How to turn the abandonment rate into conversion

One of the data to be constantly monitored is the abandonment rate, especially if yours is an e-commerce.
All users who reach your site will sooner or later leave to see or do something else. The problem is if they stay for a very short time and especially if they do not take any significant action such as a purchase or the completion of a funnel lead.

According to David Darmanin, founder and CEO of Hotjar, identifying the cause of a user’s exit is quite simple.
The mistake is the most common in modern marketing strategies. In fact, we are used to channeling all efforts into making promotions that lead users to perform a certain action. The user is therefore seen as a target to hit, bombard with ads, push in a certain direction, but this is a dynamic taken from old-style marketing visions and no longer effective in this digital age.

To encourage real growth in conversions, it is essential to increase brand advocate.
It therefore means that you will have to focus your marketing strategies not on the 95% who did not buy, but on the 5% who did, with the aim of retaining them and making them a brand ambassador.
The positive experience of a user is reported to his contacts, he will create word of mouth for the brand, so as to transform that 5% into a 10% and convince some users who are still undecided to buy the product.

Time wasters, affectionate and undecided

The wandering user is that person who jumps from one site to another all the time. He has a curious nature, he approaches your product or your service but probably has no intention of taking a specific action such as requesting information or buying.
This category includes people who search for work such as students, marketing managers but also competitors who spy on your strategy. Targeting this target is a waste of time and resources because it will probably never become active on your site.

On the contrary, there are also determined users who are emotionally tied to the brand, buy several times on the site and not even a technical mistake can stop them. Working with this target does not help to solve some problems or improve, because the feedback is not objective. The only policies to be implemented in this case can be linked to discovering new products that he has never purchased or to increasing the average value of concluded orders.

The real user you need to aim for is the undecided. These are ideal but not determined users. Some may not proceed with the conversion due to navigation problems, user interface problems or doubts about the product itself. Others, on the other hand, will come to buy, but this indecision will help you understand both the actual reasons that prompted the purchase, and those that did not convince them immediately.
Their critical opinion will allow you to grow and develop strategies on the most effective way possible.

Collect feedbacks

There are some systems that can help you quickly collect user feedback.

For example, to start with, you could ask the user to write a review after completing the purchase or after trying a service.
Five stars correspond to an excellent experience.
With lower scores you can ask questions to understand what went wrong and how to improve some aspects, creating a direct dialogue, to get ideas and suggestions.

It is also possible to observe, thanks to specific tools and programs (for example Crazyegg or Google Analytics), how long the user has been active on your site, which pages he has visited and where he has blocked his search.
This allows you to understand if there is any actual problem on the site or any changes to be made.

You could select a small group of people and submit surveys to them, asking them to vote on certain aspects of your business such as product quality, price, shipping costs, speed of delivery, quality of customer support. , etc.
If you can distribute a reward (such as a promo code) upon completing all the questions it will surely be easier to find people willing to help you.

Any feedback you will be able to collect is essential to build a strategy that can respond to the problems encountered with a view to continuous improvement and optimization of conversions.