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How Can Ecommerce Marketers Set Up Effective Cart Abandonment Campaigns


By on February 19, 2017

Nearly 69% of online shopping carts are abandoned. Be it shipping costs, a complicated checkout process, a better price on another site, or a simple lack of motivation to purchase, many customers just don’t take the final step.

General wisdom is that if you haven’t implemented even the simplest of cart abandonment campaigns, you are losing huge amounts of money. Shockingly, even some of the most reputable consumer brands are still failing here.

Cart abandonment campaigns can range from a simple retargeting email to the shopper after they end their session with an item in-cart, to a coordinated, cross-channel campaign over an extended period of time. Either way, your goal is to nudge the shopper into buying the product(s) that they showed interest in. Regardless of whether or not the campaign is successful, the best marketers know how to leverage what they learn about the shopper’s behavior during that session to better market to them in the future.

Why are cart abandonment campaigns important?

Most marketers know that three in every four abandoned carts are recoverable with proper campaign execution. Stop for a minute to think about how much extra revenue that would mean for your business. Need I say more?

Implement a bot protection strategy before setting up a cart abandonment campaign

Non-human traffic, also known as bot traffic isn’t new to ecommerce websites. More than half of the total website traffic comes from online bots globally and is a major concern for almost all B2C businesses.

The good bots do a good job of optimizing search and SEO whereas the bad bots commit frauds like real-time price scraping of products, cart abandonment, and user data theft to name a few. Bots result in unavailable products for genuine users, non-competitive prices on website and increases server costs.

It is important for ecommerce marketers to set up a bot protection strategy in place before implementing a cart abandonment campaign. Ecommerce websites do not want bots to add products to the cart just to be abandoned later. Moreover, there cannot be any card abandonment campaign that can be set up against online bots. Ecommerce marketers need clean analytics to get the best ROI from marketing and re-targeting campaigns.

What should I consider when building my cart abandonment campaigns?

Start by sending a simple email an hour after the shopper adds an item to their cart, but does not purchase the item. Time is critical here. By the time a few hours have passed, most shoppers have either moved on or purchased a similar item from another seller.

At a minimum, the email should feature the item(s) that the shopper left in their cart. Try including other items from the same category to expand the net.

Experienced marketers know that while this simple approach is a good baseline, you can increase your conversion rates by another 30% on average by coordinating your campaign across channels. Not all prospects engage with emails. By extending the campaign to search, social, web, and mobile, or even just one of those, you increase the reach of the campaign, and ultimately, the chances of the shopper purchasing the abandoned item. The quickest way to get started with cross-channel coordination is to sync your abandoned cart customer segment to Facebook and Google, triggering ads with a similar message to your cart abandonment email.

Here’s an approach to cart abandonment that you can apply…

This cart abandonment email is one of the best examples of customer-centricity I have ever seen – after I abandoned two items in a shopping cart, the brand reached out with a campaign that not only referenced those items, but offered a personalized discount code that I could use at checkout to complete my purchase. The brand additionally recommended several other items that I could look at, in case I wasn’t interested in my original choices. By doing this, they recognized several of the many problems a customer might have that would lead to an abandoned cart – and offered solutions for each one.

Key takeaways

Instead of featuring a single item that the shopper viewed, try showcasing a product category that they spent the most time browsing. Because they were not compelled enough to make a purchase while shopping, your communication should address that. One of a few tactics could work here, depending on the individual shopper’s friction point:

  • If they are price sensitive – Include a time-sensitive discount coupon
  • If they were not ready to buy – Include product reviews and ratings
  • If they didn’t find what they were looking for – Include similar products and one or both of the above

Ecommerce marketers need to focus more on the importance of sending timely cart abandonment emails to shoppers. Also, merely sending is not enough – you should revise your emails so that what you are sending and who you are sending it to are both appropriately matched.

To increase conversion and encourage customer loyalty, send follow up cart abandonment emails.

 


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