Guide to Reducing Cart Abandonment on your Shopify Store: Part 1

The number of eCommerce stores worldwide is growing by the hour. More brick-and-mortar stores are setting up their digital presence and newer stores are cropping up online. This steady growth means that shoppers now have more buying options than ever. But this abundance in choices also means higher abandoned cart rates for businesses. According to Baymard, in 2018, an average of 69.57% of online shopping carts was abandoned, and the number is only increasing.

Whether shoppers are put off by the high shipping fees or whether they merely forgot to complete their purchase, cart abandonment is a major loss for merchants. So, how can you equip your store with the best cart abandonment solutions to reduce cart abandonment and boost sales?

Shoppers have already left the store, and this means you’ll need to reel them back to your store with platforms that they are usually spending time on. Let’s dive into the different off-site cart abandonment solutions that you can set up, and their best practices to help you convert better. 

Off-site eCommerce Conversion Optimization Tactics for Cart Recovery

Note: If you’re looking for tactics to decrease your abandoned cart while your shopper is still on your store, check out our guide to on-site conversion optimization tactics.

1. Emails

Email is still one of the most promising channels when it comes to ecommerce marketing, delivering a 400% ROI on every $1 spent. According to SalesForce, over 90% of consumers use their email at least once every day. Despite the rise of social media, email is still an important place for receiving news, updates, and information for the daily user. 

Another reason that many eCommerce businesses see success with email marketing is because of how they communicate. Inboxes are a personal space for users, almost like a private chat with a friend. With the right language, email can be a casual conversation where the store alerts the user about a price drop or a new sale on the website.

Using emails for cart recovery has evolved over time. From what started as simple reminders, now marketers are experimenting more to strike a conversation. For instance, this email has a catchy headline to grab the shopper’s attention as well as the image of the product to remind him about his forgotten cart.

cart abandonment solutions

Advantages of Recovering Carts with Email

According to Omnisend, recovery rates with abandoned cart emails are proven to be high. On average, 46.1% of people open cart abandonment emails, and 13.3% click inside the email. Out of those who click within the email, more than 35% end up buying something. 

Moreover, larger platforms like MailChimp and Klaviyo have simplified this automation by creating template email flows specifically for cart recovery. This makes it easier for store owners to set up the email sequence and optimize it based on how shoppers respond.

Here’s how you set it up:

  1. Set up subscription forms or subscribe pages to enable your visitors to opt-in for emails. With Klaviyo, you have multiple options for capturing subscribers. Learn more from this guide.
  2. If you’re using Klaviyo, they already have a default abandoned cart flow which is triggered when people start checkout but haven’t placed the order yet. All you need to do is edit the flow to fit your requirements. You can customize the content within your email, modify the time interval, setup A/B testing, etc. Read about how to edit this default email flow.

Further Reading:

Guide to Creating an Abandoned Cart Flow

3 Emails to Increase E-commerce Abandoned Cart Recovery in 2019

2. Web Push Notifications

Web push notifications are a popular marketing channel for many top eCommerce businesses. Stores that send out push campaigns see click-through rates from 3.7% to as high as 10%. With a simple opt-in and high visibility, web push notifications make it easier for businesses to send out updates and get immediate views on their campaign. 

Web push notifications aren’t just used to create promotions about your sale. You can also set up different Automation features, including ‘Abandoned Cart Reminders’. These reminders are a sequence of 3 reminders, sent at different intervals, making them perfect for bringing back your forgetful shoppers. 

reduce cart abandonment

Just see how Headphone Zone has used push notifications to recover their abandoned carts. The store uses search ads, emails, and even Facebook ads to recover their carts, but with web push notifications, they could target anonymous visitors who didn’t leave personal details like their email and send reminders straight to their screens. In 11 months of using the automation, Headphone Zone recovered 1321 carts.

Advantages of Recovering Carts with Web Push Notifications

Web push notifications are highly visible. Unlike other channels, you don’t need a third-party for the shopper to view your reminder. The notification appears on the screen of the user’s device, making it unmissable. This way, you’re sure that your abandoned cart reminder doesn’t go into a spam folder.

Moreover, there is a lot of scope for you to tweak and customize the reminder sequence based on the time interval and copy of each notification. While the default time interval is 1 minute, 1 hour, and one day, you can change these delays based on what you think works best for your cart reminders.  

Here’s how you set it up:

  1. Set up the browser prompt with a catchy overlay to capture subscribers easily. You can also set up a flyout widget for visitors who dismiss the prompt. Read more about subscription widgets.
  2. On the PushOwl dashboard, you can find Abandoned Cart Reminders under ‘Automation’.
  3. Click on the switch next to Abandoned Cart Reminders to enable it.
  4. You can choose to change the time of the notification as well as the copy within each of the 3 notifications. Read more about the automation for a smoother setup.

Further Reading:

Getting Started with Web Push Notifications on Shopify 

5 Free Push Notification Templates To Ace Your Abandoned Cart Reminders

10 Ways to Make Your Abandoned Cart Reminders Convert Better

3. SMS

When was the last time you received an SMS? For most people, SMS is a highly personal channel, meant for crucial and often, transactional information. Many stores are adopting SMS marketing, primarily to communicate information about the shopper’s orders. But as platforms evolve, SMS is also being used to send out promotions and for remarketing efforts. 

You can set up Abandoned Cart Messages as an automated task within your SMS platform. Once you set it up, anyone who is part of your SMS subscriber list receives a sequence of messages, based on the number of messages you have set up as well as the time intervals you have chosen. You can add discount codes for the shopper to use as well as attach the image of the product that the shopper let behind.

Advantages of Recovering Carts with SMS

A store’s customers are already providing their phone number, allowing the merchant to retarget these customers and bring them back to the store. For new visitors, stores can easily entice them with an offer for opting in. Once the shopper has successfully been added to the SMS list, converting them is a breeze!

Since it’s a direct channel for communication, SMS messages are opened as quickly as 90 seconds. SMS has an open rate of 98%, proving that the channel is a powerful way of bringing back shoppers and turning abandoned carts into a purchase. 

One downside to note is that to capture subscribers for SMS marketing, stores need to receive their shopper’s details — their phone number. This can be tricky for new visitors but with a catchy subscription form, you can easily convert them.

Here’s how you set it up:

  1. Set up a subscription form to allow shoppers to opt-in. This form can either be a floating form, embedded within your store or a popup that is triggered within a few seconds. You can pick the kind of form you want to set up and learn how.
  2. SMSBump already has an Abandoned Cart template, which you can easily tweak based on the time interval, and copy you prefer as well as any offers you want to add. Read about their Automations.

Further Reading:

How to Create and Enable SMS Automations

A Beginner’s Guide to SMS Remarketing

How You can Use SMSBump and PushOwl to Supercharge Your eCommerce Store

4. Facebook Messenger

Personalizing your messages to your shoppers is a crucial part of any marketing strategy. Marketers are looking for tactics and platforms that allow you to customize their promotions — from using the shopper’s name within the message to sending relevant and behavior-based promotions that aligns with the shopper’s interests. Facebook Messenger checks off all these boxes.

With Facebook Messenger, you can send promotions straight to your shopper’s chat. Many apps like Octane AI have made Messenger marketing easier for Shopify merchants, allowing them to send promotions based on the store’s sales as well as messages triggered by the shopper’s activities. This also includes a sequence of Abandoned Cart reminders that will be sent to your shopper based on different time delays to bring them back to your store.

reduce cart abandonment

Advantages of Recovering Carts with Messenger

With more users actively spending time on this platform, Messenger marketing is seeing greater success than most platforms. Reports suggest that businesses using Facebook Messenger witness open rates between 98% – 88%. What’s more, shoppers aren’t just viewing the messages they receive. Click-through rates are high as well! These quick and convincing messages can have a click-through rate as high as 56%. This makes Facebook Messenger a great cart abandonment solution.

Here’s how you set it up:

  1. First, set up a ‘Subscribe’ menu to allow visitors to subscribe to your Messenger bot. This help guide by Octane AI will show you how.
  2. If you’re using Octane AI’s Messenger bot on your store, you can set up Abandoned Cart messages and edit each reminder, adding coupon codes to incentivize the purchase as well as craft copy based on your brand’s tone. This article gives comprehensive instructions to perfect your reminders.

Further Reading:

Recover 2-3x More Abandoned Carts Using Facebook Messages

Fuel your customer engagement strategy with web push and messenger marketing

5. Facebook and Instagram Ads

Facebook is every marketer’s favorite advertisement playground. As of March 2019, Facebook has over 2.38 billion monthly users, giving marketers access to a broad audience to target. The platform is eCommerce friendly— it integrates with Shopify, allows businesses to set up a Shop tab to directly sell on their business page, and allows you to run highly specific ads to bring in new shoppers as well as repeat customers. 

This is why many store owners set up retargeting ads to solve their cart abandonment problems and successfully recover sales. Moreover, when setting up a retargeting ad on Facebook, you can even set up advertising for Instagram, allowing multi-channel targeting to bring shoppers back to their cart.

reduce cart abandonment

Advantages of Recovering Carts with Facebook and Instagram Ads

While Facebook is one of the most popular platforms online, eCommerce stores are turning to this platform not just because of the broad audience they have immediate access to. Stores are seeing great results from running ads on Facebook. In 2018, Facebook reported that an average user clicks on eight ads per month. Specifically, eCommerce has benefitted from this surge in interest— click-through rates for ads by eCommerce businesses have tripled in just two years.

On the other hand, Instagram is the best place for advertisers. Users are more inclined to convert with visuals, and this has been proven with success seen by Instagram advertising. OurSocialTimes reported that engagement rates on Instagram are 15 times higher than Facebook and 20 higher than Twitter.

Here’s how you set it up:

  1. Start by creating a custom audience. For this, you want to specify your audience in this way: ‘People who visited specific web pages’ in the past ’30’ days. Under that, you can filter it by ‘URL’ contains /cart/ but under exclude you can exclude ‘URL’ that contains ‘/thank-you/’. Read about how you can set up Custom Audiences here.
  2. Now you can start setting up your ad. Select the objective ‘Conversions’ and pick the conversion event as ‘Add to Cart’ and set a budget. 
  3. Switch on ‘Dynamic Creatives’ so that the ad can automatically generate the product image.
  4. You can then pick the audience you created under ‘Custom Audiences.’
  5. Under the ‘Identity’ tab, select the Instagram page you want to advertise from so you can set up multi-channel targeting. 
  6. Lastly, add a generic title and headline that will entice your shopper to get back to their cart. Don’t forget to link to the shopping cart so that the ad takes shoppers back to their abandoned cart. Facebook has a help guide to get you started with a dynamic retargeting ad for your abandoned carts.

Further Reading:

Best Practices for Dynamic Ads

Are you spending a lot on ads but not recovering your sales goals?

6. Search Ads

We’ve all encountered a search ad. You may have been searching for something on Google or browsing a website, but that fancy bag you looked at has been following you around online. Google ads are a highly efficient remarketing tool. What’s more, Google has a set of powerful tools to help you redirect audiences to your store.

This is why search ads are one of the top off-site cart abandonment solutions that are highly recommended by top marketing. With a one-time setup, you can capture your forgetful shoppers within your remarketing audience list. Google’s smart algorithm allows your ad to follow around the shopper online, whether it’s websites or on the search engine, ensuring it captures the shopper’s attention.

reduce cart abandonment

Advantages of Recovering Carts with Search Ads

It’s not surprising why top retailers use search ads to direct their shoppers back to their store. Google owns 71% of the search market share, which means that most of your customers are already on Google; all you need is to set up your ad. Moreover, Google’s display ads are seen by 90% of internet users.

But, when it comes to your eCommerce business, how do your views and clicks fare? According to Search Engine Land, 31% of people said that they click on shopping ads. The best part is that Google’s algorithm ensures that your ad follows the shopper around, reminding them of completing the purchase across various ad networks – including publishing sites they frequently visit. 

Here’s how you set it up:

  1. Set up Conditions on your Google Analytics to include users who viewed the cart page and exclude those who viewed the order confirmation page. Read about building this audience here.
  2. On your Google Ads account, start a ‘New Campaign.’ Choose your goal and campaign type and fill in the details like campaign name and budget according to your preference. 
  3. Under Additional Settings, expand ‘Dynamic ads’ and select the ‘use a data feed for personalized ads’ checkbox. You can also check the data feed menu to add custom parameters.
  4. Once you’ve saved the ad, select the audience you want to reach. This is where you choose the audience you created on your Analytics. These steps are also outlined on Google Ads help desk

Further Reading:

Dynamic Remarketing Ads: The Future of Google Remarketing

How I Recovered 2,328 Abandoned Shopify Carts With YouTube Ads

Once you’ve picked the ideal platform for your cart recovery efforts, you can use a few of these platforms together to cover more ground and maximize your retargeting strategy. 

For instance, Proozy uses email and web push notifications together to ensure they don’t miss their shoppers. Meanwhile, Headphone Zone uses multiple channels— from web push notifications to search ads— to grab their shoppers attention quickly and recover their carts. And that only goes to say there is no one-size-fits-all approach to recovering carts. 

So continue testing different off-site eCommerce conversion optimization tactics till your abandoned carts become successful sales. 

Which of these off-site cart abandonment solutions do you use to bring back your shoppers?