Nowadays, with the advent of designers of online stores, everyone can start selling online, quickly and easily. But how in the conditions of such competition to retain their positions and find such ways of converting visitors into buyers, so that it is most effective? Even if you spend a lot of effort, money and time to attract leads to your sales funnel, most likely, more than 66% of your baskets will remain abandoned. Why do customers drop baskets? This problem has always been. And it is unlikely that the situation will change for the better in the near future.
So instead of sitting and grieving about this, let’s think: “What if there was a way to reduce the number of abandoned baskets and make some of these lost sales?What if you could reach out to more than 40% of those who left your online store and chat with them again? What if you could make more than 10% of these peopleclick on your offer again? And what if the whole process was once set up, and then automatically launched and worked without any additional effort? ”
And now, why don’t we stop talking and plunge into work with abandoned baskets and specific cases that will answer the question “How to return lost sales from abandoned baskets using Marketing Automation”
Why do people throw baskets?
To begin with, we will try to understand the causes of abandoned baskets. In your local supermarket, you will never see a lot of abandoned baskets filled with goods (well, if, of course, you are not the legendary Karl from The Walking Dead). But abandoned basket in the online store – this is the usual situation.
Tell me why? Is there not enough reason to distract yourself and leave the basket in the supermarket? Can’t your husband or wife call you at the time of shopping to remind you that you forgot to pick up a child from kindergarten? Or you may be distracted by something else.
From Statista research, we learned that there are many more reasons why online shoppers drop baskets and leave without paying. Here they are:
And here’s some more information to think about (from the Visual Website Optimizer study): “ What stops you from completing the online purchase process?»Answers of respondents:
If you look closely at these reasons, you will see that there are no such situations in the offline supermarket. No one suddenly suddenly gives you an extra $ 20 for shipping an order to your car. You do not have to pay more to use a credit card or fill out a bunch of forms before leaving the store.
But marketers online stores daily complicate this life of their customers. And all this can be easily eliminated, if, of course, you do not want to continue fooling your customers (you probably shouldn’t talk about it, but I say, do not be fooled by your customers to make them pay more).
And now we come to how you can return your potential buyers.
Best Practice # 1
Popup window with the correct special offer
No one likes unanticipated costs. Just imagine, you have chosen a new jacket for yourself and have already decided to buy it. You rejoice and already imagine yourself in this jacket, and suddenly you see that its price suddenly rises. And everything – the mood is spoiled, you feel: you have been deceived.
Online stores often hide a very unpleasant thing from you until the last moment – the additional cost of packing the order and delivery. And now show me at least one person in the world who will be happy to know that now his order will be more expensive, moreover, at that moment when he is ready to pay and enter the details of his credit card.
So, to inform people in advance about the costs associated with packaging, processing, delivery and return of goods – this is the best strategy in this case. But, if you do not, I suppose you have a reason for it.
Maybe you want to create the appearance that your prices are the lowest on the market, and if you convince your customers to say “yes” several times and click on the “pay” button, you think that it’s normal to show them the full price. I don’t think this is the best way to increase your loyal customer base.
What else can you do if you do not want to show the full cost in advance? Maybe you should offer free shipping? Of course, this will lower your markup, but you can offer this to far from everyone.
For example, how about offering it only to customers who have subscribed to your Email list and spent more than $ 50 in your online store? Or offer an additional $ 10 discount if they add another item to the cart or place another order in the future? In other words, offer additional encouragement to increase your average bill or extend the life of the client . Your margin will not significantly decrease, and in the long run you will save such customers and reduce the percentage of abandoned baskets.
Two key elements to the success of this approach are:
- Offer the right encouragement . Use your intuition, A / B tests and analytics to determine the value and return on investment from each promotion and select the most effective ones;
- Do it at the right time . If you can’t show everyone the full value, figure out how to offer a promotion before visitors leave your cart. To do this, use the contact collection form for those who want to leave, offering a promotion or an offer to stay in touch, for example, by subscribing to your news in exchange for customer contacts. Here is an example of such a form from The Next Web:
Best Practice # 2
Welcome – a series (chain of welcome letters) with encouragement
In general, gathering contacts of your target audience is the first step to reducing lost sales. Even if the visitors of your online store share their contacts with you, there is still a chance that they will not buy anything from you. Moreover, the causes of abandoned baskets may not be associated with negative emotions. It is quite possible that something will distract them at the time of the order or they have not decided for themselves whether they need this product. Therefore, if you just offer a promotional code in the form of a subscription or on the thank you page, you can lose the sale. And this is where the Email List comes into play.
The purpose of wellcome chains is to convince your newly acquired subscribers and buyers of the prospects for further interaction with you. You show them that they have made the right choice and that they will be happy to receive a newsletter from you in the future. Also, such a chain of welcome Email newsletters should answer frequently asked subscribers questions or dispel doubts that new customers have. It is very important that the welcome mailing helps you increase sales. It is likely that the average percentage of opening your well-letters will reach 50%. So why not use them? You ask: “How?” Just add a promotional code for a discount or other promotion to a message as a reminder of an abandoned basket.And you will have another chance to return visitors to the site and support their clear intention to make a purchase.
To make your promotion work, make it limited in time. For example, make your promo code valid for 72 hours or 14 days to highlight the urgency of the decision.Here is an example of such a newsletter with time-limited rewards from Adidas:
And that is not all. If the buyer did not use the coupon, why not send another reminder after 48 hours? Use dynamic content to provide unique promotional codes and synchronize it with your Email Marketing platform and CRM system so you can identify those subscribers who should send such a reminder. You can then put the tag and send them an auto email with a reminder of how much time they have left before making the purchase. And if you have their phone number, why not send an SMS? Try different techniques and determine the most effective for your audience.
Best Practice # 3
Retargeting abandoned baskets
Remind customers of abandoned products with advertisements: on the sites they visit, in the services and applications that they use.
When creating these ads, think about what you know about your customers and their behavior. Do they drop baskets during the first or fourth order step? What micro conversions do you see during this entire process? Use this information to create the best advertising message and thus reduce the number of abandoned baskets.
Here are examples of such advertising messages:
- The announcement that these products will soon be sold out;
- The number of such goods remaining in stock;
- A reminder that they will receive this product before a certain date or holiday, for example, before the New Year;
- 10% discount if ordered right now;
- Free delivery of their order;
- Special coupon with discount on orders in the next 12 hours.
Of course, depending on the characteristics and type of your business, you can create other message options in order to return customers. For example, if you are a cloud-based business (SaaS) offering a free trial, you can offer customers to upgrade to the paid version with access to all the amazing features of your platform or remind them that in X days their access to the trial version will end.
It is important to note that retargeting abandoned baskets should be done not only on Google and Yandex, but on Facebook, Twitter and Instagram. You can use specialized retargeting platforms for this.
Best Practice # 4
Automated newsletter to return to abandoned baskets
In fact, the best solution for returning customers to abandoned baskets is Email Alert about an abandoned basket. This is an automated message that is sent if the trigger on an “abandoned shopping cart” event / action triggers. It reminds customers of the items in the cart. In order to use such a trigger Email, make sure that the buyer gets into your subscriber database. And then, when you see that he is looking for a product on your website, adds it to the cart, and then leaves it without paying, you can quickly notify him and return to your website.
Mailings about abandoned baskets are very effective, as they are:
- very relevant: Email letters show those products that are chosen by the buyer;
- timely: shipped almost immediately after the basket left.
Plus, these mailings are perfect for the mood of the buyer: when people left the basket, they had a desire to buy these products. Therefore, they need only a small push, a reminder to complete the purchase.
And here is an example of an excellent case retargeting for an abandoned basket.Plan a series of emails: 2 – 3 Email messages. Send the first 2-3 hours after the buyer has left your site. Last send in 3-5 days. By the way, in GetResponse you can automate this series: using the Marketing Automation function and the “Reminder about an abandoned shopping cart” script.
Such messages usually contain:
- very compelling call to action;
- emotional image of a saddened person saying goodbye to the buyer;
- humor, for example, funny animals guarding abandoned goods;
- psychological trigger, for example, fear of loss of goods.
Such email newsletters, of course, do not solve the problems from the studies described above. However, if you include promotions and gifts in them, for example, free shipping, people really interested in purchasing will respond to them.That’s why you need to come up with effective incentives for returning lost sales.
Abandoned baskets are one of the most serious challenges in e-commerce. And although some problems can not be solved in your power, most can be eliminated with the right communication strategy. To do this, immediately inform the price of the order, which includes shipping, processing, exchange rate. In case this is not possible, use the best practices from this article. And our Russian-language marketing automation templates will help you to quickly and easily adapt them to your business .