eCommerce: How to Retarget Shopping Cart Abandoners

Why Retargeting Shopping Cart Abandons Matters

Let’s talk about how your eCommerce business can retarget shopping cart abandoners. The eCommerce industry is booming despite the fact it’s already over $2.85 trillion industry now. There’s a lot of competition among eCommerce stores, and a study shows that around 8 out of 10 eCommerce stores fail.

Many eCommerce businesses fail due to various reasons. One of the major reasons eCommerce businesses fail is because they lack a solid retargeting strategy. Gone are the days when you could get high click-through rates (CTR) with low effort ads. Times have changed. Traditional online marketing strategies may fail in today’s world of digital technology. E-Commerce businesses need to educate themselves on a regular basis with the latest marketing methods and strategies to always be ahead of the competition.

In this article, we’ll reveal why eCommerce retargeting is so important and how to retarget shopping cart abandoners. Whether you’re running an eCommerce business on Shopify, Magento, WordPress or another platform, these methods will help your business out.

Why Do Customers Abandon Their Shopping Cart?

Before we discuss retargeting your shopping cart abandoners, it’s helpful to know the reasons why shoppers don’t convert. If you don’t know why people who visit your site don’t convert, all the expenses incurred while running retargeting campaigns may be in vain.

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But, if you manage to make necessary changes on your eCommerce store by applying these tips to your eCommerce store, you should see a boost in a conversion rate. Here are the most common reasons visitors leave an eCommerce store without making a purchase.

Poor User Experience (UX)

An eCommerce store owner can’t afford to provide a poor user experience to their visitors, especially when there is so much competition in the eCommerce marketplace. This report shows that around 25% of visitors leave a website without making a purchase because of too many complications on the website. The complications include:

  • Too many pop-ups
  • Lengthy checkout process
  • Forced registration issues (i.e. no guest checkout)
  • Spelling and grammatical errors
  • Limited payment options
  • Confusing site architecture

Here are some examples of eCommerce sites with a great user experience:

Price

The pricing strategy must be spot on for eCommerce stores to get the desired conversion rate from their store. This is an age of information overload where an internet user can get all the required information within a matter of a few clicks. They can easily compare prices on many different stores before they decide to make a purchase.

The site visitors leave without making a purchase if they find a better deal on other sites, or if they are confronted with various unexpected costs.  

Casual Browsers, Not Shoppers

In the process of driving traffic to your store, you will attract both types of customers — visitors with a buying intent and just casual visitors with no buying intent. These people are just like visitors in a mall who roam around with no intention to buy.

However, you can still leverage them by providing necessary information to increase your brand awareness. You may be able to create a need for them too, if your marketing strategy and site are too good to ignore.

Useful Link: eCommerce Influencer Marketing – Will It Help Your Business?

Security

Cybersecurity has always been a very hot topic of discussion with so many news around the world about hackers and cybercrime. Here are the results that were obtained from an online survey that was conducted by Forrester Research on the topic of eCommerce and security:

  • Only 16% of the people that were interviewed said that online merchants were trustworthy
  • More than 50% of the interviewees were highly concerned about identity theft

ecommerce security

With your eCommerce business, it’s your responsibility to promote security features of your site. One easy way to build trust is to make sure you have an SSL certificate on your site (i.e. your URL starts with https and not http).

Delivery and Shipping

Many visitors abandon their shopping cart due to delivery and shipping costs. It doesn’t matter if you provide a free shipping or a very cheap shipping and delivery if you don’t have a proper shipping strategy. There must be enough shipping options and the delivery time must not be too long for a better closing rate.

Here are some best practices for delivery and shipping costs:

  • Don’t offer free shipping on all purchases
  • Only offer free shipping for a qualifying amount
  • Customers need to spend a certain amount of money in order to qualify for free shipping
  • Partner with local delivery drivers and logistics companies to increase your range of shipping options

Useful Link: How Leveraging Product Reviews Can Increase Sales

Why You Should Retarget Shopping Cart Abandoners

study shows that more and more marketers are now allocating over 50% of their digital marketing budget on retargeting. It’s because of the amazing return on investment (ROI) from retargeting campaigns. As an eCommerce store owner, you’ll be be amazed to see the return that is generated from retargeting campaigns.

For eCommerce businesses, one of the major groups of people that they should retarget is shopping cart abandoners. Online shopping cart abandonment is a significant problem affecting businesses of all sizes.  On average, 68.63% of shopping carts are abandoned, equating to over $4.9 trillion dollars left in the cart globally.  

Needless to say, combating this issue should be a top priority for brands with the goal of bringing down that percentage as much as possible. There are many strategies a store can implement. Remember to deploy each initiative one at a time to accurately track what is making improvements and what is not.

How to Retarget Shopping Cart Abandoners

Here’s a quick guide on how to retarget shopping cart abandoners!

Facebook Retargeting Ads

Retargeting ads on Facebook are key to getting potential customers back to your site after they leave. It’s rare for a first time visitor to make a purchase on your site, so retargeting reminds website visitors about your brand and the products they were looking at after they leave your site.

In fact, 70% of shoppers are more likely to convert if they are retargeted after abandoning their cart. Further, retargeting ads are responsible for a 147% lift in conversions!

If you’re eCommerce business is on Shopify, try Pollen on the Shopify App Store free for 7 days. Pollen enables you to acquire customers on Facebook and across the web simply and cost effectively. Through powerful automation, Pollen offers an easy-to-use marketing platform that’s sole expertise is in driving sales. It takes as little as 2 minutes to set up a campaign. Pollen takes care of the rest. It’s as simple as that! Time is money, so start your free 7 day trial today!

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Exit Intent Applications

Exit Intent Apps allow businesses to serve popups to shoppers when they are about to leave their webpage. A huge benefit here is that you can advertise a discount or other promotion as an extra incentive for these customers to convert on the purchase they were hesitant to make.  Applications like SumoMe and Intempt provide a set of tools to help retain shoppers on your website.

Email Marketing Retargeting

Use apps (you can even do it through Google Analytics) to track users who abandon their purchases. If a shopper leaves merchandise in their cart and leaves your site, send an abandoned shopping cart email reminding them that their shopping cart has items in it.  

Using some trusty apps, you can also automate discount codes to these shoppers to help with conversion in these situations (33% of opened emails go on to make a purchase!) Here are some recommended apps if you’re running and eCommerce business on Shopify:

Omnisend

Seeing those smart stunning email marketing campaigns that e-commerce leaders are sending and thinking it must be difficult and time-consuming to implement? Omnisend proves it wrong. All-in-one email marketing solution will help you benefit from newsletters and marketing automation.

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Privy

Privy’s free suite of email capture tools, including exit-intent driven website popups & banners, help you grow your email list from your Shopify store, social media channels, mobile, and in-store traffic. All without any coding or development skills needed.

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Happy Email

Happy Email helps to send a thank-you email to your customers automatically, 30 minutes after they make the first purchase or sign up for a new account on your store. It helps to create a personal touch and gain trust from your customers.

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Payment Methods

Although this doesn’t tie directly to retargeting, offering all major credit cards and PayPal will help boost your conversions and ensure customers don’t get left out. Consumers pay for products differently and respecting their personal finance decisions is key. Provide as many options as you can!

General eCommerce Website Best Practices

Aside from specific tools, shipping costs are the biggest reason for cart abandonment, accounting for 44% of all cart abandons. Free shipping or discounts on shipping above a certain spending threshold is the way many eCommerce stores are moving.  

Additionally, ensuring your website load times are optimized, your products are viewable on desktop and mobile, and your checkout process is seamless. These are important steps to take and will help your brand ultimately drive down your cart abandonment rate.

What’s Next?

By adopting these methods on how to retarget shopping cart abandoners, you’ll be in great shape to retain more customers in 2018!

If your eCommerce business is on Shopify, try Pollen on the Shopify App Store free for 7 days. Pollen enables you to acquire customers on Facebook and across the web simply and cost effectively. Through powerful automation, Pollen offers an easy-to-use marketing platform that’s sole expertise is in driving sales. It takes as little as 2 minutes to set up a campaign. Pollen takes care of the rest. It’s as simple as that! Time is money, so start your free 7 day trial today!

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Any other tips? Feel free to comment below.

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