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April 15, 2019

Getting that abandoned cart rate down

Posted by

Meriem Alami

Shopping cart abandonment: it’s a brain teaser for all online retailers. How do you lower the shopping cart abandonment rate? We discussed the issue, the insights and the solutions with some prominent Dutch brands. Here’s what we examined.

Scrutinizing the checkout flow

During a multi client session, we investigated checkout flows. Product owners, CRO managers and Business Analysts from WE Fashion, marlies|dekkers, Paula’s Choice and Floris van Bommel went through their check-out flows, shared their learnings and test results, and even compared and shared Google Analytics data and foreseen improvements.

How to tackle cart abandonment today

Of course, every retailer wants to lower the shopping cart abandonment rate. There’s more than a few things you can do actually. So Emakina’s Rudmar (Account Manager) and Marcela (Lead Continuous UX & Design) were eager to discuss ways to speed up the checkout process and decrease the drop-out rate. These are some of the options:

1. A persistent cart: Allows for a customers shopping cart to be synchronised with their account and thus to be available across all devices on which they are logged in.

2. Form optimization: This is especially important on mobile devices. Optimization can for instance mean pre-filling forms through previous login information, or identifying tricky fields and simplifying the process. Think of automatically switching to a numeric keypad when customers are required to provide their mobile number.

3. Social media checkout: This allow users to login via Facebook or other social platforms with one click, rather than having to create a new account.

4. “Save cart for later” option: Allows customers to return to their cart anytime without losing their products.

5. Providing alternative payment options: Such as Paypal and Apple pay as they are easy to use. But also in case credit cards get denied, or people just trust the other payment options more.

Sharing what’s in store

The value of these type of sessions is definitely in the willingness to share. As these retailers aren’t poaching on each others territory, they were all keen to do so. That resulted in a very open discussion on conversion rates, shopping cart abandonment, as well as the Adyen API (a hot-topic on many clients’ roadmap).

Rudmar explains the motivation to organize the multi client sessions: “Together we learn where we could improve and optimize. The added value of sharing the room with multiple clients that are willing to share knowledge and experiences is enormous. In the end, people in the same role can usually relate to each other easily, and often have similar challenges.”

Want to join next time?

Emakina regularly hosts intimate peer-to-peer clients sessions for retailers where we zoom in on specific topics that are prevalent on their roadmaps. If you would like to join a client session about checkout flows and cart abandonment, or if you have suggestions for other topics, please feel free to connect with your account manager at Emakina.

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