3 Abandoned Cart Flows to Increase your Conversion Rate

Posted by Claire Matthews on Thu, Aug 18, 2022 @ 03:32 PM



If you’re running an ecommerce store, you’ll know how disappointing it is when visitors to your store don’t place an order. They might browse the store, add an item to their cart, and then leave.

Not only is this disappointing for you, it can also be expensive. Research shows that cart abandonment currently causes ecommerce stores to lose $18 billion in yearly sales revenue.

The good news is there are simple ways you can reduce your cart abandonment rates and improve your conversions and sales. One way is through email marketing. In this post, we're sharing 3 types of emails you can send to re-engage your customers and entice them back to your store.

Why do shoppers abandon their carts?

In Australia, almost 75% of shoppers abandon their carts. This means that three quarters of your visitors leave your site without completing their purchase. Even though you’ve invested time and resources into creating the best products and a smooth shopping experience, they’re still leaving. 

Despite all your best efforts, there may still be some areas of your ecommerce site that need improvement. Investigating your customer’s pain points and finding a solution to them can help to remove obstacles between them and making a purchase. 

Here are some reasons why shoppers abandon their carts:

  • Extra costs are too high (shipping, tax, extra fees, currency exchange rates)
  • They have to make an account
  • The checkout process is too long
  • Pricing was unclear
  • Website looks untrustworthy 
  • They get distracted
  • They are indecisive
  • They are comparing your product with a competitors’ and decide that yours is inferior

Here’s a break-down of the most common reasons:

Screen Shot 2022-08-18 at 3.20.50 PM


How can I reduce cart abandonment?

As much as 75% of lapsed buyers intend to come back to your store and finish their purchase. This means that with the strategies, you can convince them to take action and increase your conversion rate. 

An abandoned cart doesn’t just mean a lost sale. Think of it as an opportunity to reach out to your customer, build a relationship with them, and change their mind. 

One of the best ways to reach your lost customers is through running an email campaign. With Klaviyo, you can set up a program of emails to remind your customers that they left items in their cart. 

Klaviyo allows you to automate your abandoned cart emails, to help you save time and increase sales. Once it’s set up, your emails will be sent on time, to the right customers, with a personalised message.  

There are three basic types of ‘abandon’ email flows you can use in Klaviyo. These include:

  • Abandoned Checkout: When a customer has abandoned their cart after coming to the checkout page

  • Abandoned Browse: When a customer was browsing your store and clicked on a product, but didn’t proceed to put it in the cart

  • Abandoned Cart: When a customer has added an item to their cart but not proceeded to the checkout page

Do Abandoned Flows work?

Yes! Abandoned cart flows are a widely effective conversion optimisation technique. They minimise friction with your customer and motivate them to make a purchase. It’s proven in the numbers: they have a conversion rate of 4.64%, compared to 0.17% for standard promotional emails. 

According to research on 500 leading global brands, 44.1% of abandoned cart emails are opened and almost a third of clicks (29.9%) on abandoned cart emails lead to a recovered sale.

Remember, your customers are busy. They may have just gotten distracted from buying your product. Sending them a simple email can help to remind them of your product and rekindle their interest. 

How to get the most out of your Abandoned Cart Flow:

Follow these simple steps to set up your abandoned cart flows so that you can see an increase in your conversion rate. 

  • Follow a schedule: When you set up your abandoned cart flow, make sure that it follows a clear schedule. The first email should be sent within the first 15-60 minutes, the second should be sent within 48 hours, and the third within a week.

Remember to be patient and not bombard your customer with too many emails. You don’t want to irritate them and turn them away! 

If they haven’t responded within three emails, then chances are, they’re not interested. 

  • Make a good impression: Your abandoned cart email may be the first interaction your customer has with your brand. It’s important that you make a good first impression. Ensure that your email is well-designed, on-brand, and free of errors (like spelling mistakes!). Also include eye-catching visuals that evoke your brand’s lifestyle.

  • Get their attention: Make sure to use a catchy subject line to grab their attention. You want to convince them to open your email. Try something like:

    • ‘Have you forgotten something?’
    • ‘We miss you!’
    • ‘Your favourite products are waiting!’
    • ‘We can’t hold this forever!’

Also remember to include a compelling call to action to make the customer click on your link. Something simple like ‘finish your shopping’ can work well.

  • Make it personal: It’s a good idea to include your customer’s name in the email. This makes it sound more personal and inviting. It helps to build a relationship with your customer, making them feel noticed and valued. 

Also remember to include images of the products that they were looking at. This is a good visual reminder and may help to spark their interest again. 

  • Include social proof: Abandoned cart emails are the perfect place to include social proof. Your customer may be unsure about whether to trust your brand, so this can be a great way to persuade them. Gain reputation and legitimacy by including reviews, testimonials, and ratings from previous customers. 

  • Create a sense of urgency: Want to convince your customer to make a purchase? Tell them that their products are only available for a limited time. In your email, use phrases like ‘while stocks last’, or ‘your cart expires soon’ to create a sense of urgency. This taps into their sense of ‘FOMO’ and can be a powerful tactic for persuading them. 

  • Offer incentives: There’s a reason why your customer abandoned their cart. It may be because they realised the product or the shipping was too expensive. When you email them, try offering a discount to incentivise them to hurry up and make their purchase. 

However, don’t offer discounts every time or your customers will learn your trick and never pay full price. 

  • Seek feedback: Your customer may have had a specific issue with making their purchase. Asking for feedback in your email can help them to feel that their voice is heard. It helps to give you credibility and reputation. Plus, it shows you areas where you can improve your service. 

If a customer gives you feedback, make sure to find a way to resolve the issue. This can then convince them to buy your product. 

  • Optimise your flow: Although Klaviyo flows are automated, this doesn’t mean that you should ‘set and forget’. Make sure to observe and analyse their performance over time. If you find that the emails aren’t performing as they should, then it’s time for an update. 

Adjust the subject lines, copy, the design, or the offer. Run A/B tests to determine which aspects are most effective. 

Reaching out to your lapsed customers with abandoned cart flows should be a key part of your marketing strategy. They can contribute up to 20% of your store revenue and help to increase your conversion rate. Taking the time to set them up will bring you rewards in the long run. 

Looking to Level up your Ecommerce Store?

Talk to the experts at Margin.

Topics: ecommerce, email marketing, conversion, website conversion, 2022, abandoned cart

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