4 Ways to Segment Your Abandoned Carts to Increase Conversions
Abandoned carts are at the core of many ecommerce brands’ email marketing strategies. While simply sending abandoned carts increases conversions by around $2,000 a month on average, you can segment your abandoned carts to even further increase conversions. Segmentation will help you get to the bottom of why a customer has abandoned a cart, which will allow you to address their concerns and convince them to purchase.
1. Repeat vs. First-Time Customer
You should treat repeat and first-time customers differently, specifically in terms of discounts. Offering a discount, coupon code, or other promotion to a first-time customer welcomes them into your community and often provides the push many customers on the fence need to buy. However, be explicit about this policy. Otherwise, repeat customers may come to expect a discount if they leave items in their carts for long enough.
You should also alter the content you include in your abandoned cart emails based on whether a customer is a repeat or first-time buyer. Include product recommendations in your abandoned carts for your repeat customers. Since you won’t have any historical purchase data on your first-time customers, instead feature trending or bestselling products in your abandoned cart emails. You can also change the copy to indicate that you know whether someone is a repeat or first-time customer (i.e. “Welcome back” repeat customers) to make these emails more personalized.
2. Cart Size
Cart size, or the number of items in a shopping cart, should also impact the emails you send. If a customer has a three or more items in their cart, cross-sell or upsell this customer by displaying similar or related products in the email. Sometimes, shoppers will add items to their carts to come back to them later — so, if a shopper is unsure about a purchase, show them items that might be a better fit for what they’re looking for.
3. Cart Value
Cart value refers to the total monetary value of the item or items in a customer’s cart. While this may be similar to cart size, it is not necessarily the same, since a customer could have many low-value items in their cart, or one high-value item. What you classify as a “high-value” cart will depend on your particular brand and the products you sell.
For our purposes, let’s say we consider a high-value cart to be greater than $200. In this case, it may be that a customer finds the cost to be a deterrent, which is why they abandoned their cart. To remedy this, consider including a discount or incentive, like free shipping, to those with carts worth more than $200 to encourage them to purchase.
You can also alter the timing of these emails. High-value purchases may require more consideration, so instead of having the first abandoned cart email go out two hours after a cart has been abandoned, send it the next day.
4. Product Type
If you sell a specialized, handmade, or unconventional set of products, your customers may have questions about them prior to purchase. To address any potential questions, alter the layout of your emails to make your customer support or sales email address, links, or phone number easily accessible. If you sell artwork, for instance, your customers may have questions about the dimensions of the piece or how it looks in person. Making your contact info explicit will reduce friction in the sales process.
Get even more actionable advice with our latest roundup of tips for recovering abandoned carts »