Using Messaging to Re-engage Abandoned Carts

Ideally, every shopper who landed on your ecommerce site would find something that perfectly fit their needs, add it to their cart, and complete the transaction. But that’s just not realistic. 

If cart abandonment is a challenge for your brand, you’re not alone. It’s an extremely common problem across all brands and industries. 

But that doesn’t mean cart abandonment is a lost cause. 

It’s important to understand why shoppers are abandoning their carts on your website. Then, you can work to overcome those obstacles, re-engage shoppers, and drive sales. Today, the most innovative brands are tapping into messaging channels – including WhatsApp, Facebook, Instagram, TikTok, Apple Messages for Business, Google Business Messages – to accomplish these goals. 

Read on to explore the state of abandoned carts and why messaging channels are an ideal way to re-engage shoppers. We’ll also share some concrete examples of how you can start tapping into messaging channels to reduce your brand’s cart abandonment rates. 

The State of Cart Abandonment: A Common, Costly Problem

Cart abandonment happens when a shopper lands on your ecommerce site, adds an item (or items) to their shopping cart, but then leaves your site before completing the transaction.

It’s a frustrating phenomenon. But it’s extremely common. 

According to Baymard Institute, the average cart abandonment rate in 2023 is over 70%. And per an article from WhatsApp, 81% of those who abandon their online shopping carts never return to complete the purchase. This results in a loss of about $18 billion in sales revenue each year.

Of course, there are numerous reasons why consumers abandon their online shopping carts. Often, it’s because they’re doing the online equivalent of window shopping. Per Baymard Institute, nearly 48% of online shoppers in the US have abandoned a cart within the last 90 days because they were just browsing – and not ready to buy.

Another top reason shoppers abandon their carts is because they encountered some sort of friction along the way. Perhaps there were unexpected extra costs – such as shipping or fees. Maybe they couldn’t find an answer to a question. Or it could be that the checkout process was too clunky. 

Whatever the source of the friction, it was enough to convince the shopper to forgo the purchase. 

Addressing Cart Abandonment Rates: Why Messaging?

By now, we’re all familiar with the concept of cart abandonment emails. A shopper adds items to their basket – but abandons the purchase. If the shopper is opted in to receive emails, the brand can send them an email reminding them to give the items another look.

Sometimes, these cart abandonment emails include ratings and reviews and user-generated imagery to boost shoppers’ confidence. Sometimes they include a coupon to sweeten the deal.

Don’t get us wrong: cart abandonment emails are still a great tool. However, messaging channels have also become an extremely powerful means to remove friction – and reduce cart abandonment.

Why messaging? 

Because increasingly, consumers are using messaging apps to connect with brands. According to Meta, 56% of Messaging app users around the world have direct messaged brands to get more information throughout the purchase journey.

Furthermore, many consumers prefer messaging over other communication methods. According to data from WhatsApp, 66% of online adults indicate messaging is their preferred way of interacting with a business; 72% of 18-34 year olds feel this way. 

66% of online adults say messaging is their preferred way of interacting with a business.

Source: WhatsApp

In today’s competitive marketplace, it’s important to interact with shoppers via their preferred channels. And increasingly, they prefer messaging.

In addition, open rates for messages are typically much higher than open rates for emails. Case in point? WhatsApp messages have a 99% open rate. In comparison, the open rate for emails is about 20%.

WhatsApp messages have a 99% open rate.

Source: WhatsApp

Clearly, it makes sense to incorporate messaging into your strategy to re-engage shoppers – and reduce cart abandonment. 

4 Examples of Leveraging Messaging to Re-Engage Shoppers  and Reduce Cart Abandonment

Messaging can be a powerful channel for reducing cart abandonment carts. But how exactly can you tap into this channel to re-engage shoppers?

There are endless possibilities. Of course, not every one of those possibilities is right for your business.

The best place to start is to determine why shoppers abandon their carts on your ecommerce sites. Then, you can identify ways messaging can help you address those reasons.

Here are a few examples of how you can tap into messaging channels to re-engage abandoned carts. 

Messaging Use Case #1: Encourage Shoppers to Come Back for Another Look

Sometimes, a shopper adds an item to their cart. But they just aren’t quite ready to buy yet.

If the shopper has opted in to receive messages from you, consider sending an automated message to them, encouraging them to return to your website. Incorporate ratings and reviews for the products in their cart. This social proof will boost their confidence – and their likelihood of following through with a purchase.

Messaging Use Case #2: Answer Purchase-Blocking Questions

No matter how comprehensive your product pages, there will still be shoppers who have questions. If they can’t get a quick answer to their question, they’re likely to leave without making a purchase. 

According to research from Forrester, 55% of online adults in the US are likely to abandon an online purchase if they can’t find a fast answer to a question.

55% of online adults in the US are likely to abandon an online purchase if they can’t find a fast answer to a question.

Source: Forrester, Consumer Expectations For Customer Service Don’t Match What Companies Deliver

Consider allowing your site visitors to pose questions via their favorite messaging channels. Chatbots can address routine questions instantly, such as those related to returns policies. Then, live agents can address more complex questions. 

Providing fast, accurate answers to your customers’ purchase blocking questions via messaging channels means your shoppers can make more informed decisions. And, they’ll be more likely to purchase the items sitting in their carts. 

Messaging Use Case #3: Address Unexpected Fees

According to Baymard Institute, 47% of shoppers have abandoned a purchase within the past 90 days because the extra costs (think shipping, taxes, and fees) were too high.

Of course, you can’t just eliminate these fees. After all, your goal is to make a profit. But it’s important to be transparent about all costs associated with a purchase. That way, there are no surprises at checkout.

In addition, you can use messaging to help shoppers overcome the hurdle of extra costs. For example, you might send a message to the shopper, offering them a coupon code in exchange for signing up to receive promotional communications. Or, a live agent can cross-sell additional, complimentary items to get the shopper to the free shipping threshold.

Messaging Use Case #4: Ease Checkout Difficulties

Checkout difficulties are a common reason shoppers jump ship. For example, they may be required to create an account – and they don’t want to. Or, shoppers may get frustrated with a long, complicated checkout process.

Optimizing your checkout experience is key to increasing conversion. In addition, you can use messaging to help shoppers overcome checkout hurdles.

Shoppers can use messaging channels to share their feedback about your checkout experience. Your brand can then use these insights to optimize the checkout experience on your website. 

In addition, if a shopper messages you to let you know about a frustrating checkout, you can help them overcome that hurdle by allowing them to complete the checkout within the message.

Messaging Channels Belong in Salesforce

Increasingly, consumers prefer engaging with brands via messaging. As such, messaging can be a powerful channel to engage shoppers – and reduce cart abandonment.

If you’re a brand that uses Salesforce, it also makes sense to manage messaging channels on the platform. That way, you can manage all service channels within one login, without the need to toggle between multiple platforms all day long. 

Messaging Studio from 1440 allows you to manage your customers’ favorite messaging channels – all within Salesforce. You can leverage automation to address routine questions and requests, and allow your teams to focus their attention on more complex matters. When you use Messaging Studio, you never have to worry about missing out on an opportunity to help a shopper overcome friction – and drive conversion. 

Tap into the Power of Messaging to Reduce Cart Abandonment

Cart abandonment is a persistent problem for all brands. It’ll never go away completely. But by strategically leveraging messaging channels, you can overcome barriers, re-engage shoppers, and boost conversion rates. 

Ready to see how winning brands use Messaging Studio to manage their shoppers’ favorite communication channels – all within Salesforce? Contact us to schedule a live demo.