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Wednesday, Oct. 24, 2012 at 1:53 pm

Why People Don’t Buy Part 3: Saving Items For Later Purchase

By Mariel Bacci
October 24th, 2012

Why People Don’t Buy Part 1: High Shipping Costs

Why People Don’t Buy Part 2: they are Comparison Shopping

Why People Don’t Buy Part 3: Saving Items for Later Purchase

Many guests will leave the buying process with items in their shopping cart, especially for larger ticket items.  Sometimes people need to speak to one or many people about your product and company before they are willing to commit to buying from you.  The best way to keep these guests coming back is to save their shopping cart for them.  If you have your visitor’s e-mail address you can use a follow up e-mail strategy that informs them you still have their cart waiting, and possibly offers an incentive to return.  Just reminding these kind of guests that they were thinking of buying from you can create a sale and also start a longer term relationship.

If you do not have your guests e-mail address, why don’t you prompt them for one? If they really are planning to return to buy your product or service, they are likely to share their e-mail address in a  pop-up delivered when they abandon your site with items still in their shopping cart.  It could read something like, “Want to save the items in your shopping cart?  Enter your e-mail and we will send you a link to get back to your cart contents.” If you can gather e-mails this way, you are not only helping your guest, but you are also gaining a way to connect with your guest through e-mail later.

Abandoned Cart Email Strategy

SeeWhy works with clients everyday to help them recover abandoned shopping carts.  Their clients experience maximum benefit from deploying an e-mail strategy that becomes more aggressive as the time increases from the moment a guest abandons their cart.  We suggest the following e-mail campaign strategy based on their consistent success recovering guests who plan to come back later to make a purchase.

Immediately after a Guest leaves your site

Send an e-mail that lets your visitor know that you are saving their cart for them.  Make sure the e-mail contains contact information and invites your visitors to call you with any questions they might have.  Display a picture of one or more things your guest had in their shopping cart so they recognize right away why you are sending the e-mail.  Link back to your guests shopping cart directly from the e-mail.

24 Hours after a guest leaves your site

The e-mail you send 24 hours after a visitor leaves your site should contain everything in your first e-mail, contact information, an image of their cart contents, a link back to their cart, and should also include a small incentive or reminder of a top of the line warranty or exchange policy you offer. For example, if your guest has a car  insurance policy in their their cart, let them know that the price quoted to them is only valid for 48 more hours, and after that it is likely to go up.  Let them know that you will take care of canceling their old policy for them.  Or, if you are selling furniture and they have a new sofa in their cart, they might have to ask a spouse or take measurements before they buy.  In this e-mail make sure you inform your guests that returns are absolutely free including the price of shipping.

7 days after your guests abandons their shopping cart

This e-mail should contain everything from the first and second e-mail you sent out, plus a larger incentive not available on your website.  This e-mail will contain contact information, an image of the visitors cart contents, a link back to the shopping cart, a reminder of an incentive you offer on your site and an incentive that your guest will not find on your site. For example, in this last e-mail, you can offer 10% off the entire order if your guests clicks on the link back to their cart in the e-mail.  Or, you can offer free shipping if you had not already done so on your site.  These larger incentives are likely to activate a guest who has been unsure for a week about whether or not they want to make a purchase.

Click On Image To Enlarge

Do you follow up with guests who abandon their shopping cart?  Have you seen any success?  Creating personalized e-mail campaigns based on the needs of your guests is a goldmine for online marketing.  If you are not segmenting e-mail visitors in a database and sending them targeting e-mail, today is the day to start.  If you need help figuring out how to deliver effective e-mail campaigns, feel free to call us for help.

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Comments (7)

  1. These are very good ideas. People often assume that nothing can be done after a potential customer leaves the website. Having an email sent to your visitors to let them know you’ve saved their cart can work very well because it offers value to the customer and shows the goodwill of the vendor.

  2. I have found that follow up emails are super effective. I tried googles boomerang and it works like a charm.

  3. Great blog! I’m running my own shop and I thought the same about following up on the guests that left the shopping cart. Right now it have been a success with people coming back or perhaps offering them a discount if they finish the checkout. Even though some of my visitors say, “they just wanted to see the grand total.”

  4. [...] sind unsere heutigen 10 Lesetipps der Blog-Autoren. Frauen shoppen online anders… nur wie?Why People Don’t Buy: Saving Items For Later PurchaseWhen Your CRM Is Working, Keep Working on It45% of e-retailers expect higher holiday web salesWie [...]

  5. These are some interesting ideas however also has some risk attached to it.
    The customer who keeps the items in the ‘save for later’ list may want to keep an open mind as to what else is around and may not be interested in receiving emails from the company.

  6. the notification of the conditions in the email after 24 hours of leaving the store is important to notify the effectiveness of promotions and prices of products and services they are trading.

  7. These are some interesting ideas however also has some risk attached to it.
    The customer who keeps the items in the ‘save for later’ list may want to keep an open mind as to what else is around and may not be interested in receiving emails from the company.

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Mariel is a GA certified analyst at FutureNow, Inc.

More articles from Mariel Bacci

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