There isn’t a single, one-size-fits-all solution to site abandonment. It’s a multi-faceted issue that’s influenced by a wide range of factors. While there may not be a singular cure to abandonment, there are certainly ways to treat it. Today we’re going to talk about how abandonment solutions and social networks can work together to create a powerful customer recovery strategy.
Customer Reviews as an Abandonment Solution
If you’re the type of online shopper that carefully sifts through reviews as you evaluate a product, then you’re certainly not alone. In addition to being useful tools for consumers, the same reviews that help you make a purchase decision can actually serve as an abandonment solution. How?
- Reviews Build Trust. A 2014 study from BrightLocal found that 88% of shoppers trust online reviews as much as personal recommendations. ‘Trust’ is the key factor here; throughout our continued research on abandonment, “lack of trust” is consistently a top-cited reason for site bounces, product abandons, and checkout abandons. The mere presence of user reviews establishes a credibility on your site that’s helpful in reducing bounce rates, while the content can help strengthen trust as shoppers delve deeper.
- …Even the Negative Ones. No matter how fantastic your product, an anti-fan is inevitably going to crop up. Don’t be afraid of a vocal customer–negative reviews create legitimacy and, it’s been shown, that particularly well-written negative reviews can actually boost sales.
However, despite the overwhelming importance of customer reviews as an abandonment solution, 29.2% of the Top 500 ecommerce retailers continue to leave them out. Don’t make the same mistake as the big guys; implement customer reviews and test the results.
Social Networking as an Abandonment Solution
Getting on social networks is always a good idea. There’s no real barrier to entry and you stand to gain some additional exposure by making your brand available to your customers. Plus, when 78% of respondents to polls claim that “posts by companies they follow on social media impact their purchases,” it’s hard to argue against the benefit of social presence.
On the other hand, extending yourself without follow-up is perhaps the most dangerous tool of all. According to a Conversocial survey, 88.3% of respondents said that they’d be less likely to buy when “confronted with unanswered customer complaints on a company’s social media site.” Before you go into a frenzy of checking your social accounts, know that there’s an opportunity here to turn less-than-stellar experiences into company boons. Address any complaints in the public eye fully, quickly, and with a personable touch. You can recover and improve customer confidence by simply keeping current.
With some mindful networking, social networks give your company an audience, a way to impact that audience, and the credibility that comes with having a following.
Abandonment Solutions that Leverage Social Strength
Now that we’ve examined a few ways in which social activity can double as an abandonment solution, let’s take a look from the other side of the fence. How can UpSellit’s abandonment solutions work to reinforce your social presence?
Post-Purchase Remarketing – The most successful conversion is one that keeps the customer coming back. Don’t be afraid to contact consumers after they’ve made a purchase. Wait a week or two and then send a personalized, friendly message requesting a review. These benefits of this approach are threefold:
- Not only will these reviews help beef up your social proofing,
- you’re also bringing customers back to your site.
- Additionally, actively valuing customer feedback is a great way to establish a brand-consumer bond.
Targeted Offers – Using a custom iteration of UpSellit’s Targeted Offers solution allows you to leverage incentives in exchange for social participation. This type of promotion is a great way to grow your social reach and, as a result, establish abandonment-fighting levels of trust.
Additionally, Targeted Offers’ heavily customizable launch criteria can help you target specific segments. For example, launch on the confirmation page and ask users to share their purchase with friends, or simply ask new visitors to follow you on Twitter to keep up with the latest sales and releases.
While social networks are constantly changing, one fact remains the same: consumers shop with retailers they trust. Getting on social networks and keeping customers involved in the proofing process is a great way to establish the trust that creates repeat customers. For more information how your abandonment solutions build trust with site visitors, contact UpSellit.
Written by Joe Rosenthal