Cart Abandonment: Win Back Your Customers

The holiday season is right around the corner! And there is no doubt that consumers have already begun getting items checked off from their shopping lists. Likewise, many businesses have (hopefully) started to finalize their holiday email marketing campaigns in effort to fully capture their buyers’ attention during this especially busy time of year. However, like many e-commerce business owners have surely come to realize in years past, getting your target audience to your online store does not always guarantee sales. In fact, according to a recent study by Statista, 88% of all orders are abandoned about midway through user sessions.

Perhaps one of the biggest challenges faced by online retailers is shopping cart abandonment – when customers add items to their shopping carts only to leave the website without making a final purchase. But did you know that businesses can use cart abandonment data to their advantage for optimizing sales opportunities?

Why do Customers Abandon Carts?

Let’s be honest, we have all likely abandoned our online shopping carts at one point or another. Consumers can bounce from the checkout process for a number of reasons, including poor connectivity, high shipping costs or even a complex online checkout process. These abandoned purchases can result in major losses for businesses – especially during the hustle and bustle of the holiday season.

The Silver Lining

No business owner wants to see a high influx of abandoned carts, however, there are strategies to use this data to your advantage. In addition to ensuring your user experience is up to par across all devices, the next best thing your business can do to turn around sales volumes during the holidays (and year-round) is to give your customers that little extra push by further engagement.

Did you know the tendency of a majority of buyers to abandon a purchase right before checkout can be brought down significantly through targeted emails? If businesses use this strategy the right way, it can end up being a game-changer for solving reoccurring cart abandonment issues.

Tips for Creating Emails to Reverse Cart Abandonment

While many businesses may leverage cart abandonment emails to some extent, not all of them lead to higher conversions. To ensure a compelling follow-up cart abandonment email, we suggest including these three elements:

  • Personalized messaging
  • Optimized timing
  • Added incentive (discount codes, coupons, etc.)

The journey to solving cart abandonment is ultimately an ongoing process – and one that our team can help you with. For over two decades, Beson4 has been providing comprehensive email marketing services for clients throughout Jacksonville, Northeast Florida and other areas around the U.S. Check out our website to learn more about how we can help your business!