Are you dealing with Basket Abandonment on the regular? The answer is yes if you’re a brand that sells any product online.
But what is Basket Abandonment, really? And how can we truly combat it?
Basket Abandonment Solutions That Work
Basket Abandonment is a general term to describe a customer leaving our websites during the checkout phase. But sometimes, if we use the broad definition, we’re not looking at the actual root of the issue.
And Basket Abandonment is more prevalent now than it’s ever been. It’s not uncommon for Basket Abandonment to occur no matter what size a company is, from the larger to the smaller players in any market.
In this article, we’re going to look at some specific causes of Basket Abandonment and some concrete strategies to overcome them.
Your Discount Codes Aren’t Working
One of the most common practices to battle Basket Abandonment is to send an email with a discount code within 24 hours of the customer leaving your site. It seems like a sound strategy, right? Well, it may work, but it’s not the best strategy.
Firstly, when sending a discount code, you’re operating under the assumption that the customer’s issue was with the price. But what if it wasn’t? What if they didn’t trust your brand or product enough? Or what if they thought your shipping was too high?
Or– even worse– what if they had no objections and simply got distracted with another task and never completed the purchase?
One of the major issues with discount codes is that even if they do work, you’re also lowering your profit margin immediately and devaluing your product without ever knowing the customer’s true objections.
By engaging the customer during the checkout phase using live chat, you can uncover their true objections.
Maybe they have an issue with how long shipping will take for their product to reach them. In that case, you can offer them express shipping options and save the sale.
The examples we can use for this are endless because each customer is different, but by using conversation, you’re adapting to their specific needs in real time. This is a powerful tool to overcome Basket Abandonment.
The Behavior Signals of Basket Abandonment
You don’t know when customers will abandon their baskets and leave the site. You’re relying on a static website to do the job of answering all of their questions and guiding them to a complete sale.
There are certain specific behaviors that customers who abandon their baskets exhibit. And while it can be challenging– or impossible– for a standard website to detect these signals, if you have the right technology, you can save the sale at the perfect time.
But even if you could see some of these signals, how could you watch every customer visiting your site to save the sale? You can’t.
But what if you could, using live chat and cutting-edge technology.
One of the tactics that can be applied while using live chat is watching the mouse positioning of certain users. This is called ‘hover intent’. This technology uses smart positioning data to know when a customer may be getting ready to hit the x to close the window and leave the site.
If a customer shows this behavior, the perfect, proactive message will appear, and if needed, a chat agent can be alerted immediately and jump in to try to save the sale in real-time. This mix of technology and a warm touch can do wonders to reduce Basket Abandonment.