4 Ways to Optimize Your Shopify Abandoned Carts
In my last post, I discussed how to set up your abandoned cart emails for Shopify, and in this post I’ll go through how to optimize them. There are a number of factors to keep in mind and I’ve outlined our 15 best practices for abandoned carts in general, but this post will cater specifically to Shopify.
1. Use Great Email Templates
Using an aesthetically-pleasing email template is just one component of this. Your templates should be laid out in a way that facilitates the buying process. This means taking either a product-focused or brand-focused approach in your template design, depending on your particular store.
Most ecommerce stores should take a product-focused approach to their abandoned cart emails. If you sell something that you anticipate your customers might have questions about, take a brand-focused approach instead and feature a prominent link to your support team.
For product-focused abandoned cart emails, make sure you include an image of the abandoned product front-and-center. Klaviyo’s pre-built abandoned cart flows automatically fetch product images from Shopify, so all you have to do it format the image to your liking. Klaviyo also draws a ton of product data from your Shopify store, so you can choose which details (price, size, color, etc.) to include or not include.
Personalization is key in any email you send. You can personalize your abandoned cart emails by including a tag that references the customer’s first name in the subject line or the copy of the email — for example, “Your items are waiting, Marissa.”
In this same vein, you can also reference the specific product that was left in a customer’s cart in the subject line or copy of the email — for example, “Your sneakers are waiting for you!” You can also use a hybrid of these two techniques and reference the customer’s first name as well as the product they left in their cart.
You can further personalize your abandoned cart emails by including product recommendations based on past purchases. For first-time customers, you can include trending or bestselling product feeds instead. Just make sure to display these products at the end of the email, so as not to distract from the abandoned product.
Segmenting your abandoned cart emails goes hand-in-hand with personalization. Segment based on customer behavior or profile information to send a more relevant, specific message to your customers. This will entail setting up several different flows based on which metrics you choose to utilize.
For Shopify, you can segment based on whether or not a customer has purchased before, the value of the items in their cart, the number of items in their cart, and other information about the item in their cart, like which collection is belongs to.
4. A/B Test
By creating variations of your abandoned cart emails, you can A/B test subject lines or content. For example, if you choose to offer first-time customers a discount on their abandoned items, you can test different percent discounts to see which yield the best results. You can also test personalization techniques I mentioned earlier in the subject line by including a customer’s first name in one variation and the product name in another.
Since there won’t be a “winner” to the A/B test like there is with campaigns, you can periodically edit variations of your abandoned cart emails and test them against your most successful one. This will allow you to determine what methods work for your particular ecommerce store and optimize your emails.
Klaviyo allows Shopify store owners to send targeted, sophisticated abandoned cart emails to their customers. Use these tips to make sure you’re getting the most out of your abandoned cart emails.
Looking for more actionable abandoned cart advice? Check out our latest roundup of abandoned cart email tips »