There is almost nothing more frustrating than reviewing your abandoned cart stats and having them be a much larger number than anticipated.
According to SaleCycle, 75.6% people put items in their online shopping cart only to leave it without completing their purchase.¹
That means that on average, of people who added items to their cart, only 25% convert into an actual sale. By device it’s even higher with mobile seeing 85% abandonment.²
Based on the research BigCommerce did on the subject of abandoned carts here are the top reasons people tend to leave without completing their purchase:³
- Additional fees too high (Shipping, sales tax, etc.)
- Asked to create an account (no guest checkout option)
- Checkout process was too complicated
- No way to calculate shipping cost up-front
- Website errors
- Site seemed untrustworthy (especially credit card wise)
- Not enough payment methods
Luckily for you, there are ways to combat these dismal numbers! Abandoned cart emails have been a successful method for many store owners to increase their conversion rates and they’re not as difficult as you might think to set up. Here’s some tips to get you started!
How to Write Abandoned Cart Emails that Convert
- Be specific – Use personalized fields to call out the potential customer’s name and product(s) that they were looking out.
- Be true to your brand – Don’t start offering huge incentives that won’t work for your budget or fit with your usual advertising methods. Just because the other guy is doing it doesn’t mean you have to!
- Be personal – Talk to your abandoned cart audience on a personal level. Use their name, ask them a question, give your email a friendly & inviting tone.
- Offer an incentive – We can’t stress this one enough. You know they already WANT to purchase the item so half of the battle is already over. Now is the time to offer them a discount or free shipping or some other enticing offer that will get them to say “oh, what the heck!” and complete their order.
- Tempt with related items – Perhaps they abandoned their cart because the color of one of the items wasn’t exactly what they wanted. Perhaps the size was one size too small. Regardless of the reason, there is no reason you shouldn’t suggest a few other similar items at similar price points. Chances are they’ll be interested in at least one of them!
- Include testimonials or review – This one is great for building trust in your brand. If your potential customers see glowing reviews from other satisfied customers then they are more likely to trust your product and place the order.
When to Send Emails
SaleCycle researched 200 global brands and found that emails sent within 20 minutes had an average conversion rate of 5.2%. Emails sent within an hour had a conversion rate of 4.5%, while emails sent more than 24 hours after cart abandonment only converted at 2.6%.¹
You’ll most likely need to run a few tests and see which one performs the best for your brand, but we recommend sending them within 20-25 minutes.
If you haven’t set up abandoned cart emails or you’s like to know how to customize an existing one then today really is your lucky day! We are now offering customized abandoned cart emails as one of our services and we’d love to be able to help you with yours! Contact us today to get started.