Ever walk into a room and ask yourself, “What did I come in here for again?” Well, you’re not alone. One minute you’re shopping for a brand new Orioles jersey online, the next minute you’re scrolling through your Twitter feed, and before you know it, it’s time for bed.
But what happened to that jersey you were shopping for?
It’s now just sitting in its lonely cart waiting to be retrieved. Every second of every day a cart is abandoned somewhere online.
According to HubSpot, statistics show that these numbers may vary depending on the type of industry; the overall rate of cart abandonment is 73.9%. The retail industry experiences a 72.4% rate of cart abandonment while the fashion industry’s rate is 69.8% .
The good news for marketers is that this means there is a ton of opportunity to recover some of those potential lost sales.
Use these steps to learn how you can save those carts by crafting the perfect abandoned cart workflow in HubSpot.
Step 1 – Integrate your eCommerce platform with HubSpot
In order to create the perfect abandoned cart workflow you first need to make sure that your HubSpot has been properly integrated with your eCommerce platform. While there are many eCommerce options to choose from, today we’re going to talk about integrating Shopify, Bigcommerce Enterprise and Magento with an extension called HubShop.ly.
It’s an extension that integrates your HubSpot account with Shopify, Bigcommerce Enterprise and Magento. With HubShop.ly you’ll be able to automatically sync all of your customer and order data from your eCommerce store with HubSpot’s smart lists and reporting tools to gain more insights about your customers.
When using HubShop.ly you’ll be able to capture all Shopify, Bigcommerce and Magento cart abandonments in a HubSpot smart list. Then, recover these carts with a triggered, fully customizable email workflow. Your cart recovery emails will include pictures of the products abandoned as well as a session restore link, allowing these customers to go back to a pre-filled shopping cart with just one click!
The best thing about HubShop.ly is how easy it is to install. Results we’re seeing with some of our clients include an 18% increase in overall revenue, a 21% decrease in abandoned carts and a 10% increase in repeat purchase rate.
Step 2 – Create your abandoned cart smart list recipes
Start by creating a list for your contacts that do not have an item in their cart. Let’s call the list name Cart: Abandoned Cart = No. Set your criteria as Contact Property -> Abandoned Cart Indicator -> is equal to -> No.
The next list you’ll want to create is for any contact that has left an item in his/her cart. Let’s call this list name Cart: Abandoned Cart = Yes. Set your criteria as Contact Property -> Abandoned Cart Indicator -> is equal to -> Yes.
The final list to create is the goal list for your workflow. Let’s call this list name Cart: Lifetime Carts Saved. Set your criteria as Contact Property -> Abandoned Cart Indicator -> has ever been equal to -> Yes. Create another requirement and set your criteria as Contact Property -> Abandoned Cart Indicator -> is equal to -> No.
Nice job! Now let’s move onto the next phase of this project.
Step 3 – Create your abandoned cart emails
Your emails are the most important part of your workflow. You need to make sure they’re enticing enough that the user actually gets motivated to go back to their shopping cart to complete the purchase.
We recommend having 4 emails in total for your workflow. Don’t send a discount offer in the first email. Save it for your second or third email.
Be sure to keep these tips in mind when crafting your emails. They will certainly help with conversion rate:
- Make your excellent return policy explicit
- If you’re able to offer free shipping, do so
- In the email subject line call out the abandoned item or category specifically
- Show the abandoned item clearly in the message
- Add a link to go directly back to the cart
Step 4 – Create your abandoned cart workflow
This is the easy part. You’ve already done the heavy lifting with the emails, now you just need to get these bad boys rolling. As I mentioned above, you’ll have 4 emails you need to send out (maybe less depending on whether or not the user makes a purchase at some point throughout the workflow).
Based on our research and testing, we’ve found the formula below to have the highest success rate when it comes to capturing the sale from an abandoned cart email.
For most products we’re going to trigger the first email 1–2 hours after abandonment, the second email 12–24 hours after abandonment, the third email 48–72 hours after abandonment and finally one last email 3 days after the third email was sent.
Follow the structure setup below when creating your workflow:
1. When active, this workflow will enroll contacts that join the list Cart: Abandoned Cart = Yes
2. Delay the next action for 1 hour
3. Send them an email Abandoned Cart – Email #1
4. Delay the next action for 1 day
5. Send them an email Abandoned Cart – Email #2
6. Delay the next action for 20 hours
7. Send them an email Abandoned Cart – Email #3
8. Delay the next action for 3 days
9. Send them an email Abandoned Cart – Email #4
10. Workflow end
11.Make sure the goal list is set to Cart: Lifetime Carts Saved
In addition to the statistics mentioned above, there are many reasons why consumers abandon their carts. Maybe they’re looking to compare your price with a competitor’s price, maybe the consumer is uncertain about your store since he/she has never purchased from you before or maybe they aren’t quite ready to purchase.
Whatever the reason is, by following the abandoned cart workflow above you’ll be sure to start capturing some of these potential lost sales!