According to statistics, six to eight out of every ten customers on your ecommerce site will abandon their basket and leave without making a purchase.
Making it easy for people to remove items from their basket, but save them for later can increase the chances of them coming back to finish what they started. It’s more effective than 'wishlist', allowing users to quickly add or remove items on repeat purchases too.
Why do ecommerce customers abandon their baskets?
One of the biggest reasons behind basket abandonment is customer intention. People often visit ecommerce sites to browse, with no intention of purchasing right away. They use the basket as a bookmarking tool, saving products that they like as they make their way through your site. They'll also use it as a testing ground, removing products to stay within a budget, or adding items to reach a level of spending that would facilitate free shipping or activate special offers like 'buy one, get one free'. Put simply, they’re using their shopping basket as a wishlist.
How does 'save it for later' improve user experience?
Anything that makes life easier for the customer is likely to get a big thumbs up from them. If they can save products they're interested in for a later date, it only takes a matter of seconds to find the items again and buy them. If they can't save the items, they'll need to navigate through your site – a slow and frustrating process if they've previously put together a curated basket. Saving products to a wishlist can act as a handy reminder, giving customers an overview of products that they know they want, but may have forgotten about. ASOS do this particularly well, using cookies to store saved items for up to 60 days even if the customer isn't signed in.
How can 'save it for later' boost conversions?
It's quite obvious, but a returning customer who can find exactly what they want right away is more likely to buy. Impulse buying is also more likely, as they can simply pick and choose products from their saved items before going through the checkout. As well as helping to keep products at the forefront of your customer's mind, wishlists also allow targeted remarketing. When saved products go on sale, or are low on stock, you can drop the customer an email reminding them to buy while they can.
What to consider when implementing 'save it for later'
The list of saved items should be easy to find, without disrupting the new shopping session. The goal is to remind your customers of products they were previously interested in. Keep the saved items list separate from your customer's current basket to avoid confusion, but make sure it's positioned somewhere that attracts their attention. Transferring saved products from the ‘Save for later’ list to the basket (and back again) should be an easy, one-click process, ending with a clear signal to the customer that the move has taken place. Amazon do this well, with a yellow 'add to basket' button next to each saved item. When clicked, green confirmation text appears to inform customers of the move and the yellow button text changes to 'proceed to checkout'.
At Mercurytide we believe in making e-commerce work for everyone, the customer and the business. That's why we have developed a bespoke e-commerce approach to rapidly deliver everything you'd expect from an e-commerce website, but fully bespoke to match all your needs.