Ever find yourself standing in line at the grocery store, only to realize you’ve left your wallet in car? After investing a considerable amount of time shopping, gathering exactly what you want, there are a limited few that would make the decision to leave empty handed. More likely, you’d ask someone to watch your cart, run to the car, return to complete your transaction, and leave feeling incredibly relieved that all that time wasn’t wasted.
Online it’s a different story, right? Often, we willingly invest hours of time surfing. Page after page, site after site, shopping for the things we need or want and yet, at the end of our journey, when it’s time to check out, we get distracted or realize that the total is a lot bigger than we thought, and flee without even a backward glance.
Somehow when we are shopping in the privacy of our office, home, or even on our phone, it just seems easier to leave. In fact, the latest statistics show that 59% of the time a customer places an item into an online shopping cart, that customer fails to check out and complete their transaction.
There are lots of reasons people give for abandoning their carts but multiple studies show that online shipping costs are the number one reason people walk away from their online cart. A close second is that the cost of the items you’ve put in your cart, add up to more money than you’ve got to spend.
To combat this abandonment issue, many e-tailers have found that launching a follow-up e-mail campaign to entice a customer back can be an effective strategy for closing the deal. They understand that shoppers may have left their cart in a hurry because of circumstances beyond their control. Perhaps a boss walked by, a child fell, or the phone rang. By sending a reminder e-mail to that shopper a few hours later when they’re in the comfort of their own home or things have calmed again, it’s possible their interest in making a purchase can be rekindled.
If a simple reminder isn’t enough, often adding in an incentive award like a gift card or discount on a future or larger purchase, can increase conversion and turn a browser into a long-term and loyal customer. As Dealnews Features Director, Lindsay Sakraida, recently put it, by offering a promotional deal or additional discount to sweeten the pot, e-tailers are more likely to “convince on-the-fence shoppers to pull the trigger on a purchase”.