Customer Services: What You Offer Them: Abandoned carts
Let’s take a closer look as to why abandoned cart series are an integral part of winning back sales and increasing conversions for ecommerce companies.
56 to 60% of all abandoned carts come directly from shipping costs. Realistically for abandoned carts, you’re only going to recover 20% of these back if you’re aggressive.
What is your shipping strategy? How is that affecting your abandoned cart? If you’re seeing your conversion rates are low, keep in mind conversion rates are 2-2.2% across e-commerce. So, if your abandoned carts are 3, 4, or 5%, suddenly, that’s a lot of your sales.
That’s a lot of what’s affecting conversion. That’s a lot of money being left on the table. Even the best brands that are aggressive and have great automated abandoned cart recovery programs, you’re only going to see 17%-18% of those abandoned carts collected.
It’s always going to be a challenge. However, it’s something that you can front-load the work.
For example, you can automate an email marketing series. Where five minutes or 5 hours after you abandon the cart, you get an email saying, “Hey, it looks like you forgot to checkout.”
The next day, you get another reminder, “Looks like you forgot to check out! We know life’s busy. Come on back, here’s a link to your cart.”
That third day, send them another one, “Hey, you know things happen, I can’t hold this forever. Come back in 24 hours and here’s 10% off.”
But really, there’s a cliff after that. After about 72 hours, they’re gone. They’ve moved on. They’re on with their life.
You have to have a strategy in place right away. It needs to kind of fire in rapid succession in those first 48-72 hours, if you want any chance of recovering these.
