Why more online shoppers are abandoning carts
In May, The Telegraph reported on why more online shoppers are abandoning carts.
Here are the results:
Source https://www.telegraph.co.uk/business/2024/05/27/why-more-online-shoppers-ditching-baskets-at-till/
Abandoning carts is nothing new, but if you’re seeing an increase in cart abandonment on your site, here’s what you can do about it:
1. Ensure you have an Abandoned Cart email flow in Klaviyo
The benefits of having this in Klaviyo vs Shopify include:
it can look the same as your other marketing emails
you can run a/b split tests and split paths for different customer groups
you can report on it alongside your other emails
you can include it in your daily cap of email sends, so customers don’t get bombarded
2. Ensure you also have Abandoned Browse and Abandoned Added to Bag flows
Whilst your Abandoned Cart flow will likely be your biggest revenue driver, these flows are still important and will help to sweep up customers who abandon earlier on in the purchase journey. When I added the Abandoned Added to Bag flow for an apparel client of mine, it drove an additional £70k in revenue in one month! So it’s well worth doing.
3. Answer your customer’s potential queries and concerns, both on the Product Detail Page, and in the flows themselves
Do this by:
Including links to your delivery and returns policies
If you have a free delivery threshold, make this clear across the top of your website and emails
Adding a Contact Us link
4. Include Reasons to shop with you in these flows
Metier
Missoma
This is key in getting across the value of shopping with you which answers the no 1 reason people are abandoning. Don’t assume that if you are a premium or luxury brand this means you need to offer a discount. You need to communicate what they are getting for their investment with you.
Having said that, tactical offers can be really powerful in abandoned cart emails. My advice?
> Only include them in the 2nd email, and only to someone who has never shopped with you
> Make them one time use, unique codes which are valid for a limited time
> Match your welcome offer
> Follow up with a 3rd email when they have 24 hours left to use the code
The bottom line is, if you’re not looking at these flows, you’re leaving money on the table.
Do you want an expert eye auditing and optimising your email flows?
Work with me.