Abandoned carts are a daily occurrence for online retailers. They happen when an online shopper adds items to an eCommerce store cart and leaves before completing the purchase. We can all identify with this behavior, because let’s face it, we’ve all done it before!
But at what cost? According to a recent Barclaycard survey, British shoppers each abandon online carts worth £30 a month, which equates to a total of £18bn in lost potential sales each year. When you look at stats like this, it’s easy to understand why abandoned carts are a source of ongoing frustration for online retailers!
We could write a whole blog post on why shoppers may abandon online carts. They could simply be browsing, researching a purchase, intend to buy at a later date or not intend to buy at all. They could be comparing your prices with competitors, experiencing technical issues on your site, or have discovered shipping prices they simply aren’t prepared to pay.
But whatever the reason, just because a cart has been abandoned, all is not lost. With the right email strategy, you could potentially recoup lost sales and turn your abandoned carts into profit earners.
Online shoppers can be wary of retailers they’ve never purchased from before. Remove this barrier to purchase by ensuring your cart recovery emails feature social proof such as product ratings, reviews and user generated content. This will give credibility to your brand and make the recipient feel like they’re missing out if they don’t snap up the product too.
You could also include how long you’ve been in business, whether you have any industry accreditations and any press coverage you’ve received. All of these signals combine to show potential customers that you can be trusted, and you’ll deliver on your promises.
Make your returns policy clear
Online shoppers may want to return items if they’re not suitable. Make sure your policy is clear and easy to find in your abandoned cart emails to remove this potential barrier to purchase.
Focus on one product
When sending an abandoned cart email, don’t overwhelm your customers. Select the best-selling or highest rated product in their cart, highlight its USPs and feature any recent reviews of that product.
If this product has converted for others in the past, there’s every chance it will again.
Leverage your loyalty program
You could immediately jump in and offer a discount to customers who’ve abandoned a cart, but be careful - they could come to expect this.
Why not try to turn them into loyal customers instead, by promoting your loyalty/reward programme:
To non-members, highlight the benefits of joining. To members with few points, highlight how many points they’d get for this purchase. To members with a lot of points, remind them that they can use their points to get % off this product.
Create a longer-term connection
After someone abandons a cart in your store, you have a legitimate reason to email them about that cart. However, after a couple of emails about that, you can’t email them again without their consent (due to GDPR).
To get around this, and ensure the relationship isn’t completely lost, add a final email to your abandon cart email sequence, asking them to sign up to your mailing list.
Use other tools
Aside from email, there are other tools you can use to try and recover abandoned carts, including:
Calling customers. If it’s not feasible to do this for all your abandoned carts, try focussing on ones of a higher value to make it worth the effort. Use customer journey retargeting with the Shoelace app to create automated Facebook retargeting ads that coincide with your campaign. Use the Recart app to send abandoned cart messages via Facebook Messenger. Browser push notifications. Text messages.
One final attempt
If all else has failed, this is when to offer a unique, personal discount code with a short expiry date. If they purchase, great news! If they don’t, it’s safe to assume they just aren’t ready to. But don’t fret, if you’ve managed to sign them up to your email list, you can always strike up a conversation at a later date.
Want to find out more about effective eCommerce email strategies? Get in touch!