We have discussed many aspects that have a greater or lesser impact on whether a shopping cart is abandoned in an online store. We have talked about delivery charges, the shopping process itself, the influence of price, and the registration process.
Whatever you do, whether you make more or fewer efforts, shopping carts will continue to be abandoned in online stores. It’s part of the nature of eCommerce: the connection may be lost, the credit card may be maxed out, there may have been a blackout, and so on. This doesn’t mean that you should just resign yourself and let it be. It depends a lot on the industry, the type of store, the business strategy (recurrence, compulsive buying, etc.), but most studies agree that the average percentage of abandoned shopping carts is 80%.
In our previous posts we always talked about preventing shopping cart abandonment. Our emphasis for the work prior to abandonment itself. However, even when an order is not closed, we can try to reduce abandonment rates: we can try to recover abandoned shopping carts.
Abandoned shopping carts
Online stores are increasingly contacting their customers to remind them that they have left an unfinished purchase. That’s where the various strategies and tools to manage shopping cart recovery come in useful. There are many “philosophies” when it comes to implementing them: from handling timing to designing messages. through the question of attracting customers back by means of discounts.
Regardless of all these factors, one of the key points when it comes to trying to recover a customer is personalization. The main thing is that this kind of tools enable you to configure all these aspects, and even have personalization elements to significantly improve results.
A shopping cart recovery email is just a type of individualized newsletter: a message sent to a specific customer to remind him/her that an order has been left pending. Usually an email is sent specifying the item(s) that were added to the abandoned cart. And that’s it. Yet the fact that such an email is individual doesn’t mean that it’s personalized.
You can make use of the message not only to remind the customer about his/her purchase, but also to offer some kind of deal. You can offer related or complementary products to the ones added to the shopping cart. But if you also display personalized recommendations, the balance can tip in your favor. Telling a customer “look, this is the order you left unfinished” (and showing him/her your store bestsellers) is not the same thing as offering items that are related to what was already in the customer’s shopping basket. This is already an extra service, but if you raise the stakes and also offer other items that suit the customer’s tastes and needs the added value for users is even greater, and their perception of your store and the impact of recommendations on sales increase will improve.