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FutureNow Article
Monday, Aug. 6, 2007

Screencast: Reducing Cart Abandonment for LaneBryant.com

By Bryan Eisenberg
August 6th, 2007

Tanya Taul from LaneBryant.com left a comment after viewing my conversion tips for Target.com screencast. In Tanya’s words:

We’ve experienced a platform conversion in the last year and have seen sales drop off significantly. We think it’s the shopping cart. Also, our conversion never gets higher than 2% and we’ve got an 80% shopping cart abandonment rate.

Thanks for writing in, Tanya! You can see some of the 20 tips to reduce shopping cart abandonment I wrote about back in 2003 come into play.

So, without further ado, let’s take a look at how LaneBryant.com might reduce cart abandonment and “get the cash!

We hope to hear more suggestions from Grok readers for websites you’d like to see reviewed. Although we can’t do every single one, we’ll try to make sure there’s something everyone can learn from these screencasts.

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Comments (8)

  1. Brian, I love these sceencasts! What a perfect use of the technology. Keep up the good work!
    Best,
    –Michelle

  2. Good job with the videos, Bryan

    I think one thing they should try to do is get the shipping costs as close the beginning as possible. I love the shipping cost estimators where you can enter your zip and it gives you an approximate shipping cost before you go through and enter ALL your information. I noticed at the end the total order went from 39.50 to about $47. Customers may or may not have been expecting this jump.

    Also, shipping costs kill a lot of online orders for me when I know this store is at the mall. I think with big chain stores like this people are more inclined to do product research online and then actually go to the store to buy it.

    They may consider adding a “store pickup” feature, where the user can actually purchase the item then pick it up in the store. This would provide an alternative to shipping and possible close more sales on the website.

  3. Brian,

    I agree with you 100%. Very good recommendations. If they were a client I’d be asking them why it cost that much to ship a top USPS. Operationally, they may have issues with the store pickup at this point and that is why I offered using a wishlist functionality until they could implement store pickup.

  4. Brian, Your screencasts are a great resource for information, thanks. It would be nice to get a reference or two of ‘good’ examples when making recommendations for improving web functionality.

  5. Bryan,

    You are right on the money! I love your work. Keep on inspiring us with your smart, simple and straightforward insights.

  6. Shelley,

    I know Bryan will be showing those examples at our upcoming Call To Action seminar on August 10th.

  7. Another great post. I was a little surprised to see Lane Bryant has still not implemented your recommendations.

  8. Yes .. I totally agree with Michelle Rutkowski… And Brian.. I tried in my own store and it is not easy to adding a “store pickup” feature.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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