Cart abandonment is a significant challenge for online retailers. A Baymard Institute study reports that 68.8 percent is the average abandonment rate.
Every day, potential customers visit your store and decide not to purchase. Ignoring or moving this issue to the bottom of your to-do list won’t fix the situation. Your team can investigate the underlying cause of the abandonment and develop recovery emails to draw consumers back to your site.
“Abandoned cart recovery emails help you stay in touch with those shoppers. Send them a series of emails immediately after abandonment, a few hours later, and the next day at the very least.”Forbes contributor Sujan Patel
Stop losing interested buyers every month. Here are five leading causes of cart abandonment, along with how you can address them with recovery emails.
1. Unexpected expensive costs
When it comes to making purchases, customers are wary about surprises. They believe the checkout process should be transparent.
Nevertheless, many businesses still fail to remain candid about all the costs associated with an order. That’s why 61 percent of consumers abandon the cart due to extra costs, like shipping and convenience fees.
“When people think about how much they’re going to pay, they’re usually adding up the prices of each item they add to the cart. They don’t always think about taxes or shipping, and if they do, they often lowball the estimates.”Dan Wang, Shopify Content Specialist
One solution is to send recovery emails offering the shopper a small discount or free shipping. You’ll regain the buyer’s trust and encourage them to complete the transaction.
Be mindful of when to issue discounts because consistently providing them can devalue your brand name. We found that Jilt merchants receive the best discount experiences when waiting at least a day before discounting an order.
2. Only browsing for research purposes
Some consumers like window shopping at brick-and-mortar stores. Others prefer to browse multiple stores online in the comfort of their homes or offices.
Recognize that every visitor coming to your site isn’t ready or willing to buy right now. More than 58 percent of shoppers are just browsing when they arrive to your store. A few shoppers may be searching for the best deals, while the rest may be passing time as they wait in the DMV line.
No matter the reason, there is an opportunity to close a sale. Work with your team to create recovery emails that spark urgency in your buyers. Note the low inventory levels for a specific item, or remind them that the sales price will be ending soon.
When customers are just browsing, they may have questions. So, send a short email answering the most frequently asked questions about pricing, return policies, and delivery times. Address your consumers’ concerns to earn the sale.
3. Site account requirement
Customers value their time. Sometimes they’re shopping during lunch breaks or while cooking for their kids. Therefore, it’s imperative that eCommerce stores streamline the checkout experience.
Nearly 35 percent of buyers leave their shopping carts because a brand required that they create an account. From the consumer’s perspective, it takes a lot of time to complete a registration form.
Plus, because most retailers require an account, the customer dreads the thought of remembering another password.
“While every business hopes to increase the lifetime value of a customer—and registration makes that easier—some customers don’t want to register. Make checkout easy for those customers.”Jeff Haden, contributing editor at Inc.
Lure customers back to their carts with an email outlining a 3-step process to register an account. Reassure them that it will only take a few minutes.
Your business also may want to consider offering a guest checkout or social login option for buyers to simplify the account creation process.
4. Complex checkout process
When approached with a task, humans rate the cognitive difficulty of finishing it. We determine how much time, attention, and effort the task will require.
And depending on the importance of the task, we will decide if it’s worth actually doing. Well, for 27 percent of consumers, the checkout process isn’t worth completing when it’s too long and complicated.
“The more input fields your checkout forms have, the fewer sales they generate. This means watching out for unnecessary redundancies and duplications.”Danielle Prieto, PR coordinator at MBJ London
Find ways to reduce your checkout steps, such as asking for less information or offering an autofill option. This technique simplifies the shopping experience for the consumer.
MarketingSherpa notes a 12 percent increase in revenue with a service-focused initial email. Send recovery emails geared toward customer service.
Ask questions about the checkout process and learn where people experienced problems. By concentrating on the customer’s needs, you will gain insight on how to improve your business.
5. Unsure about the total cost of order
Most consumers operate on a budget. So, they want to know how much they’re spending before getting to the checkout screen.
Not exactly knowing the cost of an order influences the consumer. 24 percent of buyers who abandon shopping carts do so because they couldn’t calculate or see the total order cost up-front.
From taxes to gift wrapping fees, the shopper doesn’t want to grab a calculator to add up their total. Moreover, they don’t want to register an account just to learn the cost of a potential order. These unwarranted steps become tedious and time-consuming for the buyer.
Save your customers the trouble by delivering emails showing the total order price in their abandoned cart. Ensure that the recovery email content or subject lines prominently display final order totals.
Recover lost sales
eCommerce businesses face a real challenge with cart abandonment. However, recovery emails offer a solution to steer consumers back to your site.
Offer a discount when buyers feel shipping is too inexpensive. Provide a guest checkout option for consumers not wanting to set up an account, and display the total cost of the order to ease the buyer’s fears of hidden costs.
Ready to curb cart abandonment? Avoid your next lost sale with recovery emails.