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Recovering Abandoned Shopping Cart Orders

Abandoned carts account for 60-90% of all shopping carts.

The number of people who abort the shopping process with items left in their cart far exceeds those who actually check out with a product purchase. The reasons for this behavior include technical problems, the complexity of the checkout sequence, a change of heart, forgetting to submit the order, or having their boss walk in the middle of the process.

Recovering abandoned shopping carts is like finding FREE Money.

Abandoned shopping carts typically represent a huge amount of lost sales for most businesses – generally more than they net in total from their web sites. If this is a major problem for you, then you should consider an abandoned cart program.

Look at your web site analytics to see how many abandoned carts you have as a percentage of your completed carts, and what kind of sales you are losing. 

If you review your stats over the past month, six months, or a year, you can chart an abandoned rate to use as a baseline for future improvement. Pay careful attention to which particular step(s) of your checkout process are producing the most abandoned shopping carts.

How to capture more of these lost sales

Sound the alarm – Develop pop-ups to let people know they have abandoned with something in their shopping cart, and ask them if they would like to retrieve it. Many people think they have submitted their order when they actually haven’t.

Find the problem – Locate exactly where in the checkout sequence people tend to abandon most to see if you can make the process easier. Any improvements at this point should reduce the number of abandons and improve your conversion rate.

Send a series of email reminders – Let customers know you are holding items in their carts. Many will finish their order on the spot.

Be creative and aggressive – After sending the first few reminders, consider testing an incentive to get them to complete the order. This can be in the form of a special discount, free product, free shipping, or other relevant incentive. Test each one to find the best offer. Carefully watch the results. Your goal is to continuously improve your response with each email.

With the right abandoned cart recovery program, you can capture 15% of lost sales.

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