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Abandoned Cart Recovery Marketing Strategy

by | Aug 30, 2023 | Blog, Marketing Cloud

In the dynamic world of e-commerce, the issue of abandoned shopping carts is a prevalent challenge that presents both obstacles and prospects for businesses. This document embarks on a comprehensive exploration of the metrics encompassing abandoned carts, delves into the underlying causes for their occurrence, proposes proactive strategies to curb their prevalence, and outlines compelling methods for retargeting users who have abandoned their carts.
Metrics and Significance: Abandoned carts, a critical concern for online retailers, are illuminated by several key metrics:
Abandonment Rate: According to industry data, the abandonment rate, a crucial metric that quantifies the proportion of shopping carts initiated by users but ultimately left incomplete, can often exceed 60%. This rate provides insights into the efficacy of the checkout process and user experience. Mobile devices have the highest average cart abandonment rate, at more than 80%.
Conversion Rate: The conversion rate is the conversation of traffic to the website to Sales. It is a pivotal indicator for e-commerce, typically hovering around 2-3%. However, abandoned carts directly impact this rate, as they erode the number of successful conversions. Revenue Loss: The financial implications of abandoned carts are significant. In 2022, it was estimated that global e-commerce retailers lost over $18 billion in potential revenue due to abandoned carts. This lost revenue underscores the importance of understanding and mitigating the issue. Why Users Abandon Their Cart? Cart abandonment is a multifaceted issue rooted in various triggers such as intricate checkout procedures, longer delivery time, security concerns, comparison shopping tendencies, unforeseen expenses,and external distractions. Unexpected costs like hidden fees, shipping charges, and sudden taxes can swiftly lead users to abandon their carts during the checkout process.
Prevention Strategies: Mitigating abandoned carts necessitates a holistic approach that addresses the aforementioned factors and concerns:
Transparent Pricing: Maintaining transparency in pricing is paramount. Displaying all costs upfront, including taxes and shipping fees, builds trust with users and eliminates unpleasant surprises during the checkout process.
Streamlined Checkout: A streamlined and simplified checkout process can significantly reduce cart abandonment rates. Users are more likely to complete their purchases without frustration by minimizing the number of steps and forms required.

Trust Signals:
Showcasing trust signals such as security certifications, customer reviews, and testimonials can alleviate users’ security concerns. These signals instill confidence and create a sense of credibility during the checkout process.

Exit-Intent Popups: Exit-intent popups can intercept users who are displaying signs of leaving the website. These popups can offer compelling discounts or incentives to encourage users to reconsider and complete their purchases.
Cart Recovery Emails: Automated cart recovery emails, sent to users who have abandoned their carts, are a powerful tool for re-engagement. These personalized emails can remind users of their abandoned items and provide incentives, such as discounts or free shipping, to entice them back.
Retargeting Strategies for Abandoned Carts: Retargeting, a strategic approach to recapturing lost opportunities, is fundamental to abandoned cart recovery:
Abandoned Cart Retargeting Journey: Email remains one of the most effective retargeting tools. Data from SaleCycle suggests that nearly 46.1% of cart abandonment emails are opened, leading to a 13.3% click rate. Personalized and timely emails can gently remind customers of their abandoned items and even offer incentives like discounts, free shipping, or limited-time offers. Retail brands that send cart abandonment emails saw a 15-20% revenue increase by sending personalized cart abandonment emails. The highest conversion was seen in Desktops with 20.8%, followed by Mobile and Tablets with 14.1% and 8.6% respectively. The abandoned cart journey can be a combination of email and SMS communications. These messages are thoughtfully spaced and timed to ensure optimal effectiveness. It should include vital elements like product images sourced from the abandoned cart, customer reviews, exclusive offers, and compelling calls to action.

Dynamic Retargeting Ads:
Dynamic retargeting ads use browsing behavior to display the exact products a user abandoned, creating a personalized shopping experience. According to Criteo, dynamic ads can lead to a 2-3x higher click-through rate than standard retargeting ads. Many companies utilize this strategy effectively by displaying abandoned products across various websites, reminding users of what they left behind. Salesforce Marketing Cloud using its seamless integration with your website, behavior data, can make personalized retargeting easy.

Push Notifications: Browser and mobile app push notifications are another effective means of retargeting users. These notifications can deliver real-time alerts about abandoned carts, enticing users to return to the website and finalize their purchases. Salesforce Marketing Cloud seamlessly integrates with your ecommerce site and mobile app, allowing you to send personalized push notifications and dynamic coupon codes for an impactful abandoned cart journey. This comprehensive approach not only recovers sales but also fosters lasting customer engagement and loyalty in the dynamic e-commerce landscape.

Abandoned Cart Automation Sequence In Journey Builder

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