Based on an average of reported data, roughly 70% of shoppers on an online store abandon their cart. If you are unfamiliar with the term, an abandoned cart is one where a visitor adds items to the cart but leaves without completing the purchase. This figure means that most websites only capture 30% of potential customers and represents a huge opportunity to increase sales. Let’s take a look at some strategies to improve the effectiveness of your abandoned cart emails.
Catchy Headline Text
One of the first parts of your email a customer will see is the headline text; in some cases, it might even be the only thing they see before they delete the email. This means you want your headline to be short, impactful, and on-brand. For example, if you know discounts are popular with your customers, you could use the headline to introduce a coupon.
It’s not too late! Save 20% with coupon code LASTCHANCE20
Coupons
Speaking of coupons, creating one specifically for abandoned carts is an effective way to win back more buyers. With coupons in Square Online, you can also track their usage to see how they are performing. This makes it easy to try different coupon amounts to find the best balance of discount versus profit margin.
Include a CTA
Include a call-to-action button in your email and link it to your online store. A CTA reduces customer effort by providing an easy way to get back to your store. This is added automatically with Square Online, and you can move the section containing the button up or down in the email.
Testimonials
Consider adding customer testimonials or reviews to your email. This can help convince buyers through social proof, a phenomenon in which people copy the actions of others when they see those actions as good and correct. By letting your potential buyers see that other customers viewed their purchase as the right thing to do, they will feel more confident about completing a purchase.
Timing
Lastly, find the optimal length of time to wait before sending the email. Generally speaking, shorter durations are better, though you may find that something longer is more effective with your customers.
Tip: If you use Google Analytics, note the average duration of visits and set your email delay to something that would happen soon after.
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