How to Deal With Cart Abandonment: An Omnichannel Automation Strategy
by Karolis Civinskas, on Aug 24, 2021 9:00:00 AM
Karolis is a partnerships manager at Firepush. He’s responsible for building relationships with online communities and creating content that helps Shopify store owners advance their businesses. In addition to managing content relationships, Karolis enjoys photography, books and music.
Why try an omnichannel approach to abandoned cart recovery?
You’ll have a better chance to reach buyers. Omnichannel recovery means communicating across multiple channels, which gives you more opportunities to get your messages opened and read.
But what does this omnichannel cart recovery strategy look like? How do you actually target cart abandoners on different marketing channels and entice them to revisit their order?
In this article, we’re addressing these questions and take a close look at omnichannel cart abandonment recovery strategy.
What is an Omnichannel Cart Recovery Strategy?
Omnichannel cart recovery strategy is an approach to abandoned cart recovery where a business uses different marketing channels (emails, SMS, push notifications, ads, Messenger notifications, etc.) to send automated reminders to buyers.
The biggest advantage of using an omnichannel approach is greater visibility. By sending out cart reminders via channels buyers are using every day, businesses get a better chance to get them opened and read.
And since the global cart abandonment rate is higher than 70%, using the best techniques to increase sales is a must.
How to Create an Omnichannel Cart Recovery Strategy
The best news about an omnichannel cart recovery strategy is that your ecommerce store can automate pretty much everything that goes into it. This means you can recover sales on autopilot.
To make this happen, we need to start by deciding which channels to use to target customers with reminders.
Step 1: Choose Cart Recovery Channels
The term “omnichannel” means that your strategy will span across multiple marketing channels. So it’s your job to choose the channels to share cart reminders with buyers. Your ecommerce store surely uses a few, so we can start from there.
The most popular channels include:
- SMS messages
- Browser push notifications
- Facebook Messenger notifications
- Chatbot messages
- Website popups
You can set up automatic campaigns to be sent to customers on all these channels according to your time settings (which is essential, as we’ll find out soon). But you don’t need to use each channel for your cart recovery strategy.
The goal is to choose the channels your customers prefer. For example, if your business has been successfully using emails and SMS message marketing, then throwing Facebook Messenger in the mix might be unnecessary (unless your buyers are used to communicating with you via this channel).
The final choice depends on your customer knowledge and research. For example, emails and chatbots might be more effective for smaller ecommerce stores while SMS messages and Messenger notifications could be better for large retailers.
Let’s see a couple of quick examples of how businesses are using these marketing channels to recover carts. Below is an example of a cart recovery email containing a discount to encourage the customer to finish the purchase.
Chatbots are also becoming more popular in helping online stores recover sales. A website chatbot shows a cart notification before buyers leave the store.
Below is an example of such a cart recovery chatbot, showing support options to resolve potential problems the customer might be having.
Step 2: Get an Omnichannel Marketing App
Implementing cart recovery campaigns on multiple channels is easier with marketing automation apps. Such an app would give you a place to create, manage, send, and monitor the performance of campaigns.
What you need is an omnichannel marketing app for your ecommerce platform (Shopify, WooCommerce, Wix, etc.). These apps allow you to market your business on multiple channels and include cart recovery campaigns for them.
Most omnichannel cart recovery apps include emails, SMS, and push notifications. The best Shopify apps, for example, offer these channels to recover sales if you search for “Cart Recovery.” Here are the top results.
Tips for choosing a good omnichannel app for cart recovery:
- Good rating. Pick an app that has a high rating (4.5 stars and higher) because it means that most users had a good experience using it and recovering sales.
- Free trial. Trying an app for free to get used to the interface and features, and see if it works well.
- Customer support. Check reviews to see if current users are satisfied with the quality of customer service they’re getting.
The most important thing is to pick an app that allows running cart recovery campaigns on multiple channels you defined to be viable. In most cases, those channels will include emails, SMS, and push notifications.
Step 3: Create Cart Recovery Campaigns
Assuming that you’ve chosen an omnichannel cart recovery app, it’s time to set up automatic campaigns to send to customers. Campaign creation includes making content, discount coupon codes, texts, and other elements.
The best practices for abandoned cart recovery campaigns regardless of the channels you’ve chosen include:
- Get the timing right. Send the first reminder on the same day while the memory of wanting to have that product is still fresh. The subsequent message should be delivered the next day or even later.
- Consider giving discounts. They are the primary reason why 41% of online shoppers buy online, so they can motivate “abandoners” to convert.
- Add product images (where applicable). The image could motivate buyers to go check the product once again.
Apart from the general best practices, you can also use channel-specific tips to make your campaigns recover more sales. Let’s now take a look at a simple example of a cart recovery email to discover the practices that brands use.
This email from Verival has these must-have elements:
- Personalized greeting containing the name of the customer
- Short and sweet text addressing the customer and advising on these steps
- Product images to remind the customer about the items they wanted to buy
- Contrasting CTA button that’s very easy to notice
- Discount code to reduce the order cost
As for the number of abandoned cart emails...
Try two emails and check the conversion rate in your email marketing app.
If someone hasn’t made a purchase after receiving two emails, the subsequent ones are likely to be unnecessary. But if the second email converts at least a few percent of customers, add the third one to the abandoned cart email sequence.
To summarize, create your cart recovery campaigns in your omnichannel marketing app to get them ready. Most apps will help to automate many tasks in this process, including content creation. Images of abandoned products, for example, will be automatically added—you just need to set everything up.
Step 4: Activate and Monitor Your Campaigns
Use your chosen marketing app to set up times to send campaigns. As mentioned, you should send the first cart recovery message the same day the abandonment occurs (preferably within a couple of hours). Consider following up with another reminder in 24 hours.
Activate your campaigns and wait for a week. Then, check back to see how they perform. If the cart recovery rate is less than one percent, consider creating more versions of campaigns with different texts or experimenting with discounts.
Experimenting with different versions of cart recovery campaigns is quite often necessary to define techniques that work best. In some cases, even a couple of different sentences in recovery messages can make a difference.
Omnichannel Approach to Cart Recovery: Summary
The most important goal of the omnichannel cart recovery strategy is to reach customers through channels they prefer to use. That’s why the selection of customer-preferred channels is essential to maximize engagement.
Choosing an app you can comfortably use to create, manage, and monitor cart recovery campaigns is also important. Making automatic campaigns could seem a bit daunting, especially for beginners, but the trick is to use your marketing knowledge to convince customers to convert.