If we asked online retailers about their biggest worry, probably the most frequent answer would be ‘abandoned carts’. Each transaction that has not been completed by the customer, is a certain amount of money that will not reach our bank account. And we begin to wonder – why did the customer abandon the cart? Answers to that question can be found in the results of the research conducted for NeoClick.io. And these answers are also confirmed by the trends coming to the Polish e-commerce from around the world.
#1 Too long path to purchase
According to 100 stores from the e-commerce industry researched by HubSpot, the purchasing process statistically consists of 5,08 steps. This is definitely too many occasions for the customer to think twice, change their mind and eventually abandon the cart.
E-retailer who wants to be successful in e-commerce must follow the rule that ‘each step in the purchasing process is one step too many’. The whole process must be optimized as much as possible and the number of abandoned carts will certainly decrease.
#2 Required registration
Required registration is a temptation that not many online sellers can resist – after all, new precious marketing contacts and the possibility to reach the customers with special offers and promotions are at stake.
But customers are now becoming more aware of the importance of their data. Some of them, to the extent that they would rather abandon the cart and go to a competitor, than go through the required registration process in a given online store. 32% of online shoppers confirm they have been in such situation, and 35% straightforwardly claim that they prefer online shopping without registration. It is thus worth putting aside the possibility of acquiring a marketing contact in favour of the customer’s comfort, in hope that their positive experience will encourage them to come back and register in the future. In some cases, when registration in the online store was not required, the sales increased by 45%.
Pressure put on customers does not pay off – especially in the e-commerce market, where, undoubtedly, it is the consumer who takes the centre spot.
#3 No optimization for mobile devices
Probably all online retailers are already aware of the fact that m-commerce is no longer the future – it is now. E-commerce sales in this segment during just one year (2014 vs. 2015) increased by 109%. As many as 13% of e-customers do their shopping only with mobile devices, and 25% browse the Internet using only tablets and smartphones, proving, that the mobile version of the online store’s website is now an absolute must.
But the optimization for mobile devices will never be fully effective unless followed by the optimization of the purchasing process. In other words – the fact that the website is displayed correctly on a mobile device does not mean that the path to purchase in this store is optimized.
As many as 60% of customers complain about the inconveniences in filling in payment and delivery forms when shopping on tablets and smartphones. 31% declare that they would shop more if the whole m-commerce purchasing process could be completed in 1 or 2 clicks. Without taking these expectations into consideration, the online store’s mobile website will not convert traffic into sales as much as a profit-oriented e-retailer wants.
#4 Too high delivery costs and not enough delivery options
Customers expect convenience not only in browsing the store’s website but also on the last stage of the purchasing process – the delivery. Today one delivery option is definitely not enough. Offering the customer a choice between the low-cost registered mail, more expensive but faster courier delivery or a convenient click&collect option is a good step towards keeping the customer on the path to purchase.
What is worth mentioning, the key is the variety of options, not companies whose delivery services are offered by the online store. Cooperation with five courier companies offering similar quality and prices will not give the customer as much comfort of choice as Parcel Lockers, courier and registered mail. Even if all these are offered by ‘only’ one or two companies.
Apart from being convenient, the delivery should also be low-cost. All research results show that customers both in Poland and abroad are sensitive to delivery costs and would love to receive ordered products for free. Information collected by NeoClick from online stores representatives leads to the conclusion that free delivery days attract more customers than discount codes or other promotional actions.
The proof of the crucial role of logistics is also what the respondents declare in the NeoClick’s survey – to 91% of them convenient delivery forms are ‘rather important’ or ‘important’, and 88% have the same opinion about free or low-cost delivery.
It is now time to draw a clear conclusion from the abovementioned data – the e-commerce industry should listen carefully to what the customers need and take actions facilitating the completion of purchases. Even the smallest changes may considerably increase the conversion rate. And – aren’t completed transactions what this industry is all about?
Source: Research conducted by evl.pl for NeoClick on 7000 Polish online shoppers, 2016.