Leaning Tree Digital Marketing

Digital Marketing in Metro-Milwaukee

Archive for the month “August, 2013”

Psychology behind my online purchase abandonment

shopping cart purchase picrunning shoeThis is an interesting topic as I just recently abandoned an online purchase myself.  I’m a busy and admittingly impatient person when it comes to shopping for something specific.

Due to the amount jogging that I do, my running shoes have to be replaced fairly frequently.  (I’ve come to love the high end ASICS for comfort and durability.)   I tend to like to try things on and ‘experience’ the product first hand.  Call me”old-fashioned,” but I do appreciate experiencing the touch and feel of a product before purchase, I always check local stores first.   I already knew that I wanted to purchase the ASICS Women’s GEL-Kinsei 4 Running Shoe, however, these specialty shoes are not easy to find.  Sure that a running store would have these shoes, I was still unwilling to travel out off my beaten path to find such a store.  After shopping around Sports Authority and other local sporting goods store, I became somewhat desperate and frustrated after a couple of weeks.

Eager for a simple and quick solution, I resulted to search online.  The shoes were quickly found at DicksSportingGoods.com.  Excellent!  Dick’s is a local store that I recognized, and probably more convenient if there was ever need for a return or exchange.  The website displayed (3) different colors. ( I don’t buy running shoes for the appearance, but knowing that the shoe I wanted had options was enticing.)  After setting up the e-mail contact and billing information, I put the shoes in my cart only to find that the color I choose was out of stock.  To make things worse, my second choice was also out of stock.  As mentioned, I don’t purchase running shoes for appearance.  However, after learning that I had did have choices, my mind was now focused on getting the color I wanted.  After all, if I’m spending nearly $200 for a pair of shoes, why not get the color I want?  Before continuing to explore options online, my contact info/e-mail address was deleted.  (I knew my cookies were out there, but at least Dicks couldn’t contact me by e-mail.)  So I thought anyway…  The shoes were found at Zappos.com. They didn’t have the color choices I was looking for, BUT they did have a mind-changing offer; $50 savings from the price quoted on Dicks.  I will absolutely buy the ugly running shoes if it saves me $50!  And I did…

I specifically remember deleting my e-mail info, but since the Zappos purchase, Dicks has been sending me annoying e-mails anyway.  All of this had me wondering how many people react as I did, abandoning their initial cart selection for one reason or another.  I found this article from MarketingProfs.com which states that abandonment rates in the second quarter of 2013 were averaging 75%.  The study also found that if an online retailer is able to ‘capture’ contact information before a cart is abandoned because following up with an email can often times become lucrative.

More interesting Q1 2013 facts from SalesCycle.com:

  • 73.6% was the average shopping cart, basket and booking abandonment rate (up from 70.7% in Q4 2012)
  • Most abandonments happened between 8 and 9pm – with Thursday the most common day
  • 48.1% of basket abandonment emails were opened (up from 45.9% in Q4)
  • 14.9% of basket abandonment emails were clicked (up from 13.5% in Q4)
  • 33.3% of these clickers went on to purchase a product (up from 30.1% in Q4)
  • The AOV was 58% higher for purchases from basket abandonment emails compared with direct sales (up from 36% in Q4)
  • Revenue per basket abandonment email sent was $5.78  (up from $4.14 Q4) 
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Their complaints may be your next Big Idea

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It’s a known fact that the internet and social media have amplified customer voices, and it’s not a bad thing.  Yes, there are those who use online outlets to vent rage and obtain some sort of power from posting unwarranted comments.  But, because these internet ‘personalities’ are easy to peg, their comments mean next to nothing in the long run.  Of course, every business owner welcomes a positive review and customer feedback.  After all, what’s not to love about a customer expressing their satisfaction and delight regarding the services and products that you offer?  These words can define the difference between your business and the competition.  Encouraging words and praise can lead to some well-deserved free ‘word-of-mouth’ advertising and encourage new business in the future.

But what about the customer that expresses otherwise?  It’s true that most business owners fear complaints and dread a customer revealing a negative experience online.  However, I believe there are important lessons to be learned, and bigger opportunities to be discovered from a legitimate negative comment or customer concern.

Valid reasons not to fear the LEGITIMATE Negative Customer Complaint:

  • Having some negative comments mixed with positive ones will make your business reviews appear more relevant and believable.
  • Negative reviews add to the total quantity of reviews a business has which is important, providing more confidence in star ratings (represent an avg. across all reviews).
  • Customers who bring to surface and issue want to be heard.  If they have taken the time to express their concerns, they are more likely to return when the issue is resolved.
  • Resolving a negative complaint allows opportunity to present a special offer or incentive to motivate that customer return and satisfaction.
  • A dis-satisfied customer who doesn’t complain in a public manner could harm your business by talking behind your back and amplifying it’s negative effects without your knowledge.
  • After a situation has been exposed, your business can take action to obtain the upper hand, change the tone, and gain a new-found respect from current and potentially new customers.
  • Responding and resolving a negative comment allows you, the business owner, a chance to be heard and seen as a business that cares about its customers.
  • Your customers are always right.  Your customers know the competition better than you do.  Their questions may be your answers!

Be sure to PLAN for complaints…. as they are guaranteed to happen!  Make resolving those complaints a priority and conduct yourself professionally, especially online.  Compensate an unhappy customer for their inconvenience. Really listen to what customers are trying to tell you, especially if you are hearing the same type of concerns repeated.  Knowing and understanding customers wants and needs will absolutely create new and positive opportunities for your business…the next BIG IDEA.

What are you waiting for?  Tap into it!

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