4 minute read

Smarter Spotlight: Cart Abandonment

Consumers are more distracted than ever thanks to the availability of information at our fingertips. For the eCommerce industry, this means shoppers are doing more window shopping, price comparing, wish-listing and exploring gift options, all decreasing the likelihood of completing the purchase within the same session. In fact, 70% of US online shoppers have abandoned a cart because they were “just browsing” or “not ready to buy.” While sure, this is the reality of online shopping in a hyper-connected world, there are still several issues that can be addressed to avoid the loss of a sale. For marketers, this means engaging customers quickly and bringing them back to their site before it’s too late.

With approximately $4 trillion worth of merchandise being abandoned in online shopping carts per year, 63% of that revenue is potentially recoverable. That’s $252 million in potentially recoverable sales—all by introducing a streamlined, cross-channel Cart Abandonment series to your marketing strategy.

A highly personalized Cart Abandonment series will strategically and thoughtfully remind your customers that they abandoned before purchasing, using timing, dynamic content, and critical offer to engage them before it’s too late.

Identifying shoppers who abandon their carts

Oftentimes, retailers will send cart abandonment emails only to those who are logged into their accounts, as that is the easiest group to find and message to. It's important to extend reach by properly capturing and identifying everyone who has abandoned their cart (for example, SmarterHQ is able to capture anonymous visitors without the need for account sign-in, boosting reach by 202% on average). It's also equally important to understand and resolve behavioral activity and profile/historical information across channels into a single customer view.

A CDP and personalization platform should keep track of all of your shoppers regardless of when or where they interact with your brand.

Boost results with these quick tricks

You’ve probably heard quite a lot about the importance of “real-time” email, push notification, triggered sends, but is it really that effective? We put it to the ultimate test—running a few A/B tests, that is—to find out when is the best time to send cart abandonment emails and what subject line tactics drive the most engagement.

If at all possible, include the items abandoned and direct consumers to the cart instead of the product page. Also, immediacy and personalized subject lines are critical to the equation.

How to set up your cart abandonment emails to send in real-time

Sending triggered emails directly from your ESP can have its challenges. Often there is a delay in data collection from your ESP, or they don’t recognize that someone is on your website unless they are logged into their account.

Making sure your personalization/behavioral marketing solution is fully integrated with your ESP and analytics should allow you to send cart abandonment messages in real time without extra resources or headaches. Beyond cart abandonment, be sure that you have the ability to automate personalized messaging based on any data source, channel, or behaviors, as well as anticipate and cater to their next move.

Go further into the cart funnel and message based on checkout

It's not enough to simply set up a cart abandonment email regardless of where they abandoned. Go further and set up a separate email series based on abandonment in the checkout process. To make it easier, we compiled 6 Fixes for Checkout Abandonment.

Some customers are price-shopping and many are fueled by deep discounts, so consider setting up a Targeted Sales Series and Price Drop Alerts, too.

Email Creative

It’s essential to remind the customer of the items they abandoned in your email. Do this by putting the product in the hero image, and finish off the email with a strong, relevant call-to-action such as “Complete your purchase!” Don’t give your customer the option to walk away before buying.

Consider adding additional secondary elements to the email, such as product recommendations, best sellers in that category, or complementary items that will keep the customer shopping in case they are no longer interested in the item abandoned.

Cart Abandonment Results

Value City Furniture: Let’s take a look at Value City Furniture. They used their existing ESP to trigger cart abandonment emails, but knew that they weren't capturing all visitors. They used SmarterHQ's integration with their ESP to target all visitors who had abandoned their cart and include the images of the products they had abandoned. By automating this personalized shopping cart abandonment program, they were able to capture 283% more revenue in just a few weeks compared to their ESP's performance alone.

Boston Proper: Boston Proper had also been running a cart abandonment program with their ESP before working with SmarterHQ. Using their previous cart abandonment program, they weren’t getting proper reach, timing, or successfully inserting products into their email. With SmarterHQ, they ran a single drip cart abandonment program containing personalized messaging to remind abandoners of items they’d shown interest in before leaving the site. With this approach, the retailer’s reach increased by 24%, conversion increased 13%, and last-click revenue increased by 81%.

With our own clients, we’ve seen on average a 345% increase in cart abandonment revenue when they replace their cart abandonment vendor with SmarterHQ. Request a conversation with our team to learn more.

Download our Retail Personalization Playbook for creative examples and tips, and 13 more campaigns proven to increase revenue and customer relationships.