Win Over More Customers With a Solid Abandoned Cart Strategy

| By Kelly Vaughn

Win Over More Customers With a Solid Abandoned Cart Strategy

A lot of time and effort goes into developing your ecommerce store; from product development, to building the perfect website, pricing, shipping, social media and more. Say you’ve done everything possible to create the perfect experience for your customers, but there’s still one problem that you can’t seem to solve...abandoned carts. Only 1 in 4 customers actually complete a purchase after adding a product to their cart, meaning your store could be losing a lot of potential sales. But what can you do?

Have a really solid abandoned cart email strategy.

Abandoned cart emails have been proven to be one of the most effective ways at getting customers back on your site and completing a purchase. In fact, 25% of abandoned cart emails are clicked on, and 10% of carts are actually recovered. That’s a huge number from just a simple email! Let’s look at what you can do to make sure your abandoned cart email strategy is primed for success:

Create a workflow

So you created an abandoned cart email, it goes out after 2 hours and boom, you’re done...right?

Well, there’s a little more to it than that. The best way to make the most of your abandoned cart emails is to create a proper workflow with multiple emails. A simple workflow might look like this:

  • Email #1 - Sent 2 hours after cart is abandoned, reminds customer that they have items in their basket.

  • Email #2 - Sent 2 days after cart is abandoned, another reminder and displays other items they may be interested in.

  • Email #3 - Sent 1 week after cart is abandoned, warns customer that they might lose the items in their cart.

A more complicated workflow might be over a period of a month or more, with several emails segmented by customer action. An additional email we’d recommend is if the user does not complete the purchase after Email #3, schedule in an email for 1 month after the cart is abandoned showcasing new and popular products they might be interested in along with a small discount code. Demonstrate the value of your brand without referring to the abandoned cart, and try to reignite their interest in your products. Note that the timing of your first email will depend on your product offering as well. Higher price point items require more time to make a purchasing decision, so don't rush to send that first abandoned cart email.

If you want help developing a more complex abandoned cart workflow get in touch!

Offer additional recommendations

Abandoned cart emails are a great opportunity to drive additional sales – if 25% of them are opened then you want to make the most of the time the customer spends reading it. They’re interested in your brand already, so show them products that they may have missed. These can be recommendations based on best sellers, new collections, or even sale items. These can help pique the interest of the customer, and potentially increase total basket spend if they do decide to check-out.

Offer an incentive

You don’t need to offer anything immediately on your first email, but if after 2 emails the customer still hasn’t checked out you can start offering incentives to try and combat whatever their reasons may be for not completing a purchase. A small discount code – usually 10% – can be enough to convince customers who were maybe a little conscious of the price of the product, and free or discounted shipping can help convince those who weren’t keen on shipping costs. This small investment now to get a first time purchase can go a long way in creating repeat customers. Once they’ve ordered for the first time, they’re much more likely to make a repeat purchase, off-setting that initial small investment you made in convincing them to check out.

Always follow up

A common thought when thinking of following up is to ask a customer for a review of the product they purchased, but have you considered following up to ask for feedback about why someone hasn’t completed a purchase?

There are many reasons why a customer doesn’t complete a purchase, including:

  • They were just browsing and had no intention of buying
  • The shipping fees were too high
  • The checkout process was too complicated
  • You don’t ship to their region
  • They decided against the purchase because the price of the item was too high

If you want to improve your business, you need to take constructive feedback from these non-customers as well as the positive feedback from your happy customers. Beyond getting valuable insight into people who are interested in your brand, but decided not to buy, you’ll also show them that you care about hearing the opinions of everyone and actively want to engage with people. That show of empathy will endear them more to your brand.

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