{"id":1838,"date":"2014-04-22T04:47:06","date_gmt":"2014-04-22T04:47:06","guid":{"rendered":"http:\/\/devant.ro\/wp\/recover-lost-sales-from-abandoned-carts"},"modified":"2023-01-23T09:45:53","modified_gmt":"2023-01-23T09:45:53","slug":"recover-lost-sales-from-abandoned-carts","status":"publish","type":"post","link":"https:\/\/vibetrace.com\/zh\/\u5f9e\u5ee2\u68c4\u7684\u8cfc\u7269\u8eca\u4e2d\u6062\u5fa9\u640d\u5931\u7684\u92b7\u552e\/","title":{"rendered":"\u633d\u56de\u5ee2\u68c4\u8cfc\u7269\u8eca\u9020\u6210\u7684\u92b7\u552e\u640d\u5931"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"wp-block-paragraph\">An astonishing &nbsp;number of about <strong>60% of carts are abandoned<\/strong>. Imagine all those sales in your pocket right now! Hopefully you are sending cart abandonment emails to recover sales. If you are not, read our &nbsp;weekly digest&nbsp;<a title=\"Cart Abandonment Links \u2013 [weekly post]\" href=\"http:\/\/vibetrace.com\/wp\/blog\/cart-abandonment-links-weekly-post.html\">here<\/a>.&nbsp;We know that is not possible to persuade all those who abandoned the cart to finish the purchase. But the effort to<strong> try to recover carts as many&nbsp;as possible<\/strong> is definitely worth it. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\"> Vibetrace analysed around 100 online stores to check basket&nbsp;abandonment. While 77% are not doing it all, we derived from the rest the essential characteristics of what we consider exceptional abandoned cart emails.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a cart abandonment email campaign?<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"851\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/abandoned-cart-email.png\" alt=\"\" class=\"wp-image-12149\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/abandoned-cart-email.png 900w, https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/abandoned-cart-email-300x284.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/abandoned-cart-email-768x726.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Abandoned cart emails are sent to customers who have added products to their cart but failed to check out.\u00a0It&#8217;s much easier (and cheaper) <strong>to recover lost sales than to find new customers<\/strong>. There is at least a 6x return for basket\u00a0abandonment, with only a few hours of technical integration. <\/p>\n\n\n<div class=\"gb-container gb-container-4fe8fb59\"><div class=\"gb-inside-container\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4e3009e9\">\n<div class=\"gb-grid-column gb-grid-column-2156c324\"><div class=\"gb-container gb-container-2156c324\"><div class=\"gb-inside-container\">\n\n<p class=\"gb-headline gb-headline-becb76a4 gb-headline-text\">Want to be up to date with Marketing?<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-d0253076 gb-headline-text\">Subscribe to our Retail CX newsletter!<\/p>\n\n\n<div class=\"gb-container gb-container-d5704067\"><div class=\"gb-inside-container\">\n<div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/01\/image-2-1024x1024.png\" alt=\"\" class=\"wp-image-17448\" style=\"width:237px;height:237px\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/01\/image-2.png 1024w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/01\/image-2-300x300.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/01\/image-2-150x150.png 150w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/01\/image-2-768x768.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div><\/div>\n\n\n<p class=\"gb-headline gb-headline-ef94572a gb-headline-text\">Stay connected with what&#8217;s really important to optimize your digital revenues.<\/p>\n\n\n\n<form style=\"width:100%; display:block; text-align:center; margin:0px auto 20px auto\" action=\"https:\/\/pages.vtcdn.net\/lists\/213\/2626\/0MOEaLRBEknB\/subscribe\" name=\"blue_woman\" method=\"POST\" target=\"_blank\">\n<div style=\"width:100%; margin:10px 0\"><input style=\"width:100%\" type=\"text\" name=\"email\" value=\"\" placeholder=\"Email Address\"><\/div>\n<div style=\"width:100%; margin:10px 0\"><input style=\"width:100%\" type=\"text\" name=\"firstname\" value=\"\" placeholder=\"First name\"><\/div>\n<input type=\"hidden\" name=\"source\" value=\"blog_green_man\">\n<input type=\"text\" name=\"__em\" value=\"\" style=\"display:none\">\n<input type=\"text\" name=\"__email\" value=\"\" style=\"display:none\">\n<input type=\"text\" name=\"__name\" value=\"\" style=\"display:none\">\n<div class=\"gb-button-wrapper\">\n<button type=\"submit\" class=\"gb-button gb-button-text\" style=\"width:100%\">Subscribe me<\/button>\n<\/div>\n<\/form>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">By clicking the button, you accept our <a rel=\"noreferrer noopener\" href=\"https:\/\/vibetrace.com\/terms-and-conditions\/\" target=\"_blank\">Terms &amp; Conditions<\/a>. Also you will need to confirm your email address.<\/p>\n\n<\/div><\/div><\/div>\n<\/div>\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\">Why are shoppers abandoning the&nbsp;cart<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While there are many reasons to leave your cart online without purchase, the main is unexpected costs that appear during checkout.&nbsp;The big advantage of online shopping, easy searching for the lower price, is also found as a reason for abandonment. For a full report on reasons for shopping cart abandonment, <a href=\"http:\/\/www.statista.com\/statistics\/232285\/reasons-for-online-shopping-cart-abandonment\/\" target=\"_blank\" rel=\"noopener\">click here<\/a>&nbsp;(new window).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Top 5 reasons for leaving carts (and how to combat):<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>unexpected costs during checkout (for example delivery costs)<\/li>\n\n\n\n<li>just browsing (those are using it as a wishlist to check back later)<\/li>\n\n\n\n<li>found a better price elsewhere (nothing to do with this&#8230;)<\/li>\n\n\n\n<li>overall price too expensive (user is not ready to buy, maybe you can give some discounts)<\/li>\n\n\n\n<li>website navigation too complicated (improve your UX)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Rebuild their cart if they open from another device<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">People are browsing websites from work or from home. In the last two years mobile is a great source of traffic for ecommerce websites. If you already send recovery emails, don&#8217;t forget about that about <a title=\"Trends in ecommerce marketing for 2014\" href=\"http:\/\/vibetrace.com\/wp\/blog\/trends-ecommerce-marketing-2014.html\" target=\"_blank\" rel=\"noopener\">50% of users are reading emails from mobile<\/a>. There is a great chance of clicking inside that email to finish the purchase. Is your shop optimized for mobile? Not only optimization, but <strong>rebuilding the cart right from inside the email<\/strong> is very important for recovery. You&nbsp;rely only on cookies, and the user clicks on other device, you will most probably lost a sale. There are two options here. We recommend the&nbsp;second.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>all the products from the cart are built inside the email link (also quantity, size and everything else)<\/li>\n\n\n\n<li>a cart identification number is sent from the email, so the last version of the cart is recreated (much easier)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Great copy turns to great results (including images)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These emails work anyway. But with a great copy strategy&nbsp;we are sure you can increase the metrics of the emails sent and recover even more lost sales. What are the ingredients for a good retargeting email? An attention-grabbing subject, responsive email, clear call to action and great copy are all important.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>use personalization using customer details<\/li>\n\n\n\n<li>reference items that have been abandoned. Include images, title and price inside the email<\/li>\n\n\n\n<li>include similar items as recommendations. You might sale a product that wasn&#8217;t previously considered.<\/li>\n\n\n\n<li>&nbsp;display clear messages and elements of trust. This make the users click<\/li>\n\n\n\n<li>have a big, clear call to action<\/li>\n\n\n\n<li>include all costs associated with the sales: delivery, return, guarantee<\/li>\n\n\n\n<li>try incentives like discounts and vouchers<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"615\" height=\"654\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/boohoo_benchamarking-blog-full.jpg\" alt=\"\" class=\"wp-image-12152\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/boohoo_benchamarking-blog-full.jpg 615w, https:\/\/vibetrace.com\/wp-content\/uploads\/2014\/04\/boohoo_benchamarking-blog-full-282x300.jpg 282w\" sizes=\"auto, (max-width: 615px) 100vw, 615px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Also, think of these basket recovery emails as a marketing communication opportunity. One of the reasons for cart abandonment is the final price being higher than expected. To support closing the sale, <strong>discounts and vouchers are good ways to motivate users<\/strong>. <strong>Note:&nbsp;<\/strong>Do not add the discount right away, from the first email sent. Usually it is recommended <strong>to add it in the last one<\/strong>, so users wound not&nbsp;get used to your discounts and leave even more cart abandoned. Here is a great example of Boohoo&#8217;s email to regain lost carts and purchases: <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;Strategy for multiple retargeting emails<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While there is no \u201cone size fits all\u201d approach, the best strategies to recover lost baskets&nbsp;is to send a series of emails.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cart abandonment emails are also called retargeting emails, based on the &#8220;abandon&#8221; trigger. We consider&nbsp;a good approach of three emails sent over a few days.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>#1 Email &#8211;<strong> Sent immediately<\/strong>, after 1 hour (Conversion Rate ~ 9%)<\/li>\n\n\n\n<li>#2 Email &#8211; <strong>Sent 4-6 hours after the first<\/strong>&nbsp;(Conversion Rate &#8211; 7%)<\/li>\n\n\n\n<li>#3 Email &#8211; <strong>Sent after two days<\/strong> (Conversion Rate 2-3%)<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">You should consider the intervals larger, depending on what you&#8217;re selling. The longer the buying decision, the longer the intervals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">To conclude, you should be doing the following to recover lost purchases:<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create the <strong>lost&nbsp;baskets&nbsp;recovery campaign<\/strong>. Check out our <a title=\"Email Marketing Automation\" href=\"http:\/\/vibetrace.com\/wp\/email-marketing-automation\">triggered emails<\/a>&nbsp;solution to see how you can start.<\/li>\n\n\n\n<li>Push users to <strong>leave their email addresses<\/strong> from the first visit to the website. That&#8217;s the only way to retarget them later.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Those two are must-do. After these please consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use a&nbsp;<strong>clear email subject line<\/strong>. Increase the chance of reading the email by letting know customers why they are being targeted.<\/li>\n\n\n\n<li><strong>Be personal.<\/strong>&nbsp;Use customer details for personalization.<\/li>\n\n\n\n<li>The primary call to action should be a link that leads to the cart.<\/li>\n\n\n\n<li>Include the products left in the basket inside the email.<\/li>\n\n\n\n<li>Is&nbsp;worth&nbsp;<strong>adding scarcity to the email<\/strong>&nbsp;by revealing how many of the items are left in stock.<\/li>\n\n\n\n<li>Draw attention to your site\u2019s&nbsp;<strong>excellent returns policy<\/strong>.<\/li>\n\n\n\n<li>Find out what is the main reason for abandonment and try to combat it using an <strong>exclusive discount.<\/strong><\/li>\n\n\n\n<li>Include&nbsp;<strong>customer testimonials <\/strong>inside the email<\/li>\n\n\n\n<li>Recommend similar products to the abandoned ones&nbsp;in the email.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Did you miss anything? Tell us what you think in the comments below. Also check<a href=\"http:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\"> these 20+ stats<\/a>\u00a0to see how much of\u00a0baskets are lost. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5ee2\u68c4\u7684\u63a8\u8eca\u6578\u91cf\u9a5a\u4eba\uff0c\u7d0460%\u3002\u60f3\u50cf\u4e00\u4e0b\u6240\u6709\u9019\u4e9b\u92b7\u552e\u984d\u2026\u2026 <a title=\"\u633d\u56de\u5ee2\u68c4\u8cfc\u7269\u8eca\u9020\u6210\u7684\u92b7\u552e\u640d\u5931\" class=\"read-more\" href=\"https:\/\/vibetrace.com\/zh\/\u5f9e\u5ee2\u68c4\u7684\u8cfc\u7269\u8eca\u4e2d\u6062\u5fa9\u640d\u5931\u7684\u92b7\u552e\/\" aria-label=\"\u95b1\u8b80\u66f4\u591a\u95dc\u65bc\u6062\u5fa9\u5ee2\u68c4\u8cfc\u7269\u8eca\u9020\u6210\u7684\u92b7\u552e\u640d\u5931\"> <\/a><\/p>","protected":false},"author":9,"featured_media":17877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[43],"tags":[67],"class_list":["post-1838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-info","tag-abandoned-carts","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/posts\/1838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/comments?post=1838"}],"version-history":[{"count":0,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/posts\/1838\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/media\/17877"}],"wp:attachment":[{"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/media?parent=1838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/categories?post=1838"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vibetrace.com\/zh\/wp-json\/wp\/v2\/tags?post=1838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}