How to recover your customer’s abandoned cart

Having your cart and checking it out too

Problem: Over 75% of shopping carts are going to get abandoned

The cart has a mind of its own
So you’ve done almost everything you can to optimize your website to ensure that a customer can find the product they’re looking for, add it to their shopping cart and make the purchase (no forced registration, no unexpected shipping costs, easy checkout process, safe & secure), Great! Well almost.

Here comes the bad part, according to certain studies; the remarketing report and shopping cart abandonment over 75% of those shopping carts are going to get abandoned, and even more in some industries. That’s a lot of lost sales and a lot of work for the trolley boy!

Totally checked out, can you comprehend?
According to SeeWhy 75% of visitors abandon their cart with the intention of returning, so why not give them a reminder and make it a little easier for them to come back and complete their purchase?

Solution: Getting that cart back on track with an automated workflow

Don’t despair, today we’re going to let you know how we can get more of those carts checked out. Every industry has different dynamics; clients have different behavioural patterns, the time taken to decide on a particular purchase will not be the same for every industry or even for every product. Taking those things into account we may want to respond in different ways and act accordingly.

One effective way of pushing that cart right through to the checkout is by automating marketing communication after the shopping cart has been abandoned. Envelope.com cut its abandoned cart rate by over 40% by doing just that and introducing a single personalized trigger email.

The marketing communication workflow for an abandoned shopping cart can be even more complicated. The following example sends the customer up to three automated emails, which differ depending on the cart’s order value.

In this example, we have four different scenarios for customers that abandoned their cart, when they didn’t complete a purchase.

Workflow: Abandoned Cart. Click to open full size.

Workflow: Abandoned Cart. Click to open full sized picture.

  1. One hour after the cart has been abandoned an automated email is sent to the customer asking them whether something went wrong or if they need any help in completing their purchase.
  2. If after two days a customer has still not completed their purchase, they are segmented based on their order value and sent a different value proposition:
    • a cross-sell offer with a 5% discount if their order was over $1000
    • free delivery if their order was between $500 and $1000
    • a discount code for an order less than $500
  3. One day after the personalized email has been sent to the customer and they still haven’t completed their purchase, we send them a survey to ascertain the reason as to why they might not have completed their purchase which we could then use to tailor offers for them in the future.

Can we check it out, yes we can!

So there you have it, if you want to go about getting more of those abandoned carts through to the checkout aisle and away from the trolley boy, why not consider automating that process with predefined marketing automation workflows? You can get those abandoned carts through to the checkout too!