More consumers are turning to online shopping, but a substantial amount leave retail sites without ever making a purchase. In fact, online retailers lose nearly $4 trillion worth of merchandise each year due to cart abandonment. Although this is a growing problem, most retailers are not taking steps to solve it.
The most effective solution for alleviating cart abandonment is to create cart recovery email campaigns. However, according to a recent survey, 62% of retailers are not recovering abandoned shopping carts. Of the 34% of retailers who employ a cart recovery solution, more than 70% are experiencing conversion rates of 12% or less.
Data-driven, automated cart recovery emails can lead to more conversions. In fact, with our three-part cart recovery campaigns, our clients experience average recovery rates of 15%, more than seven times the industry norm.
One common best practice for these campaigns is to include incentives. We’ll now take a closer look at how to use incentives to optimize cart recovery campaigns for maximum results.
Incentive-Based Cart Recovery
Online shoppers abandon carts for numerous reasons such as trouble completing the checkout process, lack of confidence in store polices, or aiming to receive the lowest possible price. Price-conscious visitors might require a gentle push to make their first purchase from your site.
Using incentives in your cart recovery emails can be an effective way to entice potential customers to make a purchase. However, you don’t want to give away these gifts too early. We only recommend including a special offer, like a discount or free shipping, in the last email in your cart recovery series. Additionally, if you can, make the offer time sensitive.
For example, BrewUK offers cart abandoners a 5% discount with copy stating that the offer will end soon. This shows customers that it’s their last chance for the deal and this sense of urgency could push them to purchase quickly.
This cart recovery campaign is one of the most successful email series for BrewUK, accounting for nearly a quarter of their revenue from data-driven marketing.
Incentives can be a great option for driving sales, but we also offer anti-gaming technology to ensure that customers are not rewarded for repeatedly abandoning their carts.
For more cart recovery examples and best practices, download our Cart Recovery case study.
To learn more about the latest retention marketing trends in the eCommerce industry, download the 2015 Retention Marketing Survey.