How to Reduce Abandoned Cart Rate

It’s challenging to ignore abandoned shopping carts when you’re an internet merchant. Nothing beats leaving money on the table or seeing unfinished forms on your website—E-commerce sites across the board experience this agony. Some research has estimated the typical shopping cart abandonment rate has been estimated at 88 percent.

Getting them back will take some planning and maximizing each opportunity. You spent time and effort to get them on your website—now they’re all yours!

However, cart abandonment is a widespread issue that many eCommerce store owners are familiar with. How often have you seen consumers visit your store, put items in their carts, and then depart without completing the purchase? Too many to mention, I’m sure.

You’re not alone. Approximately 70% of consumers do not finish their purchase. It indicates that for every 100 people who come to your store, only 30 will complete the transaction. Put another way, and this implies a 70 percent loss in potential revenue!

That’s simply unacceptable for any company owner. While eCommerce retailers are not always to blame for cart abandonment, online shopping is unavoidable. It’s part of the online purchasing experience, and consumers have the same privilege as merchants in that they can abandon their carts as soon as they’re filled.

What are you doing to ensure that these potential customers return to your eCommerce store? If your response is “nothing,” you’re leaving money on the table. It is a big mistake. This article will discuss how abandoned cart affects businesses and the various solutions that one can use to reduce the abandoned cart rates.

What does an Abandoned Cart mean?

What does an Abandoned Cart mean

An abandoned cart is when a customer adds items to the shopping cart but then leaves or fails to complete the transaction for some reason.

Webopedia defines “abandonment” as an eCommerce term for webpage visitors that leave the page without completing the desired action. A popular example of abandonment is “shopping cart abandonment.” It refers to visitors that add items to their online shopping cart but leave the site without completing their purchase.  

In short, cart abandonment happens when a customer puts items in their virtual shopping cart but declines to complete the purchase for one reason or another. They might have changed their mind about wanting to buy from your store, though most of the time, it’s because they forgot they placed something in their cart in the first place.

Similarly, the cart abandonment rate is a vital company statistic to keep an eye on since it is strongly linked to conversion rates and sales. A high cart abandonment rate can indicate various eCommerce problems, including website bugs, technical issues, and so on.

What are the Statistics About Abandoned Cart?

Cart abandonment is a significant issue for online retailers, and it’s undoubtedly one of the most critical problems that eCommerce merchants must overcome to keep their businesses afloat.

Some of the recent statistics on cart abandonment include the following:

  • According to one study, as many as 55 to 80% of customers abandon their carts during online shopping.
  • In 2016, Barilliance found that the average cart abandonment rate was 77.24%. And it rose slightly in 2017 to 78.65%. 
  • Global cart abandonment rates were 73.78 percent in 2019 on Black Friday and 68.94% on Cyber Monday in 2019, according to SimilarWeb.
  • According to our recent cart abandonment data, the global average cart abandonment rate will be 81.01% across all sectors in 2020.
  • The countries with the highest cart abandonment rates were Spain (86.15 percent) and New Zealand (85.62 percent). The Netherlands had the lowest cart abandonment rate globally, at 65.49%. With an average cart abandonment rate of 71.86%, the United States was second-lowest.

Why are Businesses Concerned about Shopping Cart Abandonment?

The most crucial reason eCommerce merchants should be concerned with abandoned carts is that it represents a missed opportunity to earn revenue. If your business gets 30 percent of the consumers who visit your website to “buy” right now, you’ll have difficulty building a successful company.

Abandoned carts can cost businesses a lot of money. According to the Baymard Institute, eCommerce sites lose $18 billion annually due to abandoned shopping carts. That’s $1000 for each of the site’s 1 million daily visitors, and this calculation is based on the assumption that only 7 percent of the visitors buy.

Another point that frequently goes unnoticed is whether or not a past customer or prospect abandoned their shopping cart. Shoppers treat their purchasing experience differently, so you should, too.

A prospect may have abandoned their shopping cart because they discovered superior or alternative goods elsewhere. It’s a minor disadvantage for them to spend a few extra minutes searching for items they’d instead purchase.

These are just some of the reasons why you should be concerned about your shopping cart abandonment rate.

Why You should Recover Abandoned Carts?

Despite dismal abandoned cart rates, unfulfilled transitions are not always a lost cause. To persuade customers to return and click the checkout button, companies must devote time, money, and effort to developing effective recovery campaigns. But why should we do that? Is recovering abandoned carts that crucial?

Abandoned carts result in many missed opportunities, and if they go unnoticed for too long, the results can include lost revenue and profits.  

In addition, dissatisfied customers aren’t likely to return to buy from you again. It’s essential to encourage them to complete their purchase before they leave since other websites will promptly welcome them with open arms.

Here are fundamental reasons why you should act on abandoned carts before its too late.

  • You don’t know what you’ve missed out on. When people abandon their carts, your sales funnel no longer includes them. You can’t determine if they would have brought some valuable or loyal customers back to shop with you again soon.
  • Abandoned carts remind visitors that they left behind something important on your website. They might not have abandoned their carts without a valid reason. Being reminded of your brand or products might put them in a buying mood again.
  • Increase the number of conversions per shopping session. Your customers might be dissatisfied with the product they wanted to purchase or were not satisfied with something else on your website. You don’t know for sure, but you can encourage them to return and try again by sending a message in sync with their concerns.

How to Recover Abandoned Carts?

When cart abandonment occurs, your customers might not be back in the next few hours or days. Your job is to reduce cart abandonment by providing them with compelling offers when they come back.

Customer retention strategies can “seed” your abandoned cart campaigns in the customer’s mind. Since most prospects only abandon their carts when they are doing something else, you don’t want to send them messages that are too often or too soon.

The best ways to recover abandoned carts are listed below.

1. Use SMS Marketing

While SMS marketing effectively makes a direct approach, it’s vital to understand your consumer and keep them engaged with the proper messaging at the right moment. It’s critical not to become spam that is deleted before it’s even seen.

Before you begin sending messages, make sure you segment. Know that gender or age bracket they are. What products interest them the most? What have they been looking at recently or their last buy? This information may be used to personalize a text and deliver a relevant message to them.

Some tips to keep in mind when using SMS marketing to recover abandoned carts:

  • Use the right platform – SMS marketing may be cost-effective and obtainable for businesses of all sizes, but make sure you use the right platform.
  • Be personal – Don’t waste your prospect’s time sending generic messages.
  • Provide Cart URL – You can’t expect them to type in their Cart URL. Make it easy for them by including the link with your message.
  • Reward for return – Offer a discount, coupon code, or other incentives to motivate a customer to complete their order and come back.

2. Use Push Notifications

Push notifications can be used to remind people who haven’t checked out in a while or tell them about new products they might like. Businesses should avoid sending too many messages to their customers since it can lead to high opt-out rates and negative brand perceptions.

It’s another method for regaining customers that have abandoned carts. Plugins make this more accessible than ever, and there are several alternatives available for the most popular e-commerce systems now.

After you’ve chosen a plugin, make your notification and pick when you want it to appear, such as five minutes, 20 minutes, or even a day after a consumer leaves your site.

3. Use Email Marketing

Emails are another great way to encourage customers to return. It’s not so different from emailing your friends or family, except it focuses more on business than pleasure.

Shoppers are more likely to open 46.1 percent of abandoned cart emails, with a conversion rate of 4.64 percent compared to 0.17 percent for non-promotional messages. Email retargeting is effective because it reminds and encourages consumers to complete their purchases.

If you intend to use email marketing for abandoned cart recovery, make sure to observe the following:

  • Proper headline – Make it short, concise, and to the point.
  • A personal message – Show that you care about their shopping experience by leaving out “marketing speak.”
  • Notification of urgency – Let your customers know why they should act immediately.
  • Practical product recommendations – Don’t just list products; include helpful information or links to help them make an informed choice.
  • Always follow-up – If you don’t hear anything after a few days, go ahead and send another email.

4. Use Retargeting Ads

Retargeting ads are one of the most effective ways to recover abandoned carts. It’s a form of online marketing that reaches visitors who were previously on your site but left before purchasing an item or signing up for your e-newsletter.

Retargeting ads are highly customizable, with options for images and text. You can use different messages to make it clear that you understand why they abandoned their carts.

There are several places where you can run retargeting campaigns, but there are three main ones: Google AdWords, Facebook Ads, and OutBrain.

The most effective retargeting ad will depend on your budget, audience, and the benefits you offer. You can use an image that’s pleasant or slightly off-putting to encourage people to check out again. It might say, “You forgot something…” or “Someone else bought this today.” A good follow-up ad might be a discount offer on a similar product or a “related items” section that reminds them of what they left behind.

Here are some best practices for running retargeting ads:

  • Maintain consistency – Your message should relate to the original site and products your visitors abandoned. It will make messages more effective.
  • Choose the right platform – Facebook Ads and Google AdWords are excellent for retargeting.
  • Personalize your message – Show that you care about their shopping experience by leaving out “marketing speak.” Use a conversational tone.
  • Run retargeting ads on multiple sites will reach a wider audience and will likely result in more conversions.
  • Target carefully – Make sure you’re only advertising to people who fit your target audience and haven’t purchased anything yet.

Which Method is more Efficient to Recover Abandoned Cart?

The usage of mobile phones is a significant reason for the success of Cart Abandonment SMS. They’re used everywhere, and up to 75% of consumers use their smartphones in the bathroom.

SMS allows you to use remarketing and retargeting methods more rapidly since they are more likely to read text messages than emails.

People are also considerably more inclined to buy things from their phones these days. It doesn’t have to be challenging to buy via mobile, as mobile retail apps and sites have been designed for mobile users.

Mobile now accounts for a more significant proportion of internet traffic and sales than ever before. Our 2021 Ecommerce Stats Report revealed that mobile commerce accounted for more than 68% of retail activity.

Why Should You Use SMS for Abandoned Cart?

Without a doubt, incorporating an abandoned cart SMS reminder into your marketing toolbox is a smart idea. And here’s why:

  • The reach of SMS as a marketing tool is tremendous. With 75 percent of customers declaring they wouldn’t mind receiving an SMS from a company, more and more people are signing up for SMS marketing.
  • It’s more cost-effective than Facebook or Google retargeting for SMS marketing.
  • Most consumers read an SMS within the first four minutes of receiving it, and they get more interaction than an email. Text messages are quickly consumed and have a 400 percent increase in click rates compared to email.
  • SMS is a simple way to be personal. SMS is ideal for personal, time-sensitive communications such as cart abandonment notifications.

Although it might be a little too early to establish an entire marketing plan around SMS, it’s an excellent complement to existing email marketing, social media, and other digital marketing channels. Omnichannel campaigns that include SMS are 47.7 percent more likely to result in conversions.

So, if you’re looking to try out SMS auto-reminders but aren’t sure where to begin or what to say, keep reading. After studying thousands of SMS messages and other cart recovery scenarios, you’ll discover insights and recommendations that we’ve developed.

Use an interactive mobile SMS that includes a call-to-action, offers, or discounts to encourage your shoppers to complete their purchase. Make it short, concise, and no more than two words so they can understand the message immediately.

When to Send Abandoned Cart Messages?

There are three instances when sending abandoned cart SMS messages works exceptionally well! These are:

  • 60 Minutes After – Send a friendly reminder that the cart is still there. You can even offer an incentive for them to act now.
  • 24 Hours After – If they haven’t taken any action, you might want to tempt them with another discount or offer.
  • When They Come Back to Your Site – This will serve as a reminder and increase the chance of a sale.

Did you know that cart abandonment is most prevalent between the hours of 8 and 9 p.m.? While this may help you with future marketing campaigns, shopping cart abandonment is an inescapable reality no matter the hour. It’s critical to have a strategy for recovering abandoned carts, such as text message reminders, to stay ahead of the competition.

Because text messages are read nearly instantaneously, they rely on cut-through to work. According to researchers, cut-through is as high as 98%, and 90% of text messages are read within 90 seconds. In reality, other merchants utilize texts alerts in various ways. To notify consumers about changes in order status or marketing campaigns.

So, start sending reminders 60 minutes after consumers cancel their order to optimize click-throughs and completed purchases. If you want to know more about this, read our article on the 15 Best Practices for SMS and Text Marketing.

How to Create an Abandoned Cart Workflow with SMS?

SMS reminders for abandoned carts are automated text messages that an online shopper adds items to their cart but does not finish the purchase. These texts can only be activated and sent if you have the customer’s phone number and consent from marketing.

Because an SMS is a brief text message, it should be direct and limit itself to the essential components. Unlike email or retargeting campaigns, it does not need visuals or design solutions. So you can create and send it without assistance in a minute or two.

So let’s start learning how to create an abandoned cart workflow.

1. Authenticate your business or eCommerce store with a number: Ensure you have the required permissions to complete this step. If you’re not sure, follow our guide on gaining access from your admin panel. Then go into the Messages section in Settings and add a new phone number. You can also add multiple numbers to retarget consumers with different messages.

2. Create your initial message: While setting up an abandoned cart workflow, you will need to create the first text sent out when consumers leave their cart.

The best strategy is to tempt them back into buying immediately. You can offer another deal or give them the option to re-add items to the cart. The objective is to garner more sales, and you can use testing to determine what works best.

3. Select Recipients: You may choose to notify your store consumers or an administrator (staff member or owner) when you enable automated abandoned cart SMS notifications. Choose who you want to be informed about the automation you’re presently setting up.

Remember that you’ll need two separate SMS automation for the Abandoned Cart Reminder trigger.

  • Customers – The message that you select here will be sent to the abandoned cart recipient when the trigger is activated.
  • Managers – The message that you select here will be sent to your manager(s) when the trigger is activated. If you do not have any managers set up, this option won’t appear.

4: Setting Trigger Limits: The Abandoned Cart Reminder trigger can be activated five times per day. That’s how many texts the recipient will receive if they delete their cart or don’t buy on your website before this limit is reached.

The first text is sent 60 minutes after abandonment, which is a reminder about all of the deals and products you have to offer. The second text is sent 30 minutes after the first, reiterating everything you mentioned in the initial message.

The third and fourth texts are sent at 4 and 24 hours, respectively. They request an update on why they haven’t completed their shopping cart yet. Consumers might be having difficulties, or it could be that they’ve changed their mind about the purchase.

The final text is sent at seven days, asking consumers if they need any assistance completing their order. When all of these reminder messages have been sent, the trigger “Abandoned Cart Reminder” will be suspended until a new request is made to activate it or another five-day interval elapses.

5. Set up follow-up auto-replies based on consumer actions: Once your initial message has been sent, it’s time to create an automated workflow that sends additional text messages. You can set these up as required, such as after 1 hour and 24 hours.

So let’s say they don’t respond to the first message. The second follow-up would include a reminder that their purchase is pending and encourage them to check out now. Lastly, you can also offer another discount or incentive if they act quickly.

It might be ideal to tie the entire workflow to a specific hour of the day, such as 8 p.m. If they do not respond by this time, you know for sure that they are not returning to the store any time soon. At this point, you can make other offers to drive sales.

In crafting your abandoned cart SMS reminders, don’t forget this vital information:

  • Brand name. Don’t be a nameless sender. Put your business name at the front or make it clear in the text to gain immediate brand recognition.
  • Customer’s name. When you add your customer’s name to your message, it will seem more personal.
  • Short but compelling content. A single text message should not contain 160 characters, so succinct and direct content is ideal. Urgency or scarcity emotions might assist your text message in converting.
  • Discount code. It all depends on your strategy. However, if you are willing to provide one, don’t forget to include it in your message.
  • Strong CTA. No matter how brief your promotional message is, it should always contain a clear call to action.
  • URL. Always include a link to your shop. The link should take the consumer directly to their abandoned cart whether they get the email or SMS. You might use a link shortener if you need one.
  • Opt-Out. Every promotional message should have an opt-out option. It’s a must-have feature in every marketing campaign.

What are the Best Tools For Abandoned Cart Recovery?

With the best SMS marketing tools, your customers can receive an SMS message that reminds them their cart is still waiting on them. These messages let customers know that they don’t have to begin the buying process. They only need to click the link, and they are taken back to your site.

But what are the best tools for abandoned cart recovery?

If you have an e-commerce website that’s generating a lot of abandoned cart emails, then JookSMS is the tool for you. With this platform, you can manage every detail of your marketing campaign from a central dashboard. To help you out, JookSMS offer push notification, reminders, scheduling, SMS workflows, and more.

Also, it is possible to integrate JookSMS with Shopify, ZenDesk, Mailchimp, Hubspot, and many other tools that your business may already be using. You can also track customer location information or create local numbers for SMS marketing campaigns.

Some other options you can consider for SMS abandoned cart tools are:

  • Klaviyo: offers customizable SMS templates, and it’s possible to integrate the platform with Facebook, Shopify, and Leadpages.
  • BriteVerify: this tool can provide powerful messaging tools and multiple phone numbers for your marketing campaign. The abandoned cart texts sent by BriteVerify come from a phone number that can’t be identified. You can also use this software for email marketing.
  • Rejoiner: It offers customizable SMS templates and integrates with Shopify, Mailchimp, and Zapier.
  • iPadio: offers unlimited text messaging and has integrations available for multiple channels like WordPress, Salesforce, and Zapier.

JookSMS: Advanced, cloud-based SMS marketing platform that offers SMS marketing automation, including abandoned cart reminders. It’s easy for you to send and receive text messages from the platform, which lets you create templates for your frequent texts.

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