Nearly 70% of shoppers abandon their cart without making a purchase—learn how to reduce abonnement rates and increase conversions.
You did it!
Despite rising CAC and other marketing expenses, your ideal customer just landed on your site. Your site is the perfect balance of attractive, persuasive, and personal. They navigate through your offers and – yes! They add several items to their cart. They go for the checkout…
And then – they’re gone.
You may call it a loss and move on, thinking this doesn’t happen very often. But a shocking nearly 70% of shoppers abandon their online carts without purchasing. It costs way too much to get a customer to your site just to lose them right at the sale. They’re already sold enough to add it to their cart, it’s time to push them all the way.
What can you do?
Here’s what we’re about to cover:
Your ads may be intriguing enough for someone to enter your site, your site may be convincing enough to add something to their cart, but there is something holding this person back from committing to purchase.
Why would someone leave their cart at the checkout line?
The problem:
Surfing the internet can feel like kayaking down a raging river that diverges every few hundred yards. Consumers are often the leisure kayaker letting the waters toss them down one split to another. They’re just enjoying the ride.
Getting their attention long enough to steer to your site is only step one. Holding their attention long enough to get them to pull over the kayak and finish checking out is your next priority.
How you can help:
Coming out on top against the waves of internet distractions can be challenging, but that’s what abandonment targeting is here to fight! Here is how to do it:
The problem:
Maybe it’s not a problem of distraction. Maybe they’re just not convinced. Sometimes it’s hard to know why someone won’t commit – salespeople know this frustration well. A customer may be dealing with…
How you can help:
Overcoming objections is often a game you’ll need to play at every step of the customer journey – not just when they’re about to abandon their cart. Assuming you have other strategies along the way, here are a few abandonment solutions when experiencing a customer that still isn’t convinced:
The problem:
Even if you've managed to win a customer over, they may just not be ready to buy—and that's okay! There are lots of reasons that may be the case.
How You can help:
Make shopping as convenient as possible by suggesting the right products for them, and make it easy to find those products when they are ready. Here are a ways you can help:
Note: Often there is much you can do to avoid cart abandonment even before a customer adds items to their cart. Your marketing impacts customer behavior from the beginning. But cart abandonment can happen even with the best marketing and sales tactics. Here is a list of all the solutions we recommend to get your customer hooked on that “Finalize Checkout” button.
Cart Reminder: Displayed as a banner that stays at the top of the screen, a sidebar that glides in, or a lightbox that pops up at just the right time, the cart reminder is one way to seal the deal. It tells customers “Don’t forget about this awesome stuff you found!” and “Ready to check out? Here’s a coupon for your order!” and even “This item is in limited stock, buy it and don’t miss out!”
“Almost There!” Free Shipping / Offer: Many of these solutions, like this one, can be strategized with a banner, sidebar, or lightbox as mentioned above. This solution is a fun one! And not used as often as it should be. In contrast to offering a discount to every site visitor just to push the sale, the “Almost There!” reminder offers a reward for spending a chosen amount.
For example, “Get free shipping when you spend $50!” or “Get a free product when you spend $100!” With this offer, you can place a banner at the top of the shopper’s screen that follows them across the site. Even a bar that moves closer and closer to the end as they add items to the cart. This makes the experience feel like a game or a reward, which is enough to push some customers to finalize their purchase just to “Redeem their Reward.”
Countdown Timer: The countdown timer is most effective in a banner format, but can be used within a sidebar or lightbox as well. The idea is simple: if you gave the customer a discount offer, put a time limit on that offer to increase urgency. But just that isn’t enough, as customers will quickly forget when that offer is supposed to end. A countdown timer creates excitement and pushes urgency further to buy up their cart before the clock rings midnight.
Abandonment Email: If you successfully acquired a customer’s email through a lightbox or other form, use it in an automated email campaign! Nurture that customer. We mentioned a few of these before, but here are some ways to nurture a customer via email after cart abandonment:
(Psssst. Our customer Andie used their Digioh quiz to acquire email addresses and increase their automated email revenue by 55%!)
Retargeting: You can retarget both off- and on-site. One way to do this is to bring up a picture of the item in their cart. They wanted it enough to add it, seeing it again might be the last push they needed to commit. You can also retarget with other marketing messages about your company or products.
An abandonment targeting strategy is a powerful tool to increase revenue, make new customers, and build loyalty. These are just a few tools to lead customers to the sale after they abandon items in their cart. Hopefully, in addition to these abandonment strategies, you also work to overcome objections and build a relationship with your customer every step of the way.
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