Recovery of abandoned carts: The 4 best practices in 2019
More than 68% of visitors leave their carts before finalizing a purchase. They visited your website, placed an item in the cart, and then left your site without buying! How to convert these visitors into buyers?
Discover the 4 best techniques for converting your abandoned carts into sales.
There are various obstacles to finalizing an online purchase: hidden costs, a long and exhausting payment process, the requirement to create an account, and so on. It’s important to optimize your visitors’ experience. However, even if your site is perfect, cart abandonment will always be a part of your everyday e-commerce! Here are a few tips and tricks on how to recover some of these abandoned carts. :)
Email is a useful channel for re-engagement. But, using one single channel is no longer sufficient to optimize the conversion rate of your lost carts.
To convince your potential buyers, use multi-channel retargeting! You can easily recover abandoned carts through several channels (e-mails, SMS, Facebook Messenger, Facebook Ads and Instagram).
To maximize efficiency, combine several channels to reach your visitors and use personalized messages for each channel. This way, you create multiple points of contact with your visitors and keep them engaged.
There are solutions that allow you to set up automatic, customized, and segmented recovery strategies with ease. Carts Guru is one of these solutions!
Timing and customization
Have you heard of the expression "everything is a question of timing"? Never has this phrase been so true as for abandoned cart re-engagement. Do you think that sending an email 2 weeks after the abandonment of a cart is a relevant action? What about sending a text message with a discount code at 3 am?
Timing is absolutely crucial when it comes to successfully recovering your lost sales.
Some interesting data on Timing for Email:
- Emails sent within 20 minutes after the abandonment of the cart obtain an average conversion rate of 5.2%.
- Emails sent after 1-hour reach a conversion rate of 4.5% on average.
- Emails sent more than 24 hours after the abandonment of a cart reach a conversion rate of 2.6% on average.
It’s clear that you should contact your visitors as soon as possible. After 20 minutes of visitor inactivity on your website, you should send them your first message.
Concerning messages personalization, take into account:
- The email subject,
- Placing the first name of your prospect at the beginning of the message,
- Integrating the content of the abandoned cart inside the message (direct link to the abandoned cart in your SMS, Emails and Facebook Messenger),
- Visuals of the articles contained in the abandoned basket,
- Segmenting your audience for better customization.
A visitor who abandons their cart is, first of all, a visitor who has placed an article in their cart. So why was the purchase not finalized? There’s a variety of reasons why this happens. However, in most cases, this is related to the final price. Most often, the visitor did not pay attention to any additional charges, such as shipping costs.
In this case, there are several techniques for recovering these initially lost leads:
- I. You can either offer free shipping or offer them a discount to reduce the cost and align it with the original price.
These discount codes will obviously have to be integrated into your messaging, whether it’s by email, SMS or Facebook Messenger. Create clear messages that highlight the unmissable offer and use redirect links to the abandoned cart. Also, don’t forget to apply the discount code to the cart!
- II. Do not distribute your discount codes but target the recipients directly, for example, according to the average value of their carts!
- III. Always keep in mind that you need to optimize your user experience to simplify the purchase.
- IV. Segmentation is the key to the success of your strategy.
Widgets are great if you want to reach those people who have not left their contact information on your site! It aims to collect your visitors’ details, such as: phone number, email or Facebook Messenger opt-in of your unidentified visitors.
Widgets appear on your site at a strategic time and you can optimize that by yourself! For example, the widget may be triggered when the visitor is about to leave the site or when adding items to the cart.
Widgets are not necessarily intrusive and always offer value to visitors, as they get the chance to win a discount code, have free shipping, download a free eBook, etc.
Widgets come in many shapes and forms, but the most effective ones are the following 3:
- A “Pop Up” that is triggered when the user is about to leave the website.
- The built-in “add to cart” widget.
- The wheel: a fortune wheel that the visitor can spin to try and win a discount.
Get started on converting a large number of lost carts into sales by incorporating the strategies we presented. Keep in mind multi-channel retargeting, customization, making interesting offers, and collecting data via widgets. Carts Guru combines all of this into one solution. If you want to know more about abandoned cart recovery, do not hesitate to visit our website.