If you’ve ever pondered why customers frequently abandon their carts on your e-commerce site, you’re not alone. The reality is that high cart abandonment rates are a common challenge across the entire online retail sector.
Developing a compelling product and watching it sit idly in multiple carts, only to be abandoned by most, can be incredibly frustrating. An effectively crafted abandoned cart email can significantly boost your sales with minimal investment. Discover how to reduce cart abandonment and examine examples of successful emails below.
Approximately 70% of online shoppers leave their carts behind, which might initially seem alarming. However, this statistic also highlights an opportunity for businesses to transform the common occurrence of abandoned carts into a real sales opportunity.
High shipping costs are a major factor contributing to cart abandonment. For potential customers, nothing is more off-putting than adding an appealing item to their cart only to encounter unexpected shipping fees.
When aiming to optimize your abandoned cart emails, it’s crucial to consider the impact of shipping costs. While compelling copy can only do so much, incorporating logistics solutions like those offered by BigCommerce can help mitigate this issue.
Offering a discount code in your abandoned cart email can temporarily offset shipping fees. However, to retain customers long-term, it’s essential to address the root cause of the problem, which often involves transparency regarding all costs associated with shopping on your site.
Many e-commerce businesses are adopting a transparent approach by allowing customers to calculate shipping fees and delivery times directly on the product page. Displaying delivery options and the minimum purchase required for free shipping can empower customers to make informed decisions before reaching the checkout page.
Remember that there are rational reasons for customers to leave a website before completing a purchase. This segment of shoppers is responsible for a significant portion of abandoned carts. Encourage customers to proceed with their purchase, but be mindful not to be overly aggressive, as many of these customers are already brand loyal.
Adding discount codes to abandoned cart emails can incentivize purchases, but it’s important to be strategic. For instance, a call-to-action like “Come back to get 20% off when you finish your purchase” may encourage more cart abandonment, while “Come back to enjoy 20% off sitewide all weekend” can remind customers of a missed discount while creating a sense of urgency.
Shoppers may also find the checkout experience to be inconvenient, such as being asked for too much personal information. Abandoned cart emails may not be effective in these cases, so it may be time to reassess your checkout user experience.
To enhance your e-commerce sales, identify the pain points specific to your business and use these tips to optimize your abandoned cart emails. Experts estimate that reducing cart abandonment could increase e-commerce sales by up to 90%.
Simple, automated emails often perform the best. A friendly reminder that highlights the items left in the cart is usually sufficient. Include a button to return to the cart and complete the purchase.
Personalizing your emails can show customers that you care. Use their first names if they have an account to make the message more personal. Alternatively, catchy headers, appealing visuals, and strong calls-to-action can also be effective.
An abandoned cart email can also serve as an opportunity to offer a specific promotion, like a discount code, which can help entice customers back to complete their purchase. Emphasize verbs in your call-to-action to encourage action.
A/B testing can help determine the best call-to-action or subject line for your emails. Segment your audience and test different email formats to find the most effective approach.
Timing is critical in e-commerce strategies. Waiting an hour to send the email can result in a 16% conversion rate, making it a significant factor in driving sales. Adding a countdown to your emails can create a sense of urgency and motivate customers to complete their purchase.
Using abandoned cart emails to upsell other products is another effective strategy. Include a section in your email that recommends similar products, increasing the average order value.
Lastly, abandoned cart emails are an opportunity to build trust with customers. Include positive reviews and use the space to upsell related products. A well-crafted email strategy can help your e-commerce store recover lost customers and become a long-term source of growth.
For assistance in fine-tuning your strategy, consider reaching out to Coalition Technologies, a digital marketing agency with a proven track record of growing businesses through email marketing. Request a free strategy review to take your e-commerce store to the next level.
