Abandoned carts have become a growing challenge for many e-commerce businesses. Customers often abandon their shopping carts due to various reasons such as high shipping costs, website crashes, lengthy checkout processes, or simply getting distracted. However, these abandoned carts provide an opportunity for businesses to recover lost sales and build customer loyalty. In this blog, we will discuss how to set up an abandoned cart journey in Salesforce Marketing Cloud and recover lost sales.
Setting up an Abandoned Cart Journey in Salesforce Marketing Cloud
Setting up an abandoned cart journey in Salesforce Marketing Cloud is easy with the help of Interaction and Segment Designer. Here are the steps to set up an abandoned cart journey:
- Setup a new interaction to capture the transaction: The first step is to create a new interaction to capture the transaction data, such as transaction ID, total, and status. Status can be used to monitor if the transaction is still in the shopping cart, on hold, or paid.
- Setup a new interaction to capture a product: The second step is to set up an interaction that captures the data of all products within the transaction. This interaction should include variables such as product ID, name, price, and quantity.
- Create a segment based on these interactions: The final step is to create a segment based on these interactions. This segment will include customers who have abandoned their carts and will be used to trigger the abandoned cart journey
It is important to note that the variables included in the interactions can be extended based on your own use cases. At least one identifier is required to relate the products to the transaction.
Recovering Lost Sales with Abandoned Cart Journey
Once the abandoned cart journey is set up, it is time to recover lost sales. The abandoned cart journey should include the following steps:
- Triggered email: The first step is to send a triggered email to the customer reminding them of the items left in their shopping cart. The email should include images of the products, a call to action button to return to the shopping cart, and an option to unsubscribe.
- Personalized recommendations: The second step is to provide personalized recommendations to the customer based on their abandoned cart items. The recommendations can be based on their purchase history, recently viewed items, or popular items.
- Incentives: The third step is to provide incentives to the customer to complete their purchase. This can include a discount code or free shipping.
- Follow-up email: The final step is to send a follow-up email to the customer who did not complete their purchase after the first email. This email should include a sense of urgency and a clear call to action.
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Abandoned carts for e-commerce businesses
Abandoned carts have become a growing challenge for e-commerce businesses. However, Abandoned cart recovery is a critical component of any e-commerce strategy. By using Salesforce Marketing Cloud and the various tools available, marketers can create effective abandoned cart journeys that help recover lost sales and increase revenue. By capturing the right data, segmenting customers effectively, and using personalization and conversational tools, you can create a powerful abandoned cart recovery strategy that engages customers and drives conversions.
Direct Messenger offers a range of powerful tools that can be integrated with Salesforce Marketing Cloud to help you create personalized and conversational experiences for your customers. From abandoned cart recovery to customer service and conversational ads, Direct Messenger can help you reach and engage with customers in new and innovative ways. To learn more about Direct Messenger and how it can help you improve your e-commerce strategy, book a demo today.