Liberty Fillmore is a man with a purpose.
He’s no hero. No, sir. Just an ordinary guy placed in extraordinary circumstances.
His mission: End the plight of abandoned shopping carts everywhere.
Fillmore has a natural talent for saving carts. He was born to do it. He is… The Cart Whisperer.
. . . everywhere I go, I see shopping carts tossed aside. Cast off. Abandoned. In super-value-store parking lots. And, more and more, on the interweb which is online. People say, “I’m all gonna fill up my shopping cart with things,” and then before they hit the BUY button, they say, “Oh, I don’t feel secure. I ain’t buying this stuff here.”
Well, boo hoo, cowards. How do you think that cart fills? Left there, full up and then abandoned before she can fulfill her cartly duties? Well, that’s why I rescue abandoned carts. And why I welcome the support of VeriSign and their EV SSL Product Thing. Join our ranks, and put your cart abandonment issues to rest.
How do you think that cart fills, indeed. Won’t somebody please think of the carts!?
Now, before you go door-to-door petitioning for cart awareness, you should know that — although we wish he were — The Cart Whisperer ain’t a real guy. No, ma’am. What we have here is a clever viral marketing campaign from VeriSign.
Let’s take a peek at a day in the life of Liberty….
According to VeriSign:
The … campaign is aimed at highlighting the pain companies experience as they try to understand why consumers fill online shopping carts, only to abandon them before buying. In the face of an uncertain economy, online retailers are clamoring to find ways to turn shoppers into buyers. At stake are hundreds of millions of dollars in annual revenues lost to abandoned carts.
From a branding perspective, this works — assuming that people actually end up going to NoMoreAbandonedCarts.com (otherwise, they’d have no idea VeriSign was behind it). At the moment, though, over 1 million people have seen “The Cart Whisperer” clip.
Only time will tell whether this campaign boosts VeriSign’s bottom line, but it sure does its part to spread cart awareness.
Trustmark logos are helpful, but they’re not the whole answer. If you think adding a trustmark to your e-commerce shop is enough to “end the plight of cart abandonment,” think again. (Sorry, Liberty, but ya cain’t save ‘em all by yer self.)
Trustmarks can boost conversion rates and lower cart abandonment to a degree, but there are many other ways to build trust. Here are three:
• Get a decent “About Us” page. It’s amazing how few small e-tailers make the “About Us” page a priority. If your brand’s logo isn’t trustmark enough, customers need to know more about who you are if they’re going to be comfortable giving you money.
• Optimize your shopping cart. Don’t blame Liberty Fillmore for an 80% abandonment rate. It’s possible you’re not giving would-be customers enough information. Do visitors need to click “Add to Cart” to see your pricing and shipping rates? If so, maybe your cart abandonment rate is misleading. Maybe it’s time to learn a few tricks from Amazon.
Godspeed, Liberty Fillmore. Your noble quest is our own.
Shopping cart lonely? Gonna be in New York on June 3rd? Want to become a cart whisperer?