How to dribble cart abandonment? See 5 key tips to avoid

In an increasingly challenging and competitive market, bringing a customer into the ecosystem of a company is the main challenge for entrepreneurs. However, the real guarantee of business success depends on the development of an effective strategy to deal with the episodes of cart abandonment. A survey conducted by the consultancy Forrester Research identified that e-commerce can lose about US$ 18 billion in annual sales due to cases like this. Fact is that in addition to wasting a sale, this context also negatively impacts on issues such as return on marketing investment, difficulty in analyzing the performance of online campaigns and even on the brand reputation itself.

To avoid situations like this, experts indicate to understand the reasons that led consumers to abandon purchases and develop personalized approaches focused on encouraging the completion of sales.“Whether by payment method, product doubt, freight or total purchase value, the truth is that there is no magic formula to serve all consumers, but it is important to seek diversified strategies in order to bring back someone who left the platform or who had to interrupt their purchase journey”, says Thatiany Almeron, E-commerce manager at Sestini, reference in bags, bags, bags, backpacks, backpacks and accessories. 

Still according to the executive, tools such as email, WhatsApp and SMS are allies in this mission if used with caution. “Communication should be personalized and timely, avoiding overloading the customer, but ensuring that he feels seen and encouraged to complete the purchase”, explains Thatiany. Thinking of helping entrepreneurs to better deal with cart abandonment, the manager separated some fundamental tips.See below: 

Simplify the checkout process

Reduce the number of steps required for checkout.“A quick and intuitive payment process decreases the chances of abandonment. One suggestion is to offer the checkout option as a visitor, 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.“IThe ideal is to clearly inform at the beginning of the journey all costs involved, including shipping fees and” taxes, explains Thatiany. 

Diversify payments

It is essential to provide different payment methods for the customer, such as credit cards, debit cards, pix and the like.“This diversification ensures that the customer can choose the most convenient way for him”, says the manager. 

Use reminders

Tools such as emails, SMS or WhatsApp can be used to remind consumers about their abandoned carts.“Be sure to offer incentives. Discount or free shipping help in completing any” purchase, the expert details. 

Invest in after-sales 

After-sales strategies not only help build a long-term relationship with the consumer, but also encourages them to complete future purchases, reducing the likelihood of a future abandonment.“Keep contact through personalized emails or messages that offer additional support with updates on order status and related product recommendations. 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 customer”, concludes Thatiany.