8 min read
Published On: 2022-08-10
Customers may leave your DTC brand’s website or app due to a variety of reasons. This may lead to them abandoning browsing sessions or items in their cart, which can hurt your sales but there are effective methods to recover such lost opportunities while delivering a positive experience.
From browse abandonment messages for online window shoppers to cart abandonment emails for potential customers with numerous items in their cart, we've got you covered.
But first let’s delve deeper into what is browse abandonment and cart abandonment.
53% of online shoppers always do research before they buy a product.
Only 10% of visitors to ecommerce websites actually add a product to their cart.
The rest, 90% of your website visitors, can rightly be considered as “browse abandoners”.
Browse abandonment rate might not be the most common metric in ecommerce, but with the right action behind it, it can be immensely powerful in raising your lost revenue.
As soon as you know the abandonment rate on a particular product page, you can find out what's wrong with it in order to fix it and boost sales.
If you can track and tag individual customers (who abandon their visit to your site after seeing a product page) via your CDP, you can follow up with them through more targeted, nuanced browse abandonment messaging (emails, SMSes, and chat messages, etc).
If you’re using a CDP like Moda, setting up a browse abandonment segment among your customers is relatively simple.
With the CDP connected to your website and app, you can create various browse abandonment segments, including anything from first-time shoppers to loyal customers who have viewed a specific product page multiple times before making a purchase.
Now, a simple browse abandonment flow can be created to persuade a specific user segment back to complete a purchase. For instance, your messaging sequence can be on the lines of:
Finally, as with any messaging flow, it’s important to space out these emails/SMSes correctly and make sure that they match your overall strategy and messaging.
This roughly equates to $260 billion in ecommerce sales lost from people in the US and EU who didn’t complete the purchasing process!
With proper actions taken at the right time and the right messaging sent to those customers who abandoned carts, your DTC brand can recover a lot of this lost revenue.
Once you’re aware of your website or app visitor’s obstacles for not completing the purchase, you need to look at your website, app, product, pricing strategies, shipping charges, and product & marketing messaging and take the right actions to re-engage and incentivize them to buy.
Platforms like Moda should be utilized to remind customers of their forgotten purchases or abandoned products in the cart and give that necessary gentle nudge. This can be accomplished via sending the right messages at the right time through emails, SMSes, and chats.
As with browse abandonment, focusing at least part of your ROI and email/SMS marketing strategy on abandoned carts comes with two core advantages:
Here, again, the benefit of a CDP like Moda comes handy.
You can easily build a customer segment of cart abandoners, which you can then target with email and SMS messaging flows specifically designed to help them in that final step. Here are a few messaging strategies that maybe used either in sequence or in a blended way depending on your product, your brand voice, and marketing strategy:
When building a cart abandonment messaging flow, it helps to build on these messages proactively.
For example, the first outreach might be a simple reminder and/or include social proof, followed by a discount coupon only for those who don’t respond to the first email.
Free shipping might be the final push to see if persistent cart abandoners still have a chance to convert.
Both individually and when done together, browse and cart abandonment strategies can go a long way towards optimizing your email and SMS marketing strategies towards revenue.
When implemented and automated, they’re a great opportunity to offer your users and customers a second, a third, and a fourth opportunity to convert, instead of giving up on them immediately.
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