How Optimizing Your Checkout and Customer Interaction Will Reduce Cart Abandonment -- with Jordan Gal
November 3, 2015 93 min read
Although cart abandonment is an everyday occurrence for e-commerce sellers, the reasoning behind why they're being abandoned are always changing. Jordan Gal of Carthook.com understands that this is an area e-commerce sellers need to explore to better understand what customers need to complete orders on your website. Check out the advice Jordan Gal provides to minimize your cart abandonment rate!
In the Eighth episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Jordan Gal founder of CartHook.com.
Some essential lessons include:
- The top recommended software to help prevent cart abandonment and retain customers
- When are carts most abandoned and how to counter that
- The importance of cart e-mail reminders and the offers you can provide with those e-mails to reduce cart abandonment
- How to optimize your checkout pages efficiently to ensure the customers process their orders
- Methods of tracking the customers' journey through your site and how to use that information to increase your conversion rate
- How to use phone interactions with customers to further adapt your product to boost order volume
Raw Transcript: Jordan Gal of CartHook.com
“So there's two different types of cart abandonment, at least in my head I separate the two. There's the type of cart abandonment that people...Someone puts an item in the shopping cart and then doesn't move onto the checkout page. That's one version. And there's another version that's slightly different where someone puts an item into the cart, goes to the checkout page, and begins to fill out the checkout form, and then abandons. So obviously much more common. When everyone says 70% of carts are abandoned, they're talking about that first type. Someone puts something in the cart and doesn't buy. So at CartHook we focus more on the people that go to the checkout page because we need to them to fill out their email address at least, so we can pick it up. But as an e-commerce merchant where you can have a bigger impact is in optimizing the checkout flow so that more people that get to the cart page actually get to the checkout page.” (00:03:22)
“So let's talk about the optimization part for a second, and then we'll talk about why people actually abandon, right? Because they're correlated, it's like two sides of the same coin. So, I think you can separate down to a few different categories. The first one is focus. So when someone goes to the product page, you obviously want them to get whatever information they need in order to make a buying decision. Then once someone gets to the shopping cart page, you don't want any decisions. You just want them to move forward to the checkout page. So that's why the focus of the shopping cart page is really important. You do away with the navigation. You do away with unnecessary distractions. Right? That's not the time to up sell someone. That's the time to just get them...you essentially want that cart page to have the lowest amount of time spent on it possible. You just go there, the most obvious thing on the page is the proceed to check out button or buttons, I use two buttons, one at top and one at bottom and then trust symbols. Right? You don't want the coupon field present. You ideally want it as text that you have to click on before the field appears. You want that little x that says, "Remove from my cart." You want that like a gray. You want all distractions aside, and you want the focus entirely on proceed to check out. So that's, I think the general concept behind that page. Trust and focus.” (00:04:35)
“I wrote a blog post recently called The 10 Foot Test, right? That's something I learned while running the store. You basically want to walk 10 feet back and look back at your screen while looking at basically any page. But most importantly, the shopping cart page. If you can't tell from 10 feet away exactly where you should be clicking, then it's not obvious enough. So it's good to look at it that way. I see way too much stuff going on and Twitter feed on there. Just so much going on when really from the visitor's point of view, you just want to give them what they need on that page, which is moving onto the checkout page.” (00:06:52)
“Well, distraction. It's really hard to measure distraction. So that's why it's murky. People look for coupons. Some people even abandon. I saw on Good Morning America recently, here's a tip to get a coupon online. Go and fill out your email and abandon your cart because a lot of people send abandon cart email with a coupon. So there's, "Let me see, if I can get this same product on Amazon. Let me look at the competitor window to see if maybe I want that." So there's all these different issues that go in. All you can do is affect the ones that can be affected. Like telegraphing shipping costs ahead of time. Right? If you can't do free shipping, which is the ideal, then don't let someone go all the way into your check out process, and then right when you ask them for a credit card, spring $10.95 on shipping on them, that will cause people to abandon.” (00:07:56)
“It's still a reminder and customer service oriented. It's just one tick up in, "Your items aren't going to be saved forever," kind of thing. So just one little ping of scarcity of time pressure. And then that third email is when we say, "Go for it," if you want to send a coupon, we don't generally recommend coupons, but that's the time to do it. Like five days later, three days later, this person's gone. Take one last swipe. Say, "Limited time, come back within the next 24 hours with this coupon." Whatever you can do to ratchet up the pressure. You still don't want to be super salesy because this is a brand thing, and these emails are an important component, but you've got a store to work and a business to think about. So you don't want to burn your bridges by too much pressure. This person might come back in three weeks. They might see one of your retargeting ads and come back. You don't want and negative impact.” (01:01:51)
Want to understand more about Cart Abandonment and what you could do to minimize your rate? Check out our blog post on Minimizing Cart Abandonment.
We hope these real insights from a real seller can help your e-commerce business grow and succeed. Stay tuned - this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Checkout out our previous E-Commerce Mastery Series episode featuring Scott Margolius of Feedbackrepair.com and how an effective strategy for resolving negative feedback can boost your e-commerce business.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.