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How to Sell an Abandoned Cart in an Online Store or App?

SMSAPI Abandoned Cart SMS

You spend money to generate a lead, move it down the funnel, and you keep it engaged. But, at the very end, just after adding products to the cart, your would-be client closes the tab. Sounds familiar? Today we are going in depth why it’s worth trying the new tools that will help you to recover abandoned carts.

For most marketers, e-mail is a basic method of reminding about the abandoned cart. Usually, it would include a discount — the final incentive that is expected to push an undecided customer towards payment site.

How to choose the right tool?

Form and content of the communication depends on a relation between your brand and client:

  • new client — because of the lack of marketing consents, the communication should be based on remarketing, advertisement on social media, ad networks and search engines;
  • registered client — if a client allowed for marketing communication we suggest using more direct approach: e-mail and SMS;
  • returning client — reinforce the trust by offering something more: discount, free shipping or an extra.

Creating a catching headline that would guarantee a high open-rate is difficult. Fortunately, there are other methods!

Back to the path

The problem of no conversion at the last step reaches further than abandoned carts in e-commerce. It goes as far as filling forms, ordering services or in-app purchases. If you can track engagement step by step — check where the lead left. It will help you to personalize the reminder content.

Similarly to the periodical reminders about items waiting in wishlists, the cart notifications are based on a buying decision. Use the clients’ motivation and remind them about their choices.

SMS is an effective and direct way of reaching your customers with a reminder. Use your buying personas to prepare its content. Take buying preferences, order history, purchase frequency and amounts spent into consideration.

If you don’t have such statistics or cannot collect them, don’t worry — use what you have: contact data, history of viewed items or a wishlist.

What do you need to start SMS notifications?

Form and content of the communication depends on a relation between your brand and client:

Their haste is your ally

Send an SMS message with a link to a payment site. I cannot stress it enough: do personalize the link. Serve your product on a silver platter so that the customer won’t have to do anything but clicking “Order”.

Add a discount or a free shipment. The choice of the incentive should be backed by A/B tests. They will help you to select the right one for your target group.

Timing of the message is equally important. Test various intervals, because SMS sent too early might be considered spam. On the other hand, reaching your customer too late might also be risky, as your competition never sleeps.

Defining the values of “early” and “late” requires intuition. Due to the speed in which SMS messages are received (according to our recent research 69% of SMS are read during first 5 minutes, 91% within 1 hour), a period of a whole day might be too long. Think of hours. Make your SMS an offer they cannot… abandon 🙂

Examples of reminder messages

Sometimes, 160 characters are all it takes to push an undecided customer and get a positive review. After all, nothing says “we care” better than going an extra mile for your customers.

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Although the cart reminders are not the most popular methods of marketing, they have a certain advantage — they allow you to directly contact a customer interested in a specific product in your offer. Such favorable conditions are rare, so you don’t waste them!