Cart abandonment is annoying for online store operators: customers have selected products but do not make a purchase. Marketing Automation offers a remedy. It offers tools to win back customers.
Statistics show that 60 percent of shopping baskets are abandoned - no order is placed. The causes of shopping cart abandonment are varied. What they all have in common is a lack of sales. The website visitors have already placed products in the shopping cart and thus activated the purchase process. However, the purchase process is not completed and no sales are generated, which raises the question of how the unused potential can be utilized. How can you avoid shopping cart abandonment and generate sales? We will show you how you can use marketing automation for this task.
Website visitors cause shopping cart abandonment, among other things, because
As you can see, there are many reasons for shopping cart abandonment. To prevent this, it is advantageous to know why this situation arises. As soon as you get in touch with customers, you will find out why abandonment often occurs. Offer website visitors the opportunity to provide feedback. In this way, you will find out what the underlying causes are.
If you use a marketing automation system, this offers you the chance to recover customers who have abandoned their shopping baskets. Remind customers of the shopping cart. In this way, you can address all customers who have simply forgotten to complete the purchase. If users have filled the shopping cart while on the move - for example on the bus or train - but then haven't had time to complete the purchase, they will be grateful if they are reminded of the shopping cart at a later time.
In all campaigns, care must be taken not to appear too intrusive. The customer must have the opportunity to remember the shopping cart themselves. It is therefore crucial to use the right time to send emails. Equally important is the design of the content of the emails. The customer must be encouraged to buy, but must not feel under pressure. They must perceive the emails as a positive service.
If it turns out that no purchase is made even after a reminder has been sent to the shopping cart, then there appear to be unresolved reasons for the shopping cart abandonment. You need to find out why the customer is not making a purchase even though they are interested in products from your range. Send an email in which you find out the reasons for the lack of purchase.
Many customers appreciate it when companies show interest in their opinion. Customers are given the chance to tell you why they have interrupted the purchasing process. In this way, you learn more about the background. You recognize existing problems in the online shop and make appropriate adjustments if necessary.
For example, if you discover that there are technical problems with the purchase process, you must act immediately, otherwise sales will be lost unnoticed. If many customers are reluctant to make a purchase because they miss certain payment options, you need to consider whether you deliberately do not offer the relevant payment options or whether it makes sense to offer additional payment options.
Marketing automation offers you the opportunity to generate sales from shopping cart abandonment. Customers return and complete the purchase - ideally. The key is to implement marketing automation professionally. The customer is first reminded of the shopping cart. If this is unsuccessful, you should find out the reasons for the abandonment in order to eliminate them in the long term.