Posted by Nolan Wilson
on Mon, Jun 9, 2014 @ 08:50 AM
Shopping cart abandonment is at an all-time high and continues to be on the rise. While most people understand this is part of eCommerce, what they are missing is that many people will return to your website to complete a transaction – especially if you follow up with them.
80% of internet shoppers have followed through with a purchase after viewing an email marketing promotion.
Many assume an abandoned shopping cart is a lost sale; and if you treat it this way, then most likely it will be a lost sale. The reality is that an abandoned shopping cart is an opportunity to reel these leads back in.
Why do people abandon their shopping carts online?
3 out of 4 Online Shopping Cart Purchases are Abandoned – Use Email Marketing to Follow Up
There are many reasons why people abandon their shopping carts online, and many are for a good reason. It is easy to assume that an abandoned shopping cart is a result of an unsatisfied customer and a lost lead, but there are many situations where abandonment can be turned to an opportunity to nurture an established lead. They are:
The buyer is researching purchase options
The buyer’s Internet connection failed
The buyer was interrupted (had a phone call, had to pick up the kids from school, etc.)
The buyer simply ran out of time
There was a payment issue
The website experienced a technical issue
These are all very real reasons why a buyer may abandon their shopping cart but still remain interested in making a purchase from your website. They key is to follow up while they still have interest and make it easier for them to return to your website to complete the transaction.
Learn more about How to Prevent Shopping Cart Abandonment
Enter an Effective Email Marketing Strategy
30% of people exposed to an email marketing campaign went on to instantly make an online purchase.
If a customer has visited your website and taken the time to add items to your online shopping cart, they are interested in making a purchase. With it being common place that more people abandon their shopping cart rather than actually complete a transaction, you need to have a strategy in place to follow up with these customers and recapture their interest.
Email marketing is one of the most effective strategies to follow up with leads, especially when you use an automated response system to follow up with customers. See Generate More eCommerce Leads And Sales Through Email Marketing
Here are some tips for planning your email marketing strategy to maintain your customers’ interest:
Create a series of 3-5 emails
Send out the first email within 24 hours of shopping cart abandonment reminding your customer about their products in the shopping cart
Use additional emails to incent the customer with coupons, free shipping, update them on special offers and promotions.
Use the final email to add some urgency
Personalize Your Customers’ Return
No one wants to start the online shopping process all over again. This is why it is essential to not only personalize the messaging on your website upon a customer’s return; you also need to take them to the spot where they disengaged.
When they return:
Offer a personalized welcome message – A simple “Welcome back, Sara!” can do wonders
Remind them that their items are still in the shopping cart
Offer a list of similar or complementary items they might be interested in purchasing
Tell them about current or upcoming sales
Make sure messaging is consistent with what you communicated in your emails
Want to improve your ability to generate more business from shopping cart abandonment?
Give us a call! We would be happy to discuss shopping cart abandonment with you and explore ways to increase your conversion rates.
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Photo credit: Samuel Huron via photopin cc
Nolan helps businesses plan, strategize and create content to support inbound marketing campaigns. He keeps up with the latest trends and developments in content development and SEO to ensure your content meets the ever-changing standards of Google and is positioned to help you exceed your online marketing objectives.
Let WhiteSpace handle your content so you can focus your time on what you do best – Successfully running your business.