Abandoned Basket Strategy

May 13, 2021

Securing a sale is one of the core challenges modern companies face, and there are plenty of difficulties you will encounter before actually completing a sale. You need to provide compelling copy and appealing products, you have to give multiple payment options for customers to use, and you need to market effectively. But, in addition to all of this, you need to make sure you tackle the abandoned basket issue that plagues so many online businesses.

Generating the leads and encouraging people towards your business is all well and good, but you need to be able to secure sales, and this means being able to deal with the issues that often cause customers to abandon their baskets, and look for a strategy to deal with them. Of course, you'll need to work closely with a digital marketing agency in Kent to develop the best promotional strategy to drive traffic to your store, but how can you prevent that pesky cart abandonment?

What does an abandoned basket mean?

An abandoned basket is pretty much the name for the process when a customer clicks to add a product to their basket to purchase it, but then doesn't actually wind up completing the transaction. This can lose you quite a bit of money if it is happening a lot, and it is also the indicator that there may well be a part of the process that you need to change in order to help you secure more sales. According to stats from the Baymard Institute, the average cart abandonment across all industries is just under 70%. Things like shipping costs and an inefficient checkout process are some of the key reasons that cause basket abandonment.

Why this is bad

Abandoned baskets or carts can be a big problem for the business because of the fact that it can point to a broken sales funnel, and a poor customer experience. It is important that you try to make sure you do as much as you can to work on this, and to make sure you fix whatever issues might be causing this. Your company's reputation is really important, and this is something that you need to protect and preserve, which makes basket abandonment an issue that needs to be tackled swiftly.

What can you do to avoid it?

Now, there are a number of things you can do to avoid basket abandonment and secure more sales in the process. One of the first things you can do is to target the abandoners with remarketing techniques, something you can work on with your Kent digital agency. Another key idea to avoid abandoned baskets is to streamline the purchase and checkout process to make it faster and more efficient, as well as focusing on reducing shipping costs, being clear about them upfront, and identifying and plugging leaks in the sales funnel.

Making sure you can do as much as possible to improve upon this is definitely going to have a hugely important impact on your business. Your ability to secure more sales is really important, and there is so much you need to get right in this regard. Try to think about what it takes to improve upon your sales techniques, and to come up with some of the best possible ways of being able to avoid abandoned baskets as much as possible.

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