Cart Recovery Strategies: How To Win Them Back After They LeaveJairene Cruz-Eusebio on Aug 14, 2021 11:06:44 AM One of the biggest challenges that any online stores faces is that of cart abandonment. Studies indicate that nearly 70% of all carts are abandoned for a variety of reasons, including high additional costs (shipping, tax, etc.), a long checkout process, website issues, and more. There are numerous ways to combat cart abandonment, among which is website optimization. However, it’s essential for store owners to remember that even a perfectly optimized website will see some level of abandoned carts. This is why it’s essential to make sure that you have some sort of strategy with which to entice customers back to your website after they navigate away and convince them to complete their purchase.
When Is the Best Time to Send a Cart Recovery Message to Customers?
One of the most crucial parts of a retargeting strategy is deciding when to start contacting the customers. There are s couple of challenges you might encounter:
- If you reach out too soon, there’s a good chance the customer will remember why they abandoned their cart, making your retargeting efforts ineffective.
- If you wait too long, the customer may have either forgotten why they need the products in their cart or have purchased an alternative. Additionally, the occasion for which they required the product may have passed. As with reaching out too early, reaching out too late means there’s a good chance your retargeting strategy will be ineffective.
First Message: One Hour After AbandonmentMost people probably don’t know this, but there’s actually a time when it’s best to contact your cart abandoners. You want to send that first abandoned cart message 60 minutes (or an hour) after they last interacted with your site. If you contact them too soon, then their conversion rates will be lower. But if you leave it too long, then they’ll buy from someone else before you get a chance to talk to them. Your first abandoned cart message generates the most revenue, so take some time to A/B test what approach works best. Would it be via email, SMS, or push notification? Would a customer-service approach work better, or a simple cart reminder be enough?
Second Message: One Day After AbandonmentSo what’s the best message to send? A simple reminder seems to work just fine. Don’t push your customers too hard to complete their purchase or they might even decide against purchasing from you altogether. Of course, it’s better if they don’t end up going elsewhere, so at this point, you can offer to help if they’re experiencing any issues with their purchase. Tell the customer that replying to the message (if via email or SMS) is possible in case they have any concerns.
Third Message: Three Days After AbandonmentFinally, the third reminder message must be delivered three days after cart abandonment. The purpose of this email is basically to make the customer aware of how much they are losing out on if they miss this purchase. That’s not all, though. This message also serves as a chance for you to make an appeal and explain your product or service’s benefits via a more expensive offer. You can also include some extra incentives in this last message – like a guaranteed discount or another freebie that will help seal the deal. Lastly, you can add a sense of urgency. Mention that this is their last chance to get the product at a discounted rate, or that there is a limited number of stocks.
When to Stop the Cart Retrieval Message Series
Even when the message series is not yet complete, there are a couple of instances where you should hit pause or stop on auto-delivery.
After cart retrieval
Cart Abandonment Retargeting Techniques
When retargeting customers and encouraging them to complete the purchase they had initially abandoned, it’s essential to consider making your original product more enticing. This can be achieved via various methods, including:
Offering free shippingOne of the biggest reasons cited for cart abandonment is high additional costs, including the high cost of shipping. By offering free shipping, you address this concern and make your product look more attractive in comparison to competitors. There are numerous ways to offer free shipping, including:
- Free Shipping Thresholds
- Selective Free Shipping
- Higher Product Prices
Creating a Sense of UrgencyIf the customer feels like there’s a chance they may not be able to buy a product they are interested in unless they act immediately, there’s a greater chance they’ll return and complete their transaction. Some ways to create urgency include phrases like:
- Stock running low
- Offer valid until stocks last
- X hours left to buy
- Offer valid for X hours
Providing discount codesOffer a flat discount on products in abandoned carts. The second and third suggestions may seem to be counterproductive to your business goals – after all, you ideally want to make as much money as possible. However, what many businesses don’t realize is that new user acquisition is an expensive proposition. Attracting new customers costs five times as much as retaining existing shoppers will cost you, and that’s where discounts come in. While a discount means that you will undoubtedly make less on the sale of the product in question, you’ll likely end up saving money in the long run. Providing discounts must be in line with the Customer Lifetime Value, which we will discuss in-depth in a different article. At the same time, it’s essential to make sure you’re not offering too many discounts, as this can encourage future cart abandonment just so they can receive more discount codes. Instead, tailor your discount codes based on your segmentation information, such as only offering them to people with high-value carts they have abandoned, return customers, first-time customers, etc.
Utilize one-click checkoutMake it super easy and seamless for your customer to proceed with the transaction. You can add a link that directs the user to the cart page or the checkout page so that all the user needs to do is complete the purchase process.
Cart Recovery Messaging Options
Aside from determining ways to make transaction completion seem attractive to customers, you also need to look for ways to target and advertise to people who abandon their carts. There are numerous options available to you, the most effective of which are:
1. Abandoned Cart Recovery EmailsAbandoned cart recovery emails are perhaps the most common way of trying to convince users to complete their transactions. Statistics indicate that, on average, such emails are effective 15% of the time (according to Unific), which is considered a good success rate. Some strategies to use with recovery emails include: Create attention-grabbing subject lines Email open rates are usually around 48%, and attractive subject lines can help increase this number. Some ways to create an attention-grabbing subject line include:
- Use an exclamation point somewhere in the text
- Ask a question
- Use the recipient’s name
- Use emojis
- Add urgency
(Image from ActiveCampaign)Some subject line templates you can refer to for abandoned cart recovery emails include:
- Oh no! [First Name], did you forget something…?
- Hey [First Name]! It seems you left without taking your shoes along… 🤔
- Hey [First Name]! It seems your cart’s missing you… 🥺
2. Abandoned Cart Recovery SMSSMS marketing is one of the most effective tools that marketers have available to them, regardless of the reason they are utilizing this option. The reason for this is simple – SMSes are usually opened within 90 seconds of being received, and the open rate is a sky-high 98%. Furthermore, SMS is also cost-effective and easy to maintain. This combination of benefits means that you’re unlikely to find a more effective marketing strategy available to you. Some techniques you can use to make your SMS retargeting strategy more effective include: Personalize your SMS messages If your customer left midway through the checkout process, then chances are your website has kept some of the customer’s information such as name or even address. For more information on how to customize your SMS, refer to our article entitled The Art of Personalization. Keep it short and simple Because of the limited “real estate” of SMSes, you need to make sure that the message is short and straightforward so that the customer’s attention is retained. This includes shortening the checkout link that must be included in the message. Be Compliant Provide an option that allows them to opt outof receiving similar messages in the future. This is a requirement by the CTIA. If you don’t follow this, you can kiss your SMS Marketing goodbye. Be Clear in Your Offer and Your Brand Make your additional offer (for example, your additional discount) clear in the message itself. Also, don’t forget to include your brand name, so the customer immediately knows who the message is from. They might be browsing several eCommerce sites the same day, so don’t give your customers a chance to get confused. Be Captivating Add visuals where possible, including emojis in the text or images of the products in the abandoned cart. This helps grab the receiver’s attention immediately.
SMS Recovery TemplatesHey [FirstName]! [Store] here. You forgot [product] in your cart. I’d like to offer you a [x%] discount – click [URL] to continue! Text STOP to opt-out. Hi [FirstName]! You’ve left something in your cart at [store] – we’ve got limited supplies, so don’t miss out! Buy it now: [URL]! Text STOP to opt-out. Hey [FirstName]! We’d hate to see you miss out on [product] from [store]. Click here [URL] to complete your purchase before stocks run out! Text STOP to opt-out. Free shipping for customers from [city]! Offer is for 24 hours only, so complete your order now at [URL]. Text STOP to opt-out. Your cart at [store] is waiting for you! We’ve saved it for you, but only for 12 hours. Check it out here [URL]. Text STOP to opt-out. There are numerous Shopify apps available that will help you automate sending text messages for abandoned carts, but we recommend nothing short of the best: WinBack. WinBack boasts of providing a 34% cart recovery with its SMS Marketing. If you need more proof of how effective our app is, you can check our Case Studies of real-life businesses.
3. Push Notification Cart Recovery MessagesPush notifications are pop-up alerts that are sent to subscribers via their mobile phone or desktop. This makes it easy for stores to contact customers even when they are not on either the store’s website or their email or not checking their text inbox. The main advantage of push notifications is that they appear prominently on a device’s screen no matter what the person in question is using their device for. This ensures that you do not have to wait for the customer to open a particular website or app, and you can reach out to people at all times of the day. When sending push notifications to retarget customers that have left post cart abandonment, here are some reminders:
- Pay attention to time zones.
- Segment your users.
- Add images to make the notification stand out.
- Localize the notification if possible.
4. Retargeting AdsThere are several types of retargeting ads you can use to send abandoned cart notifications, including social media ads (such as Facebook chatbots), display and search ads, banner ads, native ads, and more. Retargeting ads, in general, can be great for conversions – one study found that they are 76% more likely to be clicked on than non-retargeting ads. Each option has its own advantages and drawbacks and depending on your marketing strategy, you may find that one or all of these options are effective for your store. For a deeper understanding of retargeting ads, check our post on The Remarkable Power of Remarketing. Some Shopify apps you can use to send such notifications include:
- Facebook Ads and Instagram Ads by Brainity
Final Thoughts on Winning Your Customers BackWhile cart abandonment will always be an issue that online stores face, sending cart recovery messages remains to be a powerful – and effective – way to help redirect customer attention to your website. If you run an online store and are looking to boost sales and recover lost revenue from cart abandonment, look into using remarketing, email marketing, or most importantly, SMS marketing to get your customers back. Sign up for a 14-day free trial of WinBack SMS Marketing today. Topics: SMS Marketing, Email Marketing, Push Notification Marketing, Cart Abandonment, SMS Messaging Templates, Best Practices