Why did the buyer abandon the Cart, and because of this we did not earn

In the competition for the client, the owners of online stores and sites for the provision of services are knocked down, inventing new "chips" and "buns". All this takes a lot of time, effort, and money.

However, attracting visitors is not the whole job. To make money on your goods or services, you must first bring the buyer to the Basket, and then receive an order from him. And this is if he clicks on the "Buy" button. And if you don't click...

Why did it happen that the buyer put the goods in the Cart, but did not press the "Buy" button? The order for processing was not sent, the money was not earned by the store.

How is that happening? The product is so good! Buy!

This is exactly what entrepreneurs thought in the era of the beginning of Internet commerce. It was believed that the main thing was to bring products and post photos on the site.

Everything! But it turned out that it was necessary to design a website, create a mobile version, work on the text and illustrations, and make the design appropriate, with all the fashionable little things.

Plus, add here all the panels necessary for upselling, a small neat banner, catalog strips, or menus. And to dwell separately on the structure of the Basket.

Let's look at how the Basket looks like, in which the order is stale?

And also note other reasons to take a break before clicking on the coveted "Buy" button.

Here is an almost complete collection of reasons for refusing an order. Having carefully studied each item, you will see how many difficulties store owners create on the way to purchase, often forgetting that the main task of the store is to make it possible to buy goods! Shopping should be easy and enjoyable, like a trip on a Caribbean cruise.

Let's consider two directions: external and business - direction.

External direction: Design - structure - information

The list of selected products is not displayed. This happens when the site is not optimized for mobile devices. Those. The cart does not fit on one screen
There is no image of the item in the shopping cart
An error occurred on the site while placing an order. Further, most likely, the visitor was thrown out. Order left unfinished
The final cost of the goods in the basket is poorly visible
No delivery information. Is it included in the price or paid separately. And if separately, how much does it cost?
There is information about the delivery, the cost does not suit the buyer
Registration is required to place an order. Even worse if it takes a long time
You need to enter various additional information, for example, email (there are buyers who do not have email)
Too many input fields at checkout
Lots of steps and opening windows. There is a high chance that one window will not load or will take too long to load. And the buyer may run out of internet at the most inopportune moment, run out of phone battery ... or run out of patience
Leave a credit card
Few payment options and no suitable customer
The credit card has been declined
It is not clear when the order will be poisoned
Not sure how much to pay for packaging
If a discount was declared when ordering, but it is not displayed in the Cart
There is no way to go back to the store and reorder. The buyer got confused and left

Let's move on to the business part, which is also involved in the formation of the content of the Basket.

Business direction:

Overpriced goods. The buyer collected everything on emotions, then peered at the prices and ... decided not to order. Or choose other purchases.
Too high shipping cost
Too long delivery. The goods are needed, but they sell the same thing nearby, albeit more expensive, but tomorrow the goods will become his 100% property
In the basket, it turned out that you need to place an order from a certain amount
In the shopping cart, it turned out that there is a cumulative discount
In the shopping cart, it turned out that the goods are missing. A customer who chooses goods for an hour is likely to leave the store disappointed.

How to check if the customer abandoned the shopping cart or took a short break to return and complete the order?

This is where e-mail comes to the rescue – marketing and its catch-up letters. A pre-prepared letter is automatically sent to the client to the specified mail. The letter contains correct information about the abandoned Cart and, possibly, a request to complete the purchase.

If the buyer did not open the letter, then the purchase does not seem to be relevant at all. Most importantly, make sure your emails don't end up in SPAM to potential buyers.

One reminder letter will be enough.

And periodically critically reviewing your improvements in the Basket, you will find non-working items.