Your web store looks great, is lightning fast, and has intuitive navigation. But frustratingly enough, this isn’t enough to optimize your online sales. A staggering amount of online purchases never actually make it past checkout. But there’s a surprisingly simple way to save some of these lost sales: abandoned cart emails.
Shopping Cart Abandonment: Why You’re Missing Out On Two Thirds of Your Sales
Have you ever visited a supermarket, gotten everything on your shopping list, and headed to the checkout, only to leave your shopping cart in an aisle and leave without paying? Probably not. But have you ever done this when shopping online?
If the answer is yes, you’re not alone. According to research by the Baymard Institute based on 34 different cart abandonment studies, the average abandonment rate for web stores is an incredible 68.81%. That means that you could be missing out on as much as two thirds of your potential online sales revenue. So why is are so many purchases abandoned at the last moment?
Reasons for Shopping Cart Abandonment
According to Baymard, the main reason why buyers don’t end up buying is because the extra costs are too high. Shipping, taxes, other fees—being faced with an unexpectedly high final price can be an insurmountable final hurdle.
Other important reasons for abandoning carts include complicated checkout processes, website errors, and even unsatisfactory return policies. But the number two reason for shopping cart abandonment according to Shopify isn’t actually down to your web store or purchasing process. It’s just that people are casually browsing.
It might not feel like you can do much about the online version of window shopping. However, there is an effective way to help your web store stay on potential clients’ minds: abandoned cart emails.
What Are Abandoned Cart Emails and Why Do They Work?
Many e-commerce and email marketing solutions allow you to set up abandoned cart emails. These are sent to potential buyers who visited your web store, added items to their cart, but did not actually check out.
Whether they abandoned their cart because they weren’t intent on buying just yet, became distracted, or ran into time-out problems, abandoned cart emails are a great way to remind your visitors of the items they almost bought.
And we really do mean great. According to Salescycle, abandoned cart emails have an open rate of 47%. When you consider that the average open rate for marketing emails usually hovers around 20% for the majority of industries, this is pretty incredible.
Especially when you consider that abandoned cart emails have a 31% conversion rate. So how can you use abandoned cart emails to boost your own web store’s performance?
Abandoned Cart Email Tips
Abandoned cart emails have the potential to be incredibly effective, but only if done well. Consider the following tips when determining your email strategy.
- Personalization is key. Share information that will remind them of why they visited your site specifically. Getelastic recommends using the client’s name, the items they added to their cart and the current price information.
- Carefully consider your email timing. Hubspot suggests setting up abandoned cart emails for an hour, 24 hours and less than 2 weeks after cart abandonment.
- Be careful when offering discounts. We already saw that one of the big reasons for cart abandonment is pricing. That’s why Shopify suggests including a discount in your abandoned cart emails. But Getelastic advises caution: you don’t want to teach your buyers to abandon their carts in hope of receiving a discount every time. Instead, try sending incentives in your third or fourth email.
Abandoned Cart Emails in Sana Commerce 9.1
Sana Commerce 9.1 makes it easy to send abandoned cart emails. You can define your emails using Sana’s customer segment feature, combined with an email marketing add-on. This lets you personalize your emails, including displaying (parts of) the client’s order to maximize conversion.
And remember the unexpected fees preventing clients from completing their purchases? This shouldn’t be a problem if you have a Sana Commerce web store, which can display shipping and sales tax calculations from your ERP at checkout. Want to learn more?