Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

Automated Shopping Cart Abandonment: Using Email to Recapture Lost Sales

• Why you need it• How to do it• When to send it• And 12 ways to increase conversions

email [email protected] web www.listrak.com twitter @listrak phone 877.362.4556

50-75% of your online customers abandon their shopping carts

Why shoppers abandon carts


High shipping rates disclosed late in the check-out process



Slow delivery schedules



Worried about online security



Customer service reps aren’t available


US online retailers are losing $18B annually from abandoned carts...

…yet less than half monitor revenue loss and less than 15% have a way to recoup the sales


Listrak surveyed 200US online retailers and found…


www.listrak.com/News/cart-abandonment-survey

• 58.5% don’t monitor abandonment rates and revenue loss

• Only 14.5% have a shopping cart abandonment solution in place

• Average site conversion is only 1-2%

Automated shopping cart abandonment email solutions will recoup lost revenue


Our clients are seeing:

• 500% campaign ROI

• 20% conversion rates

• 27.7% higher average order value

• 26% higher conversion rates than promotional email campaigns

Case study ahead >

Listrak’s Shopping Cart Abandonment Revenue Calculator


An automated shopping cart abandonment solution will recapture lost sales, increase average order values,

and engage customers – here’s how…


Listrak Customer Case StudyMovies Unlimited


• 600,000 monthly unique visitors

• 37,000 carts created monthly

• 75% abandonment rate (27,952 carts)

• 3000 emails captured

• 20% conversion = 600 orders

As shopper types information it’s shipped

to Listrak

As shopper types information it’s shipped

to Listrak

Movies Unlimited Case StudyHow it works


ListrakJavaScript Tag


Listrak does not collect sensitive

payment information

Listrak does not collect sensitive

payment information







Listrak processes and discards completed

checkouts

Listrak processes and discards completed

checkoutsListrak

JavaScript TagListrak

JavaScript Tag

Movies Unlimited Case StudyTriggered Shopping Cart Abandonment Email Campaigns


Upon purchase shopper is removed from campaign

Movies Unlimited Case StudyTested several factors


• Timing of first message

• 6 hours vs 24 hours

• Number and cadence of messages

• Subject lines

• Offer vs non-offer

• HTML message showing items left in cart vs plain text message

Movies Unlimited Case StudySubject Line & Offer vs Non-Offer Results


Open Rate

Read Rate

Click Thru Rate

Conversion Rate

1 Your movies are waiting for you, <<FirstName>> 42.4% 41.4% 25.2% 10.45%

1 Save $5.00 On Your Order, <<FirstName>> 35.1% 33.9% 21.1% 11.38%

2 Speedy checkout for the movies you saved, <<FirstName>> 25.9% 23.9% 12.3% 9.09%

2 Speedy checkout + $5.00 savings for your order, <<FirstName>> 24.5% 22.8% 12.7% 9.63%

3 We're saving your movies for you, <<FirstName>> 71.5% 68.1% 36.2% 24.49%

3 Here's a $5.00 coupon for your order, <<FirstName>> 73.2% 70.5% 43.7% 12.70%

Movies Unlimited Case StudyOffer Results


Offer drove26% More Orders

SCA programhad 27.7% higher AOV than website

Offer drove 37% more products

ordered

Movies Unlimited Case StudyFinal Outcomes


• Shopping Cart Abandonment program accounted for 10% of all email marketing revenue while representing less than 1% of overall email volume

• 25% Click Thru Rate

• 20% Conversion Rate

• Program paid for itself in the first month


Triggered shopping cart abandonment campaigns: When to send

Movies Unlimited increased conversions from 13% to 20% by sending first email 6 hours after abandonment opposed to 24 hours

Results of McAfee's "Digital Window Shopping: The Long Journey to Buy" report


Triggered shopping cart abandonment campaigns: What to send

• A reminder that the shoppers left items in their carts

• Pictures of the items left in the cart and links to product reviews

• An easy way to complete the purchase



• An easy way to contact customer service to complete the purchase

• Alternative payment information

• Product reviews



• Personalization, including the shopper’s name

• An unsub link that allows recipients to opt-out of SCA campaign without unsubscribing from list



• Scarcity clauses stating that the cart will expire soon or the inventory levels are low



• A simple prompt to complete the purchase



• An incentive to complete the purchase



• Related items for cross-sell and upsell opportunities

Listrak surveyed 398 of the Internet Retailer 500 and found


• Only 42 sites (10.5%) sent a shopping cart abandonment email

• 19 of the 42 offered an incentive = 45.23%

• 10 of the 19 involved free shipping w/ no purchase minimum = 52.63%

• 6 of those 10 were also personalized = 60.00%

• 4 programs sent an email within 1 hour = 9.52%

• 7 programs sent after 1 hour and up to 24 hours = 16.67%

• 14 programs sent after 24 hours and up to 72 hours = 33.33%

• 17 programs sent after 72 hours = 40.48%


877.362.4556

[email protected]

Twitter: @listrak

Or download free shopping cart abandonment whitepapers and case studies at

www.listrak.com

We’re here to helpContact our experts at

Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

Business

Transcript of Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions