We’ve all done it. In fact even as I write this, I’m fully aware there’s a shopping basket full of blu-rays on an ecommerce site, from the end of 2013, sitting and waiting for me to click ‘confirm purchase'. They’re definitely still there, I just checked.
As I discussed in my recent article what is retargeting and why do we need it? this very same curtailed ecommerce visit has led to a whole host of retargeted adverts on various related and not so related sites I’ve visited since.
But what of the abandoned basket itself? I’ve heard nothing from the company directly related to it. Right now, I’m the easiest mark there is when it comes to a targeted email.
I obviously wanted these products at more than one stage, I was even so far down the sales funnel that I registered my details, including my email address with them.
Chances are a well-timed email, reminding me this basket is ready and waiting, would have compelled me to make the final purchase, but so far I haven’t heard a thing.
Do basket abandonment emails work? Is there a best practice that ecommerce sites should follow? What is the likelihood that an ‘abandoner’ will come back to purchase after receiving the email? I'll try to answer these questions right here.
Basket abandonment is an inevitability in ecommerce as it's all to easy for shoppers to lose interest, decide to buy from a competitor, balk at delivery charges, or back out because they were only browsing.
We've previously highlighted stats which show that the most common causes are high shipping costs and forced registration, both of which are fairly simple to remedy.
And these new case studies reveal more reasons behind why customers abandon shopping carts, as well as demonstrating the success that can be achieved with retargeting emails...