Growthletter

The Big Lie About Abandoned Carts

The recovery of abandoned carts is one of the biggest lies we're telling ourselves.

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The article you're reading is edition No. 2 of our Growthletter, the newsletter where we publish advanced ecommerce strategies every week.

Hello,

Here we are on the second page of the Growthletter. Today we’ll talk about the dreaded abandoned carts 😱

And why the recovery of abandoned carts is one of the biggest lies we’re telling ourselves.

I don’t want to repeat that it’s important to recover abandoned carts and blah blah blah… we already know this.

As you might have already gathered from the Growthletter, I tackle topics with a more advanced approach than the classic articles you can find around the web.

So, I’d like to debunk a myth:

99% of ecommerces don’t recover carts, but checkouts.

Think about it… what’s referred to as “abandoned cart recovery” in 99% of cases is a user who has abandoned the checkout, not the cart.

Let’s look, for example, below at a classic “abandoned cart” flow from Klaviyo (our favorite email marketing tool for Ecommerce).

You can clearly see that the trigger, or what starts the flow, is “Checkout Started”.

So, if you have an ecommerce, you absolutely need to start making this distinction:

  • Abandoned Checkouts
  • Abandoned Carts

 

They’re two different flows. And this is precisely the strategy I want to give you today…

In fact, besides the classic abandoned checkout flow (which I hope you already have), you should also implement the abandoned cart flow.

The difference is very simple:

  • The abandoned checkout flow recovers users who started the checkout but didn’t complete the purchase.
  • The abandoned cart flow, on the other hand, recovers users who added products to the cart but didn’t even reach the checkout. So, they stopped one step earlier.


Therefore, if you have an ecommerce, I strongly recommend implementing both of these automations.

Let’s look at a quick case study using  this strategy:

It’s about an ecommerce we’re following, in the clothing sector, with the goal of doubling revenue year over year for the next two years (we’re hitting the target this year 💪).

One of the first activities we did was to set up the entire Marketing Automation infrastructure since they already had about 70,000 contacts in their database.

As well as introducing the abandoned cart flow, parallel to the checkout one.

The data you see above are from the last 30 days. And you can notice a couple of things:

  • The abandoned cart flow brought in €17,632, which is 60% more compared to the abandoned checkout that brought in €10,604.
  • On average, a user entering the abandoned cart flow is worth €2.70, while in the checkout, €6.55.

So, in relation to users, the abandoned checkout brings more return. And the reason is  simple: a person who reaches the checkout is very close to the purchase.

The abandoned cart flow, however, communicates to people who stopped at the cart, thus further from the purchase, but it’s a flow in which many more users enter.

Therefore, by adding this strategy, we’ve brought this company’s recovery strategy from an average of €10,000 per month to about €25,000. So, with an increase of 150% 🚀

That’s all for today, talk to you soon!

 

Wishing you good growth,

Thomas

Per oggi è tutto, ci sentiamo presto!

Una buona crescita,
Thomas

we wave, you grow

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