May 14, 2010
Guest Post By Baruch Goldwasser of NetSuite
An abandoned shopping cart should not mean a lost sale. With effective marketing you can convert a majority of your abandoned carts into sales. Since the shopper has already told you what products they’re interested in, you have a perfect opportunity to provide that shopper with personalized marketing to help close the sale.
Most ecommerce sites have cart abandonment rates of 60% or more. But few realize that a lot of those are still salvageable transactions. The shopper may have just gotten distracted, clicked away, or closed their browser for later use. If you reach out to them soon and remind them about the product they were interested in, give them more information about it, or give them a discount on that product, many of those sales can be closed.
When a shopper abandons your cart, you should immediately provide them with personalized information to convince them to complete the sale. Send them an email with additional information about the product they abandoned, and with a coupon for that product that is valid for a limited time. This is very easy to do with many shopping cart software solutions. Follow-up with a drip marketing campaign that sends a sequence of emails until the shopper completes the purchase, with additional information pertinent to the product and reminders of the limited time discounts available. But make sure the follow-up emails do not drive the shopper away, and they end as soon as the shopper completes the purchase.
Using intelligent ecommerce business software will make these tactics a breeze. You can set your shopping cart software to automate a process like this and will find that abandoned shopping carts are no longer a loss, but instead an opportunity to build a loyal customer.
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