Retailers lose $18 billion annually due to abandoned shopping carts; here are industry statistics on the issue, as well as tips on how to recapture that revenue using email marketing. Also here: tips for keeping people from abandoning carts in the first place. Jeanne is a recognized expert in email marketing strategy; she has over 20 years of experience helping companies make their digital marketing efforts more effective and more profitable.

1. 1 @JeaJen @dprism1
How to Finally Abandon
Shopping Cart
Abandonment Issues
March 19, 2015
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors
A Digital Transformation Consultancy

2. 2 @JeaJen @dprism1
Overview
The Problem
The Remarketing Solution
Tips for Success with Remarketing
Avoiding the Problem
Additional Resources

3. 3 @JeaJen @dprism1
The Problem
How to Finally Abandon
Shopping Cart Abandonment Issues

4. 4 @JeaJen @dprism1
70% of Online Shopping Carts are Abandoned
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

5. 5 @JeaJen @dprism1
That’s 7 out of 10 carts which don’t check out!
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

6. 6 @JeaJen @dprism1
Shopping Cart Abandonment Accounts for
$18 BillionIn Lost Revenue Each Year
Source: Surepayroll, 2014

7. 7 @JeaJen @dprism1
150,000 Top of the Line Teslas
That’s Enough Money to Buy…

8. 8 @JeaJen @dprism1
That’s Enough Money to Buy…
1,600 Beachfront Homes in Malibu

9. 9 @JeaJen @dprism1
That’s Enough Money to Buy…
The Washington Capitals..
Along with the Other 29 Teams in the National
Hockey League…
And You’d Still Have
$3.2 Billion Left in Your Bank Account…

10. 10 @JeaJen @dprism1
…And be
Guaranteed
Time with
Lord
Stanley’s
Cup!

11. 11 @JeaJen @dprism1
What’s an Online
Retailer to Do?

12. 12 @JeaJen @dprism1
The Remarketing Solution
How to Finally Abandon
Shopping Cart Abandonment Issues

13. 13 @JeaJen @dprism1
85% of Shoppers Find
Cart Reminder Emails Helpful
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

14. 14 @JeaJen @dprism1
61% of Shoppers Say Cart Reminders Will Get
Them Back On Your Site
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

15. 15 @JeaJen @dprism1
46.1%
Open Rate
13.3%
Click-through Rate
35.5%
of Clicks Lead to
Purchase
19.1%
Lift in AOV over
Typical Purchases
Cart Reminder Email Metrics
Source: SaleCycle Cart Abandonment Infographic, 2014

16. 16 @JeaJen @dprism1
But Most Importantly…
An Average of
$5.64of Revenue is Generated for Every Cart
Reminder Email Sent
Source: SaleCycle Cart Abandonment Infographic, 2014

17. 17 @JeaJen @dprism1
So Why Aren’t
More Online
Retailers Sending
Cart Reminder
Emails?

18. 18 @JeaJen @dprism1
Experiment
-----
December
2014
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

19. 19 @JeaJen @dprism1
24 Abandoned Carts
“Top 100” Apparel and Accessory Retailers
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

20. 20 @JeaJen @dprism1
5 Cart Reminders within 24 Hours
3 with Product Images
No Discount Offers
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

21. 21 @JeaJen @dprism1
10%
Off
A 2nd Cart Reminder 1 Day Later
10% Discount Offer
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

22. 22 @JeaJen @dprism1
10%
Off
Another 2nd Reminder 2 Days Later
20% Discount Offer
20%
Off
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

23. 23 @JeaJen @dprism1
10%
Off
That’s It.
20%
Off
And When She Clicked On These Messages,
the Cart Was Empty.
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

24. 24 @JeaJen @dprism1
20.8%
Sent a Reminder
60%
of Those Included
Product Images
40%
of Those Sent a 2nd
Reminder with a
Discount
Cart Reminder Experiment
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

25. 25 @JeaJen @dprism1

26. 26 @JeaJen @dprism1
Tips for Success with
Remarketing
How to Finally Abandon
Shopping Cart Abandonment Issues

27. 27 @JeaJen @dprism1
Offer a
Discount

28. 28 @JeaJen @dprism1
54%
of Online
Shoppers
Asked Said
They Would
Return and
Buy if a
Discount
were
Offered
Source: “VWO eCommerce Survey 2014,” Visual Web Optimizer
Offer a Discount

29. 29 @JeaJen @dprism1
72%
of Millennial
Shoppers
(Aged 25 to
34) Asked
Said They
Would
Return and
Buy if a
Discount
were Offered
Source: “VWO eCommerce Survey 2014,” Visual Web Optimizer
Offer a Discount

30. 30 @JeaJen @dprism1
A Discount or Free Shipping?
What’s Expected…
0%
5%
10%
15%
20%
25%
30%
Reminder Email Offering a
Discount
Reminder Email Offering Free
Shipping
Female Male
Source: “Shopping Carts Secrets: Gender,” Bronto

31. 31 @JeaJen @dprism1
Include a
Product
Image

32. 32 @JeaJen @dprism1
Include a
Product
Image
“It’s easy for consumers to
forget what items they placed
in a particular shopping cart.
Showcasing those items in the
message will not only remind the
consumer what they were thinking
about purchasing…
…but will be more effective at
driving a desired action than a
generic email with a stock image
of an empty shopping cart.”
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

33. 33 @JeaJen @dprism1
Offer Assistance

34. 34 @JeaJen @dprism1
Add
Urgency

35. 35 @JeaJen @dprism1
Add
Urgency
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014
“None of the messages I received
drove urgency with a limited time
offer.
This is an especially important
tactic if a discount is being
offered.
Abandoned cart emails are perfect
for featuring real-time dynamic
content, such as countdown clocks
or timers.”

36. 36 @JeaJen @dprism1
Leverage Your Brand’s
Personality

37. 37 @JeaJen @dprism1
Leverage Your Brand’s
Personality

38. 38 @JeaJen @dprism1
Go Omni-Channel
Leverage App Notifications, texts, banner ads
and any other ways you have to communicate
with the shopper

39. 39 @JeaJen @dprism1
Source: “VWO eCommerce Survey 2014,” Visual Web Optimizer
Go Omni-Channel
40%
of People Have a
Shopping App
Installed on their
Mobile Phone or
Table
60%
of Millennials Have
a Shopping App
Installed on their
Mobile Phone or
Table

40. 40 @JeaJen @dprism1
Send More
Than One
Reminder
“…brands sending a
second abandoned cart
email saw a 50% increase
in abandoned cart revenue
compared to their first
abandoned cart mailing.
Brands sending three
messages saw a 56%
increase in revenue
compared to just sending
the initial abandoned cart
email.”
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

41. 41 @JeaJen @dprism1
“Sending a series of
messages also creates a
great opportunity for
testing, such as only
offering a discount with
the second or third
message, or offering a
greater discount with the
final message.”
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014
Send More
Than One
Reminder

42. 42 @JeaJen @dprism1
Avoiding the Problem
How to Finally Abandon
Shopping Cart Abandonment Issues

43. 43 @JeaJen @dprism1
“The Best Defense
is a
Good Offense”
Sun Tzu,
The Art of War

44. 44 @JeaJen @dprism1
Why Shoppers Abandon Their Carts
Source: “VWO eCommerce Survey 2014,” Visual Web Optimizer
28%
23%
16%
13% 12%
8%
0%
5%
10%
15%
20%
25%
30%
Unexpected
Shipping Cost
Had to Create
a New User
Account
Were Just
Conducting
Research
Payment
Security
Concerns
Confusing
Checkout
Couldn't Find
Coupon Code

45. 45 @JeaJen @dprism1
Millennials Pose a Special
Challenge

46. 46 @JeaJen @dprism1
Millennials Pose a Special
Challenge
0%
10%
20%
30%
40%
50%
60%
Research and Buy Offline Research Online, Buy Offline Research Offline, Buy Online No Research, Buy Online
Electronics Shoes Sports Equipment/ Accessories Cosmetics and Personal Care Items
Source: “Generation Y: Shopping and Entertainment in the Digital Age,” M. Leanne
Lachman and Deborah L. Brett for the Urban Land Institute, 2013
Online Shopping
is Cheap
Entertainment!

47. 47 @JeaJen @dprism1
Source: “Mind Your Millennials: 7 Reasons I Abandon My Online Shopping Cart,” Glori
Blatt for the Decoded: Contemporary Commerce Blog, February 24, 2015
Millennials

48. 48 @JeaJen @dprism1
Millennials
Price Not Enough
Product
Information
Inconvenient
Checkout
“I never buy
something online
without doing a price
comparison first to
ensure that I’ve
found the cheapest
option.”
“I may like the look
of something enough
to add it to my cart,
but I will never, ever
click “buy” without
detailed product
information”
“When I’m browsing
on my phone during
my commute to or
from work, the last
thing I want to do is
whip out my wallet,
dig through my
cards, and enter in
payment
information.”
Source: “Mind Your Millennials: 7 Reasons I Abandon My Online Shopping Cart,” Glori
Blatt for the Decoded: Contemporary Commerce Blog, February 24, 2015

49. 49 @JeaJen @dprism1
What’s an Online
Retailer to Do to
Address…

50. 50 @JeaJen @dprism1
Unexpected
Shipping Costs
(28%)

51. 51 @JeaJen @dprism1
Offer
Free
Shipping

52. 52 @JeaJen @dprism1
Offer
Free
Shipping

53. 53 @JeaJen @dprism1
Had to Create a
New User Account
(23%)

54. 54 @JeaJen @dprism1
Allow Guest Checkout

55. 55 @JeaJen @dprism1
Just Conducting
Research
(16%)

56. 56 @JeaJen @dprism1
Provide a Wish List

57. 57 @JeaJen @dprism1
Payment Security
Concerns
(13%)

58. 58 @JeaJen @dprism1
Let them Know You are Protecting
their Payment Information

59. 59 @JeaJen @dprism1
Let them Know You are Protecting
their Payment Information

60. 60 @JeaJen @dprism1
Let them Know You are Protecting
their Payment Information

61. 61 @JeaJen @dprism1
Confusing/
Complicated
Checkout
(12%)

62. 62 @JeaJen @dprism1
Optimize and Streamline Your
Checkout Process

63. 63 @JeaJen @dprism1
Optimize and Streamline Your
Checkout Process
Minimize Clicks to
Purchase (within Reason)
Track and Analyze Where
in the Checkout Process
People are Abandoning –
Then Address the
Issue(s)
Provide the Option to
Create an Account so that
Returning Customers
Don’t Have to Enter Their
Information Again
Allow Even New
Customers to
Automatically Populate
Fields for Common
Scenarios
(Billing/Shipping Address)

64. 64 @JeaJen @dprism1
Optimize and Streamline Your
Checkout Process
Allow Customers to Save
Multiple Shipping
Addresses and Forms of
Payment
Provide a Visual
Representation of Where
They Are in the Checkout
Process (Step 2 of 3)
Remove Distractions
Which Might Cause
Customers to Abandon
the Process (Navigation,
Advertisements)
Show Them Their Cart
Total Cost as Early in the
Process as Possible

65. 65 @JeaJen @dprism1
Optimize and
Streamline Your
Checkout
Process

66. 66 @JeaJen @dprism1
Couldn’t Find
Coupon Code
(8%)

67. 67 @JeaJen @dprism1
Don’t Tease Them

68. 68 @JeaJen @dprism1
Additional Resources
How to Finally Abandon Shopping Cart Abandonment
Issues

69. 69 @JeaJen @dprism1
Additional Email Marketing
Resources | Free
Look for Jeanne’s column on email
marketing every other Monday
www.ClickZ.com
Jeanne’s Blog and Email Newsletter
www.JeanneJennings.com
@JeaJen to follow Jeanne
@DPrism1 to follow Digital Prism

70. 70 @JeaJen @dprism1
The Premier Email Marketing
Association, part of the DMA
www.EmailExperience.org
A Private Community for Email
Marketers; look for Jeanne’s monthly
post on the blog
www.OnlyInfluencers.com
The best way to keep abreast of
eCommerce best practices
http://www.retailonlineintegration.com/
Additional Email Marketing
Resources | Paid

71. 71 @JeaJen @dprism1
A Little About Me
How to Finally Abandon
Shopping Cart Abandonment Issues

72. 72 @JeaJen @dprism1
Source: “The Top Email Marketing + Design Thought Leaders on Twitter,“ Lauren Smith
for the Litmus Blog, January 22, 2015
Me

73. 73 @JeaJen @dprism1
Source: “The World’s Top 50 Email Marketing Influencers," Stacey Miller for the Cision
Blog, July 2, 2014
Me

74. 74 @JeaJen @dprism1
20+ Years
Email Marketing
Strategy,
Tactics and
Creative
Direction
Great Brands
as Clients
Me

75. 75 @JeaJen @dprism1
Strengths
The successful marriage of:
Sound, cohesive
digital business
strategies
Effective
technology tool
selection
Digitally-enabled
process
improvement
Opportunities
Customers: New
Customers
improving
satisfaction,
incremental sales
Markets: Adjacent
markets, new
markets, market
share improvement
Products: Bundling
and unbundling,
derivative products,
new products,
subscription models
Me and
the
dprism
team
Digital Transformation

76. 76 @JeaJen @dprism1
How to Finally Abandon
Shopping Cart
Abandonment Issues
March 19, 2015
Thanks for Attending! Questions?
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors
www.dprism.com
202.365.0423 | jjennings@dprism.com