It is unlikely that anyone in the e-commerce industry will be surprised by the fact that users do not complete their orders and abandon their carts, triggered abandoned cart just as it is unlikely that there is an online retailer that does not send emails about “abandoned carts”. On average, to boost sales this trigger scenario returns about 10% of buyers. And despite the fact that this is one of the highest conversion rates, compared to other traffic acquisition channels, you always want to reach greater heights.
Today we will share tips on how to improve the effectiveness of the abandoned cart trigger scenario, to boost sales which will help increase the revenue of your online store.
Send emails in real time
The longer the user thinks, the less likely they are to complete the purchase, so there is no point in delaying sending a reminder about items left in the cart.
According to Retail Rocket analytics. Moreover argentina email list 4.8 million contact leads the optimal time for sending an abandoned cart email is from 30 minutes to 1 hour after the user has left the site. During this time, the user will not lose interest and enthusiasm for the purchase and is unlikely to have time to place an order in another online store.
Some online stores send emails with abandoned cart items after a day or more, losing at least half of the audience that manages to make a purchase on another site. That is, triggered abandoned cart sending a letter on time can increase conversion by about 50%.
Send chain emails
To get the maximum number of clicks and orders, to boost sales it is not enough to send a user one letter – the person may not have time to complete the order or the letter may simply get lost. Therefore, it is worth using a chain of several letters, usually 3:
- The first letter should be a simple reminder with a list of products left in the cart and an appeal to place an order. You can add emotional motivation: use the principle of urgency or scarcity. At this stage, you should not offer discounts, otherwise users will deliberately leave the product in the cart in anticipation of special offers. Thus, the store will simply lose profit.
- The next letter should highlight the USP and values of the business, brand, online store. Tell them why they should trust you and make a purchase from you. This letter is designed for users who are still unsure whether to do business with you, so it should tell them about the service, delivery, returns, to boost sales guarantees, etc. Its task is to gain trust and show the human side of the business.
For the online store Hoff
- The third letter is sent if there is no response to the first two, it may already contain a special offer. This may be a discount, a promo code for the next purchase, an offer of free delivery or some kind of gift, i.e. material motivation. It is best not to offer a big discount on the current purchase, but to make a great offer for the next one, so you can maintain profitability and get a chance for a repeat purchase, i.e. in the long term, triggered abandoned cart a loyal user.
Email chains like these can increase abandoned cart conversion rates by about 20-25% compared to sending a single reminder.
Additional reminder emails generated 12% of additional orders that would have been missed without using email chains.
Use personalized recommendations
In any letters, and in particular trigger letters, it is worth using personal recommendations. On average, offers of additional or alternative products help to increase the effectiveness of the letter by 20%.
The fact that the user has added products to the cart does not mean that he has found exactly what he was looking for; perhaps by offering him more relevant products, you will rather motivate him to complete the order.
Synchronize email with cookies
One of the most important pieces of advice is the implementation of trigger letter tools that can synchronize the user’s e-mail with cookies. However how to shop safely in online stores? this means that as soon as the user has left their e-mail, for example, subscribed to a newsletter on the site, logged in, registered, entered their e-mail in some pop-up, placed an order, etc., i.e. showed their address on the website of the online store in any way, it is necessary to remember this user through the browser’s cookie files and synchronize the e-mail with cookies. Thus, the next time the user visits the site, the system will recognize them through the cookie files and they will not have to log in.
Today, there are quite a few tools and technologies that can make this a reality, including Retail Rocket. This allows you to increase the number of shipments for all trigger scenarios by about two times. Which, of course, greatly increases the effectiveness of the “abandoned cart”.
Implement Growth Hacking
Constantly testing different themes, banner variations, calls to action, texts. Product displays and other elements help to improve various trigger email metrics.
At Retail Rocket, we constantly test various hypotheses in trigger emails to improve their performance. For example, triggered abandoned cart excluding the order amount from the “Abandoned Cart”. Scenario allowed one of the major online stores of children’s goods to increase conversion by 38%.
Try to capture email
When the user’s e-mail is unknown. Because kcrj you need to try to capture it with all your might. Especially if the user has already added the product. To the cart. I.e. is at the final stage of the sales funnel.
Don’t try to immediately give a discount or some kind of bonus in exchange for the user’s address, but offer them, for example, to save a shopping list or place an order later. The user understands that they are getting a benefit (at least saving time on searching for products next time) and will most likely agree to leave their e-mail. In essence, this is an offer to send an “abandoned cart” letter, which gives the online store the opportunity to replenish its subscriber base.
Asking the user to leave their e-mail
The options for “capture windows” can be different: from a classic pop-up to a panel that slides. Out from the top menu (exit intent bar), like the one at the Moscow Jewelry Factory. Online store, triggered abandoned cart which appears when the user tries to leave the site:
Which helps to grow the subscriber base. Increase the number of sends and increase the efficiency of the email channel as a whole by up to 40%.
