If you have an online shop you are aware of cart abandonment scenario. Annoying, as it is, it’s unavoidable – to make you feel better, remember that even the most successful online retailers experience that too.
According to HubSpot research, carts are being abandoned at 67.4% rate on average - pretty high, right?
Why do people abandon carts?
There might be variety of reasons:
If your customers find that shipping is too expensive while their already during a check out, they might as well leave your site with one click. Don’t assume they will stay just because they made an effort of putting their personal details in – if they can save money elsewhere, they will certainly do that.
Display your contact details
While doing FREE website critique I analyzed number of ecommerce websites and found that many don’t show their contact details – either don’t have an email address or phone number displayed, or they are wrong.
This can cause few issues – how can customers contact you in case of trouble? How to return an item or enquire about delayed package?
Don’t let it put customers off shopping with you – have a designated contact page with hyperlinked email address for a 1-click-contact and a direct telephone number.
Good practice is to also include a contact form.
But having said that, even on the most polished website, abandoned carts still occur. So what else can you do? Consider sending specially designed emails. These newsletters proved successful for number of brands. Just have a look at the stats:
- According to SaleCycle in 2013 on average 48.1% of abandoned cart emails were open
- Typical order value was 58% higher than from sending direct promo mail
- 11.6% of cart abandonment emails are clicked
- Nearly 1 in 3 clicks (29.9%) lead to recovered purchase
- Average recovered order value is 14.2% higher than a typical online purchase
The last point is especially significant – abandoned cart email lead to 14.2% higher purchase value than an average online order – that’s impressive, right?
How to design cart abandonment email?
Be direct and helpful. Make it personalized – ideally by using an app that will pull the items left by each customer in the cart and link back to your online store. Compelling copy is key – it’s also a chance for you to build your brand. With matching store colors and a right tone of voice you can make a lasting good impression.
1. Timing is everything
According to SaleCycle research with 200 global brands, sending a reminder email at the right time can make a difference between making a sale or not.
Study found that sending an email 20 minutes after the purchase had best conversion rate (5.2%), while doing it after an hour translated to 4.5%. Waiting 24 hours had worst results – only 2.6% of shoppers decided to complete the purchase then.
But don’t be too gimmicky, something like: “You left items in your basket” works perfectly well. Be direct and let customers know exactly what to expect. Personalizing subject line can also be good incentive: “Maggie, have you forgotten something?
3. Offer a discount
Did you know that a growing number of Millennials abandon carts on purpose hoping to receive an email with a discount code?
That’s correct – it’s now a common practice to add a promo code as an incentive. It’s up to you to implement it – after all if that’s going to eat a chunk of your profit you need to think twice.
4. Show what’s in their shopping cart
Including all items left behind can be a great trigger too – after all customers might realize they still want them and didn’t find better deal elsewhere. Include image of each product too, as well as a link – make the journey back to your store as easy as possible.
5. Have a strong copy
Be direct and to the point. Keep the text to the minimum and simply use strong CTA (Call to Action) to persuade shoppers to complete their purchase. This is great chance to build your brand – if you’re targeting younger audience, use few puns, humor and even emojis (yes, Millennials think it’s perfectly fine to use them in official emails).
If you offer FREE shipping, show it in the prominent place, ideally at the very top. Also include info how to contact you – link to send a message or direct phone number. Remember to add noticeable button taking customers to the shopping cart. Avoid linking to your homepage though – make it easy for your shoppers to complete the purchase with a single click!
Add sense of urgency – if you add a discount code, mention it expires after 24 hours, or that the items will be held in the cart for only 3 days – FOMO (Fear Of Missing Out) is a strong trigger!
Linking to a previous point, add a strong CTA – almost lead customers by the hand and show them what to do to complete the purchase. People like to be lazy online and have all the hard work done for them. So they will gladly accept your effort. How to add CTA? With bold buttons and strong message, like these:
- Take me back to my basket
- Complete my order
- Claim the items
- Continue shopping
7. Show related items
So your customers left products behind – why not show them matching products to tempt them even more? If the item left was a pair of secateurs, pair it with gardening gloves and a sun hat - customers might buy them too, while increasing the order value!
8. Include customer reviews
These can also trigger a purchase – social proof is a strong factor. People want to be assured in their decision, that’s why reviews are so powerful. They are also great for SEO, by the way, when implemented on a website. Add them below the copy, along the starred feedback to show your customers how greatly they will benefit from buying your item!