How to Recover Abandoned Carts Easily

Abandoned Cart

No matter how good your products are, you have most probably faced one of the biggest issues that every eCommerce merchant encounters —  abandoned carts. On average, 75% of all the products added to cart are left there, leading to over $260 million in lost potential orders, and this number is expected to grow in future. 

So you should definitely take action and explore opportunities to sell more, and there are a few things you can do.

Remind your clients about the products they viewed

The worst enemy of every modern-day shopper is distraction. The user may have been determined to make a purchase from you, but then life got in the way, so the tab with your product is left between a dozen others, or accidentally closed. This, however, doesn’t mean that you don’t have any chance to get through to these prospective customers —make use of retargeting.

Here's an example of an Ad powered by RetargetApp,

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Essentially, retargeting is an attempt of re-engaging your website visitors who have decided to walk away by showing them ads with the products they will probably regret not buying.  

Sounds neat, doesn't it? Here’s how it works:

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There is a number of platforms you can retarget people with and it makes the most sense to use the biggest one  —  Facebook. With its 2+ billion user base and 8+ placements which are offered on Facebook itself, including Messenger and Instagram, it’s not at all surprising that on average retargeting campaigns launched there bring 3-10x return on ad spend (ROAS.)

Your message in this sort of ad should remind users that there’s a product waiting for them. You can use tips from this guide or curate your own unique and engaging copy.

Setting up a retargeting campaign isn’t complicated at all. All you need to do is use Facebook Business Manager, create a Facebook Pixel, pair it with your website, create a product catalog and upload a product feed to it. once you are all set, all there's left do is hit start. I know this sounds daunting at first, but we promise it isn't. 

Check out this detailed guide to retargeting, or, if you're strapped for time, go for an automated solution.

Be more persistent with those who are more likely to buy

The more interest the users have shown in the product, the more aggressively you should try to re-engage them. This is why you sometimes can't do without this next advertising tactic — Enhanced Cart Recovery.

Duration for this type of campaign should be longer that the standard retargeting. Research carried out by RetargetApp showed that the most effective term for Enhanced Cart Recovery is 28 days — during this period, a striking 2x increase in sales was registered.

The idea behind this tactic is simple — sometimes we all need more time to make a purchase decision. We think, we compare, we save money or wait for that next paycheque. This may take more than the recommended period of a retargeting campaign — 14 days, so an additional ad needs to be launched, targeting exclusively those who have added at least one of your website products to cart.

The following enhanced cart recovery ad powered by RetargetApp brought an additional 17x ROAS,

enhanced cart recovery by retargetapp

Your message in this sort of ad should:

  • include a clear call to action (Don’t miss out! Buy {{product.name}} today!)

  • include a promo/discount code (Buy today and get 10% off your order — type 10 OFF at checkout)

  • Be even more personal than regular retargeting ads (Psst! We still have one {{product.name}} just for you. Come and get it today!)

General ad message guidelines also apply here.

Note that it’s best to set it up as an additional ad set inside your existing retargeting campaign — alternatively, you can let RetargetApp set everything up for you.

Reach out and re-engage

It’s hard to overestimate the importance of an email marketing strategy when it comes to sales. Welcome emails, order confirmations, automated follow-ups don’t just inform the customer — they urge to buy more from the store — if incentivized correctly. As a result, 76% of marketing e-mail recipients make a purchase after getting a message.

When it comes to abandoned carts, follow-up emails can also be pivotal. A neatly designed message featuring the product which was left in the cart and a discount code and/or free shipping offer for the first purchase is a true miracle worker — if a user opens it and clicks on the CTA button inside, it results in a sale in over 30% of all the cases.

Here's an example of an effective abandoned cart email, one of the many personalized email types powered by Spently,

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Once the initial purchase is completed, your focus should shift to maximizing customer lifetime value, or, in other words, to make the customer come back to your store to encourage repeat purchases. Again, this is easily achieved by personalizing and customizing the transactional emails you send.

Don’t limit yourself to single purpose emails. When you are sending an order confirmation, be sure to include recommended products, discount codes or even a referral program — all of this can be easily done with help of Spently's template builder.

Cart abandonment is a serious issue, one that shouldn't be neglected and with some effort you can easily turn those abandoned checkouts into fulfilled orders. 

May the sales be with you.


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