The Perfect Email Journey to get back +25% of your lost checkouts

The Perfect Email Journey to get back +25% of your lost checkouts

Argh.

Lost checkouts.

They're lost opportunities, and generally people who would buy your product, but stopped right before the end. Opportunities that you generated for your business, either organically by putting content out there, or via paid media - and you already paid $$ for it.

I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.

Let's close lost checkouts.

Event setup

Whether you're on Shopify, WooCommerce, Prestashop or even with a custom selling solution, you should have a trigger on lost checkouts. Usually, platforms provide one email for lost checkouts, 10h or 24h after it started.

We can take it to an other level.

The simplest no-code way to do this is to check what a software like Zapier or Integromat could do. I'll go with Zapier here:

Now, I have a trigger 1 hour someone leaves a cart!

The data provided by Shopify in this case is quite handy: you have all details on the cart content, shipping and what to provide to the customer so he can complete his checkout.

These data are interesting:

Customer__first_name and Customer__last_name

Email: customer@email.com

Phone_number

Customer__total_spent: 0.00 (is it a new customer?)

Total_price: 27.00 (of the lost cart)

Abandoned_checkout_url: https://yourshop.com/2497342558433/checkouts/12a1726436e47fd2d880d1c6/recover?key=447b796eda326Ye6d91afc13 (the url they need to visit to complete their order quickly)

Landing_site: the first page they visited on your shop

Referring_site: the referring site, if any :)

We should be able to get this data (at least the contact info and the lost_checkout_url) from any sales or ecommerce platform : this is needed to move forward.

Now that we have this data, we have our means to close them!

Emailings

A - Offer help to ensure nothing came up, 20 minutes after the checkout is lost

Subject - Can I help you?

Hi {{First Name}},Nice to meet you!I noticed you started shopping on myeshop.com - let me know if you need anything, I'd be glad to help you!The order you started is still here, you can follow up here: myeshop.com/yourlostcheckout.Let me know!Cheers,My Name

B - Show how cool you are, 16h to 24h after. If you can, avoid the 02:00 - 09:00 time period.

That's your usual "Lost checkout" email you can receive, in a more marketing way. "You left items in your cart!", "Did you forget anything ?", "We kept your faves for you".

The content of this email depends on your branding, what you want to say, which assets do you have.

However, a few rules:

  • Avoid sharing a discount at this time,
  • Restate the main value proposition of your brand,
  • Show the products that were left in the cart,
  • State the shipping delays / if the shipping is free, mention it again,
  • Clear & Actionable CTA about completing their purchase in one click.

C - Last offer

48h after, the lead still did not complete his/her purchase.

It's time to be a bit more aggressive, in terms of marketing : now is the good time for sending a promotional offer.

If you usually price the shipping, try offering a free shipping promotion, that would do the work most of the cases without breaking your products pricing.

If you don't price shipping, offer a 10-15% discount.

The rule: make your promotion time-sensitive (even if it's not really the case). Make your promo-code looks like a generated one to make it sounds real, generated especially for this person, valid until the next 24h.

Optional - Batch the last reminder on your best selling day

Go over your Analytics solution - most of the time, that's Google Analytics.

In Behaviours, Events, select the " Completed Order" event, during the a timeframe with at least 6 weeks. Then in secondary dimension, pick "Day of the week".

Tada, you have the repartition of your purchases, based on the day of the week. It starts with 0 - so with this example, Friday/Saturday are winning:

What I like to do is to batch a grouped email the day people is the most likely to buy, and send it to all the people who abandoned their cart during the 10 days before (assuming the cart was abandoned before 3 days ago, so they receive already all the previous emails).

Send a fun & short email. In the cosmetics industry, I like to set up something like "Take care of you" "Have a great saturday! We feel today is a great day to take care of your skin - what about completing your order? You'll receive your package by Tuesday!".

The + ?

You know which day of the week the email is sent, so you can play with that. 😉

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

>

Optimize your conversion rate, again and again

Even when there’s none left, there are still some more

Get more with what you already have

>

Improve your eshop with growth strategies

Your products are awesome. What if we could sell more of them?

Get ready for takeoff & land on your dream e-shop

>

Improve your email marketing campaigns

Spam? Junk mail? Special offer? Unsubscribes? Hard Bounce? Open rate at 14%?

Let's get these emails read again

>

Your marketing operations, on steroids

Do more with less

Do more with less

Growth Insights • More articles

Facebook Ads Budget & Profitability Calculator

This calculator will let you know which budget you'll need on Facebook - and if your ads are profitable.‍

Read →

Emails Metrics A/B Test Significance Test

This email A/B test significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Read →

Your CRM action plan to take your ecommerce store to the next level [checklist included]

Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !But how about your CRM ? In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!

Read →

Funnel Review / END. Clothing

When you run a multi-brand or multi-vendor website, divide your collections using your brands/vendors, and make sure to showcase your store's merchandise through these collections first (so it’s obvious for first time visitors). After that...

Read →

Funnel Review / Weezie

Bathleisure — made better. What a promise! Let's dig into their funnel review in video - we'll list here the main takeaways you can take.

Read →

Funnel Review / Frank Body

We love this brand to be honest. That's why it's interesting for us to review them, as they do an incredible job on their ecommerce funnel. These funnels at a glance series are always shorter than we'd like to, but for now — let's focus on the main takeaways. It's not only about your products — it's about your brand and your universe.

Read →

Benchmark - Email strategies you can learn from these DTC Brands

What do customers want to see? Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter.

Read →

Top 10 Direct-to-Consumer Brands you need to benchmark your product page

With the top 10 Direct-to-Consumer brands that we’ve reviewed and was able to gather all the juicy details you need in setting up your e-shop’s product page! Whether you are an entrepreneur in beauty, fashion, lifestyle, or food & wine — we got you covered. Check out our list below to find your perfect match:

Read →

How to increase click rate on emails?

How to increase click rate on emails? This is a very tricky question because it always depends on a lot of stuff and by a lot we mean — A LOT. So, we suggest to actually follow this checklist that we have formulated to help you get a bigger picture of what should be done. 

Read →

Boost your sales funnel with these 5 growth marketing tips

Once you set up a sales funnel, there are several things you should implement in order to maximize your conversion rate. No matter what you’re selling, this checklist can help you get better scores, close more clients and get a better understanding of your business.

Read →

Social Media 101: How to organically launch your brand’s social media platform

Launching your brand’s very first social media platform can be exciting and nerve-wracking at the beginning. Of course your main goal here is to drive social media users to your website or e-shop and convert them to customers. However, in this day and age, brands are expected to be more relevant and engaging to its target community especially in the universe of instagram, facebook, tik-tok, and twitter. So, how do you do that? How will you be able to sell while being relevant? 

Read →

How to fix my landing page bounce rate

The lower your bounce rate is, the better. Because with a lower bounce rate, it just means that more people are engaging with your content, visiting pages on your website, etc.

Read →

How can I get newly registered users to start using my service?

Onboarding is key to any product — that’s the first impression you’re giving to new users, and it’s the occasion to lead your users to complete specific actions, that will ensure that they might stick to your product.

Read →

My website is too slow to load. How can I fix it?

Is page loading speed really important for SEO ?The answer is... not that much. But having a slow website is an extremely negative signal for SEO. So, once you make sure that your website loads pretty quickly, don’t spend too much time over optimizing this. Once your website is “regular” fast, you better spend time on crafting content, if SEO is your focus.

Read →

Growth Blog • D'autres articles

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
▲ hutte • que 2021 soit spécial • réalisé avec attention