With 79% of customers abandoning their carts before making a purchase, as found by Feefo, it’s crucial to get to the bottom of why this is the case. Any online business should aim to make the buying journey as smooth as possible; whether you’re selling clothing or high-tech electronics. However, ensuring customers follow through with their purchase is the challenge.
Many people who took part in the recent study confirmed that when shopping online, the price of products is their primary focus. And, 63% of shoppers blamed high shipping costs for their decision to abandon a purchase online.
Though brand loyalty positively impacts online buyer’s actions alongside other factors such as communication, it seems shipping costs do matter.
In the competitive world of e-commerce, it only takes a few clicks to find a similar product alongside a more affordable shipping price. So, what can be done to ensure customers aren’t looking elsewhere or abandoning their carts for this reason?
Below, we’ve compiled some of how top sites can keep their customers online, even with higher than average shipping costs:
- Offer promotions to new customers
- Offer discounted shipping for repeat buyers
- Make packaging unique and worth the money
- Consider using a cheaper courier
- Build consumer trust
Building a strong relationship with customers is of paramount importance. By developing a more personalised experience for buyers through listening and learning, customers will be happier in the long-term.
Both small and larger businesses must focus on their communication with customers to ensure loyalty. For example, emails with special discount offers (where feasible) and personalised greetings all go a long way. It’s also a good idea to be looking directly at what competitors are doing right. Learning from successful businesses will allow your own business to thrive.
While most of the time, shipping costs can’t be helped, there are several ways that a company can convince a buyer that they won’t find a better product or service elsewhere.
Carry out the relevant research and implement actions to prevent customers from abandoning their carts. Trial and error is one way to go about things but, in the world of business, this can cost you.