Reasons for shopping cart abandonment: The customer

• The browser or tab accidentally crashes or closes
• Loss of internet connection
• The site timed out
• The customer may have to unexpectedly leave the computer
• The final price was unexpected after shipping and taxes were added
• The customer decides he or she isn’t ready to purchase the product
• Concerns about website security
• The customer plans on purchasing the product later on
• The customer is no longer interested

Reasons for shopping cart abandonment: The retailer

• No guest check-out
• Complicated, complex, or confusing web forms
• Payment options are limited
• Limited shipping methods
• Technical issue with the webpage itself

How can abandoned cart emails help?

There is little a retailer can do to fix the problems that originate from the consumer’s end, making abandoned cart emails the most effective way to regain control. These emails will encourage your customers to try again, and by tracking conversion metrics, you will be able to pinpoint obstacles and trouble spots on your website over time. According to research, almost half of all abandoned cart emails are opened, and more than one third of those clicks leading to a purchase on the site. There’s just no doubt that abandoned cart emails have a high opening and conversion rate, so it’s in your company’s best interest to utilize them.

Getting started

The earlier your site collects the customer’s email address, the better. This way you will be able to reach out to your customers no matter how deep they’ve fallen into the ordering “funnel.” Some websites ask customers for a contact number, but most consumers find this practice intrusive coming from an online retailer.

Add a customer service number to the bottom of your email to make it easier for your customers to get in touch. The email should also include a link that redirects the customer back to their shopping cart.

Timing

The further a customer is in the ordering process, the sooner you should send an abandoned cart email. If the customer abandoned their cart relatively early, wait a few days before sending them a reminder. If you can, send more than one email. Try a tiered approach and send a series of automated emails – one within the first hour of cart abandonment, a second within 24 hours, and a final email at the 72-hour mark.

What to include

It’s important to open the email with a statement that lets the customer know why they’re receiving it. Keep it short, sweet, and to the point: Simply notify the customer that their transaction was not completed, then offer guidance back to their cart. Be sure to include contact information at the end of the email in case the customer has any unanswered questions.

Great copy is key

The abandoned cart email is sort of like a bonus marketing opportunity, which is why your marketing materials should be compelling and inviting. A well-constructed abandoned cart email will have an attention-grabbing subject line, errorless and engaging content, and a few high quality images.

A common reason for cart abandonment is due to an unexpected total once all of their items are in the cart. Oftentimes, customers forget to think about taxes and shipping costs. Encourage your customers to continue shopping by offering a discount. Just generate a discount code and pop it into the abandoned cart email.

An abandoned cart email has a higher chance of being opened and getting a customer to complete their transaction than any other marketing emails you send. Don’t give up on them at this crucial stage in the sale process, because more often than not their reason for not completing the purchase doesn’t actually indicate a lack of interest. All it takes is an effective abandoned cart strategy to get them back on track and becoming a loyal customer.