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Shopping cart abandonment is one of the most disheartening occurrences for hardworking ecommerce merchants. Customers fill their online shopping cart, yet do not continue with the checkout process and leave the website before the sale is completed. Imagine a brick-and-mortar supermarket experiencing over half of their customers filling their shopping carts, then deserting them before heading to the checkout line. In order to lower the amount of online cart abandonment, ecommerce merchants must understand and adapt to the behavior of consumers visiting their website.

Understanding Cart Abandonment

According to the Baymard Institute, online cart abandonment occurred on almost 70% of all instances in which consumers added items to their virtual cart in 2016. At an abandonment rate this high, the ecommerce industry is set to lost over $3 billion in revenue each year. Online retailers suffering from these high percentage of abandonment rates should use data collection and research to understand the behaviors of site visitors. An awareness of what customers are abandoning and when they are doing it can help ecommerce merchants find ways to prevent this activity and improve sales revenue.

Reasons for Digital Cart Abandonment

It is a fair possibility that around half abruptly ditched shopping carts have no correlation to an issue with the products or checkout process. Of all online shoppers in the United States, about 58% have abandoned their carts in the last 90 days because they were simply browsing or price shopping multiple sites without the intention of making a purchase. These “price shoppers”, also known as “tire kickers”, create headaches for ecommerce store managers and digital marketers that rely on analytical traffic data to improve their online store’s design layout, user-experience, and conversion rates.

It is very common for visitors to compare prices and bookmark or save items of interest for future follow-up. Social networking programs like Instagram, Facebook, and Pinterest are used often by consumers for this form of digital window shopping. Nate Slavik, digital marketer and owner of ecommerce website, IndyDisplays.com, explains “price shoppers will continue to negatively affect an online store’s organic search traffic. It is important to implement the proper on-page analytical tracking software that can distinguish this behavior from that of viable customers. The right data helps digital marketers and web developers improve user-experience, which leads to much higher conversion rates”. Without properly studying web store visitor traffic, the real cost and reasons of abandonment may never be understood by the ecommerce marketer.

Checkout Abandonment Motives

Once the statistics of “window browsers and price shoppers” has been understood and placed in its own bounce rate category, the remaining reasons for shopping cart abandonment are enlightening. Below are the most common reasons online consumers decided to ditch their shopping cart, despite having an intention to purchase:

• Extra or hidden fees, such as sales tax and delivery charges
• Customer frustration with store account registration and email authentication being required prior to checkout
• Complicated or long payment process
• Inability to calculate cost of items in cart before entering the checkout process
• Site errors or unexpected crashes
• Customer distrust in entering their credit card details
• Slow delivery options

Subpar checkout design and payment flow issues are costing ecommerce sites $260 million per year, however they are relatively easy issues to fix. Online retailers can boost conversion rates by almost 40% just by improving ecommerce site design and eliminating the problems listed above.

What can ecommerce store owners do to prevent online cart abandonment?

An increase in site traffic means nothing if an online store’s conversion rate is not improving. If this is the case, there are a number of measures that can help lower the rate of lost orders.

• Make checkout lightning fast

88% of people shopping online prefer a rapid checkout experience. One-step checkout options should be provided to cut down unnecessary requirements from customers, such as account creation, complicated form registration, and mandatory login prior to payment completion. One-click checkouts are now the standard and expected by the majority of online consumers.

• Avoid hidden fees and pricing complexities

If potential customers discover unexpected costs, including high shipping fees, it can prompt them to abandon their shopping carts. When a shopper has chosen an item after viewing the price, they don’t expect that price to change unreasonably. While taxes and shipping costs are expected, sometimes online buyers are presented with credit charge fees or expensive delivery costs that eliminate the desire to purchase. Online merchants sometimes advertise low prices or sales to remain competitive, but raise shipping fees at the end of the checkout process in an attempt to maintain margins. Shoppers are discouraged by this practice and it can hurt a retailer’s revenue over time. A great way to provide transparency is to include a shipping calculator at the beginning of the checkout process to provide shoppers with the most accurate transaction total.

• Offer a wide variety of payment options

Not everyone wants to pay for online products with their credit cards and if a shopper cannot find a payment option that works for them, they will abandon the cart and move on to another ecommerce site. Online stores should offer a number of secure payment methods beyond credit cards, such as PayPal, Visa Checkout, or Authorize.net. Digital wallets are superb third-party payment options, used by millions of online buyers that do not wish to manually add their credit card information with every checkout.

• Pursue lost orders with email marketing

Once a potential buyer has deserted their cart, use email marketing to reconnect with them. The cart deserter’s email is often captured and can be used to entice the customers to return and complete their checkout.

There are many different email marketing tools with diverse strategies of connecting with cart abandoners, such as offering coupon codes and discounts on their order. Some of the tools are attuned to offer potential customers another payment option if merchants believe that to be the issue.

• Remarketing advertisements

Remarketing ads can help bring customers back to the ecommerce site on which they abandoned their items. Remarketing software use cookies to show targeted ads to previous visitors as they browse other online stores. Apart from encouraging the person to return and complete the checkout transaction, remarketing ads also display enticing sales alert to pull the user back to the ecommerce site or capture them with special deals.

• Assure customers of their payment security

Payment security doubts can compel many shoppers to abandon their carts. Ecommerce stores should incorporate a number of indicators to communicate that a web store is secure and trustworthy. Including reputable product reviews and endorsements from past buyers presents credibility for online retailers. Customers should feel comfortable contacting a store at any point in the buying process, so ecommerce merchants should ensure all company contact details are openly visible on their websites. These efforts to prioritize the privacy and concerns of buyers helps to building reputation and trust straightaway.

Shopping cart abandonment has a huge effect on the profits and performance of a web store. Fortunately for the millions of ecommerce businesses that experience cart abandonment, around 63% of those lost orders can be recovered by implementing solutions to common problems.

Companies make use of marketing strategies to collaborate with their buyers. It is mainly used to make customers aware of features, benefits and specifications of each company’s services or products. It is basically dedicated to encouraging the targeted audience to buy products.  Marketing strategies can be either new or existing ones. Given that there are different marketing approaches, you should select the most effective one as per your business requirements. Think about your business, check out the below marketing strategies, and make the right choice!

Cause Marketing

Many companies make use of cause marketing, but this approach goes unnoticed as the internet is changing everything. This type of marketing links a company’s products or services to a social issue or cause. For instance, one of the big brands which makes use of this form of marketing, is Starbucks. During the festive season, Starbucks donate 5p for every drink sold to a range of nominated charity, in partnership with Neighbourly.

Relationship Marketing

This form of marketing is mainly focused on building a relationship with customers. It is a facet of customer relationship management which enhances customer loyalty over a long period of time, rather than short time. One of the brands which make use of this approach is Bingo Extra. This online bingo site has an “Extra Club” for loyal member. Players are pampered by a VIP Manager and are given special perks when they reach the top ruby or emerald level. They are also given daily free spins to play top mobile slots at Bingo Extra.

Internet Marketing

Internet or online marketing refers to the use of web or emails to drive sales. This type of marketing is broken into different sub-categories like social media marketing, email marketing, SEO and web marketing. The products or services are advertised on different online platforms, and there are even sections to rate them. This marketing type is the latest one and is most used! The top brands which use this strategy are Bingo Extra, Coca-Cola and Walmart.

Word of Mouth Marketing

There are few companies which do not spend a penny on marketing and yet they are famous! This is because they make use of word of mouth marketing (WOMM). This traditional form of marketing is based solely on the impression that a company leaves on people. These companies focus more on providing quality services to customers, so that they promote the services. The main motto of this approach is ‘Being heard about is important in the business arena’. Chipotle, Netflix and Slash effectively make use of this marketing form.

Transactional Marketing

The most challenging sector of work is sales. And when it comes to large retailers, they make use of the transactional marketing approach. This technique helps them to increase their sales target. Retailers encourage customers to buy their products with shopping coupons, discounts or when there are special sales. It boosts up their sales and motivates the targeted audience to buy more at once. This approach emphasises on efficiency, individual sales rather than building a relationship.

As a small business owner, you are faced with a number of unique challenges that large chains and corporations just don’t experience. One of the biggest challenges for small business can be finding customers and then making sure to retain and build a base of loyal customers. With that said, more and more companies are now turning towards building apps for their business that are meant to give the customer value while helping to grow your business.

If you’re on the fence as to whether or not an app is absolutely necessary for your small business, then you will want to read on as we take a look at some of the top reasons to offer an app.

No Better Way to Be Visible

In order to be relevant, you need to be at the top of your customer’s minds. Considering how much time people spend on their smartphones nowadays, giving them an app makes perfect sense. It gives you the chance to take advantage of the digital age we live in today. With your app sitting on their main screen, you have a much better chance of being seen.

Stand Out from the Competition

An app also provides you with a way to stand out from your competition. You want customers to automatically think of your company, its products, and services before anyone else’s. Giving them unique products such as an app can help you do just that.

Offer Value-Added Content

Customers are always looking to get more, so why not use an app as that way to deliver “more”. An app provides companies with a way to offer value to customers through such things as an app loyalty program, access to exclusive deals and promotions, informative content, product catalogues, live-chat/help, and even a way to make purchases.

Boost Your Sales

Of course one of the main reasons to offer an app is that it offers companies a way to boost their sales. When an app is built properly and offers customers the ability to make purchases through it, the process will be smooth, hassle-free, and extremely fast. Convenience is often top of the list for customers.

Make Sure it’s Done Right

If you’re convinced that an app is right for your business, then there is no time like the present to get started on it. Keep in mind that building an app is something that is usually best left to the professionals. They understand what is required to build one, what consumers are looking for, and the fact that it needs to be running perfectly and smoothly before launching it live.

MyriadMobile is an example of a company that offers professional app development and works with the business owners to provide exactly what they want. And it doesn’t just stop at apps, the development team can go on to create custom mobile software that will help to enhance the operations of your company. These types of solutions can be incredible beneficial to small companies.

A Doorway to Success

Apps truly offer businesses of all sizes a doorway to greater success, higher sales, and an increase in their customer base.

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WordPress powers at least a quarter of all websites. Nearly 60% of those using a content management system are using WordPress, making it the most successful content management system in history. Many people try to customize their WordPress site using various themes. Here are three things to look for in a WordPress theme for your website.

The Right Features

It isn’t the number of features a WordPress theme has that matters. Rather, it is whether the theme’s features are what you need. It doesn’t matter if it has a shopping cart if you don’t need one, whereas a photo gallery may be essential. Conversely, if you might need a shopping cart later, you’d rather have a WordPress theme that offers this than try to change or integrate new functions later. You also want to be able to integrate social media with your WordPress theme and add whatever types of media you expect to include on a regular basis.

If you will be collecting any user information, whether it’s payment information when someone orders an item online or collecting information about a user’s system, you need to know that the WordPress theme has built-in measures to protect the visitor’s privacy and security. And no, a privacy policy on your website does not eliminate the liabilities you create when processing their payment card information or collect their personal information.

User-Friendliness for You, the User

Avoid WordPress themes that require you to know how to code unless you already have the skill and don’t mind using it. And in any situation, choose the WordPress themes that have abundant documentation. The ideal case will be themes that are well-supported if the documentation isn’t enough, though you may have to pay for these themes. If you’re on the cutting edge of interactive content and capabilities, it may be worth it to pay for a premium WordPress theme that is maintained so that it works as browsers and operating systems change. This is where the upfront or ongoing costs need to be balanced against the features included in the theme.

Responsive Design

Search engines penalize websites that take too long to load because their customers hate slow sites, too. Your WordPress theme needs to load quickly on any type of device. You also want to strike from your list the bloated WordPress themes that hog bandwidth, whether it is trying to gather detailed data on user activity or constantly update content. It may be better to work with a company like clickintelligence.com, instead of slowing down your site by trying to gather and analyse all the user behaviour information via WordPress plugins.

Conclusion

You should look for a WordPress theme that provides the features you want and those your website needs. WordPress themes need to be easy to manage in-house without having to hire a programmer or website administrator. And last, but not least, your theme needs to be responsive, work on every device, and at the speeds your customers expect.

Not everyone is suitable to work in search engine optimisation. There are many facets to the role and when working as a lead in an agency, the challenge is even greater. It’s certainly not the same as being a web designer or a web programmer, even if for small agencies there may be some overlap in the roles undertaken to save on staffing costs.

Let’s break down what type of person is likely to perform well in the SEO field.

Detail-oriented

Some people are detail-oriented, and some are not. It is possible to train yourself to focus more on the little things, but it’s an uphill struggle when it just doesn’t come naturally to you. It doesn’t just come down to creating lists to avoid having to remember every step necessary when launching a site or performing proper on-site SEO for a client; the details must be right to avoid a mistake causing a ranking issue with Google later.

Failing to complete important information is a major failure for any SEO who prides themselves on their attention to detail. When collecting the wrong information on a competitor, which will lead to choosing the wrong strategy to outrank them, is just one example where mistakes cause time and money to be lost.

Good with Software Tools

Modern SEO is conducted using various software tools. Spreadsheets might be utilised to track the ranking of individual pages, note down key information on a site’s competitors or set targets and mark them off as they’re achieved. When you’re uncomfortable using computers and industry software to perform research and track data, you’re going to struggle. Similarly, a person who finds using software second nature to them and finds a way to optimise their usage to get the most out of them is likely to be several steps ahead of their competition.

Enjoys an Ever-changing Landscape

One thing about SEO that’s certainly true is that it never stands still. This can be difficult to handle as what works today is likely to be redundant in six months to a year. When using cutting-edge techniques like those used by digital marketers clickintelligence.co.uk, the lead time could be even shorter than that.

Anyone who wishes to work in SEO should be prepared for things never to stay as they were. Doing things that way “because that’s the way they’ve always been done” is a recipe for disaster. Whereas if you enjoy the fact that the job will change, new ideas will need to be proven to see if they are working and old techniques will be thrown out for newer, better replacements, then there will be a lot to like in the SEO profession for you.

SEO is not for everyone and a job in SEO surely isn’t either. It’s perfectly fine if you’d prefer to stay with web design and not get involved with SEO at all (unless your boss expects you to be multi-skilled). However, if you match the kind of personality traits above, you could be a very good fit for the SEO trade.

Google Analytics is a free tool that is widely used by businesses and websites of all sizes with capabilities of working efficiently on WordPress blogs. Setting up Google Analytics in WordPress blogs does not require technical knowledge and can be done in less than 5 minutes. Tracking usually begins within hours, but you may not see any results until after 24 hours. You just need a Google account login to get started.

A major advantage of using Google Analytics in WordPress blogs is to be able to track all the activity on your site, from where visitors are coming from, popular landing pages, highest viewed content, time on site, time on specific web pages, bounce rate, and more. If your WordPress blog also features an e-commerce section then Google Analytics can track data that is specifically interesting to business owners, career section- to students after writing a dissertation who are looking for a job. Google Analytics is constantly changing and adding new features, so after you start using Google Analytics in WordPress blogs make sure that you stay up to date on the latest developments.

Setting up a Google Analytics account is quick and simple. After registering for a Google Analytics account, the blogger will be provided with a code snippet to enter into the blog’s header. There are two different ways of adding this code to the blog. If you have a basic understanding of html, you can copy and paste it on the header.php file above the tag. If you do not feel comfortable with doing this manually, or you like gadgets, then there are plug-ins available to insert this code for you. One I like to use is Google Analytics for WordPress. Search through WordPress’s free plug-ins to install one to your blog. Some of these plug-ins will allow you to conveniently view your WordPress statistics directly on your dashboard so do you do not have to log into Google Analytics each time for updates.

Adjust your analytics tracking settings when using Google Analytics on your blog. In order to block Google Analytics from tracking your activity, you can block your IP address from being included in its statistics. If you have multiple authors or contributors to your blog then be sure to ask for their IP addresses and update them periodically. Since IP addresses change from time-to-time, it is important that you keep Google Analytics updated with the latest so that it does not affect your statistics.

Author bio: Beatrice Howell, writer and editor for Phdify.com.

A high qualification, experience in students newspapers, Beatrice works with dissertations, essays, articles, reviews, summaries and other students work, help in university selection and preparation to entry exams.

When you are a start-up company or even a long established company, you don’t necessarily have the budget for huge marketing campaigns. When ROI is far from guaranteed, it is tempting to hold back on marketing altogether but then how do you attract new business? If you have a really limited budget but you know that you need to somehow attract new customers, here are some free or cheap solutions that you may want to give a try:

Website Builders 

If your business doesn’t currently have any digital presence then you are certainly missing out on huge business opportunities. Perhaps it is the expense that is holding you back from getting a website set up for your business? There are a lot more options these days for setting up websites, so you do not necessarily need to hire an expensive developer to get one set up for you. If you are a relatively small business then you may want to consider using a free website builder as offered by a number of different hosting services including GoDaddy and SiteGround.

They will provide you with all of the tools that you need to get a website set up and live, completely for free. There are some drawbacks of setting up a free website but if your options are between a free website and no website at all, surely the best option is to get one out there? Many free website providers offer easy website builder tools to help novices to get their first website online.

Free Email Campaigns 
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Sending an email from your standard email account will not look half as professional as using a responsive template that you can add your branding and images to. If you want to capture people’s attention with your email marketing campaigns then there are companies such as MailChimp that will allow you to use their templates and monitor the success of your campaigns. You can get a lot of their services for free, so unless you are looking to send your campaigns to larger volumes than MailChimp allow (in their free plan), you can do it all completely for free.

Social Media Accounts 

The more channels you can use, the more people you can reach, so explore the different social media platforms that you can use to promote your business. Some platforms will suit different businesses more than others. As a starting point, you can look at LinkedIn, Facebook for business, Twitter, Pinterest and Instagram. You can also use Hootsuite to help you to manage multiple social media platforms to save you the time and effort of logging in to each account separately to share content. 

Design Tools 

If you are spending ages developing content to go onto your social media accounts like banners etc., have you thought about using a company like canva.com to use their templates and free icons and images? You can quickly develop designs for all kinds of marketing material without spending a penny for the design. Canva enables you to create social media content, posters, flyers etc. with considerable ease and to a professional level.

There really are lots of free and cheap marketing options out there and if you prefer to use direct marketing like mail or flyers then always look out for offers that Vistaprint and other popular online printers offer. If you go to a local printing company, you may find that you could make considerable savings by switching to an online printing provider. Don’t put a hold on your marketing when you run out of budget, simply look at cheaper marketing options!

Setting up a website for the very first time can be a huge challenge, particularly if you wouldn’t describe yourself as technically-minded. However, for businesses looking to stay relevant in terms of marketing trends and consumer behaviour patterns, a website for a business is a must.

More than ever before, a potential customer will use the internet to find a product or a service and if you are not appearing in that list of results then you are missing out on a huge volume of business leads.

A website can make the difference between a highly successful business and one that struggles to attract new customers. If you are fortunate enough to have a long list of returning customers then you are probably doing okay but what about in the future? Can you afford to not pick up any new business? Of course, for local tradesmen there will always be ‘word of mouth’ referrals but people increasingly want to see a tradesman’s online ratings or visit their website before they make a decision.

If you are reading this article then you have probably already decided that you need to set up a website for your business. We have made things a bit easier for you by providing some tips to help you along the way:

Research your web host options 

You will need a web host provider to give you some server space so that your website can exist online. There are many different types of hosting companies available and they offer many different levels of service and features, so it is an area that needs some consideration before you make your choice. You can get free hosting, cheap hosting and pretty expensive hosting, so if budget is a big factor for you, take a look at the various offerings of each different type of host.

You can get shared web hosting services, which is a popular option for small business websites that do not want to spend a large amount of money on their host. Free hosting has a lot of limitations, so make sure you understand what you are taking on before you invest time in building a website using a free hosting solution.

Content management 

Who is going to be updating your website? You will need to make changes at some point, so make sure that whoever needs to update it knows how to use the content management system. For many reasons, a lot of businesses choose to use WordPress for their CMS, as it is one of the most straightforward systems for updating content.

Content plans are good too, don’t just set up a website and expect it to work well without any future work involved. Great content is what attracts new visitors to your website, so time should be spent on making it as good as possible.

Keeping content up to date and adding new content will keep it fresh and SEO friendly. Which brings us to our next point:

Understanding SEO 

If you are not looking to pay for website traffic then you will need to rely on organic traffic through SEO-friendly content. The world of SEO covers many aspects from using keywords to creating in-depth content. Knowing how and when to spend time on SEO will help to ensure that your website performs well in rankings and that potential customers can easily find you. If you haven’t heard about Google algorithms then that is a good starting point and then keep up to date with SEO trends from leading marketing experts.

Whatever industry you are in, you will agree on the fact that businesses just couldn’t grow th old fashioned way. Sure, traditional advertising still enjoys some appeal among large brands, but when it comes down to startups that have yet to stand on their own, different strategies need to be involved.

It is due to this issue that a lot of businesses today spend a great deal of time and resources building their brands online. It’s inexpensive, and it’s obviously the most practical thing to do in terms of attracting clients and, in the long run, grow one’s enterprise.

Businesses in Canada, for instance, are not left behind in using digital platforms to promote their products and services. At least 80 percent of businesses agree that digital marketing plays a vital role in business strategy and that entrepreneurs should focus more on using methods that will make their brands more visible in the search results.

For this, companies should not look further than SEO. For the uninitiated, SEO is about ensuring your website gets to enjoy a good influx of visitors and, more importantly, influence a purchase.

One thing’s for sure, getting your fair share of the online market does not only involve churning out content on a daily basis. In fact, it also involves hiring search engine experts  that are capable of putting your brand on top of the of the search results.

For good measure, here are some tips that can help you reach that objective.

Quality over quantity

Back then, it was always about keywords. More keywords means more opportunities to gain a customer. But then, Google found a problem with this, that is, there was a great proliferation of low quality content. Eventually, it decided to update its search algorithms to encourage business to up the ante, not in terms of the keywords they use, but in terms of the content they want to publish on their sites.

With that said, focus more on actually providing well-written blog articles or engaging graphics that would attract anyone. For sure, you will be able to grow your revenue that way while building your brand’s identity on the side.

Go beyond your niche’s demands

What’s a better way to know the type of content you want to throw out there? It begins by knowing what your niche wants. But most of the time, your niche doesn’t know exactly what it wants in a certain product. Chances are, they are looking for something different and it makes sense to try on gimmicks and other strategies that have yet to be tried out.

Be careful though. Not all ideas will end up happily ever after, so you need to know a great deal about your market before trying on different shoes.

Be consistent

If you plan on blogging daily, so be it. Make it a habit to publish every day and e sure to include information that is close to the hearts of your audience. Once you have started on your way, it eventually becomes easier for you to gain new clients while retaining existing ones.

Never underestimate the importance of making a good first impression. Instinctively we all know this. When we go for a job interview, we make sure that we look presentable. The salesperson ensures he or she is not just smooth with words, but looks credible and tries to build a bond of trust. The mechanic wants you to know what they are talking about and show they are an expert in the field.

Your website should do the same thing; it’s important for the whole – and crucial for the homepage. You need to put your best foot forward, and this means you have to impress the visitors of your website. But how exactly do you do that? Here’s how to properly design your website’s homepage.

Look great

The visual aspect is incredibly important – just like a sales person, a job applicant, or a politician, you want to put your best foot forward, and first impressions matter a lot. Ensure you have great visuals, engaging images and text, and that your colour scheme appeals to your target demographic. Make it clear, organised, and visually appealing. This goes for all your pages, but especially your homepage.

Talk about value

Come straight to the point, and don’t dilly-dally; tell your visitors exactly what you are about from the start and what value you have to offer to them. It may seem like a normal, obvious thing to do, but we often see too many websites that lose their audience simply because they seem to be afraid of being straightforward and clear with their purpose.

Go social

Social media has become a very powerful tool, so give your visitors the chance to follow you on FaceBook, Twitter, and all other social media outlets you are active on. This is an excellent opportunity to create a loyal customer base, advises the affordable web design Bristol professionals from It’seeze Websites.

Easy navigation

Can you imagine your first-time visitor trying to navigate your website having trouble and becoming confused? This will not do. Make it easy, straightforward, and intuitive.

Credibility

Instill a sense of trust. This can be done in many ways (via testimonials, partnering with other reliable websites, providing plenty of contact details, online support, and so on). Credibility is essential. You need to look professional and trustworthy.

One more thing should be kept in mind: your blogs are important, as they are a link to your reader and your website. This means the blog has to be relevant to the concerns of your ideal consumer, but it also means you have the perfect opportunity to hook readers. Ask visitors to submit their email address to give them regular updates. Give them a chance to interact by speaking to a representative who’s online right now. Give your visitors the chance to get to know you; that’s how a customer base is built.

Image attributed to Pixabay.com