E-commerce shopping cart abandonment rates remain high, reaching around 70% by 2024. However, some in the industry (for example, Dynamic Yield) estimate that a good series of cart recovery emails leads to conversions about a third of the time.
This is an impressive rate, but it assumes the seller has the shopper’s email address, which often isn’t the case.
Here are five strategies to secure your email address before potential buyers do. leave cart.
ask questions often
While it’s important to avoid speed bumps in the buyer’s process, online shops should repeatedly ask for the visitor’s email address during each session.
The easiest way is a simple sign-up form. When shoppers subscribe and keep items in their cart for later, it’s easy to follow up. This form may be for product updates. Newsletter registrationor even purchase discounts.
Offering a newsletter is a good way to collect email addresses for use in shopping cart abandonment waves.
ask questions early
Requesting an email address at checkout is customary and should come as no surprise to shoppers. Take advantage of this expectation by asking a question in the first field of your cart. If a shopper leaves, the seller can initiate a series of recovery emails.
Your email address must be entered in the first field of the checkout process.
Invest in newsletter ads
Editorial newsletters are becoming more popular as the creator economy booms.
There are several benefits to sponsoring a newsletter, including: Do not rely on cookies. A lesser-known benefit is that you can collect email addresses in two ways.
The first method is to promote your store’s own e-mail newsletter. For example, Sparklook is a pay-per-subscriber service that works with newsletters from many creators. Merchants can advertise in these newsletters and pay $1 to $2 for each confirmed subscriber.
Your newsletter ad can then include a link that passes the shopper’s email address to a form.
For example, an ad might offer a 20% discount on your first purchase. When the shopper clicks on the “Subscribe and get his 20% discount” button, the newsletter link will automatically subscribe to the shopper in one click and his email address will be passed directly to the seller.
Use exit popup
Exit intent pop-ups are launched when a shopper’s mouse movements and scrolling patterns predict an imminent exit from your site.
Pop-ups provide a minimal, relevant, and compelling alternative to leaving your site immediately. Offers can include email captures, allowing merchants to send the all-important shopping cart recovery email series.
Match visitors to email addresses
While all of the tactics we’ve discussed so far are aimed at increasing the number of known email addresses, cart abandonment is different, according to Edward Upton, founder and CEO of e-commerce analytics company Littledata. There are challenges. It’s about recognizing repeat subscribers.
Some visitors may have already provided their email address and followed a link from your store’s own email marketing. But something is getting in the way. Arc browser ad blocker Removes the identifier from the link.
For many e-commerce shops, the impact is a loss of connectivity and subsequent cart recovery efforts.
Littledata and similar tools increase a site’s ability to recognize repeat subscribers despite ad blockers. Littledata claims he can increase subscriber IDs for merchants using Shopify and Klaviyo by over 40%.
More matching solutions are likely to emerge thanks to artificial intelligence and machine learning tools.
