A lot of stores seem to ask for tips on abandon cart recovery emails or maybe some retargeting ads. But with cart recovery, a single point strategy such as emails won’t make a dent in recovering sales from that large list of abandons.
Maximizing cart recovery is all about having a multi channel approach, with all channels working together to serve the customer (not annoy them).
We provide 24/7 large chat teams to 100+ stores, and saving cart abandons with live chat is a big part of our focus. We integrate live chat throughout the entire checkout recovery cycle.
I thought it be helpful to share a fully integrated multi channel approach that our most savvy clients use for cart recovery.
Connect on Site Before They Abandon
Analyze visitor behavior on your website to see the patterns of people that end up abandoning. You can set up live chat in your checkout process to engage with these visitors a step or two before they are likely to abandon. This will lead to conversations that save sales.
Email Them With Their Saved Cart / Offer Chat Help
If someone abandons, shoot them a quick email letting them know that their cart is saved for later. Also, offer live chat as a call to action for any quick questions they have that caused them to abandon.
For marketers, it’s obvious this is an automated email. But for normal people, if they receive a helpful email like this without a big pitch or discount, it can lead to a lot of saved sales.
Start Showing Ads With Reminders and Offers
If they didn’t convert from the saved cart email, start running retargeting ads. That will gradually get more sales. Depending on your brands strategy for discounting, it seems to work well to gradually transition from a reminder focus to a discount focus.
The key is to align these ads to make sense as part of where they are in the abandon cycle. Don’t just launch discount ads right away.
Shift Emails to Reminder / Discount Approach
A mistake a lot of stores make with abandon cart campaigns is leading off with reminders and discounts. In most cases, people abandon because they have an issue or question that wasn’t addressed. Leading off the campaign with a subtle notice that you saved their cart and an offer to chat will lead to many conversations that save sales.
But there definitely is a point where reminders, discounts, and other sales pitch type of messaging performs best. Integrate those into your flow at the same abandon cycle points where your ads shift to this.
Include Texts, But Make Sure They’re CONVERSATIONS
Integrating text messages as an additional channel can work well, but you need to remember this a conversational medium. Not another way to broadcast marketing.
Rather than having yet another third-party vendor managing customer communication on SMS, we have found that it works well to craft the messages so they naturally lead to people using live chat on the website. For example, linking them back to their cart on the website with a chat box already open if they have questions.
Is This Sparking Ideas?
We use this approach with a lot of clients since we are the 24/7 live chat team for their store. We can dig deep into your team’s structure on a Strategy Call. Even if we do not work together, you’ll get a ton of value from strategizing on the call together. Book a time that works for you by clicking below. Always happy to help!
Jon Tucker is CEO of HelpFlow, a provider of 24/7 live chat and customer service teams for 100+ eCommerce stores. Launched in 2015, their team of agents has produced nearly $100M in chat revenue for a wide range of stores using a conversion-focused approach to live chat.
Your Store Needs a 24/7 Live Chat Team
HelpFlow can drive sales by having our team of human agents available on live chat 24/7 to predict and save abandons before they happen, proactively reach out and engage with visitors via SMS and email after they abandon, and by answering visitor questions live on your website to convert visitors.