As we can see, it is a complex problem, and it should be approached from multiple angles. We will reduce it to two approaches: pre-abandonment, and post-abandonment. Generally, we will want to reduce abandonment rates before abandonment happens, and at the same time bring the customers back to the website after abandonment.

Reducing the chances of abandonment before it occurs revolves around improving our webshop - think new features. Optimizing the checkout process, being transparent and upfront about extra costs and introducing new payment methods are just some of the ideas.

After some shoppers inevitably abandon their carts, we should aim to bring them back to complete their purchase.

2. Bringing back the shoppers

But why is this part important?

Because we will never be able to reduce the cart abandonment rate to 0 just by improving our webshop. Some customers will, inevitably, still be leaving our webshop with their carts full. And this is the perfect time to remind them about it!

In doing so, we would be optimizing the marketing cost - if we take a look at a single sale, it is always more cost-efficient to bring a potential customer back, rather than bring a new customer in.

We would be developing a relationship with the customers, improving their experience and increasing loyalty and retention. We can easily do that with personalized content or additional product recommendations, tailored specifically for them, using AI. We can offer them exclusive deals as well - let’s go back to the #1 reason shoppers abandon their carts: extra costs. What if we offered them free shipping, a coupon code or some other incentive if they completed their purchase?

Sounds good?

3. How-to: The Marketing Cloud Way!

To put it simply - remind customers that they still have items in their carts. We can send them a slight nudge, offer an incentive, suggest other products they might like (using AI) etc. We can use email, SMS, push notifications and other lines of communication. The possibilities are vast!

Optimize your Abandoned Cart strategy: discover proven methods to increase conversion

Vladimir Gajčin

Certified Salesforce Commerce Cloud Developer at Bee IT

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