It’s the most wonderful time of the year for vendors of all types, but one thing certain to sour anyone’s eggnog is customers abandoning their shopping carts.
Getting into your customers’ heads to figure out exactly what happened in each abandoned-shopping-cart situation is difficult. But, understanding their big picture behavioral trends using data is not.
Here are 3 tips for you to handle the shopping carts.
1. Make Sure You Know Who You Want to Re-Engage
Do not just blast every customer with a push notification that adds something to his cart. Instead, think about the types of users who could get a constructive (or at least neutral) response from your mobile app to unsolicited messages.
Remember, most people do not like indiscriminately receiving flyers — the same goes for push notifications, so make sure the recipient list is well thought out.
2. Create a Call-to-Action that Incentivizes Re-Engagement
This could be a discount offer, recommendations, or just really great marketing copy. In any case, it needs to get the user’s attention and give him a reason to re-engage with your app.
There are a few ideas for messaging. First is offering a 10 percent discount if the items in the cart add up to $100 or less. Offer 20 percent if the items in the cart add up to more than $100.
The second is to remind the user about easy alternate checkouts such as PayPal or Google Wallet.
Third is Recommend items that are complementary to the items in the cart. And the last is to notify the user when cart items are low in stock and go on sale.
3. Use A/B Testing to Compare Conversion and Lift
To measure true raise, A/B always compares users’ checkout results that got a push notification against those who didn’t. Has this driving strategy really got users to find out more or have there been other factors at play?
For example, if you send a push notification during December and see a spike in November checkouts this is likely due to higher holiday user activity. Check to see if the remaining users have identical checkout rates for the same dates.
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