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Combine web analytics with customer feedback to reduce shopping cart abandonment
One of the greatest challenges for online retailers is how to combat shopping cart abandonment. This problem can be compounded for businesses that are looking to take their websites to an international audience. Sites that may seem intuitive to visitors in the UK might not be as welcoming to visitors from the States or Canada. In order to inform online strategy, retailers need to take steps to incorporate a way for customers to provide feedback to improve conversion when moving to a new market.
Retailers should identify how they can integrate the information gleaned from customer feedback into their web analytics data. The who, what, when and where data you collect about your customers’ behavior is valuable. The why data, the information that comes directly from customer feedback, is priceless. Combining these information streams positions your business to serve online customers in a personalized, real-time manner.
Analysing customer feedback can also provide you with both process-level and website-level analysis. You can manage feedback based on your business metrics and preferences such as priority, feedback type, geography, site functionality and more.
Industry analyst firms point to several common reasons for shopping cart abandonment your customers might be experiencing: insufficient pricing and shipping information, login restrictions, security concerns, and an intent to investigate a product or service rather than to make a purchase.
The missing link between e-commerce sites and stemming cart abandonment is customer data. What if retailers could instantly ask a customer the elusive “why” question immediately following that shopper’s abandonment of the cart?
Customised feedback forms offer one way to understand exactly why your shoppers leave. Online businesses can use customized feedback tools to identify shoppers following this behavioral path and ask them why as soon as they abandon your cart. With the responses collected at this critical point, website owners can reduce future problems by working on what needs to be improved.
Furthermore, businesses can use that direct customer input to follow up with lost customers to provide the information they sought, fix the problem they identified, or offer a coupon if they complained about pricing. In this way, you can use customer feedback to increase conversions and sales.
Oftentimes, retailers – especially those looking to expand their markets internationally – find that user feedback regarding shopping cart abandonment focuses in one of several areas.
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Source: Eran Savir, Kampyle on May 14, 2010
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