Abandoned online baskets can be a rich source of revenue.

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1 Abandoned online baskets can be a rich source of revenue. The ebook explains how you can use retargeting to reengage customers and reduce shopping cart abandonment.

2 Welcome to abandoned online baskets can be a rich source of revenue. 7 out of 0 shoppers abandon their carts with products in them. The reasons for abandoning shopping carts are multiple and e-commerce merchants are trying to find ways to re-engage with shoppers to try to finalise the sale. The most common way to re-engage with shoppers is to use shopping cart abandonment remarketing mechanisms. Shopping cart abandonment processes have evolved as well as the overall understanding of customers about cookies and web analytics. Basket abandonment is not a bad thing, but just a reflection of the shopping process, customers drop items into their baskets as part of the consideration process; comparing options, looking at shipping costs and delivery dates it has become normal practice. If this is dealt with effectively re-marketing allows customer service mentality to re-emerge; re-injecting that personal touch into the shopping experience. The way these processes are implemented is critical. The frequency and sequence of communication sent to shoppers to try to finalise the sale as well as the relevancy of the message sent make this process a success or a failure. Shopping cart abandonment is a unique opportunity not to be missed it will help you maximise your revenues whilst increasing the credibility and trust of your customers. Using automated s delivers consistently high returns. In many cases conversion rates can be as high as 5% for the targeted audience and often shows an increase in basket size.* We surmise that the lingers in their in-box or open on their phone tempting them over and over to return and buy the products.

3 Triggering an action rapidly after the abandonment of a cart online will help you recoup potentially lost customers. Timing is the factor that will make the close of your online sale ultimately succeed or fail. An immediate touch can I help you can make all the difference and drive immediate conversion. It is all about building trust and showing credibility to your customers helping them to make the decision to purchase and get them to push their abandoned cart over the payment line. Including a call back button or follow up SMS to increase conversion rates. When customers are actively researching about products, browsing prices, options and ratings they might not find all the information they require to make a final decision. For example details of a product, the size or the colour might not be directly available on the e-commerce site. With a triggered you can try to re-open the conversation. Or optionally integrate a call back button so they can easily get in touch with your customer service. One hour later The timing for sending your first trigger should be within an hour as customers might have encountered a problem in finalising their purchase. You therefore need to promptly address likely reasons for the shopping cart to be abandoned. It helps bring continuity to the buying process and will keep your customers engaged. One day later Follow-up with another to re-assure them, tell them that their abandoned cart is still available online. They still have a fresh picture of the product and their experience on your e-commerce website. This will give your customers the opportunity to go back and possibly make modifications of their saved shopping cart. One week later A third can be sent a week later to inform them of a special discount or offer. Alternatively you can cross sell by offering other related products or offers. The last communication is a bit more sales oriented than the previous two s. Be slightly wary of the discount route as it has been found that a growing group of consumers do this regularly to get the best offers.

4 Your cart abandonment should deliver a sense of trust, excitement and urgency, enabling a tangible desire to buy your product. If you follow this emotional engagement closely your ability to sell will then go up dramatically. The key components of a good shopping cart abandonment are: sender subject line visual reminders of the product(s) personalisation branding a clear call to action button. Compelling sender / subject line Re-marketing is about driving sales through a compelling reminder. The should be branded and recognised as a helping hand; Customer Service is a good way to brand your . The subject line needs to be short, catchy and trigger an immediate reaction. For example: how can we help you? your shopping cart is still with us. Clear message about shipping costs According to Forrester one of the most important reasons for abandoning carts is costs for shipping and handling being too high. If you are able to address this strong reason for customers to abandon their carts then chances for you to close the sales will be much higher. Call to actions Call to actions must be clearly highlighted; view cart, continue shopping, complete your order. The call to action button should be subtle yet strong enough to encourage customers to return to their shopping basket in a seamless way and complete the checkout process

5 Return Policy Having a direct link to your returns policy can help customers to review it and realize how easy it is to send items back. Informing customers about the process of buying with you will encourage them to trust in your brand. Security Show on your shopping cart abandonment that your site and your payment processes are secured. This will help your customers to feel more confident in buying from you. Customer support Integrate a strong customer support approach by clearly displaying your customer service phone number or chat service. Better still integrate a call back button so they can contact your support team directly. Time notification When sending the shopping cart reminder you can create a level of urgency by letting your customers know that the shopping cart is available for a limited time only. Picture of one of the products Have a clear visual about the product left in the abandoned cart; ideally your best-selling product should be the one to show. Personalisation Most service providers will enable you to customise your messages with the recipient s first name; Dear <<first name>>, we are saving your cart for you, <<first name>> Save xx% on your order, <<first name>> Layout Shopping cart abandonment s should be short and compact; enabling key elements to be visible above the fold in order to increase your click through rates. The text needs to be functional and items displayed clearly. Clear branding, friendly images, simple colour schemes and highly contrasting call to action buttons will stand out. With these aspects in place you stand a great chance of re-capturing the sale. Conclusion - Be helpful not pushy In a friendly way introduce how you can help, remind your customers about abandoned items in their cart. Inform your customers about the support you can offer in the checkout process, remind them about their abandoned items as well as about items selling out fast and create urgency for them to make a decision. Remarketing campaigns should be something recipients will find useful, the purpose isto get customers to complete checkout and not be pushy or forceful. Shopping cart abandonment is a unique opportunity not to be missed it will help you maximise your revenues whilst increasing credibility and trust in your brand for your customers. 5

6 Based in Shoreditch, cloud.iq provide easy to use and affordable conversion tools for businesses who want to increase revenue from their online activity and accelerate their online conversions. We help businesses convert their web traffic to customers. We have been doing it for 0 years for major blue chips round the world. This year we launched the same platform but on a self-service model to give all businesses access to this critical technology. cartrecovery enables businesses to track and recover abandoned carts, by automatically retargeting customers who drop out part way through the checkout process. The tags are simply integrated with your online checkout to capture customer s contact details and abandoned items from their checkout. It then uses these details to populate and dispatch a recovery response automatically, following a set period of time after the customer abandons. This response then links the customer back to their checkout to complete the sale. You can further strengthen your marketing activity with callme; design and deploy a call back button on your website to allow web visitors to easily request a call back from you. When requested a call back is automatically created and if out of hours it will be rescheduled for when you are next in the office. Text messaging is a very effective communication channel with many uses such as promotions, appointments and confirming delivery details. Use smartsms to set up and schedule bulk personalised text messages to your customer, By implementing just one of our apps, we can increase your sales by a minimum of 0%, sign up and we can help you improve your online returns. This white paper was produced in conjunction with emocial who are at the forefront of applying Internet-focused technologies and best practices to achieve client success. 6

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