With billions of pounds of shopping left in virtual shopping baskets each year, cart abandonment is an infuriating reminder of revenue that might have been made. The customer has spent time browsing your site, has carefully selected items that have taken their fancy but - for one reason or another - he or she has abandoned ship at the critical point.
Maddening, right? Unfortunately cart abandonment is probably here to stay: it's just symptomatic of the way some people browse and shop.
Many online retailers are taking proactive measures to reduce cart abandonment rates - after all, if you can tempt even a small percentage of those who've abandoned their purchase back to complete the process (or even prevent them from abandoning the checkout in the first place), that can represent a significant amount of regained revenue.
There's a lot that can be done to bring those abandoned cart rates down!
Research has shown that timing is critical when it comes to successfully recovering sales lost through cart abandonment. Emails sent within 12-24 hours after a basket was abandoned achieved on average a 5.2% conversion rate.
Effective subject line copy is an oft-discussed topic. To get your abandoned cart email read, try out some of the following tactics:
When you're sending someone an abandoned cart email, the main goal is to get them back to their basket, credit card in hand, ready to complete their purchase.
But what if they left simply because they changed their mind and didn't want the item so much after all? Incorporating your website's regular navigation into your email might well encourage them back onto your site ready to buy something else that's more up their street.
Be as specific as possible, as your recipient might have visited a whole heap of websites and added things to basket on all of them. Including an image of the product that they added to their basket is also a must, as people often respond better to images than text on its own (it'll also serve as a better reminder of what they're missing out on). Give as much detail as possible, including price, colour and the size that they selected.
You will undoubtedly have spent time crafting a tone of voice for your brand, so we won't try and trample all over that. But the key points to get across in your copy - in whichever way best suits your brand - are that:
Above all, remember to keep the tone helpful, not pushy.
As we've already mentioned, when it comes to cart abandonment emails there is only one action that you really want the recipient to take. Ensure that your CTA is prominent, super-clickable, and that the copy is laser-focused. Popular calls to action include:
If it turned out that the recipient didn't like the item they added to their basket so much after all, providing them with images of other popular or related items in your store is a great way of getting them back and shopping. Delve into your data to see which items are popular basket top up items with this product and make sure they're displayed in your email (with pictures).
Social validation has been proven time and time again to have a significant impact on online purchasing decisions. A lot of stores display reviews on their product pages to help seal the deal - why not pick the most favourable (providing that you actually have a positive review of the item, of course!) and display it in the email? It might provide the nudge that the recipient needed.
source: ometria.com
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