invest in after-sales
Post-sales strategies not only help build a long-term relationship with the consumer but also encourage them to complete future purchases, reducing the likelihood of future abandonment. “Keep in touch through personalized emails or messages that offer additional support with updates on order status and recommendations for related products. Another possibility of this initiative is to ask for feedback on the experience in order to identify possible areas for improvement and show that the brand values the opinion of its customers,” concludes Thatiany.
