This article is about making your bike shop website more money.
We'll be discussing cart abandonment recovery tools as a strategy to routinely grow revenues by 10% in a really easy way.
Before we look at different options that you can choose from, it makes a lot of sense to explore the technology so you know what it is, does, and what the main benefits of the technology are.
Shopping cart abandonment is when a user adds items to a website's shopping cart and then leaves the website without buying the items in their cart. This is a hugely important segment of website users because more than 70% of users who add items to their cart do not make a purchase.
A shopping cart recovery tool tracks users that leave your website without purchasing the items in their shopping cart. The tool activates when users add items to their shopping cart and give their email address somewhere on the site. The cart recovery tool reaches out to the visitor after they leave the website, either by email, push notification, or text (SMS), to get the user to return to the website and purchase the items they left behind.
Any bike shop that cares about Conversion Rate Optimization (CRO), knows that installing a cart recovery tool is a great move to repair a leaky sales funnel.
Your website will make more money (generally around 10%) in a turnkey, low friction way that users have become accustomed to. Installing a cart recovery tool is a conversion rate optimization best practice that delivers.
The answers to this question are compelling.
if you are already converting 30% of the users who add items to their cart, and you get back 4% of the 70% who abandon, you increase conversions to 32.8% - a 9% increase in conversions – and, of course – a big increase in revenue.
Our focus is on building high converting cart recovery campaigns in a turnkey fashion so you can focus on running your bike shop.
Shopify is a killer ecommerce website alternative for bike shop websites and has a number of Free cart abandonment recovery tools available.
Care Cart is a great, highly rated, and FREE Shopify app for recovering abandoned carts.
Chated.io is a FREE Shopify app that offers the following:
WooCommerce, which bills itself as "The eCommerce platform for WordPress" is a massive ecommerce platform. It has been downloaded over 39 million times and is installed on over 2.9 million WordPress websites that offer ecommerce. As such it makes a lot of sense to look at the cart abandonment tools available for WooCommerce.
Cart abandonment recovery choices include Follow-Ups which costs $99 and comes with a year of updates and support (developed by the WooCommerce team) and the free Abandoned Cart Lite which is a basic tool which also comes in a much more powerful version called the Abandoned Cart Pro for WooCommerce which costs $119 per site and comes with a year license.The pro version is cool because it also offers facebook messages and text reminders to the mix.
Follow-ups is a robust tool with simplicity and power at your fingertips. If you want to create complex drip campaigns powered by lots of different triggers, and you use WooCommerce
Lightspeed powers a huge percentage of Bike Shop Point of Sales systems(POS), and have become a more popular website choice for shops because of the lower cost.
MyAbandonedCart is the only Cart recovery tool that we found in the Lightspeed eCom App store. It is reasonably priced at just $12.50 / month.
MyabandonedCart Features include:
The answer is ... it depends. Here's a great place to start though. We typically recommend a three part delivery sequence (spaced out over a week) that creates urgency, while being very helpful to the user. Let's look at the key insights and recommended strategies for each of the 3 emails in detail so that you can increase your website's conversions.
This email is delivered 20 - 45 minutes after the user abandons their cart.
The subject line and email copy focuses on being helpful and supportive.
Copy that reads like, "We've got your back," is converting well right now.
Use a prominent call to action, or button, that helps users go back to their cart. The more prominent the better as it is more likely to get clicked.
A surprising number of users have simply forgotten the items in their shopping cart, and appreciate being reminded of what they left behind.
Include the product name(s), price(s), image(s), and links back to the product(s) on your website
Include your phone and email in the email so that they can reach out if they can't buy on your website. This helps the user in the unlikely event that there is a website glitch that impedes the user's ability to complete the checkout process.
Users don't buy due to extra costs that they find on websites. Think taxes, shipping fees and or shipping delays.
Your secret weapon is to show the user your unique selling proposition (USP) in the email body so that they will trust, like, and want to do business with you.
We like to include links to customer testimonials, satisfaction guarantees, and information about free shipping if applicable. See an example below.
This email is delivered 24 hours after the user abandons their cart.
Email 1 has already done a lot of lifting and has already converted a lot of our users. Now we need to turn up the heat to convert ones that we missed in the first email.
Here's an example from on of our client campaigns that performs well.
Pro Insights: We've found that by offering 10% off of full priced items only, we have achieved healthy conversion rates while still protecting profit margins. We recommend this as a starting place.
We have found this increases click throughs into your email and are more likely to get the user to convert.
Common tactics and messaging include:
This email is delivered 7 days after the user abandons their cart.
The message you want to send your website visitor with the last email in the sequence is, "This is it! This is your last chance!"
It is smart to include this in this email's subject line (along with the coupon reminder) to get people to open your email.
We don't typically do this, but it is certainly a possibility and will drive conversions. Be smart about it and don't give too big a discount that eats too much of your profit margin.
In this three email campaign we've run for one of our clients, you can see that conversion is highest in the first email (almost twice as high as the second email). We love that most of our conversions happen in the first email (before we've offered the discount) and not at a discount that eats into profit margins.
You can also see that opens and clicks trail off over time.
Don't offer discounts in the first email because most of your conversions will happen on the first email.
We have found through testing, that the right time to offer a coupon for a discount (in the 10-15% Off range) is the second or third email in your marketing automation.
Now that you've learned about the different tools, strategies and reasons to implement the tools, there is only one thing for you to do:
Implement a cart abandonment recovery tool and watch as your website grows revenues 10%