Moving Upstream on Cart Abandonment
Interrupters can be any sort of dialogue, window, link or button interrupting the user's shopping excursion and redirecting them to a simple (usually pop-up) form collecting only their email addresses, for instance:
- Interrupt the product-browsing session with a tool enabling them to upload a photo of a room they are decorating in which they can drag and drop their selected item into place. It doesn't have to be a perfect UX, just provide them with a rough idea of how the Egyptian vase they added to their cart might look next to their lime-green sofa.
- After the first product has been added to the cart, interrupt with a message such as, "Wow! That's a great find! We can save it in your cart for as long as you like. Let's give your cart a name. Please type your email address." You could extend this process with a dialogue after each product, displaying different messaging or, go for funny, and provide humorous commentary. Be sure to also provide a checkbox for prevent the message from displaying again.
- Provide an online calculator allowing them to figure out how much of a product to buy. Let them use the calculator and then offer to save their work using just their email address. You could also offer to email their calculations or illustrations to the address they provide. We used this approach on our personal profiler - they can use the profiler online all day long, but if they would like to print their profiles, we will send the PDFs to their inbox.
- Offer to send them links to download the installation instructions, case study, or watch a video.
- Offer to save their cart when they click the browser's close button.
Be sure you are interrupting your shopper with something of value. Popping up a subscriber window might be a bit annoying on its own, but a subscriber window with an offer of free shipping on the order they are building is going to win some favor.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.