Customer Recovery: How to Recover More than Just Abandoned Carts
Some things in eCommerce never change. Amazon constantly upping the delivery game, consumers wanting more bang for their buck, Christmas trends sending everyone into a frenzy, and abandoned carts happening at every stage of the buyer’s journey.
But, what has changed is what you can do with those abandoned carts.
Ecommerce customer recovery software has advanced significantly, from a basic post-abandonment campaign targeting a single portion of the buyer journey, to a multi-touchpoint strategy that stages a full-funnel attack on all of your website visitors.
And this change in tact is leading to a change in what you can recover.
No longer is your customer recovery campaign restricted to shoppers who stumbled at the final hurdle on the checkout page; instead, you can run a multi-channel campaign that recovers:
- Active customers before they exit your website;
- Browsing customers who didn’t make it to the checkout page; and
- High-intent customers who are willing to not only come back, but spend more when they do.
So, while waiting for this year’s holiday trends to emerge, why not join us as we explain how to build a customer recovery strategy that recovers more than just abandoned carts.
The Current State of Cart Abandonment
Cart abandonment happens – it’s a fact of ecommerce life. Seven out of ten visitors to your website won’t make it through the checkout, for reasons including:
- Distraction – from other websites, social media, and the cat.
- Risk – of spending money on a product you can’t touch or try.
- Indecision – on who to buy the same product from.
- Complexity – navigating through the website to the checkout page.
However, that isn’t to say that cart abandonment is a problem.
By the time someone abandons their cart or your website, you’ve already done the hard work of engaging them, and they’ve already demonstrated an intent to purchase. Furthermore, the top reasons for cart abandonment aren’t anything to do with you, your brand, or your products.
The person leaving your website isn’t a lost customer – they’re a lead, ready to be saved using the “four Rs”:
- Reminding them about your website.
- Reengaging their appetite for your products.
- Returning them to where they left off.
- Recovering their purchase through the checkout.
The Current State of Customer Recovery
However, despite online sellers using the four Rs to target abandoning customers, overall cart abandonment rates aren’t decreasing. This is because basic campaigns only target customers upon the point abandonment, which is a tiny event in the customer journey and, accordingly, recovers a tiny pool of potential customers.
To explain what we mean, we must look at the customer journey and checkout flow.
As you see, the beginning of a customer journey has three stages, supported by the checkout flow:
- Awareness – when a customer discovers your brand and products on your website.
- Consideration – when a customer adds products to their shopping cart and heads to the checkout.
- Acquisition – when a customer finalizes their purchase.
A basic cart abandonment campaign targets customers at that very final point, when they fail to move from consideration to acquisition. It completely ignores anyone else in or leaving the customer journey. That’s a pretty significant proportion of your customer funnel that you’re losing.
To widen your approach, you need a customer recovery strategy.
How to Recover More Than Just Abandoned Carts
A customer recovery strategy uses a suite of tools and tactics to enhance the checkout flow and retain or recover visitors, regardless of where they are in the customer journey. We like to call this a full-funnel attack.
A full-funnel attack
A full-funnel attack targets your three website visitor:
Cold shoppers are the visitors actively browsing your website but not yet demonstrating a particular interest in your brand or products. These shoppers typically take longer to progress to the consideration and acquisition stages – often requiring multiple touchpoints with your brand and time out to compare prices.
A full funnel attack nurtures these leads, appreciating that they might not be ready to convert on their first visit. By providing them with the information and touchpoints they need, you can establish trust and be the first point of call when they are ready to convert.
Warm leads are visitors showing a keen interest in your store. They might spend a lot of time on particular product pages, save products to their wishlist, or sign up to your newsletter. Warm leads typically have a higher purchase intent but are often pulled away from your website before adding anything to their shopping cart (known as browse abandonment). This can be for reasons of distraction, further research, social proof, or bad timing.
A full funnel attack engages these visitors before the point of abandonment to acquire their contact details. When abandonment occurs, these details are used to remind, reengage, return, and recover.
Relevant reading: Browse Abandonment Email Best Practices & Subject Lines
Hot leads are visitors showing the highest level of purchase intent by adding products to their shopping cart. These shoppers should sail through the checkout flow to complete their purchase but, as you know, sometimes they don’t make it. This is typically because of purchase blockers that occur later in the customer journey, for example the final price, shipping fees, and payment options.
A full funnel attack reengages these visitors using cart abandonment techniques to overcome purchasing barriers and recover their shopping cart.
Cart Recovery tools and tactics to help
To stage a full-funnel attack, you need a full suite of tools to engage leads on-site, prevent abandonment from happening, recover customers if it does, and utilize any lost leads. Tools, such as the following:
Real-time lead capture
Real-time lead capture records a visitor’s contact details as they’re typed onto your website – allowing you obtain crucial information before the checkout page and engage customers while you’re at it. Popular tools for helping include:
- Delayed pop ups that provide visitors with something of value in return for their details – such as a buying guide, newsletter signup, or competition entry.
- Exit-intent pop ups that disrupts someone about to exit your website by providing a discount coupon or special offer delivered to their inbox.
- A one-page checkout that records a customer’s email address before any thoughts of abandonment occur.
Attention retention tools are on-site ecommerce recovery campaigns that retain a visitor’s attention throughout the customer journey, reducing the chances of abandonment. Common attention-retention tools include:
- Conversion nudges that pop-up relevant information or discounts for customers to use without entering their email address.
- Abandoned tab notifications that alert customers who mindlessly open a new tab by sounding an alert and changing your website’s favicon and tab headline until they click back.
- Exit-intent pop ups that overcome last-minute purchase blockers by providing information on fast shipping, money-back guarantees, and different payment methods.
Customer recovery tools
Customer recovery tools target visitors who left your website without purchasing – attempting to recapture abandoned sales using a variety of different communication channels, including:
Browse abandonment emails to reengage warm leads who left before adding to their cart, using tactics such as:
- Offering help and assistance via your customer care team.
- Providing reassurance with money-back guarantees and warranties.
- Sending personalized recommendations based on browsing history.
Cart abandonment emails to recover hot leads who left after adding to their cart, targeting:
- Scarcity and loss aversion by detailing falling stock levels.
- Emotional triggers by including images and details of products in the cart.
- Common reasons for abandonment by including discount codes, shipping information, or social proof.
Push notifications that pop up in a visitor’s web browser after abandonment, reminding them about their visit and providing them with an easy way back.
Recovery SMS messages that utilize the power of m-commerce to encourage shoppers back via your mobile website or app.
Abandonment alerts that alert you or your sales team when abandonment meeting a specific criterion happens. You can then implement manual outreach steps for expensive or risky purchases, for example.
Lost lead utilization tools
Lost lead utilization tools use leads that fail to convert or respond to your abandonment campaigns to help you improve and perfect your customer recovery strategy.
These tools include:
- Visitor journey tracking that records abandonment as it happens, allowing you to determine the common reasons behind it.
- A/B testing that tests two different versions of an email or pop up to see which generates the better response.
- Zapier that automatically transfers cold, warm, and hot leads into your future marketing campaigns.
Basic cart abandonment models work, but you can do so much better. A full-funnel customer recovery strategy maximizes the number of customers you can recover, naturally increasing the number that you do recover.
All you need to do is ship products to them….but we’ll let Huboo explain that one.
CartStack powers you to recover more than just abandoned carts. The full suite of customer recovery tools give you everything needed to minimize cart abandonment and maximize results.
See how the CartStack suite of tools can help your online store, with a free 14-day trial.