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Reducing eCommerce’s Shopping Cart Abandonment Rate

Written by Cem Hurturk on September 17, 2013

The #1 metric in the e-commerce world is  the “shopping cart abandonment rate”. This is the number of users abandoning the shopping cart checkout process before completing their orders.

Reducing your shopping cart abandonment rate is more effective and low-costly than driving more mass traffic to your e-commerce site. However, it’s not easier if you don’t have the right tool with you.

You should track every step your visitors take throughout the checkout process. Pay close attention to their online actions, so you can have answers to the following questions:

  • How many products do they add to their shopping carts?
  • What’s the average value per shopping cart?
  • In which step do they leave?
  • What happens if I reduce the number of steps on the checkout process?
  • What happens if I change the order of steps on the checkout process?
  • How many visitors complete the checkout?
  • How many visitors slip away from the checkout process?

The most effective way to get back those potential “slip away” customers is to get in touch with them as fast as possible. And by fast, we mean within minutes, not hours!

Consider this scenario:

Someone is visiting your website and has just added a product to your site’s shopping cart. With credit card in hand, he or she proceeds to the checkout. This person is ready to complete the payment when suddenly and for reasons unknown to you, he or she closes the web browser.

Your potential customer has just slipped away! However, if you contact that person within minutes, you possibly can win this potential customer back and convert them to a paying customer.

Sendloop’s marketing automation feature makes this scenario easy and possible to accomplish. Within minutes, you can integrate it with your e-commerce site and start tracking those “slip away” customers.

All you need is a Sendloop account. Sign up here if you don’t have an account. Once you’re logged into your account, click the “engage” link on the top menu.

Sendloop Marketing Automation

Since this is your first time here, let us guide you on how to integrate Sendloop with your e-commerce website. Don’t worry, it’s easy to do! It’s as simple as adding Google Analytics to your website.

Simply copy the JavaScript code and put it to your website pages where visitor/user information is available:

Sendloop Marketing Automation

The next step is to add any information you have about your visitor/user/customer such as:

  • Name
  • Birthdate
  • Gender
  • Signup date
  • Shopping cart value
  • Last purchase date
  • Number of products in shopping cart

Based on all this information, you can easily create “smart” emails later. This will boost your customer retention rate.

Once the JavaScript is added to your website, the user data will start to flow to Sendloop. You will be able to track your users in real-time in your Sendloop account.

Okay, it’s time to shake metrics and boost your conversion rate. In your Sendloop account, click “engage” link on the top menu again and then click “messages” link:

Sendloop Marketing Automation

This is the page where you will be managing your “smart” emails. Let’s create our very first “smart” email. Simply click the “create a new message” button and you will be redirected to an easy-to-use email builder:

Sendloop Marketing Automation

Okay, now let’s create a message to win back those potential customers that slipped away. Our criteria is to get in touch with users who have at least one product in their shopping cart and the shopping cart is greater than $100. So, our message editor screen looks like this:

Sendloop Marketing Automation

Once you activate your message, Sendloop will email it to your customers matching the message’s criteria.

And best of all, you’ll get a detailed report about your messages such as:

  • Open rates
  • Click rates
  • Geo-locations
  • And more

Sendloop Marketing Automation

As you see, it’s so easy. Once the Sendloop marketing automation feature is integrated into your e-commerce site (it only takes a minute – similar to Google Analytics integration), it’s so easy to setup your message schedules and start winning back slipping away customers.

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