Reducing cart abandonment is more important than ever during the Holiday Weekend. Monday, December 1st is going to be another record-breaking day for ecommerce. It’s up to you to ensure that this Cyber Monday brings in record sales without any snags.
Whether you’ve done all you can to reduce cart abandonment this season or you’re just starting preparations now, today’s checklist will give you a few items to cross off your list and help bring customers through to conversion.
1. Availability, Speed, and Reduced Cart Abandonment
Double-check your hosting services and do some research on their track record for Black Friday / Cyber Monday readiness. Make sure that your plan allows for more monthly bandwidth than you typically use. November and December usually require significantly more resources.
Don’t sit back and trust that your hosting provider will increase service to meet your needs. Do some independent research and make sure your provider is known for keeping sites afloat. Being available is the single most important factor. In fact, Cyber Monday downtime costs some companies as much as $500,000 per hour.
Not all website usability is the responsibility of the host. Historically, sites are cripplingly slow on Cyber Monday–particularly on mobile devices. Now is the time to do what you can to reduce website page-size. Run your images through optimization services and cut unnecessary content to make sure that everything loads quickly.
2. Customer Support Reduces Abandonment
Shoppers know that Cyber Monday deals expire when the clock strikes midnight. As a result, your customers aren’t going to want to waste any time when it comes to resolving roadblocks. Make sure that you have the staff required to handle all customer inquiries on Cyber Monday quickly, through all channels. Social media is arguably the most important customer service channel around the Holidays. Why?
- Social media channels are public. If someone has a problem and they’re reaching out on Twitter or Facebook, others can also see both the question and the answer. According to a report from Conversocial, 88.3% of respondents claimed that they’d be less likely to buy from a vendor when “confronted with unanswered customer complaints on [their] social media site.” Leaving a customer with unanswered frustrations may cost you more than just one conversion.
- Social shares are infectious. According to a report from Applied Innovations, 49% of consumers use social sources to get ideas for gifts. Making contact with customers through social sites will increase visible and may influence a few buyers.
3. Abandonment Optimization
The holiday season is when you want to put your most polished, complete product forward. As you open the doors and let in the flood of holiday shoppers, all tests should be finishing running.
What does this mean for you?
- The A/B tests you’ve been running all year should be finished and closed. Your analyzed results in effect no later than Black Friday.
- You can continue to test into the holidays, but try not to change website functionality. Testing copy, hero images, and colors are typically fairly low risk.
4. Seasonal Messaging and Abandonment Emails
The holidays are the perfect time to bring out your biggest sales and best deals. However, to stay competitive, some companies ride this line all year long. Just because you can’t shave another 10% off the bill doesn’t mean you shouldn’t generate holiday-themed creative.
Reinforce sales and featured items with Black Friday and Cyber Monday specific messaging. Create a cohesive holiday-shopping experience for visitors. Mirror key imagery between website and emails to ensure shoppers get the experience and feel of special sale treatment. Even if your prices aren’t drastically lower, the sale experience still drives conversions.
5. Reducing Cart Abandonment Through Urgency
There are two constants customers know about the end-of-year, one-weekend shopping spree.
- The deals are great.
- The deals don’t last.
As a vendor, you should use this urgency to generate conversions. Convincing customers that now is the best time to buy is a good sales tactic year round, but putting an emphasis on converting quickly may prove doubly fruitful during the Holidays.
For example, typically, UpSellit sends the first email in a remarketing series approximately two hours after abandonment. On Cyber Monday, however, consumers tend to move from the ‘Awareness’ stage of purchasing to ‘Conversion’ very quickly. To account for this, we tweak campaigns to dispatch messaging between 30 minutes and one hour after abandonment. When a shopper abandons a cart full of goods, they likely still have some purchasing intent. Chances are, on Cyber Monday, they’re looking elsewhere immediately to secure a deal. By landing in customer inboxes quickly, you get another chance to revive a sale before they buy elsewhere.
Additionally, you’ll want to realign messaging with the urgency of the limited-time offers that make Cyber Monday so popular. List the quantity of items on product pages and the duration of deals within remarketing emails to get shoppers to commit more quickly.
Reducing cart abandonment is exceptionally important during the holidays, but optimizing traffic shouldn’t be exclusive to the year’s end. To learn more about reducing cart abandonment and making the most out of your site’s traffic, contact UpSellit.
Written by Adam Soltani