According to a recent stat by Baymard Institue, 69.79% of online carts are abandoned. When you project how much lost revenue that could equate to, it’ll be clear to you that abandoned carts are a big problem in the eCommerce industry. According to another stat, abandoned cart costing eCommerce store owners up to $4 trillion on a year – and it’s getting worse. And you will wonder to know that every 1% increase in abandoned carts leads to a 2% decrease in sales! But if you could reduce cart abandonment by just 10%, you would see a 20% increase in sales. While eCommerce space is being crowded day by day, a traditional transactional abandoned cart email is not enough to fight with that. That is why you need a multi-channel aka omnichannel marketing strategy to solve your abandoned carts issues.

Not to mention, abandoned carts are likely leaving piles of money on the table. The great news is re-engaging with these prospects is incredibly easy because they were already considering buying from you. In addition to instantly boosting revenue, reducing abandoned carts is the lowest hanging fruit.

I am going to sheds some light on the reason why visitors decide not to complete checkouts and provide you some smart remarketing tips with an omnichannel strategy to help you tackle abandoned cart issues for your store.

Why shoppers abandon their carts?

There are too many reasons behind abandoned carts, and those reasons can vary from person to person, by user demographics, geographic location, and more. Many potential buyers are simply browsing and click “add to cart” as a way of saving items they can look at again later. They might be comparing online stores or hunting for gift ideas. 

Some of the shoppers are put off by unexpected shipping costs, while some of them experience technical problems at the checkout, or they think the user experience of your website is too complex to initiate the checkout. Suboptimal user experience is another reason for abandoned carts. If you can make sure that your eCommerce store is working effectively and has a user-friendly design, you can avoid that problem straight away.

If you feel that your shipping cost is creating such problem, you can offer free shipping from time to time, or on certain products, that would really inspire your online store visitors to continue their purchase.

But besides these, a user could also leave your website for any other reasons. As for the large portion of shoppers who are browsing or have not completed their checkout, you can bring them back to your store with an omnichannel marketing strategy.

Abandoned Carts Reasons Stats
Reasons for Abandoned Carts – 2019

How an omnichannel marketing strategy can help you recover abandoned carts

Before implementing an omnichannel marketing strategy, you’ve to know what is omnichannel marketing. The term “omnichannel’ might sounds like a marketing buzzword. But omnichannel refers to the multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or a mobile device, and the experience will be seamless. So omnichannel marketing is all about creating a seamless customer experience across all the channels. Rather than interacting with your shoppers on a single channel, e.g., email, Facebook Messenger, or live chat, you can integrate your marketing communications through all the channels to make them more service focused and meet your customers wherever they are.

Let me explain why omnichannel marketing is a great approach to take if you want to improve your chances of recovering lost sales caused by abandoned carts. I will explain that with two different scenarios:

  1. Using a single channel approach.
  2. Using an omnichannel approach.

Scenario 1 – using a single channel approach

Suppose you have an email address of your potential buyers who abandoned their carts, you could send them an email follow up to remind them about their shopping carts. In theory, your potential buyers could check their emails on-the-go while they are out but decide to take action and complete their checkouts. 

However, stats say that email open rates are typically around 20%. So maybe your emails may remain unopened. If your email is opened by them on their mobile device, they most likely have not time to read your email fully, and they would like to address that later. And most of the time they may forget.

Scenario 2 – using an omnichannel approach

With an omnichannel marketing strategy, you can remind your cart abandoners about their abandoned carts not only with email but also send them alerts:

  • Via web push notifications.
  • Straight to their phone via SMS.
  • Through Facebook Messenger.

The most beautiful thing about omnichannel marketing is the fact that your customer analytics and marketing channels are integrated with each other. Today’s consumers are more connected than ever before, and you can’t limit your communication to a single channel if you want to influence their buying behaviors. With an omnichannel marketing strategy, you will able to understand your customers, such as what their spending patterns are and how they interact with your communication. By analyzing those things, you can deliver the right message to them at the right time, via the channel they are most likely active on and taking action.

How to combine different marketing channels to recover abandoned carts

What is the most effective way to make customers back to finish their checkouts? There are three to four different ways: email, push notifications and SMS. You can set up an omnichannel and seamless abandoned cart recovery funnel using all of them. But when and how many times should you follow up with them? A lot of testing and tweaking has answered this question. Many eCommerce companies have found success in sending messages at periodic and strategic time intervals.

  • The first message should go out 1-2 hours after customers abandon their carts.
  • The second message should be sent at 24 hours later.
  • A final message should be sent a few days later.

Waiting longer than these time intervals raises the risk of users forgetting about you completely. So here is an example funnel to help you figure out an omnichannel strategy for abandoned cart recovery.

  1. The first reminder should be a web push notification which is sent after 20 minutes after the cart abandonment since the shopper is either likely to still be on the store page, browsing other items or might have forgotten.
  2. The second reminder should be an email reminder will be 5 hours after cart abandonment. You can choose to send a push notification that includes different tactics like the discount ladder and free shipping to entice the shopper.
  3. Setup next EMAIL reminder 10 hours after abandonment. You can include a discount code within the next email or push that can be applied to the cart.
  4. The final push notification can be set up at 24 hours after cart abandonment.
  5. If the previous reminder still has not recovered the cart successfully, the last reminder to go out will be an email reminder after 48 hours after abandonment.

Sequence visualization for abandoned cart recovery

With such a strategic way, you can ensure that you’re reminding your cart abandoners in a timely manner about their forgotten shopping cart and provide incentives to checkout. You can always choose to disable a reminder if you think that five reminders are too many to send them.

There are too many Shopify Apps available in the Shopify app marketplace to help you utilize different marketing channels. You can, either way, install different apps for different channels or use an app like Checkoutify. Through Checkoutify you will able to send abandoned cart reminders through email and web push notifications. Through one easy to use platform.

With Checkoutify, you will get access to customer insights and use those to make a data-driven decision. Checkoutify’s pricing plans are based on how many extra sales it generates for you.

Conclusion

With an omnichannel marketing strategy, you can make sure that you’re maximizing your efforts and reaching audiences who have different preference on how they want to be notified. Omnichannel marketing involves using behavioral intelligence to learn more about your customers and when, where they’re likely to take action. It’s strategically driven and effectively helps you recover abandoned carts and help you to retain more customers.