Cart abandoners are not the enemies of your online retail business, skewing your site metrics. In fact, they could be your best prospects.
So says research conducted by ClickZ’s Charles Nicholls to be compiled in an e-book this month. His analysis of the behavior of more than 600,000 online users and 250,000 e-commerce transactions show that shopping cart abandonment is now a natural part of the buying process. The key for e-commerce merchants is to recognize cart abandonment as such and then to create marketing programs to capitalize on the different situations in which customers abandon their carts.
Nicholls split customers who abandon their carts into three segments: one-time abandoners, serial abandoners and recent goal abandoners. Serial abandoners appear to be the sweet spot for conversions.
Serial Shopping Cart Abandoners
Serial shopping cart abandoners put items in their carts and then abandon their purchases multiple times within a one-month timeframe. Forty-eight percent of these customers will convert after being remarketed to – that’s more than twice the rate at which one-time abandoners who are remarketed to convert. An average of 18 percent of one-time abandoners will pull the trigger on purchasing after being remarketed to.
Recent goal abandoners are e-commerce customers who have already completed purchases with your website but then come back to your site and abandon their carts. These customers, who have already bought from your e-commerce website, are the most likely to abandon their carts again, but they are also the most likely to make another purchase from you.
How E-Commerce Retailers Can Capitalize on Shopping Cart Abandoners
E-commerce merchants need to recognize shopping cart abandonment as a natural step in the buying process and create plans that offer specific messaging and service to cart abandoners. Here at Blueport, we have helped many of our clients find success by creating marketing programs like these:
Remarketing Emails
Your e-commerce retail business should have an email plan in place to reach out to customers who abandon their shopping carts. The messaging can be fairly specific since you know a lot about these customers, including the specific items and categories they are shopping for.
And don’t forget to reach out to those who have bought from your website. Follow up with additional offers and related products based on their purchases. If you win a customer over with one purchase, you could have a customer for life.
Remarketing Advertising
Similar to an email strategy, you can use display advertising to remarket to your customers once they have left your site. While there is debate about how Big Brother remarketing and retargeting ads can feel to consumers, when implemented correctly, they can lead to increased conversions.
Related Posts:
So says research conducted by ClickZ’s Charles Nicholls to be compiled in an e-book this month. His analysis of the behavior of more than 600,000 online users and 250,000 e-commerce transactions show that shopping cart abandonment is now a natural part of the buying process. The key for e-commerce merchants is to recognize cart abandonment as such and then to create marketing programs to capitalize on the different situations in which customers abandon their carts.
Nicholls split customers who abandon their carts into three segments: one-time abandoners, serial abandoners and recent goal abandoners. Serial abandoners appear to be the sweet spot for conversions.
Serial Shopping Cart Abandoners
Serial shopping cart abandoners put items in their carts and then abandon their purchases multiple times within a one-month timeframe. Forty-eight percent of these customers will convert after being remarketed to – that’s more than twice the rate at which one-time abandoners who are remarketed to convert. An average of 18 percent of one-time abandoners will pull the trigger on purchasing after being remarketed to.
Recent goal abandoners are e-commerce customers who have already completed purchases with your website but then come back to your site and abandon their carts. These customers, who have already bought from your e-commerce website, are the most likely to abandon their carts again, but they are also the most likely to make another purchase from you.
How E-Commerce Retailers Can Capitalize on Shopping Cart Abandoners
E-commerce merchants need to recognize shopping cart abandonment as a natural step in the buying process and create plans that offer specific messaging and service to cart abandoners. Here at Blueport, we have helped many of our clients find success by creating marketing programs like these:
Remarketing Emails
Your e-commerce retail business should have an email plan in place to reach out to customers who abandon their shopping carts. The messaging can be fairly specific since you know a lot about these customers, including the specific items and categories they are shopping for.
And don’t forget to reach out to those who have bought from your website. Follow up with additional offers and related products based on their purchases. If you win a customer over with one purchase, you could have a customer for life.
Remarketing Advertising
Similar to an email strategy, you can use display advertising to remarket to your customers once they have left your site. While there is debate about how Big Brother remarketing and retargeting ads can feel to consumers, when implemented correctly, they can lead to increased conversions.
Related Posts:
- New Insights on How Consumers Research Products and Shop Online
- Engaging Site Visitors Through Email
- Online Research Is Critical for Big-Ticket Purchases
- Will You Make Back Your Online Advertising Spend in Store Sales? Yes!
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