In a previous article - Process is Queen for Conversions
Whether your business is large or small, a great deal of time and money is spent driving traffic to your site. Once a visitor arrives at your site, your content and conversion elements go to work to engage visitors to make a purchase. The visitor finds what they are looking for and begins loading up their shopping cart, but then “something happens” and they fail to make it to check out; leaving an abandoned cart in their virtual world (but your real world).
Even the big guys have room for improvement when it comes to visitors bailing on shopping carts, but you can learn from them. The folks at ExactTarget, a Salesforce company, went to over 100 major online retailing sites, loaded up shopping carts and then left to discover what processes were in place to re-engage the cart owner. You would assume that the majority of the retailers would send at least one follow up email, but that was not the case, in fact only 20% had sent any email follow up at all.
Here are 6 tips from their experiment:
1) Send an email every to every abandoned cart owner, reminding them of their interest with additional product information.
2) The faster the follow-up, the better. Some retailers were as quick as 38 minutes, but it is critical to send a follow up within 4 to 12 hours so that you do not lose mind share.
3) Send a series of emails over the following days.
4) Remind them of specific products that were in their cart.
5) Create urgency with special discounts such as free shipping or X% off.
6) Test different copy and infuse the emails with the benefits of engaging with your brand through newsletters, blog posts or other resources the consumer would find valuable.
View the Infographic to see the results of their experiment and additional insights for improvement.
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