We are very excited about our newest integration with abandoned shopping cart solution, AbandonAid. To learn more about AbandonAid and how it can help your e-commerce store, we recently caught up with Dena Goldberg of AbandonAid for a brief Q&A session.
1. How did AbandonAid get started?
It’s quite interesting, actually. Our co-founder, Daniel Kohn, was working on implementing a cart abandonment solution for a corporate ecommerce site he managed. Dissatisfied with the overall campaign results, the complicated user experience, and limited reporting, he was inspired to create a new kind of abandoned cart solution. He teamed up with James Oppenheim, CEO, and Dr. Jonathan Schler, CTO, and they came up with a solution that addressed all of the issues Daniel faced with other cart abandonment services. The goal was to make it easy to use, simple to implement, and most importantly, effective in recovering sales. The result was AbandonAid, and we’re proud that we’ve been able to stick to this vision and help other online merchants recover sales more easily and effectively than ever before.
2. When a potential customer adds items to their cart yet doesn’t complete the checkout process, what happens?
The AbandonAid script captures any email address submitted during that customer’s session (not only on the checkout page, but anywhere on the site; for example, in newsletter signup fields), and associates it with the abandoned cart. This data is then reported in the AbandonAid dashboard, and the shopper is then put into the abandonment cue to receive the remarketing emails you’ve set up for your site. Once the shopper returns to complete his purchase, he is then removed from the abandonment cue and will no longer receive the abandoned cart emails.
3. How can using AbandonAid help e-commerce stores understand their customers’ behavior better?
It’s really important to us to help our merchants gain insights around their customers’ behavior, in addition to recovering sales. For that reason, we have a reporting dashboard, which you can find under the “Reports” tab. In the reports, you can view how many total carts have been abandoned, how many email addresses have been collected, and the effectiveness of your cart recovery campaign. I often work with clients on analyzing that data to better understand their customers’ behavior and how they can improve their own optimization efforts. For example, if a site is seeing only a few email addresses collected but many abandoned carts, then we know that we’ve got to improve email collection on their site and make it easier for customers to submit their email addresses. Being that email is such an effective marketing channel, this insight not only helps merchants to recover more abandoned carts but also improves their marketing abilities, in general.
4. For an e-commerce store owner just starting out with AbandonAid, which key features would you suggest focusing on?
I always encourage store owners to lay the foundation of an effective cart recovery campaign by setting up their emails from the get-go. Merchants can customize their emails by adding their company logo and selecting the same colors as their site. They can also customize the copy of the emails to match the voice of their brand and remind customers of special promotions, offering customers the help they may need to complete a purchase. I suggest going through the emails, creating a sequence, and having it all ready to go so that as soon as you’re ready to go live with the campaign, all you need to do is click the blue button to send!
AbandonAid also offers product image display and basket segmentation for clients who have upgraded their accounts. I’ve gotten a lot of inquiries about these features, and while they are definitely effective and can take your cart recovery campaign to the next level, they aren’t necessary to get started. Our HTML customizable template has been optimized for effectiveness, so you can already start recovery sales quickly and easily, even within the free trial.
5. Can you suggest a few e-mail triggers that are very effective for e-commerce?
Sure! In general, best practice is to set up a 3-email sequence reaching out to customers at 45 minutes post-abandonment, again a day later, and then one last time 3 days post-abandonment. There are various reasons why shoppers abandon, so the sequence pretty much covers them. For the shoppers who abandoned because they had questions about the potential purchase or needed more info, that first email sent out can highlight your online store’s stellar customer service, encouraging shoppers to contact you with questions so that they can then complete their purchase. I usually encourage clients to hold off on special offers and coupons until the second email, since, often times, all shoppers need to come back is just a friendly nudge in that first email and not necessarily a discount. If your site has a running promo such as free shipping over a certain amount, you can definitely highlight that in your emails instead of creating a new coupon or higher discount. Also, in the reporting dashboard, you can filter results by email so that you can see which email was most effective in recovering abandoned sales. This will help you go back and improve your campaign over time.
Thanks, Dena! Find out how AbandonAid can help you recover your first $500 in lost revenue for FREE!
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