Shopping cart abandonment is an e-commerce store's most significant challenge. A recent report shows that nearly 69% of website shopping carts are abandoned annually, costing store owners billions in the process. In 2017 alone, online retailers lost $260 billion to abandoned carts.
Unexpected costs top the list of reasons for cart abandonment. Unexplained shipping costs, in particular, have killed many sales. This is especially true when the shopper is made aware of the charges at the last minute. Rather than check out, most consumers look elsewhere.
Three other common reasons for shopping cart abandonment are:
The good news is that if you address these issues, most consumers are happy to return and complete the purchase.
These are emails sent to shoppers who added items to their carts but never checked out. The emails provide an avenue to reconnect with the shoppers, address their concerns, and encourage them to return and complete the purchase.
Do the emails work? Absolutely! According to Shopify, nearly all abandoned cart emails are opened, and 33% of clicks lead to purchases.
Before we get to the tips, remember always to capture the email address of each visitor. This is critical as without it can't reach lost targets.
But, how do I get a visitor to part with their email address when they didn’t even get to check out?
Simple - use exit-intent pop-ups. These are a special type of forms that users fill before they leave the site. In addition to requesting their email contact, you can ask them their reasons for abandonment.
Once you have the email addresses, the following are five quick tips to help create effective emails for maximum abandoned cart recovery:
It takes at least four emails to recover an abandoned cart. The first email should be sent within 30 minutes of the abandonment. The longer you wait, the higher the chances of losing the sale. From there on, send an email every 24 hours until you’ve sent all four emails.
About 24% of consumers cite “website crash” and another 15% cite “website timed out” as reasons for abandoned shopping carts. Saving the cart and sending a picture of the items in the cart in your emails is the easiest way to re-ignite the shopper’s interest.
A significant number of customers abandon shopping carts because the final price is higher than they expected. Offering a discount may induce the consumer to return and buy.
Consumers want to know exactly how long it will take for the items to arrive. They want to know if returns are allowed. Clarifying both of these items in your emails can help win back lost sales.
In the last follow-up email, you may want to offer comparable items when it appears that the consumer has lost interest. Instead of focusing on the cart items, use your final email to show them similar and complementary pieces.
Each email must have a bold, easily-noticeable call-to-action, CTA, with a message urging the recipient to "proceed to checkout." Personalized CTAs designed to create a sense of urgency work best.