Internet?Pushing the Carts Through (355 words)
Edited by Brendan Maher
SaleOutlet.com saw a problem—too many ditched shopping carts. How did it bring down the number of abandoned carts by 32 percent and bring sales up an by an almost inconceivable 311 percent?
By making the right offer (be it a percentage off or free shipping) at the right time (just before the cart gets abandoned), SaleOutlet.com turned those carts into sales.
With the help of Manna's personalization software, FrontMind, the data warehouse is accessed to determine the types of customers that are likely to abandon their carts. If, for instance, the customer fits a model that has a high capacity to leave a cart when they see the shipping cost, a popup offering free shipping is sent. With the right offer popping up at the right time, the customer is pushed through faster and the abandon rate drops.
For SaleOutlet.com's CEO, Michael Aronowitz, "stickiness" is not the only game in town. If you can get shoppers on and off the site as quickly as possible, there's less chance of them being interrupted by a phone call, a crying baby or some other distraction.
Who Wants a Cookie?
You know your customers are Web-savvy, but just how savvy are they? With all the hype about privacy, many users are blocking cookies from their browsers.
That's not the worst thing that could happen, but if these privacy protectors decide to make a purchase, there are going to be problems. Shopping cart functions may not work when cookies aren't accepted, and it only takes a couple of times seeing a "There is nothing in your cart" page, to make one of these folks move on.
Make sure your site works for a cookieless browser. If it doesn't, drop a line or add a page explaining that shoppers need to configure their browsers to accept cookies before they can shop. It might not hurt to add a link that explains exactly how to do that just in case someone else is responsible, or they just forgot how to do it. If necessary, they can go back to living in Internet anonymity, but not until after they've made the purchase.