The Hack - Enclose Your Shopping Cart
AARRR stage - Activation
Growth Problem - How to Decrease Cart
Abandonment Rates
Haxplanation:
You see it time and again in your ecommerce analytics reports:
the user happily bounces through your funnel without so much as a
cloud of doubt on their way to the checkout horizon. Then once they
get to your shopping cart. Boom - they're gone! Cart abandoned.
What just happened?
Checkout abandonment is a b… bad deal. And common. All too
common. In fact, the lowest percentage of online
shopping cart abandonment rates is estimated at 69.1% . That is
pretty high for what is meant to be the 'lower' percentage! Let's
now explore how your shopping cart can avoid becoming yet another
ecommerce statistic.
The answer: 'enclosed checkout process'. That is what will make
all the difference to your conversion rates and activations. And
this growth hack doesn't just apply to ecommerce businesses but to
your SaaS app also. You do have a checkout process, don't you?
Just Hack It:
- Take all of those fancy menus and buttons in your nav pane. Now
'strip' them out as if you were turning an old rust bucket into a
hot rod
- Because that's what you're doing. You're transforming your ol'
clunker of a shopping cart into the equivalent of a show-stopping
street machine
- So, take out all of the necessary nav elements and just leave
your company logo. This becomes the ONLY means of escape now. Does
this remind you of anything?
- If you answered 'landing page' then this reward sticker is for
you! Because this is what your cart is now, the most lucrative kind
of landing page
- Definitely keep all of the important links: delivery options,
returns policy, contacts details and the necessary legalese. BUT
turn them into lightbox pop-ups or overlays rather than links that
take the user off the page
- Allow users to navigate back and forth through the checkout
process in case they need to change any information. This is so
that they're not forced to click the browser's 'back' button.
- NEVER let your users click the back button…
- You can also experiment with including a 'live chat' option
such as Zopim or Olark
- 69% abandonment rate? Pfft, not with this bad boy that you've
just built.
Source or Inspiration:
https://econsultancy.com/blog/64142-why-online-retailers-should-enclose-the-checkout-process/
http://www.salecycle.com/cart-abandonment-stats/