You might not know exactly why your customers bail before completing a purchase. But you can fix it. Cart abandonment eats into billions of dollars in annual sales revenue across the industry, and a lot of that loss comes down to friction that's entirely preventable.
2021 Predictions
1. Brands will serve customers in the channels they prefer
Ask most customers what good service looks like, and they'll say the same thing: don't waste my time. That's it. Give them the information they need, when they need it, without making them hunt for it.
Before you invest in new technology or start producing more content, get clear on what your customers expect from their online experience and which channels they want to use. Some want email. Some want a DM. Some want social. You won't know until you ask, so ask.
2. Self-service builds loyalty faster than most people think
We've written before about the importance of the buyer's journey, and this builds on that. One of the biggest shifts heading into 2021 is how much customers want to help themselves.
A clean, well-thought-out experience that lets customers find answers on their own is one of the fastest ways to earn brand loyalty. Fewer headaches means more repeat business. It's that simple.
*About 13% of customers prefer self-service when communicating with a business.
Shifting your customer engagement strategy from reactive to proactive will boost sales and cut down on the volume of inbound questions. Both are wins.
3. Technology that works quietly in the background
Everything moves online now. Shoppers want answers immediately, and they're not going to wait on hold or stand in a line to get them. The businesses that figure this out early will be the ones customers come back to.
Investing in good customer service technology pays off because it removes friction and makes your website feel like it was designed by someone who uses it. The goal is to make customers want to return.
Start by mapping out where your users get stuck. Doubts, repeated questions, drop-off points. Walk the buyer's journey yourself, find the weak spots, and fix them. That's the whole strategy.
4. Data will be your best ally (as always)
Your chat logs, email threads, social media comments, and contact center data are already telling you what's working and what isn't. Customers share questions, frustrations, and compliments constantly. Most brands just aren't paying close enough attention.
Sort that information by priority and by topic. It gets much easier to read once it's organized. The answers to your biggest customer experience problems are probably already sitting in your inbox.
The year is almost over. Put these to work now, take care of your customers, and give them a digital experience worth coming back to.
