One of the most common concerns that brands, mostly for the online retailer, are facing is cart abandonment and overall site abandonment from consumers or potential consumers. Brands have to think about what factors from their website are causing site abandonment. Personally, if a website is taking too long to load its pages, I exit the website, especially how nowadays we are used to things running extremely quick. Companies need to think about their site speed as a prime factor for their website. Most importantly, the website’s speed on mobile is paramount, and companies need to make sure its fully optimized for mobile devices. It’s even easier when for a consumer to exit when using the website on a mobile. It’s also easy for the consumer to forget their carts when using a mobile device, a consumer might get a text or might get a notification from a social platform that will make them forget they were ever shopping online. Having the site with full speed makes the consumer move through their website quicker and processed to their cart faster as well. Businesses also need to think about if their site is user-friendly and being easy for them to navigate. If the site navigation is hard and confusing for users to use, they will exit. They need to have the right content and information to have a consumer’s full attention so that they can follow-through and finalize their purchase.
When it comes to cart abandonment, brands need to see what consumers are looking for and if they are finding it on their site. Google Analytics is an excellent way for companies to know what their shoppers are searching for and buying on the brand’s website. They can also install a live chat, to get customers to engage and get them to stay on the site. They also need to see if they are providing shoppers with enough information for the products. Displaying the benefits, adding product images, videos, and reviews can add to the consumer final decision on purchasing the product. (Links to an external site.) I frequently shop on SHEIN, a company that sells clothing but at a low price since it comes from companies within China. I only rely on customer reviews to make my final purchase. In the review section, customers review the quality, the true size, and pictures to help others make their purchase. Brands need to think about all these factors and put them into action to prevent any of these issues from affecting their business.