An abandoned cart – is a term used in e-commerce to describe a situation when a customer visits your website but leaves it, before completing the desired action – buying goods.
Cart abandonment has been a consistent problem in e-commerce. The average cart abandonment rate ranges from 69% to 81% across different industries, according to SalesCycle. Let’s understand the reasons behind cart abandonment before trying to combat it.
Surveys among consumers have found several common reasons for abandoned carts. From most common to least, they are:
- “Window shopping,” or otherwise had no firm decision to buy (34%)
- Shipping costs or timing dissatisfaction (23%)
- Price-checking (18%)
- In-store purchase (15%)
- Inflexible payment options (6%)
- Technical problems (4%)
Some of these are back-end issues that should be addressed through site design. Adding diverse payment options, upgrading your available shipping choices, and incorporating easier price comparisons will all reduce abandonment. Also useful is reducing the “friction” of buying. The fewer steps a customer has to go through to buy the item in question, the more sales you’ll see.
Others, however, can’t be resolved so easily.
The good news is that you can set up a cart recovering program to bring people back. Push Notification is an effective tool, brands use to re-engage with customers who have abandoned their shopping carts. There are several ways to set up timely and relevant Push Notifications to reel customers back in to complete their purchases.
Set up data tags for each customer, so they get tagged based on what they add to their carts. If they forget to checkout, you can send them targeted reminders featuring the specific items they intended to buy. It’s an incredibly easy way to personalize your Push Notifications.
Instead of sending a generic message such as “you have items in your cart,” you could send a more customer-specific message, stating the goods they had browsed. If the first reminder doesn’t bring them back, you can also use tags to offer discounts on the second and third follow-up notifications to entice them further to buy.
Timely Push Notifications
Cart abandonment most often occurs 6pm – 9pm. You want to remind users of the items in their cart, but you also don’t want to send notifications during dinner, or worse – when your user is asleep. Use time-triggers and delays to send notifications when they want to receive them.
Push Notifications are sent real-time and land directly in the notification bar of the web or the mobile browser. Well-timed Push Notification can make the difference between an effective and obstructive experience.
Segmenting your users
A user may subscribe to your Push Notification for multiple reasons, ranging from product updates, to getting discount codes. Your subscribers would have different preferences, so sending all the users the same web Push Notifications could lead to a high unsubscribe rate.
You can segment the subscribers based on:
- Browser language and browser type
- Region and time-zone
- New vs. old visitor
- Frequency of a purchase
- Actions performed
Sending a series of Push Notifications
The first notification can be a simple reminder about the product abandoned. The next notification promotes the limited-time discount offer and creates urgency. The last notification will inform the user about the offer expiring soon.
Track the efficiency of Push Notifications and adjust frequency, based on how your audience reacts to them.
The competition in any digital marketplace is very intense. Businesses cannot afford to lose out on valuable customers. It is imperative for marketers to build cart recovery programs with effective Push Notifications.