3 Steps to Successful Cart Reminder Messages
Everyone knows that shopping cart reminder emails bring consumers back to a site to shop and hopefully make a purchase. The rate of visitors leaving items in a shopping cart continues to rise, though many shoppers aren't truly abandoning carts with no intention to come back and shop. According to a study by Bronto, 40 percent of online shoppers will use the shopping cart to store items to view on a different device, and 36 percent will use the cart to view items on a mobile device while in-store.
Clearly, the shopping cart is a tool that consumers use as step in the path to purchase. This means the cart goes beyond acting only as a component of the checkout process. The shopping cart can also serve as a shopping list, a wish list, a research tool, a way to move the shopping process between devices, etc. In other words, the ways consumers use the shopping cart is a long, long list.
You may perceive this evolution of consumer shopping habits as more work and complexity for your resource- and time-strapped team, but there are many low-impact ways you can meet consumers’ needs, improve their shopping experience and boost sales. Here are three ways how:
1. Rework the shopping cart. The first step to a better shopping cart reminder program is to revisit your shopping cart. There's an average of 5.6 pages from carting an item to order confirmation. See how you measure up against that average, but don't feel like a lower number is necessarily better. Considering the variety of ways shoppers use the cart. For example, a one- or two-page checkout may be overloaded with information and form fields that won't meet the needs of the shopper who's using the cart to store items.
Look for repeated information, superfluous steps, unnecessary data requests or any other roadblocks that create a barrier between your shopper either completing their order or using the carting process as a way to temporarily store products. Review existing data to see if there are certain pages that result in more abandonment than others. This could mean either shoppers feel overwhelmed or that they've found a convenient spot to store items for later.