How to Save 70% of Abandoned Shopping？

December 5, 2024

What is Cart Abandonment Email?

Cart abandonment emails are a powerful way to re-engage customers who have shown clear intent to purchase by adding items to their carts but ultimately abandoning the checkout process. By sending customized emails with enticing discounts, product images, and compelling calls-to-action (CTAs), businesses can entice customers to return to the website and complete their purchase.

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According to Baymard Institute, the average shopping cart abandonment rate over 24 years is a staggering 70.19%. In 2022 alone, 69% of shoppers abandoned their carts, indicating a significant increase in abandoned carts over the past two years. The reasons behind cart abandonment vary, including complex checkout processes, unexpected shipping costs, finding better options elsewhere, unpreparedness to make a purchase, and lack of trust in the website.

Source: Baymard

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While cart abandonment can be frustrating for business owners, it's essential to recognize that these abandoned carts still hold substantial commercial value. These customers have shown clear intent to purchase by adding items to their carts, suggesting that a little nudge could recover a considerable amount of lost sales. One effective method for recovering these abandoned carts is through email campaigns. Research has shown that businesses using abandoned cart recovery emails can recoup 3%–14% of sales lost, with 45% of these emails being opened, 20% clicked, and 50% resulting in purchases.

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Designing an Effective Cart Abandonment Email

When designing your cart abandonment email strategy, there are several key factors to consider.

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Sending Frequency

It is crucial to strike the right balance when determining the number of cart abandonment emails to send. According to SmartPush, sending three emails yields 69% more orders compared to sending just one email. Sending too few emails might result in missed opportunities, while sending too many emails may annoy customers. Be consistent in your communication and space them out appropriately.

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Timing

Timing plays a vital role in the success of cart abandonment emails. SmartPush recommends sending the first email within 30-60 minutes of the cart being abandoned. Subsequent emails should be sent at intervals of 24-48 hours. This approach ensures that customers are reminded without feeling overwhelmed by excessive emails.

Source: Rejoiner

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Email Content

The content of your cart abandonment emails should be concise and impactful. Consider including the following elements:

Brand logo: Place your brand logo in the email to enhance recognition and trust.
Promotional discounts: Offer attractive discounts, such as free shipping or percentage-based discounts, to entice customers to complete their purchase.
Abandoned product details: Display the abandoned products with accompanying images, prices, and brief descriptions, reminding customers of their initial interest.
Clear CTA: Include a prominent call-to-action button leading customers directly to the checkout page.
Recommended products: Showcase other popular items to encourage customers to continue browsing and purchasing.
Social proof: Incorporate customer reviews, testimonials, or achievements to boost trust in your products or store.

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How to check the improvement effects?

The situation of abandoned orders varies from store to store, and figuring out how to take targeted measures is a tough problem for many merchants.

"When looking at user behavior data, we found that quite a number of users added items to their shopping carts but didn't check out. Meanwhile, some other users clearly initiated the checkout process but ultimately didn't complete the payment. There were also some users who repeatedly browsed certain products but didn't add them to their carts." As a novice seller who has just entered the market and started an independent e-commerce store, Alice is quite troubled by these phenomena.

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However, through the dashboard of SmartPush, Alice can better understand the situation of abandoned checkout in her store as well as the optimal timing for sending emails, which is also known as the turning point.

What is the turning point?
Before this time point, the abandoned orders are in the natural conversion stage. After this point, the conversion rate will tend to stabilize, and at this time, you need to adopt strategies to boost conversions.

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Having read this far, you might have a question: How should one read the dashboard? It's quite simple. First, look at the trends.
👉 Is the number of abandoned orders on the rise?
🔍 Check: Have there been any changes or optimizations made to the checkout interface of the website, resulting in an unsmooth order process for customers?
💡 SmartPush Solution: Increase the use of pop-ups for abandoned orders to prompt customers to complete checkout.

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👉 Is the conversion rate of abandoned orders decreasing?
🔍 Check: Is the discount for abandoned orders still valid? Are competitors being too fierce so that the current discount for abandoned orders is no longer attractive?
💡 SmartPush Solution: Optimize the abandoned cart recovery emails. It's best to design the emails in a simple and clear way (including discounts, order details, clear call-to-action, recommendations of hot-selling products, etc.).
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Most importantly, SHOPLINE merchants can use the "abandoned cart recovery emails" in SmartPush completely for FREE!
Click here to start setting up your abandoned cart recovery emails!

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How to Save 70% of Abandoned Shopping？

SmartPush: precise outreach for soaring conversions

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