CART ABANDONMENT EMAILS

Why does cart abandonment occur?

Reasons For Abandonments During Checkout
  • Extra costs too high
    (shipping, tax, fees)
  • The site wanted
    me to create an account
  • Too long/complicated
    checkout process
  • I couldn’t see/calculate
    total order cost up-front
  • Website had errors/ crashed
  • I didn’t trust the site with
    my credit card information
  • Delivery was too slow
  • Return policy wasn’t satisfactory
  • There weren’t
    enough payment methods
  • The credit card was declined
  • 61%
  • 35%
  • 27%
  • 24%
  • 22%
  • 18%
  • 16%
  • 10%
  • 8%
  • 5%

A customer’s failure to complete a purchase often has nothing to do with the website. Once they leave the website, they’re gone. In fact, only 1 in 4 customers will actually finish a purchase.

1,044 responses US adults

2016

Copyright baymard.com/ checkout-usability

CART ABANDONMENT Statistics

  • On average

    68.63%
    of shopping carts are abandoned
  • Estimated value of

    $4.9 trillion
    abandoned carts globally
  • 99%

    of people won’t buy on the first visit

  • 25%
    carts never return
    victor smart object
    victor smart object
    75%
    leave with the intent to return
  • Lower value carts (below $100) have higher abandoned rates than cart values from $100-$400

  • Source: eystudios

Cart abandonment rates are an all-time high.
According to the stats by SaleCycle:

Cart abandonment rates in 2013 were 74.23% ,in 2015 they were
75.60% and in 2016 they were 74.52%.

According to a 2016 statistical report by SaleCycle,
cart abandonment reached a whopping 74.52%

twitter

The cart abandonment data for the year 2016 and an overall averege will differ according to the sources

Cart abandonment is a global concern for most marketers

As seen below, cart abandonment rates were the maximum in APAC (Asia-Pacific) at 75.9%, followed by Middle East and Africa at 75.7%, Latin America at 75.4%, North America at 73.1%, globally at 74.32% and lastly Europe at 71.5%.

image graph Source: Statista 2016

The best way to capture lost customers or bring back cart abandoners is through emails.

twitter

WAYS TO SEAL THE DEAL

Re-engage cart abandoners through emails

1

PERSONALIZATION
  • Salesforce’s data reveals that 15% of all retailers incorporate personalized cart abandonment emails into their marketing strategies. And 60% of those emails resulted in a sale within 24 hours of the email going out.

  • Sending personalized cart abandonment emails can regenerate interest in the abandoned product.

  • Having a personalized email makes the customer feel valued. Addressing someone by their name can generate a feeling of belonging, according to psychology.

  • Sending personalized emails is easier with automation.

Up to 60% of cart abandonment emails can result
in a sale within 24 hours of deployment

tweet

2

REMINDERS OF THE PRODUCTS
  • Sending a reminder within the email for the product(s) in the cart can help bring the customer back.

  • Give a comparison of your prices with other brands.

  • Entice them with the image of the product(s) that
    they left in the cart.

  • Cross-selling your product(s) can also be a blessing
    in disguise.

3

TEMPTING OFFERS & FREE SHIPPING
  • Provide tempting incentives like discounts and free shipping.

  • This can be a really beneficial strategy to obtain
    repeated purchases by up to 20%.

  • Incentives on the first purchase can help in decreasing the cart abandonment rates.

Discount offer of 5%-10% on the first purchase can help in
decreasing the cart abandonment rates

tweet

4

ATTRACTIVE CTAS
  • Have an attractive and prominent CTA button.

  • Use direct content in your CTA buttons; for example:
    Take me back to my basket, place order, complete
    my order, continue shopping, etc.

  • Try not to have multiple CTA buttons.

5

TIMING AND FREQUENCY OF THE EMAIL
  • A cart abandonment email should be sent quickly after abandonment.

  • About half (48%) of cart abandonment emails are opened.

  • 90% of leads go cold after an hour of cart abandonment.

  • 1 in 3 openers (33.3%) go on to make a purchase.

48% of cart abandonment emails are opened –
1 in 3 openers go on to make a purchase.

tweet

6

SERIES OF EMAILS
  • A second and third follow-up email, sent 24 hours and 48 hours after abandonment respectively, can recover an additional 50% of abandoned carts.

  • A cart abandonment email series can contain 3 separate emails—we saved your cart for you, you still have an item in your cart, and are you still interested in purchasing?

ebook
Thank You! Please check your Inbox for the FREE Cart abandonment emails Lookbook PDF! Happy Reading!
Get our FREE Lookbook on the most interesting & creative cart abandonment emails here!

Cart abandonment rates have reached a whopping 74.52%.

Cart abandonment rates were the maximum in APAC (Asia-Pacific) at 75.9%.

1 in 4 customers will actually finish a purchase.

90% of leads go cold after an hour of cart abandonment.

Personalization is extremely important.

A reminder email of the product(s) can help bring back customers.

Enticing incentives in your cart abandonment email are a great way to get back lost
customers and generate interest.

Attractive CTAs are great sales driver.

Livechat code