Setup Your E-Commerce Website To Manage Abandoned Sales

September 6, 2011 - Posted by Libbi to web design

According to software marketing company Optilead, as mentioned in The Drum, online retailers are missing out on an additional 25 to 40 percent of “last hurdle” sales which become abandoned just before confirming a purchase and could be salvaged with customer follow-up.  If Optilead is correct, these missed sales could add up fast.

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There are many options available to online retailers who want to take a more proactive approach with missed sales.  First, e-commerce sites can follow up by phone and politely ask what went wrong and offer assistance.  Another option for retailers is automated emails, which can be sent to abandoned shoppers offering help or a coupon code to complete the order within a set amount of time.  If a website is losing sales because of certain issues, this gives the retailer a perfect opportunity to address them.

The key, in our opinion, is to make sure the follow-up is personalized and centered around providing genuine customer care.  When providing discounts, the procedure should be setup so abuse doesn’t take place.  For instance, automated emails can be randomized or designed to not send repeat coupons to habitual shoppers that abandon their cart.  Without this safeguard, a small percentage of customers would shop, abandon, and wait for the coupon.

If your site is losing out on too many close conversions, this creative strategy might be the perfect fit to optimize your site.