Limit basket abandonment in your online shop using AB Tasty plugins

AB Tasty recently launched a platform of extensions which allow the implementation of advanced changes by non-developer teams in just a few clicks. We will regularly present one of these extensions in detail and answer three questions:

  • What is this extension?
  • How does it help me optimise my conversions?
  • How is it implemented?

What is the Exit Intent extension?

The “Exit Intent” extension allows you to configure a specific message to be displayed over your page when we detect that the user is about to leave it. Basically, when the user moves the mouse outside the window of the current document, specifically to the top of the browser (e.g. to tabs or to the close tab button), a window is displayed. Inside it you can include any message likely to retain the user on the page. This display can of course be set to trigger only once per session to spare your user too much inconvenience.

exitintent-thumbnail
Exit Intent plugin

How does it help me optimise my conversions?

You’ve already had a lot of difficulties or have spent a lot of money to drive traffic to your site. Imagine that users browse your site, view several product pages, adding products to their shopping baskets, and then leave the site without completing their transaction. These users have demonstrated a strong enough commitment for you to make an extra effort to retain them, haven’t they?

Basket abandonment is a well-known problem to e-commerce leaders. The average rate of basket abandonment is estimated at 68% (source: Baymard Institute, from an average of 28 different studies of basket abandonment; more details). Before listing the solutions to this problem, let us try to understand why your users are leaving your site. Basically there are two types of reasons:

  • reasons over which you do not have control; and
  • reasons which are down to you.

Among the reasons over which you have no control are the following:

  • just browsing without really intending to buy;
  • found a better price elsewhere; and
  • time constraints.

In these cases, the solution is to re-target these users either by displaying a message or by emailing. While the second method is more efficient, you will first need to capture the email address of those users. Some of them are already clients and/or identified on your site. Re-targeting by email is not necessarily the most “scalable” solution.

The other type of reasons that can be down to you include, for example:

  • delivery prices too high;
  • insufficiently clear information on price, delivery or available payment modes;
  • browsing too complicated; and
  • technical problems.

You must investigate all these causes and implement appropriate responses. This will require time and resources and, although it is the most effective solution in the long run, you will need to find short-term alternatives.

One possible solution is to offer special deals when you detect that the user intends to leave your site, for example, by offering them discount codes. Moreover, it is estimated that 27% of users who have abandoned their shopping basket, have done so to find discount codes (source: Emarketer). Instead of paying an “e-couponer” affiliate type and increasing the risk that the user does not return to your site if they do not find codes or do not buy because the codes they find are not valid, you yourself should offer them a code, which you will only do if they are about to leave the page. You will satisfy their need and at the same time prevent them from leaving your site.

How do you implement this extension?

Here’s how to set up the scenario described above with the “Exit Intent” extension. Remember, you want to display a promotional message including a discount code, only if the user has added an item to their cart and you detect an intention to leave the page when the user is on the basket summary page. This is usually the page that offers a discount codes field to recalculate the total price of the basket.

To do this, you will combine the “Exit Intent” extension and 2 other native features of AB Tasty: editing a page that requires session information and targeting of tests by URL.

Editing a page that requires session information is possible by loading the source code of the page you want to edit in our graphics editor. This is required for pages accessible only after having logged in (e.g. customer area), or pages that require information stored in a cookie (e.g. products put in the shopping basket that make it possible to display the contents of your basket and not a blank page). In practice, you simply go to a page for a product on your site, add the product to the shopping basket, access the basket page and display the source code of this page (CTRL + U in Firefox or Chrome). Copy the entire source code and paste it into the “Page loaded” settings window as shown below. The editor will display an exact copy of your basket page.

code-source
Loading the source code of a page that requires session information

Targeting tests by URL allows you to start your experimentation on the pages which interest you. Here you will specify the URL corresponding to your shopping basket page. If your URL is http://www.mysite.com/basket.php, the configuration will look like the image below:

ciblage-test-url
Targeting a test by URL

Note that here we use the operator “ignore URL parameters” that includes all possible variants of your URL even if it contains parameters (e.g.http://www.mysite.com/basket.php?session_id=4567538953068245637958)

To activate the “Exit Intent” extension, click anywhere on the page loaded in the editor and select the “Plugins” option from the shortcut menu to load our extensions library.

acces-plugin
Access to the AB Tasty extensions library

In the list of extensions that are presented, select the “Exit Intent” extension and enable it by clicking on the “Add to test” button.

librairie-plugins
AB Tasty extensions library
activation-plugin
Enabling an extension for your test

You are automatically redirected to the editor, which now displays the settings window, where you will define the content of your message.

Several parameters allow you to set:

  • the title of your window;
  • the body of the message to display; you can use the WYSIWYG editor offered or insert HTML directly;
  • the size of the window in pixels (height and width); and
  • the display frequency (e.g. once per user)
configuration-plugin-exit-intent
Exit Intent control panel

Once you have defined message (i.e. your variation), you can continue setting up your test using the usual options (share of traffic directed to test, performance indicators to measure, link with web analytics tools, etc.). Now all you need to do is to start the test and monitor the impact of your promotional message on your conversions.

Anthony Brebion
Anthony is Product Marketing Manager @ABTasty. He was previously SEO consultant and worked several years in digital ad houses. He's now an A/B testing and optimization evangelist.

Related Posts


Tweet
Share
Share
Pocket
Buffer
X