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Cart abandonment relevance for marketing (2)

Cart abandonment relevance for marketing (2)

Once the potential shopper missed his/hers final step into materializing the purchase, and the site verifies all the tweaks discussed in the first part of our article – he/she must be driven by some particular reason. Here enters personalized marketing, with its customer-centric techniques.

Conversion of cart abandonment into sales

Finding out the particular “why” in such atypical cases is feasible. Marketing relies on a different type of analytics here – customer feedback is important in order to build a comeback. Assuming things might prove counterproductive. You must find out what happened straight from the customer.

Exit popups are the first counter measure.
• They can provide insights on certain clarity fails still on your site. Not all visitors share similar perception acuity, but once the most demanding are satisfied, the rest will clearly be covered;
• Physical validation might be necessary for your customers, depending on the type of merchandise you offer; uncertainty can be avoided by offering extra fitting means, or a well-conceived return policy/money back guarantee;
• Useful content suggestions might appear from this customer interaction.

Cart abandonment emails take into consideration the cases where some external factors objectively interrupted your potential customer’s shopping process. Mobility allows different space and time shopping situations, where abandoning a purchase may not mean loss of interest.

Leverage email remarketing re-targets potential buyers and follows a few guidelines:

• Properly timed emails can remind such customers to continue their process and may improve sales. Contacted immediately after their interaction, the visitors could go back and finish their order. A correctly timed, personalized email should be sent more than once. Offering choices via these messages may differentiate your brand. In fact, email reminders recommended times look like this:

First: within 2 hours
Second: within 12 – 48 hours
Third: within 48 – 72 hours

• A limited offer could motivate the customer to continue the purchase. Since the intention of buying was previously manifested, the follow-up email can encourage completing the process by underlining the item’s availability, available discounts, or limited-time price offer and/or other urgency features. the second and third email can feature discount deadlines or bonus offers.

Interactive methods of growing customer engagement:

• Allow the customer to put the chosen items on a wish list instead of deleting them. Cart saving is another way of continuing the shopping process when objectively interrupted.
• Online experiences can improve when having an affective side. Offering the possibility of recommending to their friends what they’ve liked, or personalizing an email with a quiz that helps the customer decide are ways of building a relationship.
Using a trigger email series could increase online retailers’ revenue by 25-40%, study shows. Make your emails mobile optimized/responsive, suited for all devices.

Positive assumptions and realistic customer expectations help in regrouping when confronted with cart abandonment rates. Retailers should consider customers’ short attention span, busy schedule and functionality needs in tailoring their comeback.

In summary:

• always remain clear in your offers
• time your reminder emails well
• point the qualities of the almost-purchased items, textually and visually
• engage the customer interactively, when possible
• be open when it comes to important issues, like delivery costs and policy, return policy, or guarantees
• do not underestimate your customers, and have in mind the complexity of their nature; today’s clients are demanding in various ways and require clever reactions
• be careful with security issues
• personalize the comeback messages to avoid annoyance and react to what the customer has to say for his/hers particular experience
• offer functional contact details and maintain professional customer care services

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