There is no such thing as a useless piece of data. Marketers spend tens of thousands on analytics engines that interpret session behavior to predict what a customer is thinking. However, this information is readily available in the conversation transcripts from an Abandonment Chat campaign from UpSellit.
With each Abandonment Chat engagement consumers provide the reasons they were leaving. With UpSellit’s robust reporting engine, those conversations can be used to better understand how to optimize your site for reduced abandonment. Today, we’re going to talk about how Abandonment Chat, website analytics, and behavioral data can help you map your customer’s purchase process and create a user experience that drives more conversions.
What’s Abandonment Chat?
Abandonment Chat increases conversions by providing automated assistance to abandoning visitors. UpSellit’s SmartAgent® chat technology analyzes a customer’s questions at the structural level to understand the intent behind every input. With a completely custom chat script, Abandonment Chat provides the answers shoppers need in order to complete their purchase. For more information about Abandonment Chat, click here.
Abandonment Chat and Qualitative Data
Abandonment Chat and Direct User Input
Each site visitor leaves behind a trail of metrics that can be aggregated to provide a profile of the average customer. However, there’s little quantitative substitute for direct feedback from the user. Abandonment Chat solutions can help you interact with customers and collect unfiltered opinions about your site.
UpSellit’s Abandonment Chat engine keeps transcripts of every consumer engagement and categorizes conversions based on content. Identifying conversation trends will tell you which products draw the most questions, which policies are unclear, and which consumer pain points need to be addressed most directly. Transcripts from these conversations are extremely rich pieces of qualitative data that, when properly analyzed, reveal some intensely useful customer insights.
In addition to providing valuable intelligence, Abandonment Chat can immediately satisfy questions asked with customized responses and links while dispensing purchase incentives given the right conversational cues.
Consider the Visitor Origin
What to Look for: Analyze your traffic and take a note of the most prolific sources. Is the bulk of your traffic coming from organic search or from email marketing? Make sure to analyze traffic sources by bounce rates, cart abandonment rates and checkout abandonment rates.
What it Tells You: This type of segmentation is invaluable for determining which traffic channels are most effective and which need help. Knowing which roads to your website are most profitable allows you to prioritize for those segments and learn from them. Additionally, by knowing where your customers come from, you can tailor the customer experience precisely. For example, if a majority of your customers are coming from a promoted link on Google for “silverware,” you’ll likely want to highlight silverware on your entrance page.
What to Look for: Take a look at which items are added to the cart most often and which items are left abandoned most frequently. Determine how often visitors add items to their cart before abandoning.
What it Tells You: Finding trends in which items are most frequently abandoned presents you with a staging ground for new promotions. This data helps you determine which products need an extra push to get through to conversion. Ultimately, deciding where to focus your efforts is half the marketing battle. A healthy collection of data helps you win this battle.
Website Abandonment and Quantitative Data
Conversion Rates and Visit Frequency
What to Look for: Take a look at your site traffic and compare the conversion rates of first-time visitors to return visitors.
- Who abandons most often?
- How many times, on average, does a user return before ultimately making a purchase?
- How often and how quickly does a user return to your website organically?
What it Tells You: In most cases, return visitors convert with higher frequency than first-time visitors–but by how much? If your first-time visitor conversion rates are critically low, then you may need to do more to incentivize an immediate purchase. This type of data is the elementary building block of segmentation and allows you to give just the right amount of special attention to first-time visitors. Remember, an average of 96.7% of users abandon and over a third of those customers don’t return unassisted. Staving off site abandonment among first-time visitors is a worthwhile effort.
Visit Duration by Pages Viewed
What to Look for: Unless you run a single-page website, customers that don’t bounce immediately are going to move through a few pages before ultimately converting or abandoning. Pay special attention to the average number of page visits per session.
What it Tells You: Use this number to determine your selling strategy. Customers visiting many product pages before abandoning may indicate a lack of clear direction as users move through your site. In this case, make sure that each page has a clear call-to-action that guides users towards checkout to dissuade aimless browsing.
Alternatively, a low average of page views before abandoning may indicate navigational shortcomings. If your site isn’t intuitive enough to understand at first glance, users may begin exiting out of frustration.
Individual Page Abandonment Rates
What to Look for: Go through your individual pages and find the peaks and valleys for abandonment rates. Look through product pages, entrance pages, and custom landing pages and compare them to your site’s average.
What it Tells You: This metric will help you find specific, page-level problems on your website. When certain pages operate against site-wide trends, you can easily isolate and address influencers on site abandonment.
Evaluate pages with the most offensive website abandonment numbers and make changes where necessary. While abandonment numbers may not tell you precise what is causing customers to look for the door, it does tell you where to look, which is a crucial tip.
Designing an ecommerce site that converts is a process that requires that retailers walk in the shoes of their customers. In order to craft that consumer-centric experience, however, you need to collect the right insight. Although the tips in this blog are helpful for most any retailer, each website has a unique audience that needs deciphering. For more on using analytics to fight website abandonment and how our Abandonment Chat engine can help create a customer profile, contact UpSellit.
Written by Bryan Gudmundson