cart abandonment

This episode of "Unlocking the Buyer's Mind" explores the pivotal moment of the online shopping experience: the checkout process.

As the holiday season approaches, discover strategies to optimize your checkout, reduce cart abandonment, and boost your festive sales.

Tailored for marketers and small business owners, we share actionable insights to transform browsers into buyers, ensuring a seamless and profitable shopping journey. Tune in to elevate your e-commerce game and maximize your holiday revenue.

Tools You Can Use

• ARTICLE: The Four Biggest Reasons Holiday Season Shoppers Abandon Shopping Carts and Ten Steps You Can Take To Fix That
• FREE WEBINAR: 2023 Holiday Season Strategic Marketing Webinar
• FREE DOWNLOAD: Holiday Season Guide to Creating Engaging Marketing Teasers

Tune in biweekly as I explore and discuss topics that can help you attract and nurture leads for your business and convert prospects into brand advocates.

And for more resources, tips, and insights, follow me on Instagram at @idealclientweb and check out the link in my bio for free downloads to support your marketing journey.

Be sure to visit my blog for newly published posts. And download this complimentary strategic marketing planner and guide (with lots of super helpful examples.)

Thanks for listening!

Peace, Love, and Profit,
Marcia
www.idealclientweb.com

Guiding you through the world of growth, performance marketing, and partner marketing.

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Adam Robinson
Hype man & Announcer: John Potito

Adam is the CEO of Retention.com. 

What is Email-Based Retargeting?
How to spruce up your Email Marketing Game?

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is  Kelly Molson, MD of Rubber Cheese.

Download our free ebook The Ultimate Guide to Doubling Your Visitor Numbers

If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.

If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this podcast

Competition ends October 1st 2022. The winner will be contacted via Twitter.

Show references:

https://twitter.com/rubbercheese

https://twitter.com/TheChiefCheese

https://www.linkedin.com/in/kellymolson/

https://bit.ly/rc-attraction-website-survey-2022

https://www.rubbercheese.com/insights/visitor-attraction-website-survey/

Transcriptions:

Kelly Molson: Hey everyone. It is just me today. No lovely guest for you. You just have to put up with the sounds of my twangy Essex voice. Sorry. But listen, I've got something to share with you all today. And if you work in the marketing or digital department of your visitor attraction, then this is something that you are going to be really interested in. But first, let me tell you a little story. This story is about webinar and cart abandonment rates. I know what you're thinking. It's going to be a really rubbish story, but you would be wrong. 

Anyway, back at the beginning of the year, the lovely folk at Kallaway PR asked me to host a webinar for their clients. And that webinar was about how to improve cart abandonment rates. "Great," I thought. "I can talk about this all day long. I know the best way to improve cart abandonment rates is to improve the booking journey," and that is something that we talk about at Rubber Cheese all the time.

So off I truck to find the sector data to back up my theories. And that is where this story ends because there is no specific data for the sector. So I can tell you the average bounce rate for a pharmaceutical website or what the cart abandonment rate for a travel website is. It's about 80%, but I can't give you any averages or any of specific datas for an attraction website because the data just does not exist. There's no sector data for average page loads times, or bounce rates or even website visitors. So at Rubber Cheese, we are going to change that.

We have launched the first 2022 Visitor Attraction Website Survey. So let's face it. The past two years have been pretty transformational for the sector and they've transformed how visitor attractions operate online, probably forever. With the increased need for online bookings, additional revenue drivers, and a seamless on and offline experience, it's more important than ever for visitor attraction marketers, to understand how their website is actually performing.

But the trouble is knowing what good looks like is almost impossible until we uncouple visitor attractions from the travel and tourism industry sector because it skews the data. So, supported by ALVA and ASVA, we are calling on hundreds of visitor attractions to anonymously complete this research to help our vibrant industry grow. The survey will allow you to benchmark your website against national averages. 

It'll give you a deep dive into specific attraction types in specific locations, and be able to compare website performance within those sectors. You'll know what great looks like and where you currently sit and it'll help you build arguments for future investment in your website and digital channels. It's going to help you plan for the future and the ongoing recovery of this sector. And look, the survey, it only takes 15 minutes to complete.

You're going to need access to your Google Analytics, but 15 minutes of your time is really all it will take. And for that, you'll receive a brilliant report, access to a launch event, and do some good too, as we're making a donation to the British Red Cross Ukraine Crisis Appeal for every full response that we receive. 

If you're interested, I'd urge you to go and check out the survey now, and you can find that on our website, which is rubbercheese.com/visitor-attraction-website-survey-2022. Or if you just head over and follow us on Twitter, which is Rubber Cheese, then you'll find us posting out lots of information about it there. Or if you follow me on Twitter, which is The Chief Cheese, you'll find me posting about it too.

 Please fill the survey in. It will really, really help us get the data that will be so vital to know how you can improve your digital channels. Thank you.

The 2023 Visitor Attraction Website Report is now LIVE!

•  Dive into groundbreaking benchmarks for the industry
• Gain a better understanding of how to achieve the highest conversion rates
• Explore the "why" behind visitor attraction site performance
• Learn the impact of website optimisation and visitor engagement on conversion rates
• Uncover key steps to enhance user experience for greater conversions

Download the report now for invaluable insights and actionable recommendations!
 

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

This week I talked about personalizing your cart abandonment strategy based on data points like cart total and purchase history. 

Here are the main takeaways of the week. 

• Split messages based on cart total and/or their purchase history. This allows you to customize messages for those over and under your free shipping threshold — or AOV if there is no threshold — and communicate to each customer differently based on their shopping history. 
• Be sure to focus on addressing general obstacles to conversion, but also specific ones based on the cart or purchase history data.
• Adapt your discount strategy accordingly. Are they over or under a free shipping threshold? Are they a loyal customer? And how might these answers impact your discount strategy?  
• Based on the splits, determine if you should change how many messages you send to each group. Loyal customers may only need one email and SMS, while first-time shoppers may need all three to convert.

Optimizing your messages to increase cart recovery rate will help you achieve incremental growth with your email program — and ultimately make you more money.

I hope you were able to find something in this week’s tips that will help you increase your sales. 

I’d love to see your refreshed cart abandonment messages, so be sure to share them with me on Twitter or linkedin, or tell me your brand name and I’ll go abandon a cart myself. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

Yesterday I talked about splitting your messages based on purchase history. Today, I want to discuss how this type of split can impact your send and discount strategy

Let’s look again at those brand-new customers. Because they’re new, and acquisition is so important, you may even want to alter your discount strategy. Remember, you’ve likely already spent money to acquire this customer. 

For this reason, you might choose to move the discount to the very first message to try to seal the deal right away. Make them work hard to say “no.”

Personally, I would still keep it later in the series and really look to optimize your messages for conversion, but this may entirely depend on the type of products you sell and how difficult it is to acquire new customers.

How many messages do they need? Well, I’d throw the kitchen sink at ‘em and send them all three, including an SMS if they opted into receiving texts.

For loyal customers, do they need three or four messages and deep discounts? Probably not. Loyal customers may only need one email and an SMS reminder. However, if you do offer discounts to everyone else, don’t take these customers for granted. 

Maybe offer them either a slightly deeper discount or one without a minimum spend — chances are they’ll probably spend well above it anyway. And if you do, you can recognize them in your message as a valued customer and let them know the no-minimum or slightly larger discount is your little way of saying thanks.

You can fill in the remaining customer tiers to match your business. First-time returning customers — maybe they get a discount in the first message but with a minimum spend, and receive two emails and one SMS.  

The trick is to send as many messages and smart incentives to people as is needed to recapture lost carts while keeping profits as high as possible. 

As you can see, the options are really limitless — especially if you choose to combine these splits with the cart total splits. Think about what makes the most sense for your business, and make it happen one split at a time.  

Again, if you want to start easy, create your splits and send the same message to each group. This will give you insight into how each performs and you can adjust your strategy from there. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

Yesterday we talked about ways to adjust your send and discount strategy based on cart total.  Today, I want to discuss another way to split your messages — either in tandem with the previous split or all by itself. 

Another way to use splits is by looking at the abandoners’ previous purchase history. Knowing this can be a big clue as to 

(1) whether they’re inclined to purchase and (2) how you want to approach them.

After all, it WOULD make sense to treat a loyal customer differently than a brand new customer, right?

Let’s look at this.

Take those brand new customers. These are the ones you spend so much money trying to acquire through paid activities.  Well, when you finally get them to the point of placing items in their cart, you want to close the deal. Otherwise, those acquisition costs go buh-buy.

By using an automation split to isolate these shoppers, you can focus on all of the things we’ve already mentioned that would likely matter to them, like promoting value-adds and using a sense of urgency. However, knowing they are new to your brand, you may want to double down on using social proof in your messages, satisfaction guarantees, and WHY they should feel comfortable doing business with your brand. 

You may also want to bring a bit more attention to your customer service contact info — such as live chat — or reinforce the speed of shipping. 

For loyal customers, you may not need all of this reinforcement — after all, they most likely know this and that’s why they’re coming back. You can probably go a little bit lighter on the social proof — unless it’s maybe around some new products — and keep the focus on your customer service and other product value-adds. 

You can fill in the remaining customer tiers to match your business. Returning customers looking to make their second purchase with you? … remind them of your shipping and return policies while continuing to reinforce your social proof — but maybe along with some product recommendations.   

As you can see, the options are really limitless — especially if you choose to combine these splits with the cart total splits. Think about what makes the most sense for your business, and make it happen one split at a time.  

Again, if you want to start easy, create your splits and send the same message to each group. This will give you insight into how each performs and you can adjust your strategy from there. 

Join me tomorrow where I’ll build upon this and discuss how these splits may impact your send and discount strategy. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

Yesterday we talked about message content when splitting your abandoned cart emails based on the shopper’s cart total. Today, I want to build upon that strategy and discuss how these splits can impact other elements of your series? 

On top of different message content based on cart total, think of the other aspects of your strategy that can be impacted, like discounts and the number of messages you send.

Let’s look at those shoppers under the $35 free shipping threshold. 

Knowing they have a low cart total, you may want to adapt your discount strategy, perhaps by including a minimum spend to qualify. This way, you can present the discount as 10% off AND free shipping on all orders above $50.

On top of the discount, knowing the cart total is so low, you may choose to send, say, only one email message and one SMS message. Or for those email-only customers, maybe two messages instead of three. 

After all, the chances of low cart total abandoners returning to complete their purchase are likely lower than those with higher totals.  

Of course, you may want to send them all three if you continue to retarget these same shoppers on search and social, as email is a much cheaper option.  But really, the option is all yours!

Now, let’s look at those over the threshold. For these shoppers, you can remove the minimum amount and just subtly remind them they also qualify for free shipping — keeping the message on-point to overcome their other purchase obstacles. 

Of course, you can try to entice these shoppers even further by offering a tiered discount. This could be 10% off 50, 15% off 75, and 20% off 100 — Pus free shipping :)     

When it comes to the number of messages you send in your series, the same principle applies to what I just spoke of. Because their carts are higher, you may choose to send three messages and two SMS to this group. 

But remember, you can use multiple splits, and because of this, you can opt to send a fourth message or additional SMS to the top tier of cart abandoners, knowing they may take a bit longer to complete their purchase.

You can see how one piece of data gives you the ability to customize your abandoned cart messages in a way that makes the most sense for your customers. 

So start splitting your messages, even if you send the same message to everyone. This way, you can see how the metrics between these two or more audiences convert before customizing your messages and splits further. 

Come back tomorrow because we are going to take splits to a whole new level. 

Thanks for tuning into this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!

Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

This week we continue our attention on abandoned cart messaging. Last week we talked about the basics, like message content and timing. This week I’ll discuss ways to further personalize these messages to not only improve the customer experience but increase the recovered revenue rate.  

Today, let’s discuss splitting your messages based on the cart total. Let’s say you're a brand that offers free shipping over $35. The messaging, and even incentive, you want to communicate to those under this threshold is likely different from those who abandoned a $200 cart. 

After all, the reason they abandoned is much likely different. 

Now, if you either don’t offer free shipping or always offer free shipping, consider using AOV as your threshold.   

For those under the threshold, I would prominently call out value-adds that likely matter to this shopper, like the fact they get free shipping if they reach the threshold. After all, most consumers today don’t want to pay for shipping, so our goal is to help them qualify for it. 

You can also add product recommendations — or even top-rated products — in your messages can help guide them toward increasing their cart total. Again, we are helping them reach a threshold. 

Now, for those over the threshold, you don’t need to prominently focus on free shipping — after all, that’s not why they abandoned their cart. 

Instead, you can focus your messages on overcoming potential obstacles to conversion for higher-priced carts, such as your return policies and satisfaction guarantees. Depending on your products, you may also want to add a layer of social proof to build confidence, such as those around product fit or quality.

And yes, you can split by more than one amount, creating an even better experience. For instance, you can create one path for those under the $35 threshold, 

another for those $35 to $74, 

and another for those $75 and above — again, adapting your messages to help guide the shopper toward a purchase.

One simple automation split based on a single data point and you can effectively create more personalized messaging and a better over customer experience. 

Join me tomorrow where I’ll build upon this and discuss how these splits may impact other elements of your abandoned cart series. 

Thanks for tuning in to this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!

If you listened to the first 4 episodes of this Black Friday Series and have been planting the seeds we were discussing, then this episode is the time for harvest.

In this fifth episode of the Black Friday series, Jordan West talks all about SMS Marketing and how to implement it effectively. He also shares his favorite platform for this strategy.

Listen up and take notes.

KEY TAKEAWAYS FROM THIS EPISODE

• Warn your customers that you are going to run a sale. Give them 2-3 days before warning about your sale.
• Postscript is a great tool to use with your campaigns.
• Continually be on your customers' phones.
• Launch a new type of sale every single week.

SMS automations to set up that you can implement:

• Browse abandonment and add to cart abandonment checkouts.
• Loyalty offer.
• Once the product is delivered, send them a thank you message and invite them to the VIP group.
• Shipping notifications.
• Delayed shipping notifications.
• Welcome series message.

Recommended tool:
PostScript.io

Connect with Jordan here:

LinkedIn: https://www.linkedin.com/in/jordan-west-marketer/

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

https://mindfulmarketing.co/growthplan-apply

If you've been paying attention and your brand is ready to GROW, apply now to be the one new brand we take on this month!

https://mindfulmarketing.co/apply

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

In this week’s episode we talk about cart abandonment. We also discuss porch pirates, detrimental indecisiveness and which of us is the crazy person with 32 tabs open on their phone.

Shopping carts are abandoned (sad)

Follow the podcast:
IG: @ARecentStudyPod
Twitter: @ARecentStudyPod

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IG: @RobertBarbosa03
Twitter: @RobertBarbosa03

It’s a common struggle for ecommerce merchants. Will I annoy subscribers with emails about their shopping cart abandonments?

Worse, will subscribers outright leave my brand if I remind them of the things they merely viewed?  

Equestrian apparel company Kerrits has discovered the answer is “no” to both. They found the right balance, and it’s paying off. Cart and product abandonment messages account for 10% of the company’s email marketing revenue. 

These automation types perform. Conversion rates for cart abandonment messages stack up to 34%, while the browse variety hits the 17% mark.  

Senior Director of Branding and Marketing Sara Florin divulges how she implemented both kinds at Kerrits, taking us behind the scenes of the abandonment portion of the company’s “minimal but effective automated email strategy.” She explains the elements that go into Kerrits messages, how she inserts splashes of equine speak, and what triggers email deployment. 

Also weighing in with insights are the Omnisend customer success manager who has guided Florin from the start, along with ecommerce veteran Lucas Walker.

We dig into the following questions around abandonment emails and more: 

• How can cart abandonment emails be useful in revealing the reasons the checkout process stalls?
• Is success dependent on offering a discount?
• Which is best when designing browse abandonment emails: the intrusive approach of, “Hey, we noticed you checking this out,” or the covert, promotion-veiled route? 
• If you implement an abandonment series, what should each message communicate? And what’s the ideal timing?
• How do you decide what products are worthy of a browse abandonment email?
• Why is it a good idea to split messaging based on different cart attributes?  
• What are some resources for inspiration?
• Listen to the full story on the Cart Insiders podcast on Apple Podcasts, Spotify, Amazon Music, Google Podcasts, or wherever you listen to podcasts.

About the Guests

Sara Florin, Senior Director of Branding & Marketing, Kerrits

Florin, whose marketing career began in graphic design, flexes her creative muscles by overseeing projects spanning wholesale and direct-to-consumer touchpoints across all channels. She approaches every project with fresh eyes, focused on understanding its purpose, determining how to measure its success, and frequently asking, “What if?” Outside of work, Florin flexes her actual muscles in the gym, riding Fjord horses and walking her rescue pup.

Sadie Arnold, Customer Success Manager, Omnisend

Arnold helps Omnisend merchants elevate their email marketing strategies. With prior experience in customer behavior analytics at a grocery chain, she helps clients identify their customers’ unique journeys with Omnisend reporting tools and personalize automations for sending the right messages. Arnold loves seeing her clients become more successful email marketers.  

Lucas Walker, Founder, Rolled Up 

Walker is a serial entrepreneur. He has started three successful businesses in the software, ecommerce, and media spaces. Lucas’ experience also includes marketing for an internationally-recognized sales trainer, where he launched the Make It Happen Mondays podcast, oversaw partners around the world, and reviewed over 10,000 ecommerce websites.

In this episode of The Marketing Slice, we discuss how to build the perfect shopping cart abandonment campaign.

Online shopping has been growing year-on-year for the past decade. We now spend more time online than ever before. Electronic devices are such a normalised, almost essential, part of our lives now that many of us are actually more comfortable shopping digitally.

Whilst it’s been proven that online shopping continues to grow, not all shoppers complete their purchases. Some buyers add numerous items to their digital bags and then simply leave, without so much as a goodbye. That’s the phenomenon that we call shopping cart abandonment.  

What is shopping cart abandonment?

Shopping cart abandonment is when a website visitor, i.e. a potential customer, adds items to their shopping cart, begins the check-out process and leaves without actually making a purchase. Cart abandonment is one of the key issues fought by digital e-commerce marketers today and is one of the biggest contributors to lost sales in the e-commerce industry.

In this podcast, we discuss 5 of the main reasons why shoppers abandon their carts, teach you 7 ways to combat shopping cart abandonment and offer 3 things you need to action right now to improve customer experience.

You can read this episode in full, along with helpful graphics and other great resources over on our website.

If you’re struggling to manage all your data and become an omnichannel brand, why not book a demo of Hurree’s data unification and segmentation platform here or email any of your questions to me at stevie-rose@hurree.co. It’s time to get your tools talking and we can help you do it!

Meet Mirela Cialai, the director of mobile marketing at ZINIO. Mirela focuses on engaging mobile magazine readers from around the world in discovering the stories that matter most to them. She has been working as a global digital marketing specialist for ZINIO for 10 years and joins us today from New York City.

Questions Mirela Answered In This Episode:

• “What has kept you at Zinio for so long?”
• “Is it hard to keep people’s attention?”
• “Is shopping cart abandonment something you guys come across in a big way in mobile space?”
• “Does Zinio have any strategies in place that help you fight cart abandonment?”
• “Outside of Zinio, is there anything that made you excited for the future of mobile space?”

Timestamp:

• 00:15 Mirela’s introduction
• 00:45 Mirela Cialai’s background, where she came from, and her career at Zinio
• 02:16 Factors that led Mirela to stay at Zinio for 10 years
• 04:14 Audience’s attention span
• 06:13 Zinio’s business model and cart abandonment
• 07:34 Different strategies to fight cart abandonment
• 10:05 Retargeting
• 10:24 Other ways to engage consumers
• 11:25 Technology partners that helped Zinio to execute push campaigns
• 13:43 Growth in marketing messaging
• 15:21 Best way to reach out to Mirela

“I am a marketer. I’m always excited about all the possibilities, and the creativity of the human mind is fascinating to me. ”

Mirela Cialai

“Test as many channels as possible. Test as many frequencies as possible until you find the right mix because each company has a different target audience, which might react differently to different channels.”

Mirela Cialai