Brief #131: How to reduce cart abandonment rates 🛒

Welcome to Future of Marketing! 

Did you know sixty-nine percent (69%) of online shopping carts are abandoned – and even more carts are abandoned on mobile devices? 

To reduce shopping cart abandonment rates, try strategically placing user-generated content and customer reviews in areas of your website that potential customers are most likely to see and interact with. 💡

Here are a few key areas to consider…

Strategically distribute UGC

1. Homepage

The homepage is often the first page that potential customers visit on your website, and it’s a great place to showcase your most popular UGC content and customer reviews.

#BrandCrush ❤️‍🔥⬇️

Fenty Beauty displays an engaging UGC gallery of customer reviews and make-up tutorials on their homepage. They also use this section to encourage fans to tag #FentyBeauty or @FentyBeauty for a chance to be featured on their marketing channels, which builds excitement, credibility, and trust with shoppers – potentially leading to lower cart abandonment rates. 

A UGC gallery on Fenty Beauty's homepage showing makeup tutorials and reviews. Fenty encourages customers to tag the brand for a chance to be featured.

Need a UGC web gallery? Take TINT for a spin

2. Product pages

One of the most effective places to display UGC or customer reviews is on your individual product pages. This is where potential customers are likely to spend the most time learning about a specific product – how it looks, how it works, and what people think about it.

Incorporating customer ratings and reviews, photos, and videos can help shoppers make more informed purchase decisions. 

A customer review on Fenty Beauty's product page showing photos and text

Notice how Fenty Beauty also displays UGC within the ratings and reviews section on their product pages. ⬆️

To take it to the next level, try replacing some of your staged product photos with high-quality UGC to show your brand in action. 

3. Social media channels

UGC can also be displayed on your social media channels, such as Instagram, Facebook, or TikTok. This can help drive traffic to your website, increase brand awareness, and reduce cart abandonment rates. It’ll also reduce the amount of time it takes you to create content. 

An opportunity many brands seem to miss…

4. Checkout pages

Incorporating UGC on checkout pages, such as customer reviews or social proof, can help remind potential customers of the value of the product or brand they are about to purchase. Encourage shoppers to complete the checkout process rather than abandoning their cart by displaying customer reviews or testimonials within this section. 

Overall, the placement of UGC and customer reviews should be strategic and intentional. Regardless of your industry, you can use Fenty Beauty as inspiration and focus on areas where potential customers are most likely to interact.

Fun Fact 🧠

The Spiegel Research Center discovered that just 5 reviews increased the likelihood of a purchase by 270% when compared to a product without reviews.

For a deeper dive, read our latest: The Psychology of Building Trust for Purchase.

Discover, collect, curate, distribute, and analyze engaging social content with TINT 

2023 Marketing Trends and Predictions - Read More

5 Cool Brands Doing Marketing Well and What Marketers Can Learn From Them

Instagram Algorithm: How to Get Your Content Seen

State of Social & User-Generated Content 2023 report