Three Ways to Convert More Abandoned Carts

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Most customers today shop around for the best deals. With tools that alert them to sales and discounts like Honey and Karma, it’s not uncommon for a customer to pop into your site, drop an item or two in their cart to test the price, and then take off.

It adds yet another layer of complexity to attracting customers. You’re already competing against other brands on product quality and price; now you’ve got these apps and browser extensions to deal with too. 

During the year, this is a challenge. Now, add in the holiday season, and you can see a massive uptick in cart abandonment. Letting these potential customers go means leaving a lot of money on the table. So you need to make sure you’ve got a strategy to win these customers back.

Abandoned cart rates are high but falling…slowly

There’s good news and bad news. First, the good: abandoned cart rates are ticking in the right direction. More consumers are converting, but here’s the bad news, the upticks are still pretty small, just a percent here and there. 

shopping cart abandonment rate

The overwhelming majority of website visitors are still putting something in their cart and then taking off. But, there is a silver lining: many of these customers can be re-activated to return to your site and buy. 

Your cart abandonment strategy can make a big difference. Nearly half of cart abandonment emails get opened; that’s a huge opportunity to get potential customers back during a critical time of the year.

Here are a few ways to improve your abandoned cart emails.

Send a dedicated email series

Yes, this one should feel pretty obvious, but sending out an abandoned cart campaign is still not something every brand is doing. At the very least, you should send out one email notification, and depending on the time of year, you may want to adjust the timing. 

In the past, standard practice was anywhere from 12 to 24 hours for the first email to go out. Now, with more competition, that time has been cut way down to between 1 and 3 hours. Send your second email in that 12-24 hour window, and your third the day after. 

Not getting the timing right and waiting longer may mean you’ve missed an opportunity to re-engage your readers. Throughout the year, test your timing and see what drives the highest conversion rates. 

Take advantage of Smart Banners

We love Smart Banners. Why? Because they turn every email into something that shares important notifications and updates with a reader. 

While it’s true that cart abandonment emails have a solid open rate, people are busy. They open an email, are about to click the return to cart CTA, and then a dog barks or a baby cries or the kettle boils, and then all is forgotten. 

Smart banner

With personalized Smart Banners, you can ensure every email you send out, from a flash sale notification to a loyalty points update, also lets your potential customer know they’ve got something in their cart. And if you want to inject a little bit of FOMO, let them know when inventory is low, and items are selling out quickly.

Offer a more personalized experience

Customer experience is at the top of everyone’s mind today and for good reason. If there is any hiccup in your checkout process, a sure sale gets put into jeopardy. So to get your potential customer back, you want to keep experience top of mind. 

Cart Abandonment Banner

One way to do that is through more personalization. Go beyond a generic “You left something in your cart” email. Instead, use product images in your emails and Smart Banners, remind them exactly what they’ve left in their cart.

Also, tap into social proof and user-generated content. Include ratings and reviews in the emails you send. Consumers trust the opinions and thoughts of other customers about a product far more than any marketing you can deliver. So lean into that and let your potential customer know they’re leaving a product in their cart that other buyers love. 

Don’t leave money on the table

There is always an opportunity to re-engage your potential customers and encourage them to complete the purchase. Focusing on how you can improve customer experience and drive more engagement can go a long way toward boosting your conversion rates.

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