According to a survey by Baymard Institute, online shopping stores experience a whopping 69.89% cart abandonment. No matter what deals they offer or how amazing their products are, a typical consumer is just used to exploring all the options available to them before making a purchase. Now you might feel that’s something you can’t tackle, but that’s not true.
While you can’t stop them from exploring other deals available to them, you certainly can recover the abandoned carts with 1:1 communication. Here’s everything you need to know about cart abandonment and how you can set up a cart recovery campaign in minutes, to increase your sales!
Why does cart abandonment happen?
There are a number of reasons why a consumer doesn’t complete a purchase. It isn’t always about the deal you’re offering or the quality of the product. Some of the other factors that play a big part in their purchase decision making, include website experience, availability of a mobile app, payment and shipping options and more.
Let’s be honest, no matter how good the product you’re being offered is, if you experience any of the above, you’d leave too! Especially when you have other choices at hand.
What does cart abandonment lead to?
The most obvious thing cart abandonment leads to, is definitely losing more than half your store’s sales. But apart from that, it also leads to you losing out on all the potential revenue your store can generate and absolutely no brand loyalty in the market. And lost loyalty, is like killing your future sales without even reaching out to those new customers even once!
Why use push notifications for cart abandonment recovery?
Yes, you can use Facebook ads and emails to remind your customers of the products they have left behind. You could even offer them an additional discount on the products to lure them into making the purchase. But in both the cases, you’re waiting for the customer to view the ad, open the email, consume the content and then make the purchase.
But with push notifications getting delivered on mobile, you can be sure that your special offer is going to read on-the-go, driving them to instantly make the purchase.
1. Push notifications have a higher optin rate
Receiving a 41% optin rate, push notifications are now increasingly being used by even the top grossing online stores to communicate with their customers. Since a customer is expected to share his contact details with the online store to get updates, they are more willing to opt-in for push notifications.
Ps. Of course, they work the best when strategized for, hand in hand, with emails.
2. Push notifications have a higher open rate
Push notifications receive a 30% open rate, which is a lot more than emails. Since they are delivered on mobile, the message is consumed almost instantly; instead of risking the chance of being delivered to a spam box or having to wait for the consumers to open their emails.
3. Push notifications have a higher click through rate
As per a research published on Andrew Chen’s blog, push notifications receive an average click through rate (CTR) of about 40%. Compared to emails that receive an average 23% CTR, push messages definitely get a better response.
4. Push notifications have a higher engagement rate
Push notifications have proven to drive a higher engagement rate for online stores. In fact, when strategized well, they can drive an engagement rate as high as 80%. All you need to ensure, is personalizing your push message, keeping it relevant and at the same time, using an interesting copy to convey it all.
All in all, push notifications make for an effective channel for an online business to keep their customer engaged and drive them towards making more purchases – or even better, completing the ones they didn’t.
But what kind of push notifications can help recover abandoned carts?
Tips to make push notifications work
1. Offer a little something in return
The number one way to make a customer come back to complete a purchase, is to offer a special discount to them. A little reminder of what they left behind, with a little promo code that makes the price of the products even better, is all you need to recover an abandoned cart. Like even a 10% discount seems appealing to everyone.
2. Create a sense of urgency
You could be offering them the best of discounts on the products they have left behind, but it is absolutely useless if you don’t put a time limit to it. If you leave the customer to choose when they want to complete the purchases, chances are they might stall it for later and still look for something better than your offer. That’s why you need to tell them they have say a day to redeem that coupon!
3. Get the timing right
When it comes to push notifications, timing is key. When it comes to recovering an abandoned cart, you don’t want to make it too soon nor do you want to be too late. Too early is slightly creepy and too late risks the customer losing interest in the products they left behind altogether. Understand your typical customer’s behaviour and identify when it is the right time to send a relevant message.
4. Help solve a problem
There is a high chance that a customer left simply because they could not understand how to make the right purchase. It could be a doubt about the product size, the quality or the quantities available for sale. Instead of just offering a discount, another way to recover an abandoned cart, is to help them make a purchase decision.
5. Remind them what they left behind
Sometimes, all it takes is reminding the customer of what they left behind and why they were looking for those products in the first place. No discounts needed; just make your push message sound like a subtle nudge instead of a sales pitch.
6. Retain your brand personality
While keeping it crisp and actionable lies at the core of an effective push notification, it is important to keep your brand’s personality intact. Just like marketing experts would ask you to ‘write like you talk’, your push notifications should make a recipient think about you and your store.
7. Be absolutely specific
When you’re trying to recover an abandoned cart, stick to that very goal. Don’t try to include another message in the push notification in the hope of driving a higher value sale. Keeping it specific is as good as including a call-to-action to a blog post.
8. Ask for feedback
Sometimes, you can’t make a customer come back to make a purchase. It could be for various reasons, but it is always smart to know why. Therefore, make feedback a part of your push notifications cart abandonment recovery campaign. This will also help you better the shopping experience.
9. Don’t overdo it
Yes, you want to recover all those abandoned purchases. But that does not mean that you overdo it. You need to understand that too many push notifications trying to make a customer complete a purchase, can actually bother them and result in an uninstall. Track the performance of your push notifications campaign, and optimize your frequency accordingly.
10. Automate your push notifications
Don’t act at the last minute to recover abandoned carts. Have your push notification strategy in place right from the beginning, and that’s why you need to automate these. With your Shopify store mobile app powered by Plobal Apps, you can set up push notifications in no time. This helps you time your push notifications right and also track the success of your messages in real time.
Push notification metrics you should be measuring
Push notifications work the best when you consistently measure their performance and optimize the campaigns. You need to understand how your customers are responding to your push messages, identify what works and what doesn’t, and make changes to the campaign for the best of results.
Here are a few push notification metrics you should be measuring to recover abandoned carts effectively.
1. Open rates (interaction and engagement)
First and foremost, you need to track how many of the total push messages sent, are viewed by your customers. You can do so by tracking the number of clicks you receive on the push notifications and the number of messages that were dismissed.
2. Click through rates
The point of a push notification campaign, is to recover the abandoned carts. That’s not going to happen if the customer does not click through your message to reach your app and complete the purchase. Click through rates are to be tracked as closely as possible.
3. Delivery count
Another one of the important metrics, is the number of push notifications that are successfully delivered. This needs to be done starting right from the point a push notifications campaign is launched.
4. App launches
This metric is a measure of how effective your push notification campaign is at recovering an abandoned cart. If the customer does launch your app after a notification is delivered to them, you made them consider completing the purchase and that’s part success.
5. Revenue generated
Your click through rates and app launches, should ideally lead to the revenue generated. Track how many sales you were able to make after a push notifications campaign is launched. This includes the recovered carts, as well as the additional purchases that a customer makes on returning to your Shopify store mobile app.
6. Retention rate
Sometimes, it takes more than one push notification to recover an abandoned cart. It is important to keep your customers engaged, in order to prevent further cart abandonment and keep the channel open for recovery campaigns later.
7. App uninstalls and opt-outs
Push notifications can drive more sales from your Shopify mobile app, but there is also a chance that they result in app uninstalls or push notifications opt-outs. Keep track of any such significant changes in your app uninstall rates or the number of people who turn off your push notifications. You might also want to keep the changes in push notifications on Android and iOS devices.
Reduce cart abandonment with push notifications
Push notification have been used by online stores to not just recover abandoned carts, but also promote their other products to boost their sales. But only if done strategically.
This actually includes diving deep into data to understand who your customers are, how they interact with your Shopify store mobile app, what their expectations are, why they are abandoning purchases, what push messages they are responding to and identifying the elements that you can optimize to better the push notifications campaign.
But all in all, the one rule that you need to always follow is to ‘think as the customer would’. Step into their shoes and you’ll know exactly how to drive them back to complete a purchase!