{"id":617,"date":"2017-05-22T12:32:20","date_gmt":"2017-05-22T09:32:20","guid":{"rendered":"https:\/\/rees46.com\/blog-en\/?p=617"},"modified":"2017-05-22T18:05:46","modified_gmt":"2017-05-22T15:05:46","slug":"cart-abandonment-tools-to-fix-cases-to-use","status":"publish","type":"post","link":"https:\/\/rees46.com\/blog-en\/2017\/05\/22\/cart-abandonment-tools-to-fix-cases-to-use\/","title":{"rendered":"Cart Abandonment? Tools to Fix, Cases to Use"},"content":{"rendered":"

Customers abandoning their carts, leaving your store? Reasons may vary, but the fact remains: Baymard Institute\u2019s research shows almost <\/span>70%<\/span><\/a> of all carts get abandoned.<\/span><\/p>\n

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Does it mean you have to reconcile to it and keep losing profit? Nobody will judge you for it…but why? When there are simple and effective remarketing tools for recovering lost carts along with those customers? Let us show you the main three\u2014email marketing, web push notifications and dynamic display ads\u2014along with the real use cases, and let you have a change in opinion.<\/span><\/p>\n

Before we start with the combating techniques, a word of advice to help you nip the problem in the bud.<\/span><\/p>\n

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Minimize Cart Abandonment Risks First<\/span><\/h2>\n

No issue in the first place\u2014no need in combating it.<\/span><\/p>\n

Statistics can be a useful adviser. In our case, the stats tell us the main reasons why carts get abandoned in the first place: price didn\u2019t match the expectations, a customer was forced to go through a tiresome registration process to finish the buy, order forming took too long due to the usability and\/or interface problems.<\/span>
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Baymard shows us the reasons<\/span><\/i><\/a><\/p>\n

Let\u2019s get a closer look at each reason and see if we can in any way minimize the risks to prevent the issue from happening.<\/span><\/p>\n

Reason #1: \u201cWhy Did the Price Change?!\u201d<\/span><\/h3>\n

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More often than not, a store does not include the cost of delivery, and a customer sees the price going up for no apparent reason\u2014in the cart or during the checkout. Imagine you are ready to buy something for 40$ (something that isn\u2019t big enough to normally require additional delivery costs), you\u2019re moving towards checkout, but out of blue, the price rises to $46. Surprise, mo…dear customer!<\/span><\/p>\n

Statistics confirm that 61% to <\/span>86% of all customers<\/span><\/a> break off their checkout because the delivery cost changes the final price so that it stops being attractive.<\/span><\/p><\/blockquote>\n

What to do. <\/b>The main rule is \u201cKeep It Simple and Transparent\u201d, right from the beginning. If the delivery cost adds +12% to the price, tell it right on the product detail page! Add an outlined info block, write in bold or use colors\u2014deliver that information to the customer. Otherwise, just include the delivery cost in the initial price.<\/span><\/p>\n

Reason #2: \u201cI\u2019m Not Sure I Want It Now.\u201d<\/span><\/h3>\n

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Be sure, customers often use, and will continue to, your store as their shopping list. A customer may from time to time visit your store and add a couple of new books to the cart leaving immediately after. The event may even recur the next 2-3 weeks, for the same customer. It\u2019s not a prank, not an act of sabotage from one of your competitors or anything else that complicated. It\u2019s just this particular customer planning on making an order a month later when the number of interesting new books in the cart is exciting enough to generate an order.<\/span><\/p>\n

56% of all customers<\/span><\/a> are prone to this type of behavior and view their cart as a shopping list.<\/span><\/p><\/blockquote>\n

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What to do. <\/b>Meet this demand with a new functionality\u2014make an \u201cAdd to Favorites\u201d or \u201cBookmark It\u201d button and introduce a dedicated page for shopping lists. You can make your store even more attractive adding a \u201cBack in Stock\u201d and \u201cPrice Drop\u201d button subscribing your customers to availability and price updates right on their shopping list page.<\/span><\/p>\n

Reason #3: \u201cWhere the Hell Is the Checkout?!\u201d<\/span><\/h3>\n

\"\"Luckily, this problem is less and less present, as store UIs get more and more professional and user-friendly. However, this is still a burning issue for some stores.<\/span><\/p>\n

What to do. <\/b>Treat yourself to a usability audit at one of the professional web studios (rating-based or better recommended to you by one of your fellow retailers). Let them write you a list of what to improve or redesign. Assess the costs and make some UI improvements.<\/span><\/p>\n

Reason #4: \u201cWhy Should I Trust You?\u201d<\/span><\/h3>\n

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Customers are often suspicious about new, unfamiliar sites. \u201cEverything looks nice, reasonable pricing, easy navigation. But how can I be sure everything will be the same with the purchase and delivery? And what about warranty and return policy? Hmm, maybe I should buy it at XYZ store (where I often shop at) where I know everything will be just as I expect.\u201d<\/span><\/p>\n

What to do. <\/b>First, keep a lively look. Don\u2019t give a reason to doubt your store. Publish new content on the site, in social networks, introduce an online consultant like Intercom, Zendesk or JivoChat to communicate with your customers. <\/span><\/p>\n

Second, let your customers help you. Introduce genuine customer reviews to your site. They make <\/span>your conversion grow by 22%<\/span><\/a>. Why? Because customers trust other customers.<\/span><\/p>\n

Now that you know everything to minimize your risks and are sure it\u2019s not any of the reasons above, let\u2019s get to remarketing tools. These three will cover the rest of the map.<\/strong><\/p>\n

Tool #1: Trigger Emails<\/span><\/h2>\n

A visitor dropped a shopping session leaving you an abandoned cart? Reach this person with an automated smart reminder. We designed a <\/span>special trigger email page<\/span><\/a> where you can learn everything.<\/span><\/p>\n

Having read it, let\u2019s see the case and the numbers.<\/span><\/p>\n

Case<\/span><\/h3>\n

A store selling products for cars and bikes. This store actively engages email marketing and grows its customer database, so a subscription form is an integral part of the website, both at the top of the page: \u00a0<\/span><\/p>\n

\"\"And as a popup:<\/span><\/p>\n

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By the way, the form is highly customizable, including content, behavior, and design, via REES46 Visual Editor. Customization is so easy, a 6 years old can do it.<\/span><\/p>\n

What does the store get using a single trigger scenario\u2014\u201cAbandoned Cart\u201d?<\/span><\/p>\n\n\n\n\n
Emails opened<\/b>, %<\/span><\/td>\nClicked (link to the cart)<\/b>, %<\/span><\/td>\nGenerated purchases<\/b>, %<\/span><\/td>\n<\/tr>\n
51,89<\/span><\/td>\n17,35<\/span><\/td>\n3,51<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

A small part, but a big return on investments (ROI). Imagine you send 5000 \u201cAbandoned Cart\u201d emails per month. Those emails generate you 175.5 purchases. Your AOV being $10 (for the sake of example, let\u2019s take the bare minimum), you\u2019ll get circa +$1755 a month to your current revenue.<\/span><\/p>\n

Trigger emails come with a flexible pricing model: either 4.6% per sale we help you make or a stable monthly subscription. For instance, in a store with less than $25,000 monthly revenue, the subscription rate will be $49 a month. Comparing $1755 with $49, you can see it\u2019s a reasonable price for such surplus in revenue (esp. considering that it\u2019s a rate for all 10 trigger scenarios, not just \u201cAbandoned Cart\u201d).<\/span><\/p>\n

Back to our case, sometimes customers miss the email or don\u2019t have time to click on links.<\/span><\/p>\n

This is why \u201cAbandoned Cart Follow-up\u201d is the second half of this tool. It catches up with the customers, who missed the first email. What does the store get from it?<\/span><\/p>\n\n\n\n\n
Emails opened<\/b>, %<\/span><\/td>\nClicked (link to the cart)<\/b>, %<\/span><\/td>\nGenerated purchases<\/b>, %<\/span><\/td>\n<\/tr>\n
42,62<\/span><\/td>\n13,26<\/span><\/td>\n1,99<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Not bad, right? 5% of all abandoned carts are successfully recovered through the trigger emails.<\/span><\/p>\n

Tool #2: Remarketing Display Ads<\/span><\/h2>\n

Remarketing display ads<\/span><\/a> operate by a very simple scheme: a click to turn them on from REES46 Unified Dashboard, and every abandoning customer will see dynamic display ads on their most visited websites.<\/span><\/p>\n

The display ads come in different shapes: vertical, horizontal, with or without buttons, and so on. 6 options to fit your taste. The ads go as a block of banners in a slider to make sure the customer sees all the products from the cart.<\/span><\/p>\n

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Case<\/span><\/h2>\n

A jewelry store using REES46 Remarketing Display Ads. What kind of conversion does the store get?<\/span><\/p>\n\n\n\n\n
Clicks<\/b>, %<\/span><\/td>\nPurchases<\/b>, %<\/span><\/td>\n<\/tr>\n
7,38<\/span><\/td>\n1,54<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

What does it mean in reality? Imagine you have 200 abandoned carts. With these numbers, you\u2019ll get circa:<\/span><\/p>\n