7 strategies to boost ecommerce sales with abandoned cart recovery

Cart abandonment is the bane of every ecommerce business. You’ve put in the hard work to attract customers to your site, pique their interest, and get them to the checkout – only to have them slip through your fingers at the final hurdle. With average cart abandonment rates hovering around 70%, it’s a problem costing online retailers billions in lost revenue each year.

But it doesn’t have to be this way. Abandoned cart automation can be a powerful tool to win back those would-be customers and drive more sales. Our research shows that accounts running cart abandonment campaigns recover an average of $41,807 monthly. That’s a staggering amount of revenue that’s up for grabs.

The good news is, that there are seven proven strategies you can implement to minimize cart abandonment and maximize your conversions. Let’s dive in.

1. Perfect your timing

Timing is absolutely critical for recovering abandoned carts. The longer you wait to re-engage a customer who has abandoned their cart, the lower your chances of returning them.

Data from Dotdigital shows that 45% of all cart recoveries occur within the first two hours. This initial window after a customer abandons their cart is a prime opportunity; it’s essential to act quickly to take advantage of their intent and desire to complete the purchase.

To leverage this advantage, consider setting up default timings for abandoned session follow-ups. With the Dotdigital tag, you can enroll customers in abandoned cart recovery programs almost in real-time. This feature allows you to set default timings for follow-ups that range from just 30 minutes to 12 hours. This flexibility helps you engage customers while their interest is still high, especially during peak shopping periods like Black Friday and Cyber Monday.

It’s also worth noting that higher cart values often have longer conversion windows. When a customer is considering a significant purchase, they will naturally take more time to think it over. For more expensive items, you might want to extend your initial follow-up to the 6-12 hour range.

The key is to test and optimize your timing based on your unique customer data and purchasing patterns. Analyze your historical abandoned cart recovery rates by time interval and use that information to refine your strategy. You may discover that certain customer segments respond better to quick outreach, while others may require more time.

2. Personalization is everything

Once you have your timing dialed in, the next step is to make sure your abandoned cart messaging is as personalized and relevant as possible. Generic “you left something behind” emails just don’t cut it anymore.

Your abandoned cart campaigns should feel tailored to the individual customer and their specific browsing and purchase history. Start by using their first name in the subject line and body copy. Reference the exact products they had in their cart. And leverage data like their engagement level via eRFM modeling to adjust the tone and offers accordingly.

Dotdigital’s eRFM modeling allows you to categorize customers based on their Engagement, Recency, Frequency, and Monetary value – giving you a rich understanding of each individual’s buying behavior and preferences.

You can then use this intelligence to trigger different abandoned cart campaigns. For your highly engaged, high-value customers, you might lead with a strong call-to-action and limited-time offer. But for less engaged segments, you may want to take a softer, more educational approach to gently nudge them back.

AI-powered product recommendations can also be a game-changer for boosting relevance. By analyzing the specific items a customer is interested in, you can surface alternative or complementary products that may better suit their needs or desires. This could be the key to getting them off the fence and completing their purchase.

3. Leverage cross-channel messaging

Today’s shoppers move easily between different platforms and devices, making it essential to use a cross-channel approach for recovering abandoned carts.

Research shows that combining email, SMS, and social media can increase recovery rates by up to 45%. Each channel has its strengths for bringing back customers who have left items in their carts. By using Dotdigital’s unified platform for a cross-channel strategy, you can reach more customers and boost engagement.

SMS is highly effective, with an impressive open rate of 98%. It allows you to quickly send time-sensitive offers and reminders. A simple text like, “Your cart misses you. Complete your purchase in the next hour to save 15%,” can prompt immediate action.

Dotdigital also integrates seamlessly with social media retargeting to keep your products visible as customers browse platforms like Instagram and Facebook. Dynamic ads that show the exact items left in the cart, along with messages that create urgency, can encourage shoppers to return and complete their purchases.

To implement an effective cross-channel strategy with Dotdigital:

• Segment your audience: Use Dotdigital’s tools to group customers based on their preferred communication channels.
• Automate messaging: Set up automated workflows to send coordinated messages across different platforms for a seamless experience.
• Target by device: Adjust your messaging based on how customers interact with your brand on various devices.
• Monitor performance: Use Dotdigital’s analytics to track how well your campaigns are doing and make improvements.

By taking advantage of Dotdigital’s cross-channel features, you can create multiple ways to re-engage customers and guide them back to complete their purchases. This not only helps recover lost sales but also enhances the overall shopping experience.

4. Remove friction

A big part of minimizing cart abandonment is reducing any lingering doubts or concerns a customer may have about completing their purchase. Shopping online still feels like a gamble for many people, especially if it’s their first time buying from your brand.

Use your abandoned cart campaigns as an opportunity to address these potential friction points and build trust. Highlight your returns policy, free shipping offers, customer reviews, industry awards – anything that can help customers feel confident in moving forward.

According to Dotdigital’s research, accessible and comprehensive customer service is also key. If a customer has a specific question or hang-up, make it easy for them to connect with a sales rep or support agent. Dotdigital customers can take advantage of the platform’s live chat functionality, for example, to enable real-time interactions.

These direct conversations don’t just help clinch the sale at the moment – they can also provide valuable intel to optimize your abandoned cart campaigns over time. You’ll start to identify the most common queries and pain points, allowing you to proactively address them in your messaging.

5. Use push notifications

Push notifications offer a powerful way to re-engage customers who have abandoned their carts. By delivering timely notifications directly to their devices, you can remind them of their unfinished purchase and entice them back to complete their order.

One of the key benefits of using push notifications is their immediate impact. These notifications bypass email filters, ensuring high visibility and a direct line to the customer. By personalizing the message with specific product details, you can create a more compelling and relevant call to action.

To maximize the effectiveness of your push notification campaigns, consider timing your messages strategically. Sending notifications a few hours after cart abandonment or during peak shopping hours can increase the likelihood of conversions. Additionally, using clear and concise language, along with strong calls to action, can further boost engagement.

By testing different messaging, timing, and frequency, you can refine your strategy and optimize your results. By leveraging the power of push notifications, you can significantly increase your chances of recovering abandoned carts and driving more sales.

6. Offer discounts strategically

A well-timed discount can be the final nudge a customer needs to complete their purchase. However, it’s essential to deploy these incentives strategically.

Generate unique discount codes and include them in your abandoned cart emails. This not only adds a sense of exclusivity but also allows you to track redemption rates and measure the effectiveness of your offers.

Consider using tiered discounts based on customer engagement or cart value. For high-value, highly engaged shoppers, a more substantial discount, such as 20% off, may be appropriate. For less engaged segments, a smaller discount, like 10%, might be sufficient to encourage action.

The goal is to strike a balance between enticing customers to convert and protecting your profit margins. By testing different discount thresholds and monitoring their impact on abandoned cart recovery rates, average order value, and overall profitability, you can optimize your strategy for maximum effectiveness.

7. Create a sense of urgency

A powerful way to encourage abandoned cart customers to return is to create a sense of urgency. This can be achieved by highlighting the limited-time nature of the offer or emphasizing product scarcity.

For instance, include a countdown timer in your abandoned cart emails, visually representing the time left to claim the items. Alternatively, highlight that certain products are selling out quickly, urging customers to act fast to secure their desired items.

Dotdigital simplifies the process of dynamically incorporating this time-sensitive messaging into your campaigns. By leveraging real-time data on product inventory levels, pricing changes, and other relevant triggers, you can craft compelling narratives that motivate customers to return and complete their purchases.

Remember to balance urgency with a respectful approach. Avoid overly aggressive or manipulative tactics, as this can negatively impact customer perception. Test different approaches to determine the most effective way to create a sense of urgency for your audience.

Boost your abandoned cart recovery today

By mastering abandoned cart recovery, you can convert lost sales into revenue and drive significant growth for your ecommerce business. Utilizing these strategies allows you to re-engage abandoned shoppers and turn them into loyal customers.

To streamline your abandoned cart recovery efforts, consider using a marketing automation platform like Dotdigital. With Dotdigital, you can automate personalized email, SMS, and push notification campaigns to re-engage customers at the right time.

Remember, the key to success lies in continuous testing and optimization. Experiment with different approaches, analyze your results, and refine your strategy over time. With the right tools and techniques, such as those offered by Dotdigital, you can significantly reduce cart abandonment and boost your bottom line.