2023-07-03 09:22:41
Abandoned carts, especially in the fashion eCommerce sector, are one of the biggest problems to solve because they don’t allow you to get the desired conversions from the companies.
We therefore often find ourselves wondering what possible actions can be taken to reduce the cart abandonment rate and increase online sales.
What are the reasons that facilitate abandonment by users? And what actions can be taken to optimize the sales process?
To answer these questions and find useful ideas and solutions capable of improving the cart abandonment rate in online shops, it is first of all essential to be one step ahead by knowing the global trends relating to online sales but also on individual product categories, statistics on cart abandonment, consumer buying habits, email marketing statistics and much more.
In fact, only the knowledge of trends and statistics can provide the necessary elements to undertake the correct strategies capable of helping e-commerce companies to increase conversions and turnover.
The importance of data
Understanding that the creation of the appropriate strategy must start from the knowledge, first of all, of market trends and statistical data, let’s see some numbers that allow us to create the best strategies through which it is possible to increase conversions and turnover for eCommerce.
Seasonality, for example, represents a very important element; in fact, knowing the statistics that show the best performing sales periods provides companies with an excellent starting point for deciding when to carry out campaigns on certain garments, just as knowing the email opening rate is useful data for understanding which contents perform better or worse .
In the same way, knowing the most purchased items can be useful information for making various decisions, including those relating to the visibility of individual items on the eCommerce pages.
For example, in 2022, customers in the fashion eCommerce sector of SaleCyclea company specializing in data-driven remarketing and abandoned cart recovery solutions, sold a total of 37,222,646 items.
In the light of these data, it therefore becomes important to be able to identify which are the best performing products that record the highest volume of online sales, so as to better plan the ideal marketing strategy.
But let’s see some of the data collected by SaleCycle relating to 2022:
Women’s clothing had the highest percentage of sales, followed by t-shirts, jeans and sweaters. January was the month that recorded the highest volume of online sales (10.71%). Proving that the January winter sale is becoming as popular as Black Friday and Cyber Monday in terms of marketing, promotions and offers from brands. While some products are more influenced by the phenomenon of seasonality, recording peaks and declines, some items such as jeans record a stable sales volume throughout the year.
All these data therefore represent a fundamental tool through which to develop the most appropriate marketing strategy.
Strategies to improve conversions and turnover of your eCommerce
There are many reasons why users abandon their cart, including unexpected costs such as shipping or taxes, website security concerns, or simply changing their mind.
For this reason, the solutions that can be put in place to optimize conversions and reduce the cart abandonment rate are different and to be evaluated on the basis of the individual case.
However, it is possible to identify strategies that are successful in most cases.
Here are some examples:
Remarketing solutions; email marketing; sending text messages; sending notifications and on-site messages.
These solutions and others are able to help fashion eCommerce companies to increase the conversion rate, increase online sales, retain their customers and acquire new ones and increase turnover.
Conclusions
Each abandoned cart represents an additional missed opportunity to grow in terms of turnover and as a brand, for this reason it is essential to understand the reasons why this happens, know the market trends to be ready and integrate the most suitable strategies for the single situation.
Knowing statistics means, for example, knowing which second the report elaborated by SaleCycle cart abandonment rates appear to be higher from mobile (85.55%) than from desktop (78.68%) and this suggests that fashion brands will have to face considerable challenges to improve the smartphone shopping experience .
In this context, therefore, it can be useful for companies, for example, to receive personalized advice on how to increase the conversion rate or to have a performance forecast that can be generated thanks to specific solutions.
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