Automatic reminders for abandoned shopping carts

Challenge

E-commerce in the fashion industry had a high percentage of abandoned shopping carts.

In theory, site traffic was growing, customers were adding products to their shopping carts, but leaving before finalizing.

The lack of an effective reminder mechanism for unfinished transactions brought the store to iPresso Marketing Automation.

Action

1. Monitoring user behavior
   The company started by monitoring users on the site and identifying reasons for shopping cart abandonment.
2. Segmentation
   Customer segments were created: based on cart value, type of products, purchase history, first-time and subsequent cart abandonment. This was the starting point for understanding the structure of the contact base and, in the long run, for effective personalization of communications. 
3. Automatic email reminders
   With iPresso, automatic email campaigns sent to customers who abandoned the shopping cart were designed and implemented. The campaign consisted of a sequence of messages:
   
   1. First reminder (after 30 minutes): A gentle reminder about the products in the shopping cart, with a return link and an incentive to complete the purchase. Emphasis on convenience and simplicity
   2. Second reminder (after 24 hours): Additional product information (e.g., benefits, customer reviews) and a rebuttal of typical concerns (e.g., delivery information, returns). 
   3. Third reminder (after 72 hours): One last chance, often with a bonus (e.g., a small percentage discount) or information about limited product availability.

4. Personalization of content
   The company personalized messages so that the names of products from an abandoned shopping cart appear directly in the email. Depending on the customer's status, the language and tone of the communication was adjusted to match. In the second and third reminders, the online store also suggested products similar to those waiting in the shopping cart.

Results

• The company reduced the shopping cart abandonment rate by 22%.
• The percentage of customers who completed a transaction after receiving a reminder increased by 35%.
• The company's revenue increased by 18%.