It is estimated that 88% of shoppers abandon their carts at checkout, and this number is increasing every year. Online stores only sell to one out of every ten customers who add items to their carts. Although some of these sales are lost because people are just browsing, the number is still huge. Furthermore, it’s a waste of your marketing dollars. The good news is that those sales will not be lost forever. You can recover many abandoned carts by implementing additional support, discounts, and other incentives. Well-crafted cart abandonment emails are sometimes able to persuade even browsing customers.
Physical stores rarely have customers who decide not to buy during the checkout process, but online stores do. Businesses should see this as an opportunity to improve rather than accept these lost sales. To tackle this growing problem, businesses must implement a successful abandoned cart email campaign.
1. Social proof should be provided
The sales pitch has already been seen if a customer added an item to the cart. In addition to knowing its features, they also know what it does. There may be some doubt in their minds about whether this product is right for them. You can’t provide proof directly from you – they want proof it’s as good as you say. Customer testimonials, reviews, and case studies are more persuasive in these situations than sales pitches. A customer wants to know that the product is reliable and that other people with similar needs are satisfied with it.
It can be comforting for users to read an account of a like-minded customer’s experience with a product. Your cart recovery email templates can increase sales when you include a reviews section, especially if the reviews are relevant. To help users read reviews from the same behavioral segment, automate review selection to select testimonials with similar browsing and buying histories. Longer reviews are more impactful here, because detailed pros and cons explanations will have a greater impact than simple 5-star ratings. Don’t just display the glowing reviews. Customers are more likely to believe you have not curated reviews in order to give a false impression of a product if you provide reviews that mention any problems they had with it.
Alternative products can also benefit from social proof. It is possible that your customer is unfamiliar with the products you suggest in your cart recovery email. The alternative item may become more appealing if they read relevant reviews.
2. Provide an incentive
Occasionally, the price is all that keeps a cart from being abandoned. Costs that are unexpected are especially costly. Incentives such as free postage can help incentivize cart recovery, since 23% of abandoned carts are due to shipping fees. Customers who are hesitant about making the purchase can benefit from limited-time discounts. In the event that they want the item badly, they’ll make sure they don’t miss out on the deal and end up paying full price. Users will also be more likely to buy if they get a free add-on or refill included in their cart. It can be persuasive to throw in some extras to ensure that the customer gets the most from the main product if they’re on the fence about purchasing. A clear impact on cart recovery can be seen when you provide an additional reason to buy.
3. Offer Help
The process of completing a cart is too complex for one quarter of users, resulting in abandoned carts. The best approach is sometimes to simply ask what the problem is, whether they are having trouble with payment, delivery details, or customizing options. By assisting customers through the process, you can recover many abandoned carts. If a customer can expect an immediate response to their help request, they are more likely to respond. Incorporate SMS and live chat buttons into your emails. A more direct and personal interaction is created as well as faster responses. During checkout, users may feel frustrated in order to create a positive experience. It’s possible to offer 24/7 live chat using chatbots, which can handle simple customer queries while passing more complex queries along to the next available human.
4. Discounts in the cart can be frozen
If the items are added to the cart during a sale, the customer may not want to purchase them once the price returns to normal. The customer might be less likely to buy if a sale like this never took place! Do not discourage customers who fail to check out on time by telling them you will hold their discounted price for a while. One final chance for customers who are on the fence to make a purchase. As a result, they are reminded that if they don’t act now, they will truly lose out. As a result, users are encouraged to add items to their cart during sales, which increases the chances of a sale in the future.
5. Text Reminders
The possibility of your customer getting distracted and forgetting to checkout exists in plenty of situations. Reminding them about the purchase is a great idea, but it might take them a while to check their emails and they might make a different decision then. Your message will be seen quickly if you send a text reminder. As soon as they leave the site, you can contact them to recover their cart. It is easier to make sure your cart recovery messages are seen at the right time since most people usually check their texts when they arrive. Your customer can also get support by replying using simple keywords by including short codes in your text.
6. Make sure your performance is being analyzed
In order to improve performance, you need to keep track of abandoned carts. You may be experiencing problems with your store’s checkout process if you are losing carts during checkout. As many of these sales opportunities can be easily saved, even if these are perfect, your abandoned cart recovery rate is also crucial. Google Analytics can be used to track your store’s cart abandonment rate. Also, this information can help you better understand why users abandon carts by revealing how far along they are in the process.
To find the most effective cart recovery email for each product and audience group, track each email tactic separately. You can use split testing to optimize future cart recovery tactics by sending different types of emails to the same type of customers. Customer reviews and testimonials might be the most effective way to reach one audience segment, while free postage might be the most effective way to reach another.
Conclusion
In order to pick the best abandoned cart email strategy, you need to take into account a number of factors. It is always a compelling argument to increase the value of a purchase, raise customer confidence, and assist struggling users. But audiences are all varied, so you will have to pick and choose out of these methods and figure out which ones work for you.
