Disclaimer: Magenticians does not necessarily agree with the views expressed in this guest post. They are presented to bring to light all diverse views in the Magento and general ecommerce community.
As the holiday season draws closer, ecommerce stores will be gearing up to take full advantage of the annual opportunity. According to a study from RJMetrics, shopping days from Black Friday through Christmas see up to 100% more revenues compared to the rest of the year. Promotions, discounts, and special offers are the order of the day for most online stores in a bid to attract customers. But what about visitors who have added items to their cart, only to walk away without actually completing the purchase? You are not alone. The Baymard Institute found that a staggering 69.23% of online shoppers abandon their carts, leading ecommerce stores to leave up to $4.6 trillion on the table. So, how can you recover those customers? First, let’s take a look at the full breakdown of the Baymard study:(Source: Baymard Institute)
As we can see, by far away the principal reason for shoppers abandoning their carts are the extra fees added at the end of the checkout process, with the most usual suspect being shipping charges. Coming in at number four is a similar issue of customers being unable to calculate costs upfront. A recurring theme throughout the reasons for cart abandonment is communication, or rather, the lack of. Imagine, for example, if you have gone through the process and ready to pay, only to find the total cost has jumped up by 10%. It would be off-putting for any potential customer.(Source: Fab)
This is a simple email, which comes with a big image of the product, together with an offer of help with the purchase, and a suggestion that stock is limited, pushing the urgency factor. Complete with contact details, the friendly tone is all about enticing the shopper to complete their purchase that they may have abandoned simply because they got distracted or the website crashed. And this could just be the nudge they need.(Source: Winc)
With a powerful message of “the wine belongs in your home,” coupled with an offer of $20 off the first order, it would be difficult for any wine lover to move away from the email without completing the purchase. As we can see, smart use of gentle humor can help deliver a memorable and inviting email, tailored to the subscribers and the brand of the business.(Source: UGMONK)
The plain text and personal message from Jeff is helpful and open in tone. Addressing the recipient by name in itself hits the sweet spot but signing off simply as “Jeff”, the founder is leaving a lasting impression.(Source: HUCKBERRY)
American men’s apparel store, Huckberry, simply offers free shipping with a voucher code. The content itself is brief, with a relentless focus on two things – the free shipping code and the call to action tab inviting the shopper to finish the order. The third email, delivered around a week after the abandoned cart, should be similar in tone with a hint of added urgency such as limited stock or a deadline on a special offer. The aim is to give a final, friendly nudge to the shopper, and hope they click through to complete the purchase.Your greatest possible competitive advantage can be your clients and the interactions they have with… Read More
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