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It’s happened to all of us. You’re browsing through your favorite online store, adding items to your cart, and then… you abandon it. Maybe you got busy with something else, or maybe you just changed your mind. Whatever the reason, a significant number of customers leave their carts abandoned every day. According to Baymard Institute, 69.57% of online shopping carts are abandoned. But what can you do to re-engage them? In this blog post, we’ll discuss some tactics that will help bring those customers back…without being annoying!
Why People Abandon Carts
First, it’s important to understand why customers abandon their carts in the first place.
There are a number of reasons, but some of the most common include:
- They were just browsing and not actually ready to purchase
- They got distracted by something else
- Checkout process was too long or complicated
- The shipping cost was too high
- The shipping time was too long
- They couldn’t find a coupon code (or discount code doesn’t work)
- Checkout requires an account
- It took too long for the page to load
- They have to enter information more than once (re-entering shipping details, credit card information, etc.)
It’s important that you address any of the problems that you can that might be scaring away the customer. Research from Statista found that when UK shoppers abandon carts, less than a third return to buy the product(s) and a quarter of them will buy the same product(s) from a competitor.
If your checkout process is too long or complicated, streamline it. If shipping costs are too high, offer free shipping (or at least a discount). And if you don’t have any coupon codes, consider offering some kind of incentive for completing the purchase. Optimizing your checkout process can increase conversions by 35.62%.
Reengagement Strategies
Once you’ve fixed any potential problems, it’s time to start re-engaging your customers. Here are a few tactics that can help:
Send a Cart Abandonment Email:
This is one of the most common and effective methods for re-engaging abandoned cart customers. You can set up automated emails that are triggered when a customer abandons their cart. These emails should include a friendly reminder about the items in their cart, as well as a link back to the checkout page.
The data behind cart abandonment emails is great with 45% of emails on cart abandonment opened, 21% of all are clicked on, and 50% of the users who clicked purchase. But it does depend on the right messaging.
Make sure you’re not being too sales-y or pushy, as that will just turn customers off. Instead, focus on the customer and their needs. Think about why the customer may have abandoned the cart in the first place and address that in the email. For example, if they abandoned because of a high shipping cost, offer them free shipping. Sometimes the customer simply got distracted and this email can be the reminder they need to complete the purchase.
However, it’s important to utilize this tactic (and all of the tactics mentioned) judiciously. If you send too many emails, you run the risk of annoying your customers and driving them away for good. So, use cart abandonment emails sparingly and make sure they’re well-crafted.
Send a Retargeting Ad:
Retargeting (or remarketing) ads are another effective way to re-engage customers who have abandoned their carts. These ads follow users around the internet, reminding them of the items they left in their cart. They’re effective because they keep your product top-of-mind, which can prompt customers to come back and complete their purchase.
According to Wishpond, retargeting ads have a click-through rate that’s 10 times higher than other types of display ads. And according to Skai, consumers are 70% more likely to convert after retargeting.
To create a retargeting ad, you’ll need to place a pixel on your website. This is a piece of code that tracks users as they browse your site. Once the pixel has been placed, you can create an ad and target people who have visited your site but didn’t make a purchase.
There are a number of different platforms you can use to create retargeting ads, including Google Ads, Facebook Ads, and Twitter Ads.
Offer A Discount:
Another common tactic is to offer a discount for completing the purchase. This can be an effective way to motivate customers to finish their purchases. You can include the discount code in your abandoned cart email, or you can offer it on the checkout page itself.
Just make sure the discount is significant enough to prompt customers to complete their purchase. A small discount (like $0.50 off) probably won’t be enough to motivate someone. But a larger discount (like 20% off) could be just the thing to get them over the finish line.
You can also consider offering a loyalty program or some other kind of incentive for customers who complete their purchases. This could be anything from free shipping to a percentage off their next purchase.
Display a Pop-Up:
If you have a pop-up on your website, you can use it to display a message to customers who have abandoned their carts. This message can include a reminder about the items in their cart as well as a discount code or other incentive.
The key to this tactic is to make sure the pop-up isn’t too intrusive. You don’t want to annoy your visitors or interfere with their experience on your site. So, make sure the pop-up is well-designed and only appears when someone is about to leave your site.
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These are just a few of the tactics that can be effective in re-engaging customers and reducing abandoned carts. The best way to find the right balance is to experiment and see what works best for your business. There’s no one-size-fits-all solution when it comes to abandoned cart recovery. Try different tactics and see what gets the best results. Over time, you’ll develop a system that works well for you and helps to reduce abandoned carts.
Need help utilizing any of the above tactics for re-engaging your abandoned cart customers? Reach out to EYStudios, we’ll be happy to help you develop an abandoned cart strategy that will help get those shoppers back in the checkout line!