Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

Automated Shopping Cart Abandonment: Using Email to Recapture Lost Sales
Why you need it
How to do it
When to send it
And 12 ways to increase conversions

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 50-75% of your online customers abandon their shopping carts

Why shoppers abandon carts email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 High shipping rates disclosed late in the check-out process

Why shoppers abandon carts email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Slow delivery schedules

Why shoppers abandon carts email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Worried about online security

Why shoppers abandon carts email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Customer service reps aren’t available

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 US online retailers are losing $18B annually from abandoned carts...

… yet less than half monitor revenue loss and less than 15% have a way to recoup the sales email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556

Listrak surveyed 200 US online retailers and found… email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 www.listrak.com/News/cart-abandonment-survey
58.5% don’t monitor abandonment rates and revenue loss
Only 14.5% have a shopping cart abandonment solution in place
Average site conversion is only 1-2%

Automated shopping cart abandonment email solutions will recoup lost revenue email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Our clients are seeing:
500% campaign ROI
20% conversion rates
27.7% higher average order value
26% higher conversion rates than promotional email campaigns
Case study ahead >

Listrak’s Shopping Cart Abandonment Revenue Calculator email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556

An automated shopping cart abandonment solution will recapture lost sales, increase average order values, and engage customers – here’s how… email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556

Listrak Customer Case Study Movies Unlimited email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
600,000 monthly unique visitors
37,000 carts created monthly
75% abandonment rate (27,952 carts)
3000 emails captured
20% conversion = 600 orders

As shopper types information it’s shipped to Listrak Movies Unlimited Case Study How it works email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Listrak JavaScript Tag

Listrak does not collect sensitive payment information Movies Unlimited Case Study How it works email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Listrak JavaScript Tag

Movies Unlimited Case Study How it works email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Listrak processes and discards completed checkouts Listrak JavaScript Tag

Movies Unlimited Case Study Triggered Shopping Cart Abandonment Email Campaigns email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Upon purchase shopper is removed from campaign

Movies Unlimited Case Study Tested several factors email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Timing of first message
6 hours vs 24 hours
Number and cadence of messages
Subject lines
Offer vs non-offer
HTML message showing items left in cart vs plain text message

Movies Unlimited Case Study Subject Line & Offer vs Non-Offer Results email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Open Rate Read Rate Click Thru Rate Conversion Rate 1 Your movies are waiting for you, <<FirstName>> 42.4% 41.4% 25.2% 10.45% 1 Save $5.00 On Your Order, <<FirstName>> 35.1% 33.9% 21.1% 11.38% 2 Speedy checkout for the movies you saved, <<FirstName>> 25.9% 23.9% 12.3% 9.09% 2 Speedy checkout + $5.00 savings for your order, <<FirstName>> 24.5% 22.8% 12.7% 9.63% 3 We're saving your movies for you, <<FirstName>> 71.5% 68.1% 36.2% 24.49% 3 Here's a $5.00 coupon for your order, <<FirstName>> 73.2% 70.5% 43.7% 12.70%

Movies Unlimited Case Study Offer Results email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Offer drove 26% More Orders SCA program had 27.7% higher AOV than website Offer drove 37% more products ordered

Movies Unlimited Case Study Final Outcomes email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Shopping Cart Abandonment program accounted for 10% of all email marketing revenue while representing less than 1% of overall email volume
25% Click Thru Rate
20% Conversion Rate
Program paid for itself in the first month

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Triggered shopping cart abandonment campaigns: When to send Movies Unlimited increased conversions from 13% to 20% by sending first email 6 hours after abandonment opposed to 24 hours Results of McAfee's "Digital Window Shopping: The Long Journey to Buy" report

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 Triggered shopping cart abandonment campaigns: What to send
A reminder that the shoppers left items in their carts
Pictures of the items left in the cart and links to product reviews
An easy way to complete the purchase

An easy way to contact customer service to complete the purchase
Alternative payment information
Product reviews

Personalization, including the shopper’s name
An unsub link that allows recipients to opt-out of SCA campaign without unsubscribing from list

Scarcity clauses stating that the cart will expire soon or the inventory levels are low

A simple prompt to complete the purchase

An incentive to complete the purchase

Related items for cross-sell and upsell opportunities

Listrak surveyed 398 of the Internet Retailer 500 and found email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556
Only 42 sites (10.5%) sent a shopping cart abandonment email
19 of the 42 offered an incentive = 45.23%
10 of the 19 involved free shipping w/ no purchase minimum = 52.63%
6 of those 10 were also personalized = 60.00%
4 programs sent an email within 1 hour = 9.52%
7 programs sent after 1 hour and up to 24 hours = 16.67%
14 programs sent after 24 hours and up to 72 hours = 33.33%
17 programs sent after 72 hours = 40.48%

email info@listrak.com web www.listrak.com twitter @listrak phone 877.362.4556 877.362.4556 [email_address] Twitter: @listrak Or download free shopping cart abandonment whitepapers and case studies at www.listrak.com We’re here to help Contact our experts at

Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions

by Ross Kramer on Nov 09, 2010

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Shopping Cart Abandonment - 12 Tips to Improve Online Sales Conversions — Presentation Transcript