Want Less e-Shopping Cart Abandonment: Role Play

Charles Nicholls, Founder and CSO of SeeWhy Inc. writes in a recent blog post what you can do to reduce the abandonment of shopping carts on your web site. He writes:
When a website visitor drops items into your shopping cart, they are demonstrating intent to purchase. You’d be forgiven from assuming that most of these visitors would carry out their intent and complete the transaction. But as we all already know, on average about 7 out of every 10 shopping carts are abandoned.
So it’s useful to understand more about the reasons for this behavior. Why did your visitors abandon, and if they did, how strong was their intent to purchase at the outset? Did all visitors have the same degree of intent, or did some never intend to make a purchase at all? What were these visitors doing, and how can we understand more about their personalities?
A simple framework you can use to get your head around the personalities of abandoning visitors is to categorize them into the following simple behavioral segments:

  • Window Shoppers – Those unlikely to buy.
  • The Undecided – They may buy from you, but the items abandoned in the shopping cart are acting as a shopping list while they decide.
  • Deal Seekers – They will only buy if they can get a deal.
  • Research Online and Buy In-store – Customers likely to buy from you via a different channel, (e.g. in-store or by phone).
  • Brand Loyal Customers – Likely to buy from you, but the timing is not quite right.
  • Customers Who Thought They’d Purchased – Due to an error on their part or a glitch in the process, there are always customers that abandon when they think they completed the process.

Because all these different types of customers abandon, it’s important to consider not only how to optimize your onsite conversion process, but also your re-engagement process once they have abandoned your site.
Read his full blog post here