Counting from Black Friday till Cyber Monday there are only four days. Yet, these four days can have the biggest impact on your sales. There’s a huge percentage of people who shop heavily around this holiday season, waiting to pounce on the discounts and deals. But there are just as many that will abandon their carts on your store to shop from another one.
In their hunt to get the price on their favorite products and items, these shoppers often hop from one brand to another. They will abandon even the best discounts in their cart to look around for better deals on the same items. After all, that’s what BFCM is all about. Right?
This ‘discount-fueled’ behavior has led to the surmounting cart abandonment rates around BFCM sales.
That’s why, in this article, we’re sharing how you can get your cart recovery strategy well in place before the BFCM sale even begins.
Solving the cart abandonment challenge around BFCM sale
Barilliance recorded the cart abandonment rate during BFCM sales in 2017 reached a whopping 75%!
When on normal days, the cart abandonment rates are so high, imagine what happens when all the online stores start offering discounts?
BFCM is that time of the year when an online store has the biggest opportunity to get as many sales from the enthusiastic shoppers. If you could turn traffic into as many sales, imagine the amount of revenue your store would generate!
Now that you know how promising the numbers look, let’s get to discussing strategies that will help you do two things – prevent cart abandonment and recover abandoned carts.
Preventing cart abandonment
1. Email popups
Using email popups is one of the most effective conversion optimization tactics. They are the best way to capture a shopper’s attention and promote a discount they may not have discovered otherwise.
During BFCM, you can change your popup strategy. You could now focus on promoting the most popular deals in your BFCM sale or create a sense of urgency around them, to prevent a visitor that is about to abandon a cart.
For example, during the BFCM sale, what is the one thing that would really appeal to a shopper? The discounts are already high and the cart total looks well in budget too!
Well, it’s “free shipping”.
If the shopper hasn’t applied the BFCM discount to the cart total yet, you could use the email popup to share the coupon codes with them. Why let them leave without even having seen how much discount you’re offering on the products during BFCM?
Considering that your online store will be getting a lot of traffic during BFCM, this is also a good time to build your email list.
Here’s an example of an email popup you could use during BFCM to nudge visitors to make a purchase before leaving the store.
You can trigger these email popups differently too with apps like WooHoo, Optimonk, and OptinMonster. You could show them to visitors who have spent a specific amount of time on your site, actively browsing products or to those who are about to leave without making a purchase.
Alternatively, you could test both approaches to see what gets you the most number of conversions and BFCM sales.
Here are a few resources to help you craft a high-converting email popup:
2. On-site push notifications
Apart from email popups, you can also use on-site push notifications to prevent cart abandonment.
On-site push messages help you create a sense of urgency around products that are on discount during the BFCM sale. You can show the visitor what number of sales have been made on the products they’re actively browsing. You can also show them the amount of time left for them to be able to avail a deal.
Since on-site notifications appear either at the bottom right or left of the shopper’s screen, they’re unintrusive.
Simply put, they’re the slight nudge deal seekers need to complete the purchase during BFCM.
With the Fera.ai and PushOwl integration, you can set up these on-site notifications in no time. Read about it here.
Recovering abandoned carts
1. Email marketing
An interesting and detailed study by Omnisend found out that cart recovery emails had the most success during BFCM. Email campaigns during this period showed a whopping 34% open rate and a 9% click-through rate. To add to this, 2.13% of all cart recovery emails opened resulted in a successful purchase.
Forrester pointed out that 90% of cart abandonment leads go cold within an hour. Simply put, your recovery tactics only work best when they go out in a timely manner. That’s why you need to automate your cart recovery email marketing campaigns.
It’s as crucial to your BFCM sales as the deals and discounts themselves!
What you could do differently during BFCM to recover as many abandoned carts, is go beyond just sending one email reminder. Instead, create a drip campaign to remind shoppers of what they’ve left behind, how soon the deal is going to end and even let them know about whether their favorite products are going out of stock.
Here’s an example from Urban Outfitters:
2. Web push notifications
Web push notifications have become a popular channel for online stores to reach their customers and subscribers.
Due to the look, feel and nature of web push notifications, they get delivered in real-time and the recipient views it immediately. With a time-sensitive sale, this is exactly what you need to recover abandoned carts during BFCM.
Similar to email marketing, you can set up a drip campaign of upto three web push notifications to recover the abandoned carts. With PushOwl, you can automate your reminder sequence and add custom copy for each to ensure the reminders go out in a timely manner.
Make sure to capture the attention of your subscriber instantly. Phrases that create urgency like ‘24 hours left’ or ‘hurry now’ have a great effect in making the shopper complete the purchase.
If you haven’t used web push notifications for cart recovery yet, here are some resources to get started:
- The ultimate guide to reducing shopping cart abandonment
- Push marketing: Optimize your abandoned cart recovery
- 5 free push notification templates to ace your abandoned cart reminders
3. Facebook Messenger marketing
Stats reveal that Messenger can help increase Shopify sales by up to 40%. In fact, reports show that this messaging app has millions of daily active users. So, why not use this channel to reach out to and convert your cart abandoners?
You’d see that recovering carts with Messenger work like a trick. All you need to do is create compelling copy and offer a discount that incites FOMO, making the shopper rush back to the store to complete the purchase. You can also create automated follow-ups to ensure your cart recovery messages don’t get missed.
Here’s an example of how Gadget Tornado uses Facebook Messenger to recover an abandoned cart. A quick reminder and a sweet discount will have your shopper running back to the store in no time.
Here are a few guides to help you get started:
- How FB Messenger marketing can dramatically lower cart abandonment
- Shopping cart recovery with Facebook Messenger
4. SMS Marketing
While text messages may seem like a thing from the past, SMS open rates are shockingly as high as 98%. Considering that most stores think of SMS as ‘outdated’ and won’t be using the channel, your message during BFCM stands a chance of being noticed immediately. After all, a typical internet user does have their phone in their hand at most times!
But, just like web push and Messenger, SMS too, works best when they reach the shopper at the right time. That’s why you need to automate your SMS campaigns with apps like SMSBump to ensure relevant messages are triggered based on shopper activity.
The app enables you to send out relevant, contextual and timely messages to shoppers who have abandoned their carts during BFCM. You can create a series of follow-ups on SMS to ensure you’re creating FOMO, to bring back the shopper to the store.
If you’re new to SMS marketing and are not sure where or how to get started, here are a few resources you absolutely need:
- How to persuade Shopify customers to complete abandoned carts
- How you can use SMSBump and PushOwl to supercharge your cart recovery campaign
5. Retargeting ads on Facebook and Instagram
We’ve mentioned this time and again that 98% of your first-time visitors will leave without making a purchase. However, they will leave a number of valuable cues behind that can help you understand their buying intent, buying readiness, likes, and motivations.
The same logic holds true during the BFCM sale.
Shoppers on your site have already added products with slashed prices to their cart. If they’ve abandoned it, there’s a high chance that they’re looking for more discounts. Or they could have simply gotten distracted by another store’s promotions.
This is where retargeting ads come into play.
Facebook and Instagram are two of the biggest channels where brands are promoting their discounts and attracting new customers. So why not use them to bring back cart abandoners too?
But, just like the other channels and strategies, your retargeting campaigns must begin in a timely manner. That’s where apps like Shoelace come into play. The app helps you show the right ads to the right customer, at the right time.
Pro-tip: Showcase the large discount on the item that your shopper has added to the cart, clearly and boldly in your Facebook retargeting ad. Infuse an element of urgency in your copy just like J. Crew Factory does, in the following example for their flash sale:
Haven’t run Facebook and Instagram retargeting campaigns before? Here’s a resource to help you with just that:
- Facebook abandoned cart retargeting [Step-by-Step Blueprint]
- 5 Facebook retargeting ads that combat abandoned carts
6. Remarketing – Display ads
Retargeted display and search ads are powerful tools for recovering shoppers who have abandoned their carts. These ads work like magic simply because they make use of what you already know about the shopper – their on-site behavior and preferences.
Retailers can leverage site tagging and dynamic template assets to retarget shoppers based on relevant actions they took on your website, as well as by utilizing segmentation.
For example, display ads show the exact products that a shopper added to the cart before leaving the website. Alongside the image of the products added to the cart, the ad serves a custom copy to shoppers to catch their attention.
So when the shopper is looking for BFCM deals, they’ll be targeted with your ads too, reminding them of what they left behind.
Setting up Google Ads and remarketing campaigns can be overwhelming. But apps like RetargetApp make this easy. It monitors your campaigns and automatically optimizes them for maximum reach, and conversions.
Getting ready for BFCM
Your BFCM strategy for cart abandonment will largely encompass the same channels as your year-round strategy does.
But two things change here.
First, the way you choose products that go up on discount during BFCM. Second, how you remind the shoppers about the products they have abandoned – you need to create FOMO for them to complete the purchase within your sale period itself.
So, no matter what channel you implement to run your cart recovery campaigns, remember to drive your strategy with data.
How are you gearing up for BFCM?