E-commerce research announced recently helps marketers work to ensure their sites regain shoppers. First, a promoted tweet on Wednesday highlights how marketers can target shoppers who abandon carts. Then on Tuesday, Forrester Research highlights how e-commerce sites need to be optimized for local search.
The cart research from Connexity, the umbrella brand for Bizrate Insights, Shopzilla and PriceGrabber, finds most shoppers abandon e-commerce sites because they can’t find the “item, size or style they were looking for.” (opens as a PDF) The Forrester research by analyst Lily Varon says global marketers may be failing to successfully localize their sites for search.
Both provide solutions:
- “A merchant offering to locate the right item, color or size would help them purchase,” say 62 percent of the cart abandoners who couldn’t find what they wanted to buy, as well as 77 percent of those who couldn’t purchase because an item was out of stock, according to the Connexity research originally tweeted on July 28 and promoted on Wednesday.
— Connexity (@ConnexityInc) July 29, 2015
- Many cart abandoners may be shopping during the workday, but don’t want to buy until after 6 p.m., so they save their carts. “Test offering a discount of 10 percent to 20 percent after 6 p.m. — this is when shoppers who saved items in their cart are most likely to complete their purchase,” according to the Connexity research.
- Avoid technical problems, which also cause cart abandonments. “Perform weekly QAs of your checkout process on all major browser and device combinations,” Connexity advises.
- Keep consistent domain structures, suggests Forrester. “The best practice in a domain name strategy for a multinational company is to maintain a strong global brand by using the same domain strategy across the globe,” writes Varon. “There are four common URL strategies available to firms today: country code top-level domains or ccTLDs (e.g., acme.br), subfolders (e.g., acme.com/br/portugues), subdomains (e.g., br.acme.com), and brand-level global top-level domains or gTLDs (e.g., annualreport.acme).”
- Ensure search engines can find site content, says Forrester. “E-business leaders must understand search engine market share and local market semantics in order to come up on top,” she writes.
- Have market-specific customer care, Forrester advises. Going back to the Connexity research, this can come into play during tech issues. However, Forrester cautions, global marketers must understand “customers’ reliance on different service channels (e.g., call center, email, online chat, and social) vary by market, and well-localized websites will dedicate resources to channels relative to local preference.”
How else are e-commerce marketers regaining shoppers?
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