Abandoned shopping carts are a huge problem in E-Commerce but with advance retail software, they don’t have to be.
Imagine a store with customers, all ready to pay for the items they want to take home, when suddenly they drop whatever they were going to buy and exit the establishment. It would be a bizarre scene for an outsider to witness and downright scary for the owner and employees. Yet this is exactly what goes on in the world of E-Commerce. More than two-thirds of online shopping carts are abandoned before the customer checks out. Why? There are reasons shared between customers and there are also reasons unique to a customer and all sorts of combinations.
Taking a Page Out Of The Brick-and-Mortar Playbook
With the amazing growth of online shopping, it’s easy to overlook that brick-and-mortar stores are still the preferred way of shopping for most consumers. More than half of shoppers acquire the products they need by walking into a store.
It’s because at a store, their doubts can be removed by seeing the products firsthand and, more importantly, by talking to salespeople who can answer their questions and lend them a guiding hand. And these interactions could be even more successful with employee engagement improvements.
Real-Time Access To Shopping Carts
With Celerant’s Conversion Center, CSRs, or Customer Service Representatives, can see customers’ shopping carts in real-time so they can monitor when a customer adds and eliminates products. This is ideal for when customers start eliminating products from their carts. A CSR can jump in and find out if there’s a specific problem that could be remedied to save the sale.
If your small or medium-sized business doesn’t have the manpower to monitor many customers then you could have a visually-striking button or link that lets customers know that they can chat to a CSR for any reason. In those cases, CSRs would still be able to see customers’ carts while chatting to find out what barriers exist in customers’ minds.
CSRs could help resolve customers’ apprehensions and, depending on the rules and parameters you have set, offer incentives to close the sale, like free shipping or a discount on the total price. Perhaps you only want to offer free shipping as an incentive when a customer buys over $80 in merchandise. It’s all up to you.
Automated Email Marketing For Abandoned Carts
Conversion Center captures customer information as soon as an email address is entered during the checkout process. That means your company doesn’t have to depend on a finalized checkout or account creation to start using this powerful tool. Collect a customer’s email address and start the timer, in case they don’t buy, for a trigger that you have already created.
Automated email campaigns can be sent to shoppers with abandoned carts. You can decide how much time you want to wait before sending out reminders and incentives.
Here’s an example to illustrate how a retailer might modify the rules and parameters to rescue an abandoned cart:
- A customer abandons her shopping cart.
- A week later, she receives an email reminding her about her shopping cart with a message that makes it clear that she can chat to an agent in real time.
- If she still doesn’t make a purchase, she could get an email with a coupon code that makes shipping free if she orders over $100.
- And if after a month, she still hasn’t come back to her abandoned shopping cart, she might get an email with a 10% discount.
Proactive, Real-Time Engagement & Remarketing Tools
You are free to use email automation as you wish to achieve your sales targets. An abandoned cart with a certain product could trigger an email that is sent to the customer with a link to a dedicated landing page. The landing page could feature the product and highlight its potential effects and long-term benefits. Employ a wide range of tactics, keep track of the results, and watch your conversion rates skyrocket.