Reduce cart abandonment with conversational marketing


By Margot Bonhomme, Marketing Manager @Botfuel - October 14, 2020

With 69.57% of the carts created that are not validated, cart abandonment is one of the biggest e-merchants problems. Real scourge of e-commerce, it is important to understand why this phenomenon exists, to understand how to reduce it.

When working on your conversion funnel, reproducing the in-store experience can be very beneficial with the help of a virtual seller. It can welcome visitors and support them in their journey. It recommends the products or services that meet their needs. An effective conversational strategy puts people back at the heart of interactions, even online.

What are the reasons?

To limit cart abandonment, it is first necessary to understand the reasons that drive visitors to do so. Then, you'll be able to implement strategies to respond to them. According to a study by Baymard Institute, the top 10 reasons for shopping cart abandonment on an e-commerce website are:

Shipping costs are too high ;

  • The obligation to create an account/identify yourself to place the order ;
  • The order process is too long/complicated ;
  • The inability to calculate the total cost in advance ;
  • The various bugs and errors of the merchant site ;
  • The lack of confidence in payment ;
  • The delivery times that are too long ;
  • The unsatisfactory return policy (delays, costs, ...) ;
  • There are not enough means of payment ;
  • The credit card is refused ;


It would seem absurd to you if, when arriving at the checkout, you see 7 out of 10 people abandoning their shopping carts. Besides the more present social pressure, this is also because, among these ten reasons, only four apply to physical businesses. The digital aspect of e-commerce makes the conversion process more complex. This is why it is necessary to inform, support, and reassure visitors to your site more than in the store.

How can conversational marketing help you?

Against excessively high delivery costs

Given the level of maturity and competition of some players, consumers now expect free automatic delivery: 46% of e-buyers abandon their purchases if the shipping costs are not offered. Also, 60% of shoppers who abandon their shopping cart find that shipping costs add too much to the bill. Therefore, many e-merchants have gone on the offensive. According to TechCrunch, 50% of them now offer free shipping in one form or another. Is it working? Different studies have shown that Internet users spend an average of 30% more when delivery charges are offered.

Therefore, developing a cart abandonment campaign on your website may be the solution you've been missing. Conversational marketing guides each visitor based on their behavior. Thus, if the person spends too much time on the cart, payment, or FAQ page, you can offer them the free delivery costs thanks to a personalized promo code for a fixed period. Not only will the customer feel privileged, but he will also have a time limit. It will activate his purchase more quickly. Also, you can encourage him to complete his basket to reach the free delivery threshold if he is not too far from it.

Against the requirement to create an account/log in to place an order

According to a study by Forrester Research, out of 100 people asked to create an account to order, 23 abandon their cart because of it. The average redemption rate is 25%. It means only 1 out of 4 people will order again. This is why you have to make it easier for your customers to order. Time is reduced even further on mobile where internet users are often in a hurry. Make their life easier. Use your shopping assistant to enable your customers to browse as a guest. They can order faster and without having to register.

Against the order process which is too long/complicated

When someone in a hurry walks through one of your physical store’s door with a clear idea of what they want, their shopping journey will be quicker than a stroller looking for an impulse buy. However, online, certain mandatory steps make this process longer. The figures speak for themselves: 21% of Internet users who abandon their shopping cart do so because they consider the ordering process too long. You can rectify this by setting up a campaign enabling your customer to go directly to the payment page. This campaign is generally developed for regular customers, whose buying behavior and journey are known. They come to buy the same product, do not wish to visit other pages ... Welcome them by offering them their flagship products through a virtual assistant. Once the products have been selected, offer them to go directly to the payment page. This helps reduce the buying funnel and, at the same time, provide a customer experience that he will remember. You can also develop a generic campaign for everyone, offering visitors a guest journey via a shopping assistant, accompanying your customers in a few steps, for a faster and easier ordering process.

Against the inability to calculate the total cost in advance

Consumers are looking for transparency and a more balanced relationship with brands. Therefore, the inability to calculate the total cost (purchase and delivery costs) in advance is a barrier to purchasing. Imagine yourself in a clothing store, in which the sales consultant refuses to give you the total of your purchases as you go on your fittings. On top of that, he adds unexpected costs at the checkout. You’re going to have a very unpleasant feeling to have been ripped off, but most of all, you’re probably not going to buy these outfits. Your online shoppers have the same feeling. Now imagine that this same seller, with each new fitting, reminds you of the total amount of your purchases. He also adds any additional costs and/or existing discounts. Trust will set in, and you will know the exact amount you are going to pay at the checkout. Conversational marketing allows you to do this on your site. Set up a campaign, which with each additional product added, sums up the amount. In order not to lose them, when your visitor is inactive for some time, launch a campaign with a call-to-action taking them directly to the cart page.

Against the lack of confidence during the payment and there are not enough means of payment

“Oh no, sorry we don't take credit cards. There is an ATM right across the street”. It can be frustrating to hear that phrase. For many, it means walking out of the store and not coming back. The same is true for your e-commerce. Here again, we advocate transparency, with the ultimate goal of giving your users confidence and being able to offer them the payment methods that satisfies them the most. The goal is to reassure the customer. You can either launch a campaign which directly offers them the different payment methods, or a campaign asking them which payment method they prefer and thus change your offer to make it match your target.

Against excessively long delivery times

For many, delivery times are a drag on online shopping. However, there are many reasons, often external, why the delivery is long. The lockdown is an example in itself, with a significant extension of the delivery time: 75% of the orders were delivered with a delay of more than 5 days (x3 the usual volume). How to do? You can indicate why the shipping costs are likely to take a long time. When the visitor arrives on one of your product pages that take a long time to deliver, explain why by interacting with them through a conversational marketing campaign. It gives a more authentic and human side. If the person wants to buy it despite the delivery times, then they will. No bad surprises!

Against the unsatisfactory return policy (delays, costs, ...)

Just as payment methods or delivery times can stop a conversion, some customers abandon their shopping cart for fear of having to return one of the items. The reasons for your customers' dissatisfaction can be many: too complicated, too expensive, not enough time to return it, etc... Analyze your visitors' behavior and give them the choice. Offer different solutions depending on the delivery method chosen but also the geographical location, the size of the package, etc... If your customer chooses to be delivered at home, highlight with a conversational campaign, the time he has to return the product. If he prefers to pick it up in a store, offer the option to return it to the same store. Who knows, it might fall for another product while he's in your store.

Finally, if you don't know why your users are abandoning their cart, why don't you ask them? Use a well-calibrated conversational campaign with an engaging “Oh no don't leave right away” notification! The Shopping Assistant helps you get to know your customers better and works on your pain points.

As you understood, interaction and transparency are the keys to a good strategy. Managing cart abandonment relies above all on understanding your customers during their shopping journey. Don't neglect them. Interact with them. Provide them with unforgettable customer experience: often, they only need a little push to complete their purchase.

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