Part 1: Abandoned Carts

How to Handle Abandoned Carts that Don’t Result in Sales

​As customers browse your products, it’s not uncommon to add products to cart without making a purchase. Unfortunately, the average abandoned cart rate is 72%, which can seriously take a bite out of your profits. 
 
While frustrating, there are solutions to help this happen less often while having more successful transactions. In this two-part series, we’ll show you to handle abandoned cart situations that don’t result in sales.

Why Do Customers Abandon  Carts?

Before we dive into effective strategies for handling abandoned carts, it helps to know why people abandon carts in the first place.
 
There are several common reasons:

• Unexpectedly high shipping costs or taxes
• Requirement to create an account
• A time-consuming checkout process
• Slow shipping and delivery
• Website performance problems
• Limited payment options
• Lack of reviews and/or social proof 
• Browsing and researching product, leaving the item in the cart to return to it later

 
The good news is that there are ways that you can reach out to abandoned cart customers and alleviate their concerns. 

Reaching out to Abandoned Cart Customers: Time is of the Essence

There is a strategic process for reaching out to abandoned cart customers, especially if you want to do it effectively.
 
Timeliness is important when it comes to reaching out. You’ll want to act quickly, as the experience at your online store will be fresh in the customer’s mind.
 
Meanwhile, a timely outreach can help tap into the purchase mindset. A customer might still have the idea of an item or shopping on their mind, making it easier to lead them back to the cart.
 
Another important note to keep in mind is accessibility. The customer might still be on their computer or on their phone. If this is the case, it can be a quicker and easier process to finish the purchase. 

Best Practices for Abandoned Carts: Customer Outreach 

Now that you know the importance of timeliness, it’s time to think about best practices to put into action.
 
One of the most popular ways to reach out to customers with abandoned carts is via email. Abandoned cart emails can be quite effective when used correctly, helping you to regain up to 14% of your sales.  
 
You’ll want to send the email within the first 2 hours of the abandoned cart occurrence. If this doesn’t yield a response, send a follow up email 24 hours later.
 
In the email, you’ll want to include a photo of the item that the customer is considering. This approach will get the item back on the customer’s mind. Providing a link to their cart can give them quick access to make the final purchase.
 
If you still find yourself having a hard time with abandoned carts, this is a chance to add a discount to the product or offer free shipping. Since unexpected costs can contribute to abandoned carts, this is one way to address the issue.
 
For part II of our abandoned cart series, we’ll discuss tools to use for abandoned carts. These automated suggestions will help save you time with the ultimate goal of customers finishing their transaction. 

Photo by David Clarke on Unsplash