Shopper Exits : Part 2

In this article, we list the different scenarios for shopper exits and identify how stores could follow through for each of those scenarios.  

Personalized communication on the follow through could be done via any or a combination of medium such as on-page, email, sms or telephone calls. Wherever possible, track all interactions on such responses.

The proposed responses to shopper exits would vary slightly based on the product categories (high involvement / low involvement etc.).

Scenario 1: Shopper attempted buying (paying) for the items in the cart but did not complete the purchase.

Possible Causes:

  • Failures in the payment gateways.
  • Unexpected additional charges (convenience fee, gateway charges etc.) were added which affected shopper decision.

Follow through options: 

  • Assure shoppers that their money is safe.
  • Automatically generate ticket numbers and provide URLs for shoppers to track ticket status.
  • Communicate how they can get in touch with the store for resolution and escalation.
  • Provide a quick payment mechanism to complete the transaction.
  • Redesign store workflow to communicate all charges upfront at the time of checkout.

Scenario 2: Shopper has added products to the cart but did not complete the purchase.

Possible Causes:

  • Shopper could be using cart as a shopping list for further selection.
  • Shopper wants to identify total cost of purchase.
  • Shopper wants to compare prices with other sites.
  • Shopper wants to rethink buy decision.

Follow through options: 

  • Immediately check with the shopper if they faced any problems. (SMS / email) 
  • Summarize their current cart in an email and provide URL to the checkout page to complete the transaction.
  • If shopper is negotiating, pursuant to your business policies, identify options for a time-bound offer to close the sale.
  • Offer assistance for shoppers to speak to a product specialist for any clarifications.
  • Take permission to contact them again after a few days, if they are still in the decision making process.
  • Let them know all the ways they can reach you, without pressuring them through repeated calls. 
  • After a few days, confirm if they are still interested in completing the transaction or they have purchased it elsewhere or put the decision on hold for sometime.
  • Run dynamic remarketing campaigns linked to your store’s products.

Scenario 3: Shopper has added products to the wish list, but did not add to cart.

Wishlists provide a great way for stores to identify shopper preferences. 

Possible Causes:

  • Shopper is still scouting for the correct product, price, delivery/availability.
  • Exploratory shopping only.

Follow through options: 

  • Notify the shoppers if there are changes such as availability or pricing etc. in their wish-listed products. 
  • Run dynamic remarketing campaigns linked to your store’s products.
  • Using analytics, identify and recommend similar products.

Scenario 4: Shopper searched for product and/or viewed product details page but exited after that.

In this stage of the shopping journey, the primary objective would be understand the shoppers’ requirements and urgency to buy as much as possible.

Possible Causes:

  • Relevance of search results to the search word.
  • Limited ability to filter search results with a larger number of relevant attributes

Follow through options: 

  • Short survey them on their shopping experience till their exit and their urgency to buy. 
  • Run dynamic remarketing campaigns linked to your store’s products.
  • Help shoppers with Saved Searches so that they don’t have to type and search again.
  • Ask if they want to be notified of new products matching their search terms and how frequently would they want to receive such updates.

Scenario 5: Shopper bounced on a landing page.

Possible Causes:

  • Relevance of landing page content to source of the campaign.
  • Shopper is not in a state of urgency.

Follow through options: 

  • When they close the browser to bounce from the landing page thank them and optionally prompt them to subscribe.
  • Run dynamic remarketing campaigns linked to your store’s products.
  • Email a survey to identify why they bounced and when they planned to return (preferably with an incentive.)

Interested in SX solutions for your e-store? 

Get in touch with us today.

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