Micro-Segmentation: Focus on the Abandoned

Most of us know the effectiveness, yet very follow up on abandoned transactions – even fewer do an adequate job, resulting in fewer conversions and more lost opportunities.

In a brief (totally unscientific) three company survey, we found that less than seven percent of abandoning customers call customer service for help. Half of the abandoners come back to the site (tracked thanks to Google Analytics, Omniture, Coremetrics and WebTrends) but only a fraction of those retuning complete the transaction.

In 2006, one in nine of those who abandoned completed the order. In 2008, one in five completed the transaction – four online, one through the customer service department. When asked why they dropped the transaction, the most common responses (in order of priority) were:
1) Needed to ask a question
2) Got frustrated or lost
3) Comparison shopping
4) Too much information required
5) Technical difficulties

To help with issues, you have to be super responsive and acknowledge the respondent’s issues:
1) Explore real time chat
2) Keep shipping charges competitive (if applicable)
3) Simplify the checkout process – be different from the store but keep it personal
4) Save the shopping cart and follow up with an email

It may be harder to accomplish the first three tasks, but as the eMarketing manager you can easily implement the forth. Here are a few suggestions to help get things going (with special recognition to Daphne, Michelle, Geoff and Jeff):
1) The Abandoned Cart email needs to go out within 48 hours
2) The email should always have a split test – with and without an offer as incentive to complete the transaction,
3) The email should inquire – Could you tell us why you left the cart? Leverage the information, and update customer’s profile.
4) The email should have a simpler call to action and an expiration date – Dear Customer, All you have to do is click on this link, call or print to take to a store/ branch; this offer is valid for (less than five) days.
5) Whether you close the transaction or not – update the customer’s preferences with specifics regarding the products or services that they selected.
6) If you have the bandwidth, turn the incomplete transaction over to your customer service team for follow up.

The abandoned cart is a great micro campaign opportunity. You already know the prospect is in the market and you can leverage their specific preferences into a one on one opportunity.