What Every Small Business Needs to Know to Beat Cart Abandonment

If you’ve launched a new ecommerce business, you might feel overwhelmed by all the abandoned carts (i.e. the incomplete purchases) you see every day.

Luckily, abandoned carts happen to virtually all ecommerce businesses. So, while you certainly want to create a seamless checkout process, you can take solace in knowing that incomplete purchases are normal.

In fact, roughly 70% of customers fail to complete their purchases, according to 2019 Statista data.

Still, every ecommerce business should understand why abandoned carts happen, and they should have a strategy to convert those hesitant shoppers.

And a crucial part of that strategy is the implementation of an automated email campaign triggered by abandoned carts.

Why? Abandoned cart emails work. Businesses that send three abandoned cart emails drive 69% more sales than those that send just one. But your emails need to address the reasons that your shoppers left.

Oberlo Abandoned Cart Email Chart, Based on Omnisend Statistics

Source: Oberlo

Read on to learn why shoppers abandon their carts and suggest strategies that you can implement in an abandoned cart program to lure them back and convert them.

Abandoned cart facts you should know

But before we dive in on how to tackle cart abandonment, here are the five reasons why ecommerce shoppers most typically fail to finalize their orders.

Primary reason for digital shoppers in the United States to abandon their carts as of November 2018

Source: Statista

1. 63% percent of shoppers abandon their carts because of shipping costs.

Being online doesn’t change how people shop: In other words, online visitors roam. In a store, for instance, they might leave one display to browse another.

The difference online is that your shopper may leave the site altogether.

How do you get them back, especially if they’ve shown intent to purchase but were put off by your shipping costs?

Show the value of the products your visitors left behind.

Consider a series of emails that trigger your shopper to re-engage because your products are just that good. To do this, your email needs to get them excited about the items they left behind.

Use your messaging to provide details about specific features. Include distinctive and high-quality product images.

J.Crew uses this tactic in its abandoned cart emails.

J. Crew Cart Abandonment Email Example

Source: Really Good Emails

Something to notice here is the succinct wording that explains the products’ quality. Each description is a single line, but each shares a couple of key elements—for the sweater, “lambswool,” and for the shorts, “broken-in.”

Plus, there’s an offer shared in a different color and an italic font: “Now on sale.” Be careful about always giving a deal, however.

Here, the offer is distinct from shipping, meaning buyers won’t abandoned a cart in the future just to get a deal.

2. 46% of shoppers fail to convert at the purchase point because their discount code doesn’t work.

Everyone loves a discount—it’s why coupon sites are among the most popular online destinations. But if your customer enters a code and it fails—no matter the reason—it’s a key trigger that leads them to shop elsewhere.

Remind customers of the discounts they could enjoy.

Here’s the secret, though: Even if customers’ discount codes fail because they’re outdated, or you had a backend dev issue with your site when they were shopping, don’t leave it to chance. Instead, be straightforward and offer the discount again.

Make the messaging direct and simple, in the subject line and throughout your email. That’s how Uber Eats tackles it.

Uber Eats Discount Code Email Example

Source: Really Good Emails

The email’s main text offers the discount and reminds customers they still have discount options.

The email also provides a quick button to continue to purchase, and it spells out the code in a large font in a different color. Make your calls to action obvious, clear, and easy for your customers to use.

Another tactic Uber Eats uses in its email is to make sure its customers know how its ecommerce app works.

The email provides a simple 1-2-3 guide in case would-be buyers had additional issues. The steps are simple, commuincating that the app is equally easy to use.

3. 36% of shoppers abandon their carts because their orders will take too long to ship.

Shoppers often will question the ease and convenience of shopping online if it takes too long: Checking out and shipping should be quick for any purchase.

Automation becomes a critical component. It lets your site respond in near-real time when a cart is abandoned to break that chain of thoughts and to interrupt would-be customers from making their purchases elsewhere.

Use email messaging to create a sense of urgency.

One way to keep your wandering customers engaged with your ecommerce business is to use urgency in your email messaging.

This works particularly well with items that have extended shipping times.

Harry’s, a men’s grooming brand, strategically uses a countdown timer in its emails to customers with abandoned carts.

Harry’s abandonment email reminder example

Source: Really Good Emails

Learn about Campaign Monitor’s Countdown Timer feature here.

The top signals the time left on a shipping offer with a specific window—in this case, tied to holiday delivery.

The email also clearly spells out the timing on the delivery, sharing with the customer when he or she must purchase by to ensure delivery by a specified date.

While this email relies on a highly desired holiday delivery date, you can use this tactic just as easily at any other time of year with clear messaging.

As a bonus email tease, Harry’s uses a clever postscript to encourage shoppers who might open the message after the deadline or who might want to make a purchase unrelated to a holiday gift.

In other words, give your customers options.

4. 30% of customers don’t convert if they have to re-enter their credit card information.

Customers leave when your site asks them to re-enter their credit card information, meaning your onsite user experience needs to be frictionless at every step.

If you don’t change how you gather payment information, or if your data shows card entry tends to lead to drop-offs even at the initial ask, you can directly target these customers through an abandoned cart email campaign.

Be direct in abandoned cart emails.

When it comes to credit cards and payments, don’t be cute or clever: Be clear and make it easy for your customers to complete their transactions with as few steps as possible.

This email from the customer engagement platform KISSmetrics gets right to the point.

Kissmetrics credit card reminder example

Source: Really Good Emails

The email states the purpose upfront and provides not one but three ways for the customer to finish the purchase.

The self-serve option is given the most prominence, using a hyperlinked blue button with a clear CTA: “Update Your KISSmetrics Credit Card.”

But the note also gives the customer the option to reply to the email or reach out to a second email address included as a hot link.

Always consider that your customers might like to interact with your business in different ways.

5. 25% of ecommerce customers abandon carts when asked to re-enter shipping details.

Having to re-enter shipping information might be the fifth item on our list of cart abandonment reasons, but if 25% of customers opt out, it should be high on your list of concerns.

Just think of the impact to your bottom line.

Abandoned cart email campaigns can achieve a 10% conversion. So, if you had 100 customers shopping, but 25 of them opted out, then 2.5 of those shoppers could be brought back into the fold.

Every sale counts.

Use abandoned cart email programs to convert.

You want to make your customers feel part of your ecommerce community, whether they make a purchase or not.

But, of course, you also want them to convert.

One way to be encouraging and make them feel welcome is to use an abandoned cart email campaign to keep them moving through the buying process.

Here’s a perfect example of that in an email from personal styling site Thread.

Source: Really Good Emails

The Thread email acknowledges that it might be a bit of a pain to become a new customer, but it then includes some value-add details about why it pays to keep going.

The message also uses storytelling to convey information about the business and shares that the would-be customer needs to add only a couple of more items to seal the deal.

Takeaways for beating the abandoned cart

A specific incentive to get your customers to return to their carts never hurts.

You can offer discounts or free shipping, but remember, you should also have a clear goal for your abandoned cart email program: getting your customers to complete their purchases and come back again.

Here are five methods you can use to tackle cart abandonment reasons:

  • Show customers the unique value of the products in their shopping carts.
  • Send a discount.
  • Use a series of abandoned cart emails to create urgency.
  • Be direct in abandoned cart emails that ask customers to provide payment information.
  • Use abandoned cart email programs to encourage your customers along the purchase process.

Wrap up

From welcome emails to re-engagement campaigns and beyond, we seamlessly integrate with your ecommerce platforms—BigCommerce, Shopify, and WooCommerce—so you’ll have all the features you need to exceed your goals.
CM Commerce features:

  • Premade conversion campaigns to recover revenue from abandoned carts
  • Follow-up segmented and personalized emails for cross-selling
  • Product reviews that spotlight your happy customers and build trust (and sales)
  • Automated feedback to increase repeat revenue
  • Ready-to-go receipt templates or custom versions, coupons, and rewards with your branding

Try CM Commerce today for free.

The post What Every Small Business Needs to Know to Beat Cart Abandonment appeared first on Campaign Monitor.

How to Effectively Use Popup Messages in Your Ecommerce Strategy

This is a guest post from Becs Rivett-Kemm.

The use of popups in ecommerce sites can generate intense conversations among marketers.

Popups are often controversial and can even draw heat. It’s safe to assume Elliot Ross, founder of the London creative agency Action Rocket, isn’t a fan:

Elliot Ross tweets about popups: "Exit intent popus are the 10-2am dance-floor pest of growth hacks."


It was this very tweet that inspired this post. Elliot and I have exchanged digital words about popups previously. Clearly, he leans toward disliking them but we’ve agreed to disagree.

We operate in slightly different parts of the marketing sphere, so perhaps he hasn’t faced the same challenges I see daily in trying to help businesses grow customer and prospect lists organically.

(And organically is the only way I recommend growing your list, by the way. Pick up pointers in this guide, “The Modern Marketer’s Guide to Growing an Email List.”)

But back to popups in ecommerce: I’m here to make the case that they are often wrongly maligned and can play a critical role in driving engagement and convincing potential customers to take the first step toward conversion—by sharing their email address with your business.

We know that popups work. Consider this from another of our posts on capturing email addresses: “When popular SEO blog Backlinko added an exit intent popup (a popup that only shows when people leave your site), it doubled its email subscribe rate overnight.

In fact, Backlinko’s little change made an extra $82,125 in just one year.”

So, how can marketers help their ecommerce sites do more things right and less things wrong? How can you effectively use popups in ecommerce strategies moving forward?

You’re about to find out, but first, let’s talk about why people tend to dislike popups.

Three reasons people dislike popups on websites

Let’s start with trying to understand why people say they don’t like popups.

It comes down to a few sad truths that mainly revolve around how we create and deploy them.

1. Widespread use of poorly executed popups.

Often a business will deploy popups on a website at every possible opportunity to capture would-be customers’ email addresses.

The most egregious of these is the popup that appears the moment a visitor arrives on your site. It’s particularly annoying if it’s a first-time visit.

An unsuspecting visitor hasn’t even had a chance to see whether he or she likes any of your products or services and you’re asking for an email address. It’s annoying and will hinder your email capture conversion rate.

2. Obliteration of the user experience on mobile.

Many businesses continue to use full-screen popups on mobile devices.

It’s bad for a couple of reasons. First, it’s ugly UX. Your customer, for all intents and purposes, is unexpectedly dumped from your site and can see only your popup.

Second, you put your site at risk of being penalized by Google. Granted, search engine algorithms change frequently, but you must know what they search against, as well as when and why they ding your ranking for certain behaviors.

This is particularly true for Google, which far outpaces other engines in delivering search traffic to ecommerce sites.

3. Poor copywriting.

When it comes to digital marketing, words are everything. Words can encourage (or discourage) visitors to continue browsing your site.

Ever heard of manipulinks? This type of copy in popups and emails tries to guilt you into signing up by making the opt-out option really unappealing.

For instance, the first option in the popup might offer an incentive such as, “Sign up for 10% off your first order.” But then the opt-out option goes for the jugular with, “No thanks, I don’t like discounts.”

Here’s an example shared on Twitter for #manipulink:

 Manipulink example


This technique might work because it creates a moment of cognitive dissonance, but it’s also equally likely to be repugnant to your would-be customer.

Your aim is to create trust and ultimately loyalty—not animosity—toward your brand.

Four suggestions for creating winning website popups in ecommerce campaigns

As marketers, we’re aware that popups are irritating, so how can we improve them? They need to help with lead generation while also creating goodwill among customers and would-be customers.

1. Be less intrusive.

Give your visitors a chance to get to know your business. Set a delay for your popup so people can view your site and see if it’s of interest before being asked to share their email addresses.

That’s the minimum threshold for making your ecommerce business appear polished and professional.

That’s how Onnit Labs, a vitamins and supplement company, approaches popups. Its site has a time-delayed popup that waits for customers to begin browsing products before offering an incentive for sharing their email addresses.

Onnit email sign up pop up example


2. If your customer clicks through from an email, don’t annoy them with a lead-gen popup.

You already have that email address.

There is a chance this visitor clicked through from a forwarded email. For that reason, it’s good to include at least one of the following:

  • A message at the bottom of all your emails that says, “Were you forwarded this email and you’re enjoying it? Sign up here.”
  • A static signup on your site (usually as part of the footer) where visitors can sign up for your brand’s newsletters, a VIP membership, special discounts, you name it—particularly if they’ve suppressed popups.

These can be discreet because they are now expected. Visitors know to scroll to the footer to look for such a signup, like this one just above the footer on the website of women’s clothing retailer LOFT.

LOFT footer email signup example


3. Target your popups.

Don’t just splatter the same popup everywhere; tailor popups to specific sections of the site. It’s more intelligent, and you will see better subscription rates. Let’s break it down with an example.

You’re a site selling luxury handbags, but you don’t have many SKUs. You can be a little picky and spend more time on each item—perhaps select the three top sellers and craft unique popups for each one.

If visitors spend a while looking at a product’s item page, that’s a sign they’re interested. You can then offer them a discount through a time-sensitive popup with some messaging as follows:

Ecommerce website popup example

Obviously, this idea would be hard to carry out on sites with thousands of SKUs, but you could target categories rather than specific products.

Either way, test this approach to see if it drives better email capture conversion rates than your fallback standard subscription popup.

4. Be honest with your visitors.

Telling the truth about why you want your visitors’ email addresses is another good way to encourage signups.

That’s how Really Good Emails does it.

Ecommerce website popup example


And here’s another example from Usersnap, an Austrian company that creates digital customer feedback tools. Its popup focuses on what the visitor will get as a result of providing his or her email address. (It also playfully winks at the notion that popups annoy people.)

Free trial website popup example

Bonus tips on how to use exit intent popups in a smarter way

Like any form of popup, an exit intent popup should be used with care, but it should be part of your popup campaign mix.

I would avoid having both a time-delayed popup and an exit popup asking for email addresses. If visitors said no to the first one, why would they change their minds before they leave? Don’t aggravate them and, in doing so, discourage a return visit to your site.

Also, there’s one huge and underrated use case for exit intent popups: cart abandonment, particularly if a customer’s basket value is high. If the would-be purchaser has a significant basket value and moves to exit during checkout, you truly should offer a discount to complete the order.

Winter sports retailer Slopestyle employs this type of cart abandonment technique for customers shopping its online store.

 Slopestyle ski & board discount offer example


This popup also uses an urgency tactic to encourage the shopper to act now by setting a 48-hour window on the discount.

Ecommerce platform popup apps often will let you target basket value so you can use a popup to avoid cart abandonment, particularly on high-value orders.

Grabbing your customers’ attention at this point is more successful than chasing them via email (and guarantees you can contact them).

A car salesman knows if the customer leaves the showroom without buying the car, he or she almost definitely lost the sale: This popup strategy is built on the same theory.

Learn six important elements that will help ensure your exit intent popups convert in this post on our blog.

Wrap up: why you should use popups in ecommerce campaigns

Popups are a good way to grow your subscriber list, but they must be created and used appropriately and with a strategy.

Take baby steps and add complexity once you learn what works and what doesn’t with your target audience. In other words: Test, revise, and test again.

To be build a winning popups campaign, you should:

  • Delay popups to allow your site visitor time to browse your products.
  • Suppress the popup for email click-throughs.
  • Create special popups with targeted messaging for popular items.
  • Use combinations of popups with care and thoughtfulness.
  • Try exit intent popups, based on shopping basket value, to reduce cart abandonment.

From welcome emails to re-engagement campaigns and beyond, we seamlessly integrate with your ecommerce platforms—BigCommerce, Shopify, and WooCommerce—so you’ll have all the features you need to exceed your goals.

CM Commerce features:

  • Pre-made conversion campaigns to recover revenue from abandoned carts
  • Follow-up segmented and personalized emails for cross-selling
  • Product reviews that spotlight your happy customers and build trust (and sales)
  • Automated feedback to increase repeat revenue
  • Ready-to-go receipt templates or custom versions, coupons, and rewards with your branding
Try CM Commerce today for free.

Rivett-Kemm runs an email marketing consultancy in Leeds, West Yorkshire, England. She is also an inveterate dog lover.

The post How to Effectively Use Popup Messages in Your Ecommerce Strategy appeared first on Campaign Monitor.