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Reclaim Revenue: How to create effective
abandoned cart campaigns
TWEE
T!
Follow us on Twitter:
@WhatCounts
Today’s hashtag:
#ReclaimRevenue
Today’s Speakers
Erin Devine
Strategist, WhatCounts
Emily Keye
Director of Strategy, WhatCounts
What is an Abandoned Cart Campaign?
▪ Lifecycle Messages
▪ Remarketing Messages
▪ Transactional Message/Promotional Messages
Abandoned Cart Campaigns
▪ Why do people abandon?
▪ One Abandoned Cart
Campaign or more…
▪ How to make your abandoned
cart strategy more effective!
Today’s Agenda:
Understanding Abandonment
According to expert studies, shopping cart abandonment statistics
show a 68% rate industry-wide overall.
That means that only roughly 1 in every 4 customers actually
finish the purchase.
Business Insider estimates that collectively,
as much as $4 trillion worth of shopping carts
Were abandoned in 2014.
Abandonment Issues!
Two Sides of Abandonment
Prevention Recovery vs.
▪ User Experience
▪ Indecision
▪ Technical Issues
▪ Total Order Cost
Why do people abandon?
User Experience
▪ Guest checkout keeps the buying process going
▪ VMO Report: 23% abandoned because they did not want to create an account
▪ Account sign-in for returning customers
▪ Time consuming to get forgotten password
▪ Forrester: 14% didn’t pay because of this
User Experience: Required Registration
▪ Click password reminder link
▪ Enter email or ID info
▪ Wait for the email
▪ Click link
▪ Create new password
▪ Log in
▪ Go back to cart
User Experience: How many steps?
▪ Keep it short and sweet
▪ A 2-3 page process could be ideal to keep the customer flowing
through the cart process
▪ Make sure you capture email address as early in the cart process as
you can
▪ 5.6 average pages from the cart to the order confirm
User Experience: Too many pages
User Experience: Keep it Simple
▪ Different calls to action
▪ Different buttons
▪ Different selection options
User Experience: Site Functionality
▪ Excitement
▪ Confusion
▪ Anxiety
User Experience: Emotions
▪ Cart overloaders- we all know one.
User Experience: Emotions
▪ What happens next?”
▪ Set expectations
▪ Include breadcrumb
trail or step indicator
User Experience: Emotions
Indecision
▪ Not Ready
▪ Changed Mind
▪ Decided to Save Product
Indecision
▪ Wait until payday
▪ Wait to get home from work
▪ Wait for spouse to weigh in
▪ Multiple device shopping is also
something that needs to be top
of mind
Indecision: Not Ready
Telco 2.0 Research
▪ Result of price
▪ Shipping timeline
▪ No longer want product
Indecision: Changed mind
▪ Wish List
▪ Save for later
Indecision: Decided to save product
Technical Issues
▪ Slow load times
▪ Not enough product info
▪ Not reinforcing security
Technical Issues
▪ 35% of brands do not display information about the security of an
order during the checkout process.
Technical Issues: Security
Technical Issues: User-Friendly Promo Codes
▪ Code copied in email
▪ Pasted in check out
Technical Issues: User-Friendly Promo Codes
▪ Code must be:
- Memorized
- Written
- Inbox revisited
▪ O or 0?
▪ Offering live chat
▪ Providing a customer service phone number
▪ Include these in the cart as well as in abandoned cart messages
Technical Issues: Customer Support Options
▪ 66% of consumers believe accessible customer service contact
information is the most important
Technical Issues: Customer Support Options
Total Order Costs
▪ Price Comparison
▪ Shipping Costs
Total Product Cost & Additional Fees
36% didn’t pay for items because they felt the total cost was higher
than anticipated
27% didn’t pay for items because they wanted to comparison shop
▪ 36% of brands did not include actual or estimated shipping costs
▪ People want fast & free shipping
▪ Clearly communicate shipping costs
▪ Show totals or estimated totals early in the cart
Total Product Cost: Shipping Costs
Checkout not
optimized for
mobile
Even More Reasons…
Preferred
payment type
not accepted
User got
distracted
Device
Toggling
Using as
wish list
From Prevention to Recapture
Identify at which stage people are
commonly abandoning & make any site
adjustments necessary
Post Abandonment
Let’s recover that lost revenue!
Don’t assume they will come back on
their own.
Do send an Abandoned Cart Message!
Over an eighth (13.3%) of cart abandonment emails are
clicked.
The average order value (AOV) of purchases from cart
abandonment emails is 19% higher than typical purchases.
Nearly half (46%) of all cart abandonment emails are opened.
Over a third (35%) of clicks lead to a purchase back on site.
The shopper has abandoned cart.
What now?
▪ Option 1: API
▪ Option 2: Conversion Tracking
▪ Option 3: Partner Integrations
▪ Option 4: Manually
Do you know how long you save abandon cart data?
Where to Start
One is better than none!
Testing is key!
There is no magic strategy
▪ Subject Lines
▪ Content
- Urgency
- Personalization vs. “generic”
- Offer vs. No Offer
▪ Timing
One & Done!
Balance Service & Urgency
• “We are saving your cart for you”
• “You left something in your cart”
• “Can we help you complete your purchase”
• 46% of brands included a note about the cart
• 77% of brands took a customer service tone with their subject lines
Subject Line Strategy
Be sure your message includes:
▪ Determine your approach
▪ A sense of urgency (your cart is going to expire)
▪ Show the product(s) that are in the cart
▪ Link back to the cart
▪ Consider including an offer
▪ Option to complete over the phone
Message Content Strategy
Extra credit
• Show the price
• Show the availability
Content: The Honest Co. – Friendly Reminder
Content: Zulily – Sense of Urgency
Content: UGG – Fear of Loss
Content: doggyLoot – Fear of Loss
Content: Dell– Cart Expiration
• Generic message, reinforces the brand
Guess – Shipping Offer/Generic
ProFlowers - Incentive
Old Navy – Reminder/Shipping/Fear of Loss
Content: Disney Destinations - Be different!
▪ 30 hours? 45 minutes? 3 days after abandonment?
▪ Testing will be key to find out what the optimal time is
▪ 45 minutes post-abandonment starting point
• Remember, 64% of carts can be recaptured within the first 48 hours – determining
when in that time frame depends on testing
Timing: When to Send?
Take it a step further…
Create an Abandoned Cart
Series!
Expanding from one message to a series:
• 38% of brands send a second abandoned cart
message
• 5% used personalization in the subject line of the
second message
• 14% mentioned the cart
Timing: When to Send?
• What is your AOV?
• The higher the AOV, typically the later you can send message 3
▪ More comparison shopping is typically done for large ticket items
• Someone may wait several weeks to shop for a $2,000 TV, but not so much
for a pair of shoes
Timing Considerations - AOV
▪ Think about offering an incentive
▪ Don’t train customers to wait for coupons
▪ Subject lines for later abandoned cart messages:
- Message 1: “Friendly reminder, “we’re saving your cart for you.”
- Message 2: “Sense of urgency, cart will soon expire, possible incentive.”
- Message 3: “Last chance on offer, cart is expiring, quantities limited, etc.”
Expanding from one message to a series
Be sure your message includes:
▪ A sense of urgency (your cart is going to expire)
Content: Abandoned Cart Series
SL: “You Left Some Things In Your Shopping Bag + Get FREE Shipping!” SL: “Your Shopping Bag Expires Soon!”
Content: Abandoned Cart Series
Customer Service Friendly Reminder Incentive
Content: Abandoned Cart Series
Customer Service IncentiveIncentive
Content: Abandoned Cart Series
Friendly Reminder Incentive
Testing is key!
There is no magic strategy
Top 5 Takeaways
• Audit the purchase process
• In the cart include Customer Service Contact information, Security Icons and
Shipping Costs
• Send at least one Abandoned Cart Message/s
• Determine your strategic approach
• Test, Test, Test!
Reach out to us
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
Call us! 1-404-995-8600
whatcounts.com
Twitter: @whatcounts
THANKS FOR ATTENDING!
