Abandoned basket. How to get the buyer back?
A visitor to your website adds a product to their basket and then leaves without making a purchase. Sound familiar? Sending out emails about an incomplete purchase can dramatically increase sales.
Pending order alerts emails have an astoundingly high open rate of 45%. 100 of these reminder emails generate at least 5 sales. Not enough? In fact, those 5 customers may have disappeared without a trace!
Why are the baskets being thrown?
Is it easy to place an order on your website? What can distract the visitor? Is it difficult to pay for the order? How many clicks and button clicks does it take?
There are 7 reasons why shopping baskets remain abandoned. This is usually because the customer:
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gets distracted
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forgets about the shopping basket
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is dissatisfied with the price
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monitors and compares products/their price
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doesn't want to buy anything, explores the site and products
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accidentally closed the page, lost the site
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is confused: too complicated order payment process, multiple steps and difficult to set up, has to fill out more than one support window
One-click purchase option
The more complicated the checkout process, the more likely it is that the customer will leave your site without completing the purchase. Connect one-click payment services. The customer won't have to enter the same information over and over again. With one click, with one button, he will complete the transaction.
If you don't have the ability to connect such a service, offer the customer a simple order form where they will leave their contact details (phone number).
Buttons and visibility
Change the colour of the buttons. Seemed like a pretty trivial recommendation, but changing the colour and size of buttons increases website conversion rates. Buttons convert better if they are visually different from the rest of the page.
Add a sidebar to the site that allows you to checkout without going to a new page.
Discounts and promotions
Optimise your shopping cart and checkout pages. Having a field on the site where the customer must enter a promotional code for a discount increases the likelihood of a quick purchase. Be sure to include a brief instruction on how to use the promo code on the checkout page.
Short and to the point
A letter of reminder about an abandoned basket should be informative but short. Keep it short and to the point. In most cases, the basket is abandoned because the customer forgot about it or got distracted. Calmly and in a friendly manner, let the buyer know that they may not have finished something important. Describe the benefits of the product that the buyer won't get if they don't return to your site.
Show me the merchandise
This is a very important point. Reading about a product and seeing it are different things. The visual component in our lives is of great importance. By affecting the different senses with advertising, we motivate the buyer, push him to make a choice and a decision. He may have already forgotten what he was looking for and what the product he left behind looks like. Help them remember and get them interested again.
Be consistent
Do not try to use the reminder email for any other purpose. Don't offer subscriptions, don't advertise other products. This discourages and distracts from the main goal - sales. Be consistent in your actions.
Abandoned baskets are a fantastic opportunity for personalised marketing. Don't miss your chance. Halla Systems implements abandoned cart scenarios when developing customer return strategies for its customers' businesses. Offering simple and affordable solutions across multiple communication channels: email, SMS, messengers, chatbots, voice calls, web push, mobile push and popups. Halla Systems searches suppliers and manufacturers, tracks supply chains, verifies logistics and helps dropshippers find products at the price they are interested in.