An abandoned shopping cart is a term used in e-commerce, referring to a situation when a customer adds products to a virtual shopping cart on a store's website, but ultimately does not complete the purchase transaction. For a variety of reasons, such as a complicated purchase process, hidden costs, long delivery times or lack of preferred payment methods, customers may choose to leave the site without finalizing the purchase. This behavior is one of the main challenges for online retailers, as abandoned shopping carts mean potential revenue losses. Analyzing the causes of shopping cart abandonment is often used to optimize e-commerce processes to increase conversion and customer satisfaction.
The goal of abandoned cart automation is to encourage the user to complete the purchase 💰, improve the customer experience 🤝 and increase the conversion of the online store 📈.
According to market research and Persooa's experience, the average rate of abandoned shopping carts in e-commerce is over 70%. This means that one in three customers abandons their purchases after adding products to their shopping cart.
Abandoned cart automation allows you to win back some of these customers. According to various sources, 5% to 30% of purchases can be recovered through abandoned cart automation. This rate can vary depending on the industry, product categories, as well as the individual settings and strategies of the online store.
Abandoned shopping cart automation can be customized according to an online store's individual needs and requirements 🌟 such as the frequency and content of emails 📧, and special offers and incentives 🎁. This is an effective tool in the battle for conversion.
At this stage of the funnel, we have users who have added a product to the cart and filled in the details, but have not finalized the purchase and have ended the session. The customer is encouraged to complete the transaction via an email with the contents of the shopping cart, followed by a reminder 2 days later with, for example, an additional discount.
This scenario works similarly to the previous one, but much faster. It is triggered shortly after the user has abandoned the shopping cart and uses additional channels and recommendation mechanisms in subsequent messages, e.g. similar products / products with a discount in the category, etc.
A dynamic popup or content in a dedicated place on the website or mobile app appears to users who have abandoned their shopping cart. The purpose is to try to grab the user's attention and remind them of the products that were added to the shopping cart. The pop-up can contain different types of information, such as:
a reminder about the products in the shopping cart;
a special offer or discount on the products in the shopping cart;
a link to the shopping cart page so the user can quickly return to it and make a purchase.
Important: in case users do not proceed to the second stage of the shopping process without leaving personal information, e.g., email address /phone number, and are also not recognized by us during the session as existing users in our CRM, then we have the option to extend the abandoned cart scenario via web-push or by adding the user to a segment in a display campaign.
