How To Convert Shopping Cart Abandons
By Justin Premick October 20, 2006
I’ve read a lot of posts lately about converting potential buyers who are on your site, put items into their shopping cart, and then before checking out, leave your site. People are close to purchasing your product, but for some reason are changing their minds at the last minute and abandoning their carts.
I’ve read a lot of posts lately about converting potential buyers who are on your site, put items into their shopping cart, and then before checking out, leave your site.
People are close to purchasing your product, but for some reason are changing their minds at the last minute and abandoning their carts.
The Temptation: email your shopping cart abandons. After all, they put their email addresses in the first part of the order form…they just didn’t submit the order yet.
The Problem: buying something and requesting information are two totally separate actions. And these people aren’t doing either.
So what do you do?
You know that a coupon or well-worded follow up is all that separates these abandons from your customers, but as a responsible marketer, you’re not going to spam them.
So, sweeten the pot for them.
The Now-Or-Never Approach
One way to do this is to offer a discount immediately (when they click away from your checkout screen, you say “but wait! I’ll give you this product for 10% off if you buy today!”).
I don’t like that approach, for two reasons.
First (and this is a matter of personal preference), I feel that getting an immediate discount so easily devalues the product I’m thinking about buying. It assumes that price is my only possible objection. This makes me feel like a number. I don’t like feeling like a number.
Secondly, what if you offer that to me, and I say “No, thanks” and leave anyway? Now, I’m gone, and you don’t have any way to follow up with me and get me to come back to your site later.
A Better Approach
When would-be buyers abandon your shopping cart, prompt them to opt-in to a list. Make this a special list specifically for your shopping cart abandons.
Your wording will vary, but the idea you want to convey is “we’re sorry that we weren’t able to help you today, but since you’ve expressed an interest in our __________ , we’d like a chance to tell you more about it.”
This addresses their interest while saying that your goal is to help them fulfill whatever need they have that brought them to the brink of purchasing from you today. You can even add a field to the form for comments about their purchase indecision or questions about your product.
Best of all, it’s completely opt-in.
You now have a chance to follow up with them and provide them with the last piece of information/impetus needed for them to invest in your product.
Of course, you’ll want to follow up with customers after they do buy, and take them off that “abandons” list using an automation rule.