A Beginner's Guide to Reducing Shopping Cart Abandonment
Your website's analytics may be telling a grim tale: plenty of people are shopping, but after getting a cart full of your company's products, they vanish into the mist. You have fallen victim to shopping cart abandonment; if your online store was a brick-and-mortar, it's as if they just approached the cashier and walked away from the goods.
The good news is that direct-to-consumer marketing technology has made it possible to reduce the cart neglect numbers. Using conversational marketing, your messaging inside of Shopify can make sales happen in the nick of time, before someone abandons their cart out of indecisiveness.
1) Beginning the conversation as they browse
Inside your website, your customer experience team can begin engaging them via chat even as they click around your site. This may allow them to get questions answered before they even decide to buy, which means that there will be less hesitation when they see the cart filling up. Engaging with the customer is part of the main ingredients for creating ecommerce success, especially if they are mostly looking at parts of your blog rather than product pages.
2) Getting SMS opt-in messaging for your customers
Use SMS to make the process easier; if someone has temporarily abandoned their shopping cart pending purchases, an SMS that they've opted into can be the jolt that reminds them that the really wanted those items. It comes across as a helpful and useful, but also helps complete sales. You can ensure your customers have data security while using your own messaging system to reach out to them via text messages.
3) Engage on the specific items - what makes them excited?
Both in-browser and SMS should be used specifically around the items in the cart. If these are customizable items, ask them about features they are interested in, or ask them if they have any questions about recent upgrades or changes. The very act of talking about a product makes a customer more attached to owning it themselves - emotion-based selling creates a connection between your brand's helpful messaging and the product's quality itself. The data is clear that a personalized approach is what it takes to complete sales, so don't be afraid to reference the cart specifically!
4) Send a Post-Purchase SMS About Delivery
It never hurts to use SMS to ensure a successful delivery process! This thorough approach will help reduce cart abandonment in the future, since the customer can feel assured that they are in good hands and can ask for help at any step in the process. Prior to delivery occurring, these texts can also confirm shipping details and keep the customer feeling informed. Given that up to 1/3 of shoppers will abandon the cart when faced with unexpected shipping fees, constant communication about the delivery process and costs is a value-added element of your messaging system.
5) Use Auto-Subscription Texts to Evaluate the Experience
Want to really lower cart abandonment? Check in with customers about their experience through messaging! Satisfied customers may still abandon carts in the future, but by telling you about their deep satisfaction, many customers cement their positive regard for your company. After all, with 4 out of 5 shoppers using their smartphones to shop, the world of messaging is becoming arguably more important than just soliciting feedback via social media. Your customers can quickly and easily be frank with you when they are in their element sending an SMS.
Kick shopping cart abandonment to the curb with a thorough, holistic approach to messaging. Ready to take your authentic, human-driven messaging to the next level and see those carts through the checkout process? Click Here to book a short session to get help on your messaging strategy.