The Impact of Assisting Customers on Cart Abandonment Rates | Appunite
Context
The client, an e-commerce business, specialized in online retail but struggled with a high rate of cart abandonment, affecting sales and customer experience. AppUnite partnered with them to tackle this prevalent issue in their online store operations.
Problem Identification and Consequences
Detailed analytics revealed a cart abandonment rate of 80.3%, well above industry standards, pointing towards lost revenue and possible user interface issues. Compared to the market benchmark of 69.82%, their cart abandonment rate stood significantly higher, indicating a pressing need for intervention. This indicated that customers faced obstacles or hesitations during their purchasing process.
To reduce the rate of abandoned shopping carts in e-commerce, we needed to understand why users want to avoid making purchases.
Solution Implementation
To quickly and effectively tackle high cart abandonment rates, we implemented straightforward and immediate solutions. Recognizing that various aspects of the checkout process could be improved, our primary goal was to quickly decrease abandonment rates. We opted to enhance the visibility of our support phone number throughout the customer journey, including at checkout points. This strategy allowed us to offer real-time support for any customer inquiries or technical issues, effectively reducing cart abandonment rates and giving us the time needed to address other specific issues in the checkout process.
Business and Product Gains
Implementing these changes resulted in a 5% reduction in cart abandonment and improved sales conversions. The presence of visible and accessible customer support not only enhanced user experience but also strengthened customer trust and loyalty towards the brand. Such a simple solution generated significant impact on that revenue stream.
Learn more about Cart Abandonment during Checkout
Take a look at the reasons for abandonment during the checkout report from Baymard Institute.
