One of the most important aspects of modern E-commerce.
It is in fact that cart abandonment is one of the most common problems among online retailers.
If you run an online store, then chances are that you have already tried to systemize your cart recovery strategy with the use of Email or online retargeting Ads.
One cart recovery tactic that is unexploited since its new, is recovering through Facebook Messenger
You’ve heard that right!
Now, you can recover your abandoned shopping carts through Facebook Messenger.
If you want to know more about cart recovery through Facebook Messenger, you can read one of our latest articles here.
We’ve prepared a checklist with all the essential actions you need to take, before start recovering your abandoned shopping carts and thus start earning more.
As you will see, we have divided our Cart Recovery Checklist into three parts:
- Cart Recovery through Email
- Cart Recovery through Facebook Ads
- Cart Recovery through Facebook Messenger
Each of these parts contains micro-tasks/ to do’s that will help you systemize the procedure and ensure that you’ve done everything to start recovering your abandoned shopping carts.
So, make sure to download your own copy of the checklist here:
Cart Recovery with Email
1. Ask for the visitor’s Email on the step before checkout
In order to be able to send a cart recovery Email, you have to ensure that you have asked for the visitor’s Email a step prior to checkout. A tip here is to ask for only what is necessary so that you don’t make visitors bounce off.
2. Segment your visitors
Some ideas for segmentation are: People with high-value abandoned cart, People with low-value abandoned cart, People with high margin products in the abandoned cart, First-time abandoners, Repeat abandoners.
3. Choose an Email marketing service provider
Choose an Email marketing service provider based on the number of messages you expect to send on a monthly basis and your overall budget. Consider issues of usability and customer support, as you’d want easy access to features and information regarding the service.
4. Set up your account
Set up an account and make all the necessary adjustments so that everything is connected before you start sending abandonment Emails to your visitors.
5. Activate automation triggers
Choose the type of automation trigger that suits you and adjusts all the basic parameters.
6. Make adjustments to your automated sequence
You have to make date based adjustments (send after…), action-based adjustments (previous Email opened, previous Email not opened… ) and ensure that you are not intrusive in any way.
7. Choose the right offer for your abandoners
Most cart recovery Emails offer a discount coupon or code for abandoners to finish what they’ve started. We highly recommend that you test different discount amounts to see what works best for your store and your visitors.
8. Craft your recovery Email subject line
We highly recommend that you use different headlines for every one of the segments that you’ve created earlier. This way, you ensure that your content is personalized and thus the chances that your Emails will be opened are higher.
9. Create an appealing and responsive Email
Your Emails have to be aesthetically appealing, meaning that you have to include high-quality product images, have to have compelling copy and a strong CTA. Moreover, you have to check how your Email is displayed among different devices, to ensure that everything is as it should be.
10. Ensure that the whole strategy is GDPR compliant (if you are selling to Europe)
You’ve heard that right! After you finish with the whole procedure, you have to ensure that all the tactics you are using to reach your cart abandoners are GDPR compliant, showing that you respect the visitors’ rights and privacy.
11. Make a list of your KPIs and monitor them on a weekly basis
It is essential that you make a list of your key performance indicators (KPIs) and monitor them on a weekly basis. Keep a close eye to the findings, because they will help you optimize your performance week after week.
Cart Recovery with Facebook Ads
1. Add Facebook Pixel to your Shopify store
In order to be able to retarget your shopping cart abandoners, you have to ensure that Facebook Pixel is properly installed on every page of your Shopify store. If you need information on how to do that, feel free to take a look here.
2. Set up a Custom Audience on Facebook
You have to make an audience out of people who visit specific pages on your Shopify store. The number of days that you want people to remain in your audience for, after meeting the website traffic criteria you have specified will be determined mainly based on the volume of your website traffic.
3. Choose the right offer for your abandoners
Like with Email cart recovery, you have to choose the right offer or discount amount for your abandoners to ensure better results. Keep in mind that you might have to experiment with different discount amounts before finding the right one for you.
4. Write a compelling Ads copy
Remember that you have to keep your message clear and concise. Avoid using clickbait words and phrases which – according to Facebook – will be banned and vanished from the platform.
5. Design your Ad creatives
Designing an ad creative that works is not easy. We highly recommend that you use different formats, colors and messaging to see what works best for your audience. In addition, even though more expensive, a video will definitely get you better results and higher CTR. Set up your cart recovery campaigns
After you’ve written a compelling Ad copy and you have prepared your Ad creatives, you are ready to set up your cart recovery campaigns. Pay close attention to your campaign’s scheduling, placement, bidding (if you have set up events to track conversions) and advertising budget.
6. Ensure that the whole strategy is GDPR compliant (if you are selling to Europe)
Like with Email cart recovery, you have to be sure that the whole strategy is GDPR compliant. Your store visitors have to be aware of the fact that you track your website traffic and that you make use of online advertisement to retarget them based on their online behavior.
7. Make a list of your KPIs and monitor them on a weekly basis
Again, you have to make a list of your key performance indicators (KPIs) and monitor them on a weekly basis. It is only natural that these KPIs will be different than the ones you’ll use for your cart recovery Emails.
Cart Recovery with Facebook Messenger
1. Set up a Facebook page
Chances are that you have one already, but we have to include that as it is essential in order to start using Facebook Messenger as a shopping cart recovery tactic.
2. Choose a shopping cart recovery tool
Keep in mind that you have to choose a tool that integrates perfect with Shopify and is also available in Facebook Messenger. The reason is simple: you want to capture all cart abandoners from both your website visitors and your Facebook audience.
3. Install a Messenger check-box
In order to capture a website abandoner and send them a personalized message on Facebook Messenger, you have to get them to subscribe to your Messenger list. In order to do so, you have to integrate with an authorized Messenger Developer Partner that supports this kind of functionality. Then, you will be able to install a check-box plugin on your website and prompt your audience to give their consent to receive Messenger notifications.
You can place the check-box in a place that is both visible and feels natural for the visitor. Usually, the check-box is associated with the “Add to Cart” button during the check-out process. Flashchat also gives you the ability to fully customize your check-box “Call-to-Action” text, in order to maximize the opt-in rates and increase the audience who will receive the relevant notifications.
4. Associate abandoned cart notifications with special offer & discounts
A tactic that can dramatically change the effectiveness of abandoned cart notifications is to associate them with time-sensitive discounts through an easy-to-use Platform like Flashchat. The recipients who complete the order within a specific timeframe they will get a special offer or discount (e.g: get 10% if you buy within the next hour)
5. Make timing and other adjustments
You can adjust the time that the abandonment messages will be sent, choose the number of total messages that will be included in each campaign and the amount of time between each message.
6. Write the copy of your message
Then, you can write the copy of your recovery messages. Keep in mind that the first three lines are usually the most important ones as they set expectations for your message. Thus, try to be as clear and concise as you can.
7. Add a strong CTA
No offer is strong enough without a strong CTA. You have to pay extra attention to your CTAs copy, as it is one of the most critical elements of your recovery campaign.
8. Ensure that the whole strategy is GDPR compliant (if you are selling to Europe)
The good thing with cart recovery through Facebook Messenger is that you basically ask for consent when someone clicks on the little box below the “Add to Cart” button of your store. This means that users have intentionally subscriber to your Messenger list and thus expect a message from you.
All in all, after you’ve done with everything else, it is highly recommended that you revise the whole procedure and find out if you are fully GDPR compliant.
9. Make a list of your KPIs and monitor them on a weekly basis
As in the other two recovery tactics, it is always good to make a list of your KPIs and monitor them on a weekly basis. It is possible that you’ll get better results from Facebook Messenger, related to the other two tactics.
Get the Most out of your Checklist
We have prepared this checklist as a way to help you get started with cart recovery across various channels.
It is without a doubt that if you want to achieve better results, you should try and combine these 3 ways.
This way, you will be able to reach your cart abandoners across different channels.
We would love to know your thoughts, so if you have any questions or just want to say “hello”, feel free to chat with us here!