Are you looking for ways to reduce your Shopify cart abandonment?
In this article, I will give you the BEST practices (and examples) to help you do it fast.
Put simply: if you want to reclaim lost revenue from your abandoned shopping carts, you’ll love this article.
Let’s get started.
Chapter 1: Cart Recovery Through Web Push Notifications
Push notifications can BOOST your sales by recovering abandoned shopping carts.
Simply put, they are one of the best ways to recover abandoned carts for your Shopify store.
The only problem?
Most people are using them the wrong way.
First of all, you need to find a great app that allows you to:
- Set up automated abandoned cart web push notifications,
- Send web push notifications and capture your visitors’ attention,
- Get abandoners back to your website, and get them to finish what they started.
The best app to do that is PushOwl:
With over 1,700 reviews on the Shopify App Store and an average 5.0 rating, PushOwl is the app you NEED to install in your Shopify store.
Let’s dive a bit deeper.
After installing PushOwl, I suggest that you conduct an abandonment cart analysis or “Website cart analysis,” as Shopify calls it:
A Website Cart Analysis will tell you exactly what are the problems that your cart abandoners face.
And, why is this important?
Because you will then be able to treat each segment individually.
You can divide your cart abandoners based on the following funnel-chart:
Keep in mind that people who are just browsing have a different intent than those who have added items on their baskets, but have abandoned your store.
The messaging of your push reminders and notifications have to be different for each of these categories.
You can do that simply by setting limits based on your URL structure. For example:
www.example.com/product-page: Browse Abandonment
www.example.com/checkout: Cart Abandonment
After you decide what your goals are and what are the segments you are going to target with your abandoned cart reminders, you can start crafting your messages:
Some best practices when it comes to using web push notifications for cart recovery are:
1) Use a language that your audience understands
If your audience falls into the 18-24 category, you have to use different messaging than if they were 25-35.
Here is an example:
2) Keep it short and sweet
You don’t have to say many things since there is buying intent already.
So, keep it short, relevant, and sweet.
3) Be specific with the incentives
You have to find the sweet spot that makes someone take action; you can do that through testing different incentives.
4) Use an image
Ideally of the product that the user left on their cart.
5) Create urgency
Give visitors a reason to take immediate action.
Of course, you need to find out what works best for you; which means that you need to experiment.
You can adjust your messaging and time intervals between each notification, by using PushOwl’s “Automation” menu:
All that users need to do is enable notifications on their browser:
With PushOwl, you can monitor the revenue you reclaim from your abandoned shopping carts at any given time, by clicking on the Revenue Report:
You may be wondering if you can have success using this cart recovery method.
PushOwl helped Shopify store Headphone Zone generate 123,279 in lost sales, by recovering 1,321 abandoned carts. (Read the case study here)
Before we move on to the next chapter, I want you to keep this:
- Don’t overdo it with your reminders,
- Respect the visitors’ online experience,
- Ensure a message matching across channels.
Let’s move on to the next cart recovery tactic I have for you.
Chapter 2: Cart Recovery Through Messenger
The second Shopify cart recovery method I have for you is cart recovery through Messenger.
I don’t need to tell you that Messenger is HUGE right now.
In fact, Messenger can help you increase your Shopify sales by up to 40%, just by recovering abandoned shopping carts.
Having said that, abandoned cart reminders through Messenger are among the most critical tactics for eCommerce businesses.
They are so successful for three main reasons:
- Unlike other tactics (i.e., Email), they are instant and don’t require your abandoners’ personal information,
- Your visitors check their Messenger messages more often than they check their Email,
- Messenger, as a mobile-first channel, enables users to complete their purchase on the go, increasing conversions,
- Messenger, as a more personal and fresh channel—compared to Email—enjoys much higher Open and Click-through Rates
The tool you can use to make all this happen is Flashchat.
Flashchat helps you recover more abandoned carts through smart abandoned cart reminders.
Here is how the cart recovery process looks like:
But, let’s dive a bit deeper, and let me show you every step of the above process.
I will share with you an example of a user journey that you can create with Flashchat.
And, for the sake of example, let me use our demo Shopify store: Gadget Tornado.
To begin with, a visitor adds items to their cart:
But, because they didn’t have the time to complete the order, they abandoned their cart:
After a while, the visitor receives the 1st abandoned cart reminder on their Messenger account:
But, doesn’t take any action whatsoever.
After a while, the user receives a 2nd abandoned cart reminder, with a specific incentive, and makes a purchase:
In the end, the user makes the purchase right on Messenger, without having to revisit your Shopify store:
And, keep in mind that all the messages are automated and pre-configured by you.
Last but not least, with Flashchat, you can add social proof to your cart recovery reminders.
You can do it through the Yotpo to Flashchat integration.
Yotpo is a Shopify app that offers solutions for customer reviews, visual marketing, loyalty programs, and referrals.
If you are using both Flashchat and Yotpo, the messages users will get will look like this:
The integration allows you to display the best reviews you have in your abandoned cart messages or product recommendations — this way, you get:
- Higher conversion rate
- Increased sales
- Strong social proof
- Make sure to take advantage out of the integration, and boost your abandoned cart sales even further.
Here are some of the best practices when it comes to using this tactic for your eCommerce business:
- Think carefully about the incentives (i.e., bundle offer or discount) that you are going to use,
- Pay attention to the copy of your messages,
- Use the right time intervals between each abandoned cart reminder,
- Tell users what to expect.
Because Messenger is a new channel for Shopify stores, it’s essential that you help your customers and visitors that they can:
- Navigate through your store right on their Messenger,
- Search and find products on their Messenger,
- Make a purchase through Messenger.
Also, it’s always good to inform visitors and users that you will occasionally send them messages for product news, flash sales, and exclusive offers so that they know what to expect from you on Messenger.
Bonus: If you want to learn more things about Messenger as a sales channel for your Shopify, make sure to read The Ultimate Messenger Commerce Guide we published a few weeks ago.
Chapter 3: Cart Recovery Through Email
This is the last tactic I have for you.
Cart recovery through Email is a very popular cart recovery method.
However, it has lost some of its value after the implementation of the GDPR (General Data Protection Regulation).
Sending an abandoned cart Email can help your Shopify store reclaim lost revenue from your abandoned shopping carts.
Here is how a typical abandoned cart Email looks like:
As you can see, this Email communicates two main messages:
- Urgency: “complete your purchase now before they sell out.”
- Social Proof: “I’m getting 1000’s of orders a day…”
And, it clearly calls the recipient (who is also the cart abandoner) to take action.
You may be wondering:
Does this work?
Well, don’t just take my word for it; the data speak for themselves:
As you can see, the Open Rate in this campaign was 47.7%.
What is more, the Click-through Rate was 17.2%, and the percentage of recipients who placed an order was 9.4%.
This means that 10 out of 100 people who got this Email, placed an order after seeing it.
Which brings me to a critical point: people may abandon your website for many reasons.
- They didn’t have the time to complete their order,
- They find it difficult to complete one of your checkout steps,
- They didn’t have a sufficient balance in their credit card,
- They wanted to think about it.
In any case, it’s your responsibility to remind them why they came to your store in the first place, and why they should come back to finish what they started.
Let’s see another one.
What are the key learnings from this one?
For starters, this Email has a brilliant copy, that captures the recipient’s attention.
Also, the language is natural, casual and amusing—which means that ASOS know their audience.
Last but not least, it adds a pint of urgency, with the “Snap me up before I’m gone.” message.
Well done, ASOS.
What abandoned cart Email strategy should you use?
The one that works best for your own business.
Meaning that something that worked for someone else, might not work for you.
It all ends up to testing and finding the best subject lines, copies, images, and CTAs for your cart recovery Emails.
Some things that I want you to keep in mind:
- Offer an incentive—a reason for your recipients to take instant action,
- Be relevant—if possible include the same product or products in your Email,
- Use a warm language—everyone knows that this is an autoresponder, but this is not an excuse for not using a casual and simple wording,
- Include urgency—give a reason for your recipients to take instant action,
- Follow-up—don’t expect everyone to take action with your first recovery Email; always follow-up, but DON’T overdo it.
I wouldn’t let you leave without an abandoned cart Email template.
So, here is a Shopify abandoned cart template for your Emails:
Here is how a cart recovery Email would look like based on our template:
I’ve noticed that you visited [website or brand name] to check out our spring collection.
And, that you left [Product A] and [Product B] before you complete your order.
I’ve got something for you: a 20% discount coupon if you complete your order in the next 24 hours.
Be careful though! The coupon expires after 24 hours.
I’ll send one more reminder at [time frame until the next Email of the sequence] to make sure you won’t miss this one.
I am waiting to see you back!
There are many Shopify abandoned cart Email apps you can use to set up and run abandoned cart Email campaigns.
Chapter 4: Last Thoughts
I know that as a Shopify store owner, you lose money every time someone abandons your store.
And, losing money is NOT good.
But, as I showed you in this article, there are ways to reduce it.
The best part?
You can apply these strategies right now—and with the minimum cost (or effort).
Now, I’d like to hear from you: which of the tactics mentioned above are you going to use first?
Is it the cart recovery through Messenger? Or maybe you want to fight back cart abandonment through exit-intent pop-ups?
In any case, let me know by leaving a comment below!
. . .
This guest post was written by Georgios Chasiotis. Georgios Chasiotis is a marketing consultant who helps VC-backed startups communicate the value of their product to the right audience, and to their customers. You can connect with him on LinkedIn and Facebook.