CART ABANDONMENT SERIES PART 1: RIGHT MESSAGE, RIGHT TIME
With the holiday season approaching, now is the perfect time to demystify the prevalent issue of cart abandonment. Over the next several weeks, we’ll be publishing a series of articles that address some of the most common reasons for cart abandonment, and how digital marketers can combat them.
Many customers who abandon items in their cart simply want to estimate final costs (i.e., taxes and shipping fees), or compare prices between different websites, or they decided the total price of their items was too expensive. However, probably the largest proportion of cart abandonment can be linked to a customer that was “just browsing.” A customer who is browsing and has gone as far as to place items in their cart is a customer who, ultimately, has high potential of completing a purchase. That final step is just a matter of reaching that customer in a timely and effective manner.
Tip #1: The Right Message at the Right Time
It may seem obvious, but marketers can preemptively incentivize customers to complete a purchase right when they’re about to navigate away from your website. This is where accurate data becomes more vital than ever, combined with an algorithm that automates timing of outreach with relevant offers based on products of interest, shopping behavior, and level of engagement with the brand. Knowing exactly when to deliver this message can make all the difference. For example, the IgnitionOne Customer Intelligence Platform can identify each customer’s propensity to complete a desired action and can automatically intervene when it receives signals of intent to leave, engaging those customers with messaging and incentive to complete a purchase.
Stay tuned for Part Two of this series next week, where we’ll address how marketers can reach customers who abandoned their carts and have left the website.