In the world of ecommerce, one of the biggest challenges businesses face is the phenomenon of the abandoned cart, but what exactly is it and why does it happen?
This term refers to when a customer adds products to their virtual shopping cart, but does not complete the order. Understanding what an abandoned cart is, how it works, and how to effectively address it can make a difference in an online store's sales.
What is an abandoned cart and how does it work?
The abandoned cart is a common situation in ecommerce where a customer shows interest in certain products, adds them to their shopping cart, but for some reason does not complete the payment process. It is estimated that around 70% of carts are abandoned.
This phenomenon can occur for various reasons: distractions, unexpected additional costs, price comparison, complexity of the purchase process, or even technical complications.
The process of detecting abandoned carts is carried out using cookies and tracking scripts on the website. These systems record the products added to the cart and monitor whether the purchase is completed. If the purchase is not completed within a certain period, the system marks it as an abandoned cart.
How to create an abandoned cart email?
An abandoned cart email is a very effective tool for recovering lost sales. This type of email is automatically sent to customers who have abandoned their cart, reminding them of the products they left and encouraging them to complete their purchase. To create an abandoned cart email, you should follow these steps:
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Design the email: Create an attractive design consistent with your brand identity. Include images of the abandoned products, a clear and visible call to action, and an option for the customer to complete their purchase with one click.
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Write the content: The content should be personalized and relevant. Include the customer's name, a brief description of the abandoned products, and a message that motivates the customer to return and complete their purchase.
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Include incentives: Offering incentives like discounts, free shipping, or special promotions can be a good way to persuade the customer to finalize their purchase.
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Set up an automated flow: Use an email marketing platform that offers automation features, such as Acumbamail. Set up a flow that detects abandoned carts and sends follow-up emails.
Tips for creating a good abandoned cart email
Creating an effective abandoned cart email requires attention to detail and a customer-centric approach. Here are some tips to optimize your abandoned cart emails:
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Personalize your emails: Personalize the email as much as possible. Use the customer's name and mention the specific products they left in their cart.
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Time management: Send the first email shortly after the cart is abandoned, generally within the first 24 hours. Consider sending additional follow-up emails if the customer does not respond to the first email.
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Choose a clear call to action: Ensure the CTA is clear and visible. Phrases like "Complete your purchase" or "Finish your order" can work well.
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Optimize for mobile: Given that many users check their emails on mobile devices, it is crucial that your abandoned cart email is optimized for mobile.
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Build trust: Include reviews and testimonials to reinforce the purchase decision. It is also recommended to include clear information about return policies, warranty, and payment security to increase customer trust.
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Test and adjust: Perform A/B tests for different email elements, such as the subject line, design, and content. Analyze the results and adjust accordingly to improve the conversion rate.
In summary, an abandoned cart does not have to be a lost sale. With a strategic and well-executed approach, abandoned cart emails can recover a significant portion of those sales, improving the conversion rate and generating more revenue for your ecommerce.