Cart abandonment happens when a user adds a product to the online shopping cart of an eCommerce site but doesn't proceed to checkout and complete the purchase. Argh…that’s a lost opportunity for conversion!
First, what are the reasons why they just leave without saying goodbye? Users may abandon because they aren't ready to buy. Instead, they use their cart as more of a "wishlist" as they shop around and compare prices and items. Studies show that most cart abandonment occurs because shipping and taxes are too high, they are required to create an account first before proceeding with the process, and the checkout process is unnecessarily complicated.
It is important to note that while 0% cart abandonment might be unattainable, you can still do better to reduce its impact on your business.
We dove into some most popular fashion brands to see how they reach out to their prospective customers when a cart has been left behind. Here, we picked out some fave emails and best practices. All thanks to Panoramata we were able to track their lost checkout journey. We encourage you to read on. Whether you belong to the fashion industry or not, these really help.
- Create a progressive email journey
- Let them know what other customers say
- Incorporate humor to engage your audience
- Use cute graphics in line with your branding
- Save a purchase using the classic FOMO
- Direct them to your FAQs
- Rescue a cart through customer support
Create a progressive email journey
Customers have gone through the process and trouble of finding a product. The proof is their cart with item/s left on it. You can now take advantage of the low-hanging fruit here. To do so, you need to be a little pushy but on the right way. Why not create a simple email series - something that progresses from one stage to another?
Sending one email reminder is a good practice and can work sometimes. But ideally, you can send 3 emails and time them right.
Let’s look at the following example journeys to find out how it’s done.
Remind your customers about their cart. You can send a simple email reminder an hour after a lost checkout.
Subject line: U left these behind...
Sent by Crap eyewear
Suggest they finish their purchase.
Subject line: (Almost) gone forever
Sent by Crap eyewear24 hours after the first email
Provide an incentive.
Subject line: Good for the next 24 hours!!
Sent by Crap eyewear 24 hours after the second email
Could we add another example? Here’s from the brand Lulalu.
Again, remind them about what they have left.
Subject line: Don’t forget about that cart...
Sent by Lulalu
Also, remind them how good your products are. This can increase the chance that they finish their purchase at this point.
Subject line: So...why Lulalu?
Sent by Lulalu 24 hours after the first email
In the third email, we recommend being more generous by offering a discount. This can work magic.
Here’s a little discount just for you, Robby
Sent by Lulalu 1 day after the last email
You don’t need to limit yourself to only 3 emails. You can send 4 or more, especially if you are offering a good deal. Here, Lulalu sent the 4th email to remind them about the discount.
Don’t lose your discount!
Sent by Lulalu 2 days after the last email
Let them know what other customers say
One surefire way of securing new customers is by showing them that others have already bought and were satisfied with the item. Just like the example emails below, you can use customer testimonials to help your prospective customers decide - of course in your favor.
A customer testimonial is a recommendation from a satisfied buyer that affirms the value of a product or service. Show the comments from your previous buyers. If you have plenty of reviews, you can place a CTA so readers can just click to view more of them. Or, you can use a good layout to organize them in such a way that they do not crowd the email body too much. Otherwise, it will look overwhelming and users may strain their eyes reading them.
Did you see something you liked?
Sent by Bohten
Mason, these are still in your cart!
Sent by Knickey
Incorporate humor to engage your audience
An abandoned cart can be a serious challenge to your business, especially if the rate is going higher and higher. But some brands take it on a light note on their email reminders, which proves to be effective.
Look at the example emails below. As you would notice, the subject lines and the banner texts and images use the power of humor. This is where you can get more creative than just sending a plain reminder to the customers. You can get their attention this way. You can incorporate humor naturally by making them relevant to your point or story. Humors are grounded in real-life experiences after all. Keep it short and sweet, choose the right words. It is also worth noting that when talking about an abandoned cart, you can mix funny and serious (as this is a serious matter, at least to you as a marketer).
Missing something? 🧦
Sent by Lasso
Are you walking around barefoot? You forgot your Glyphs in your cart! 🦶🦶🦶
Sent by Glyph
Use cute graphics in line with your branding
In this email example, the brand RipNDip utilized cute graphics on their banner image that is aligned with their branding (the cat character). Yes, it used just a simple and classic subject line “Did you forget something” but the banner image could really catch the audience’s eyes. It also used a simple layout where you can see only a few things - the product left on the cart, its price and quantity, and the high-contrast CTA that reads “Return to your cart”.
Did you forget something?
Sent by RipNDip
Save a purchase using the classic FOMO
FOMO or Fear of Missing Out is a classic but still proven go-to when it comes to saving a sale, in any industry really. It is a message that appeals to customers' desire to latch on to every opportunity before it slips through their fingers. Many people would rather make an impulse purchase than regret failing to act later. So it is still effective as a marketing tactic.
In the example below, you will see right on the second block the statement “We might only have this exact color and size for a little bit longer…” For a shoe product, it can be convincing knowing that a delay in purchase can lead them to not have the exact item they wanted.
You cant' kill your workout without these 👟
Sent by Lane Eight
Direct them to your FAQs
The FAQs on your website can be the catch-all page to all your customers’ queries about a certain product or the service you offer. By directing them to your FAQ page, they will get an instant answer that can lead them to finally continue checkout. But before pointing them to your FAQ page, you should be confident enough that it is worth browsing through. You can see additional insights about creating an SEO-Optimized FAQ page here.
did you forget something?
Sent by Mahabis
Pssst... Looks like you forgot something.
Sent by Harper Wilde
Rescue a cart through customer support
It is possible that customers potentially have questions about the product they wanted to buy, or they encountered technicalities beyond their patience. They are best answered by a person - someone from the customer support team or even the founder himself. Make sure to spell out the available customer support options such as an email address, phone number, live chat, and any other contact means.
This is also an effective way to know first-hand experience so your team can check and solve it. It will create a frictionless checkout and positive customer experience the next time around.
Did you forget something?
Sent by Happy Socks
Need Help With Your Cart? We Can Help
Sent by Alo Yoga
Bye for now! See you again for the next round of winning marketing moves.