How To Turn An Abandoned Cart Into Sales

How many times have you asked yourself why? abandon the shopping cart and they leave without completing the purchase; What's wrong?; The site; Products; Customer; Or maybe you are doing something wrong; Do something to turn that abandoned cart into a sale;

According to researches the cart abandonment rate is around 70%, so obviously it's not something that only happens in your own business. Despite the high dropout rate it is possible to complete the sale efficient and more economical than attracting new customers. It's called abandoned cart recovery.

In this article we will see why should the abandoned cart be recovered but also the tactics that can be used.

What is an abandoned cart?;

An abandoned cart is when a customer adds a product or products to their cart but does not proceed to complete their purchase.. For example, a customer may have intended to buy, but the shipping cost was high so he decided to simply leave and abandon his cart.

Why did this happen?;

There are Many reasons for which a customer can add a product to their cart without purchasing. It might be curious and wants to check the total price with shipping and taxes. Or has added the product to the cart with the intention of purchasing it, but was distracted and did not complete never the market. He might as well have added on purpose an item in the cart in hopes of receiving an email bid to retrieve the abandoned cart to save money. Or more commonly, it just seemed like a lot to him shipping charges so he did not proceed with the purchase.

What are the benefits of Abandoned Cart Recovery?;

There are many benefits to recovering abandoned carts:

First of all, recovery helps to sales increase. By reminding the customer that they abandoned their cart you can push them to finally complete the purchase.
Retrieving an abandoned cart it costs less than finding new customers, who even if they come, they may in turn abandon their cart. The retargeting ads tend to be affordable as well reminder email for cart abandonment is another cost effective solution.
When the abandoned cart is finally retrieved, you can determine the reason for abandonment so that you can work on it and improve any obstacles. For example, a discount may be effective in recovering abandoned carts, or you may find that your shipping cost or product price is too high for the average consumer. If the dropout reasons tend to be repetitive then you should definitely do something about it.
Working to recover abandoned carts, you become better businessman, as you begin to realize areas where you can improve your business and consequently your sales.

Keep in mind that from the moment the customer put the product in the cart he showed interest in it and intended to buy it. So it is very likely he wants to retrieve the basket himself of him indeed he will be very happy if he completes his purchase. So we agree that it probably will you have to give it a little boost for him to do it! Below we will see in which ways you can recover abandoned carts.

How to retrieve an abandoned cart:

Push Notifications

Sometimes when you visit a website, a button appears asking if you want to subscribe to push notifications. If a customer clicks on the option “To be allowed” on your site, then you can do remarketing via push notifications. Send personalized push notifications to customers who have abandoned their carts to encourage them to complete their purchase.

You can even bid special discounts to these customers to encourage them. You can set reminders a few minutes after the shopping cart is abandoned or wait a little while. Ideally reminders should be sent within the first ones 24 hours.

Retargeting ads

Retargeting ads is one of the strongest, if not the most powerful abandoned cart recovery tool. Has it happened to you too?; You go in to buy an item but leave before completing the purchase for X,No reason. Have you noticed that after ads for the specific product are constantly displayed in front of you or the store; Then it means an effective retargeting is done! Do the same for your business!

Retargeting ads are effective at recovering abandoned carts and you don't need advanced marketing skills to make them work well.

Email

Email is widely used to improve cart abandonment rate. However, its effectiveness can be lower from push notifications and ad retargeting, as people are inundated with emails every day. In addition, many times the emails go to the customer's spam folder, so he may never see it.

To make this tactic more effective use a title that will pique interest of the customer and he won't be able to do anything other than open the email! also, you can present it in such a way by adding some message to make it easier for him to complete the purchase. You may need to do some more testing on this one.

How to reduce shopping cart abandonment on your site

1. Make your site secure

Insecure websites deter customers from completing their purchase, and rightfully so. If a customer goes through the checkout process and notices that the page is not secure, he can abandon his basket to protect his financial details.

You don't know if your website is secure; Notice if at url of your site exists the “s”, that is, if it starts with “https:// “. If it doesn't exist “s” it means your site is not secure and your customer can see that. The good news is that making it safe is a lot simple process.

2. Include product photos at checkout

Have you noticed that most sites during the checkout process, have photos of the products in the basket; It doesn't happen by accident. When a customer checks out, be sure to include an image of the product(of) who buys. Images help the customer to complete their purchase as they reinforce the feeling of having to get the product.

3. Show cash discount

People prefer to see it real benefit of any discount. Always make sure that the final payment amount also shows the amount they saved from discounts on your site. It's yet another subconscious incentive for them to complete their purchase.

4. Be honest with the cost

To write "Free shipping" when what applies is "Free shipping over €49" is dishonest. It reduces the credibility and reputation of your business. It makes sense for customers to not want to proceed to checkout if suddenly shipping costs appear in their cart that they didn't expect!

Be honest about the additional costs that may be incurred by the customer and give them all the information that is needed. For example, if you do not ship abroad, clarify this before the customer reaches the checkout.

5. Free shipping

Shipping costs tend to be one of the biggest causes of cart abandonment. If your business can afford to offer free shipping, offer it to your customers to reduce cart abandonment.

6. Use popular payment gateways

Customers are more likely to pay for products using trusted payment gateways. THE PayPal for example it is one of the most popular payment gateways and in our opinion it should be offered in your store. If the customer recognizes the payment gateway, his trust in your company is also strengthened.

7. Don't force customers to create an account

Creating an account may be beneficial for you, but it is an additional reason for the customer to abandon their cart. The more obstacles he encounters during his transition to the checkout, the easier he will leave his cart. Keep the process as long as possible simple it can be done if you don't want to reduce your sales!

8. Offer a discount coupon

Offering a discount coupon can help reduce cart abandonment. In fact, to make it easier, automatically insert the coupon when the customer enters the checkout, so that he can see the discount immediately and without having to do anything himself. More discounts mean less abandoned carts!

9. Optimization of your site

We have talked about her before UX customer experience. The more according to the customer is made your site the less likely they are to abandon their cart. Focusing on simplifying the checkout process and to better customer experience you will reduce the cart abandonment rate.

You may also be interested: What is UX design and why is it important for small businesses?;

10. Mobile optimization

Most purchases are now made via mobile devices. So if your site is not optimized for mobile devices it will you have to change it…yesterday! If someone is trained to navigate your site and be taken to the cart via their mobile phone, it is more likely that they will probably not choose to shop!

11. Social Proof

Social Proof is the customer reviews your, icons with how many people have bought this product or pop up with the who is buying from your store at that moment. Such evidence is self-evident strong motive for customers to complete their purchases. So it's worth it to take care of all the above.

12. Shopping Facilitation Apps

There are apps that help reduce abandoned carts. Such applications enable the customer to, for example, stores his products in the cart and be able to open it from other devices as well. May also add products to wishlist or the favourites of it to facilitate the subsequent purchase.

Now let's look at some tips that will make your cart recovery emails more effective:

Send a targeted email

When you send an abandoned cart email to a customer, you need to make sure you tailor your emails for him specifically. Send the photo of the abandoned product or products, with a reminder or some clever slogan of the press “Why should I delay?;»

Find out why they abandoned their cart

Through email give them the opportunity to tell you because they did not complete their purchase. You can ask a direct question. In this case, of course, most of them will probably never answer you. So you can do this by sending a email sequence with different offers so that it reacts with some. This offer may be free shipping, discount or a gift. He the breakdown will show you what sales each email made, so you will know how to proceed in future emails and what to modify in the cart.

Make an Exciting Offer

A promotion is always an extra incentive for customers to complete their purchases. Include, as we said above, some offer that will prompt the customer to retrieve their cart.

Monitoring progress

Sometimes sending an abandoned cart email isn't enough. An email can get buried in countless emails in the customer's inbox or spam. Other times the offer you have sent she is not enticing enough to complete the sale. The mission of one second email can improve this probability. This time include a new discount or some other offer.

Summarizing…

Retrieving abandoned carts gives you a second chance increase your customers and your sales.

Edit what reasons your customers might be abandoning their cart, find ways to motivate them and see what you can improve your site. If it's still not enough, find ways to win them back. Use retargeting ads, send email, make offers.

Reducing the shopping cart abandonment rate, you can create a sustainable, profitable business, that finds ways to evolve and of course knows how to win new loyal customers!