Research shows that around 42% of customers abandon their shopping carts on e-commerce sites, especially in fashion stores, to check if they can find the same products at a lower price elsewhere. This issue results in a significant loss of potential revenue for store owners, but there are effective strategies to improve this situation and increase conversion rates.
In online fashion stores, customers frequently engage in price comparisons, leading them to abandon their carts and visit competitor websites to see if they can get the same product for a cheaper price. Often, customers are unaware that similar products of the same quality are offered at competitive prices on the website where they are shopping, but without a clear indication of this, they choose to abandon their purchase.
42% of customers abandon their carts to check prices on competitor sites (Consumer Research 2023).
Customers who receive incentives like personalized discounts or free shipping are 30% more likely to return and complete a purchase, highlighting the importance of delivering immediate value.
To reduce cart abandonment, it is essential to not only understand the key drivers behind customer departure but also to offer solutions that instill confidence and motivation for them to stay and complete the purchase:
Displaying Real-Time Deals:
Often, customers are simply unaware that there are discounts or promotions available on the site they’re browsing. Presenting a unique offer or special discount on the product page can reduce the need for them to leave and search for better deals. In fact, customers who receive personalized offers at the right moment are 26% more likely to complete the purchase—a figure that not everyone might be aware of.
Offering Incentives at Checkout:
Many customers abandon carts due to uncertainty about the total cost of their order. Offering incentives like free shipping, personalized discount codes, or first-time buyer offers at the checkout can make the shopping experience more attractive and reduce abandonment.
Using Reviews or Testimonials:
Another surprising insight: 72% of customers prefer to buy from a brand they feel confident in. Displaying positive reviews on the product page can encourage customers to complete their purchase, especially when it comes to fashion items. Many customers may not realize the value of having reviews on the page, but it’s one of the most effective tools to build purchase confidence.
What should be displayed on the product/checkout page?
To prevent abandonment, it’s important to display information that reduces uncertainty and builds customer trust in the purchase.
Add price comparison elements on the product page itself to show customers that they’re getting the best deal.
Offer discounts or coupons in the checkout process, and showcase time-sensitive offers to encourage immediate purchases.
How can you communicate this to customers via WhatsApp?
After a cart is abandoned, sending a WhatsApp message with a discount offer or free shipping can nudge the customer to return to the site. Highlighting the value of the product and comparing its price to competitors can reduce the customer’s need to continue browsing on other sites.
Cart abandonment due to price comparison is a common issue in online fashion. By displaying real-time promotions, offering incentives at checkout, and using customer reviews, brands can enhance customers’ confidence and encourage them to complete their purchases. Effective communication with the customer, such as through WhatsApp, can further improve conversion rates and turn abandoned carts into revenue opportunities.
What should be displayed on the product/checkout page?
To prevent abandonment, it’s important to display information that reduces uncertainty and builds customer trust in the purchase.
Add price comparison elements on the product page itself to show customers that they’re getting the best deal.
Offer discounts or coupons in the checkout process, and showcase time-sensitive offers to encourage immediate purchases.
How can you communicate this to customers via WhatsApp?
After a cart is abandoned, sending a WhatsApp message with a discount offer or free shipping can nudge the customer to return to the site. Highlighting the value of the product and comparing its price to competitors can reduce the customer’s need to continue browsing on other sites.
