How to Reduce Cart Abandonment Rate

In the post, we will explain why users change their decision to buy, and also show examples of emails that force the user to complete the order.

Why Users Abandon Carts

The reason for refusal can also be a suspicious payment method. If the store offers to pay for the items by clicking on the link, this looks like phishing — one of the ways scammers steal card data.

How to deal with abandoned carts

You can send a single message or set up a chain of notifications that the user will receive some time after they leave the site or application.

Examples of abandoned cart emails

Let's take a look at a few emails that brands send to their customers who have abandoned shopping carts on the site.

This triggered message hints to the user that the product may run out. A message from the brand says that the items in the basket “won’t be around for long". This is where the client's fear of missing out on a profit should come into play.

Not only large online stores work with abandoned carts, but also niche projects. Due to the friendly and almost conversational style, such campaigns get high conversions. Small businesses also do not forget about the benefits for their customers.

Abandoned carts are not only for online stores. Streaming services also remind you of pending orders. For example, you once tried to buy a subscription, but stopped at the last step. Netflix sends an email asking you to finish signing up. Realizing that the subscriber was most likely stopped by the price, the service offers the cheapest tariff plan. The message also contains information about the benefits of subscribing to the service.

Another bookstore is betting on the moral character of the buyer, so to speak. By buying on their website, the customer financially supports local bookstores.

Summary

Abandoned cart is a common problem for different online stores. Users stop checking out because they are not satisfied with the final price or shipping cost. Other reasons may be problems with payment or with the site (errors, download speed). Some users are not going to buy anything yet, but just mark interesting products by adding them to the cart. Sometimes users simply forget about the purchase because they were distracted.

An automated email campaign reminds the customer of the purchase. In messages, companies often play on lost profits for customers and say that the product will soon run out. But you can act differently. Offer users help with the choice (even on behalf of a specific manager), remind about bonuses, convenient delivery and a wide range of products. The most important thing is to communicate in a human friendly way. Also use intrigue or humor to get attention. In this case, your email will definitely be opened.