A large percentage of your customers may drop out late in the checkout process because they never intended to make a purchase. The ‘browsers’.

Even though a user has left your site there are still ways to engage with them to bring them back.  

Looking at SaleCycle stats, in 2013 48.1% of cart abandonment emails were clicked on and from there, 33.3% of these users went on to purchase the product.

On top of this, the order value increased by 58% for purchases from cart abandonment emails rather than direct sales off the website.

With stats like these, it’s obvious how beneficial a simple cart abandonment email is. You can either remind a user of the items they had left in their basket or even offer them a percentage discount to encourage them to follow through with the purchase.

A few good examples of cart abandonment emails are:

Boohoo
So what does Boohoo do right?

  1. The message comes from the Head of Customer Care himself. It adds a personal touch to the email.
  2. It asks a question ‘if there was something we could do to help?’, so it encourages a conversation if there were any issues.
  3. The ‘Did You Know’ section is a reminder of the benefits from purchasing through Boohoo.
  4. The products are listed in Cart view, for easy viewing and to remind the user of their potential purchases.
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DoogyLoot
The content that you use in your email is also crucial to engage with your users and encourage them to return to their cart. A good example of content in cart abandonment emails is Doggy Loot. If your branding has a persona, incorporate it into your email! Text like ‘Don’t let your items run away!’ and ‘Fetch your items now’ add that personal touch!

Grove
It’s also important to create a sense of urgency in the cart abandonment email, that either a sale is about to end or that the product will sell out fast. Grove does a good example of this informing the customers of a cart expiry date to increase the chance of them clicking on it straight away.

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What We’ve Learnt
So from the examples above, what should you include in your cart abandonment email:

  1. Give it a personal touch, by including your brand persona and including a key message by a head of customer support department.
  2. Encourage them to contact you if there are any issues.
  3. A list of the items that were in the cart at the time.
  4. A sense or urgency, whether through a sale or expiry time.

Source : Pinterest

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