Research from Baymard Institute figured out the online cart abandonment rate average around 70%. Even though cart abandonment is inevitable, it does not necessarily mean that it cannot be recovered and reduced. No matter what your case’s rate is, there are ways that you can do better. This post is all about how to recover from abandonment in great detail.
Shopping Cart Abandonment Debunked
For most online businesses, the biggest leak in the revenue stream is normally due to cart abandonment. Abandoned cart refers to the situation in which a shopper adds a product in their shopping cart but does not complete the payment.
It is no longer a new phenomenon in the eCommerce industry. There have been more automated tools than ever to help content marketer/ app developer/ website owner overcome abandoned checkout.
Most abandoned cases are related to 3 problems: website, payment procedure, and cost.
- Website: slow loading speed, not optimized user interface,
- Payment procedure: too complicated, unsupportive, not responsive
- Cost: too many extra costs, unexpected/ hidden costs, high shipping costs
Why Is It Important To Recover Abandoned Carts?
The first and foremost benefit of abandoned cart recovery is to win back lost sales and increase the revenue. By following up with the customers and encouraging them to follow through with the checkout, you can get them back in the sales funnels.
Having customers back is also an excellent way to build the shopper base, exposing the brand image on a higher level. It reduces the brand fatigue and engages more loyal users to the business.
A common abandoned cart stereotype is that the shopper made the decision not to pay for the cart. However, the fact is, as they chose the items in their cart, they did have a certain interest in buying them. A consistent marketing effort can thus push them to make the purchase.
How To Recover From Cart Abandonment
Target And Segment Shoppers Before They Leave
The first attempt in recovering abandoned carts should be attracting customer’s attention before they leave. One of the most popular ways to do this is by showing exit-intent pop-ups.
You may want your pop-up content to be humorous, personalized, or having a sense of urgency. Such features as product image, discount code, and free shipping coupon code are great add-ons.
Deploy Retargeting Ads
Among all online marketing approaches, retargeting ads are the most effective way to recover lost sales. These ads require a bit of code embedding experience in Google marketing ads and Facebook Pixel. Once integrated into your online store, they will show the exact products people left unpaid in the cart.
Send Push Notifications Using Ecomfit
Push notifications are easier to deploy if you have a quality plugin. Especially if Google Marketing Tag and Facebook Pixel are not your things, consider using Ecomfit Better Web Push Notifications.
This plugin is compatible with all eCommerce platforms and operating systems. It is truly an abandoned cart saver, informing customers with relevant deals, photos, CTAs to take them back to their buying decision in no time.
If you are an online store owner with less or no experience in coding or digital marketing, Ecomfit is a go-to abandoned cart reminder pro plugin. The dashboard is easy to navigate with all comprehensive push features: content schedule and customization, customer segmentation, retargeting ads, and traffic optimization.
Send Cart Recovery Emails
Email is another method to recover lost carts; however, the results vary more significantly than those of push notifications and retargeting ads. Most email accounts today are flooded with promotions and spams, making it more challenging for emails to reach the user’s main inbox and take effect.
Abandoned Shopping Cart emails then need more split tests to start converting. Modifying subject line, incentive, CTA, layouts will help marketers finalize which version comes with the highest success rate.
Reach Out Personally
A touch of old-fashion marketing methods can make a difference when it comes to abandoned shopping cart recovery. While emails, push notifications, retargeting ads can be automated by plugins, personal outreach can leave a memorable impression and show off the owner’s care to the customers.
Pro Tips On How To Reduce Shopping Cart Abandonment
Show Trust And Credibility In Your Content
Customers, especially first-time shoppers, have more reasons to have trust issues than ever. Your content should then be reliable enough to show them it was genuinely a pity that they left the carts. Such social proof as customer views, number of reviews, ranking/rating, number of purchases, money-back guarantees will build trust among the users.
Focus On Main Products
Shoppers may add many different products to their cart, but it does not necessarily mean that they have an equal interest in all of them. Your abandonment recovery reminder should shine the spotlight on 1-2 products, which makes it easier to elaborate on the primary benefits of customers completing their purchases.
Check Website Performance Regularly
Your online store must be optimized for conversion. This can be done by minimizing the checkout process, ab testings on the UX/UI design, and updating product price/ availability regularly.
Don’t Force Buyers To Create An Account
Having user accounts will help you build your list faster, but it may lower the conversion rates. Removing the signup requirement or syncing social media accounts will facilitate the buying decisions.
Keep Your Content Relevant
Timing, frequency, and relevance are the three most important content factors in an abandoned cart recovery strategy. Specifically, your message should reach the customers at the right time (according to their time zone/ location), use low-commitment CTAs, and convey personalized benefits.
When it comes to eCommerce marketing, an important principle is never to let any abandoned cart slip under the radar. This post on how to recover from abandonment on eCommerce platforms has just recommended the best ways to recapture the customers. All the best with your business!