If you’ve ever looked at your abandoned checkouts under ‘Orders’ in your Shopify store you might be overwhelmed by your high cart abandonment. According to Baymard, 69.23% is the cart abandonment rate for the average online store. Despite the high number, it is possible to recover abandoned carts effectively and affordably. 85.65% of cart abandonments occur on mobile phones, so mobile optimization and testing is essential for online store owners. In this article you’ll learn why you should recover abandoned carts, effective cart abandonment recovery tactics, abandoned cart apps, and more.
What Is an Abandoned Cart?
An abandoned cart occurs when a customer adds an item to their cart and doesn’t follow through with a purchase. For example, a customer may have intended to purchase but a high shipping cost may have stopped them from following through. Thus, resulting in cart abandonment.
Cart Abandonment Reasons
There are numerous reasons why a customer might add an item to their cart without buying. Maybe they’re curious and are checking the total price with shipping and taxes. Or they’ve added the item to their cart with the intention of purchasing, but became distracted and never got around to making the purchase. They also could’ve added an item to their cart with the hope of receiving an abandoned cart email offer with a discount, so they can save money. Despite the shopping cart abandonment, they liked the product enough to add it to their cart in the first place.
Why You Should Recover Abandoned Carts?
There are numerous benefits to recovering abandoned carts. First, it helps increase sales. By recovering your abandoned carts, you can boost your store’s revenue and profit by following up with a customer, and encouraging them to complete their purchase. Getting a customer into your sales funnel is cheaper than trying to find a new customer to market to. Retargeting ads tend to be affordable, and cart abandonment emails are another cost-effective solution to boost your sales.
Second, when you recover abandoned carts you become better able to determine the cause of lower sales. If a product discount is effective at recovering abandoned carts your product pricing might be too high for the average consumer. If customers from the same country keep abandoning their cart then your shipping costs may be too high. You may need to offer a free shipping threshold to make it more affordable for your international customers. By working to recover abandoned carts, you become a better store owner, as you start realizing areas you can improve your business. It allows you to better optimize your store for conversions so you can increase sales.
Keep in mind that the customer showed interest in the product, even if it resulted in cart abandonment. If a customer abandoned their cart but were planning to buy your product, they’ll be happy to complete their purchase. A mistake that store owners make is assuming customers made the decision to not buy their product. Even offering a small discount to recover abandoned carts can prove to be profitable for your store.
How to Recover Abandoned Carts
1. Push Notifications
Sometimes when you visit a website, a button pops up asking if you’d like to subscribe to push notifications. If a customer clicks ‘allow’ then you can remarket to them through push notifications. You can use a push notification app found on the Shopify App Store. You can improve your abandoned cart recovery rate by sending personalized push notifications to customers who’ve abandoned cart. You can even offer special discounts to those customers to encourage them to recover any cart abandonment. You’re free to set reminders a few minutes after shopping cart abandonment though ideally reminders should be sent within the first 24 hours.
2. Retargeting Ads
Retargeting ads can help boost your abandoned cart recovery by presenting customers with the exact product(s) that they’ve abandoned. You’ll need to add a Facebook pixel or Google RSLA on your store so that you present each individual customer the exact item they’ve abandoned. Retargeting ads are effective at recovering abandoned carts, and you don’t need any advanced marketing skills for them to work well.
Email is popularly used to improve your cart abandonment rate. However, its effectiveness can be lower than push notifications and retargeting ads as people are inundated with emails every day. Plus, most emails aren’t sent to the customer’s main inbox. To create an effective abandoned cart email focus on creating an amazing subject line. You should test several different subject lines as this will encourage the most opens possible, and encourage customers to purchase your product. To improve the effectiveness of your abandoned cart email, you’ll need to devote time to testing different copy, offers and layouts to boost your abandoned cart recovery rate.
Abandoned Cart Apps
1. Consistent Cart
The Consistent Cart abandoned cart app helps your customers save items in their cart when they switch devices to help lower abandoned carts. It also automatically sends abandoned cart emails and push notifications to customers without any extra effort on your part.
2. Web Browser Push Notifications
Firepush’s abandoned cart app Web Browser Push Notifications allows you to recover abandoned carts through push notification retargeting. They send reminders to customers who abandon their cart within 20 minutes, 1 hour and 24 hours.
3. Abandoned Cart Recovery
Marsello’s abandoned cart app Abandoned Cart Recovery allows you to create emails to recover abandoned carts. After you create your campaign, Marsello automates the process by sending the emails out on your behalf. You can create a second follow-up email to help increase your abandoned cart recovery rate. It includes a picture of the abandoned product, a call-to-action button, and allows you to offer your customers a discount code.
4. Abandoned Cart Messenger
Booster Apps’s abandoned cart app Abandoned Cart Messenger focuses on recovering carts with Facebook Messenger. Why? Because Facebook Messenger tends to have higher open rates than email. The cart abandonment app sends customers a series of messages via Facebook to increase your chances of getting that coveted sale. However, customers need to subscribe to your business’ Facebook page in order for the app to work.
Don't let abandoned carts hinder your e-commerce success any longer. Implement the strategies outlined in our blog post and unlock the hidden potential of your online store. Recover lost revenue, increase conversions, and create a shopping experience that keeps customers coming back for more. Check out our latest article now and start reclaiming those abandoned carts today!