Have you nailed your WooCommerce cart abandonment strategy yet? Are you sending out well-timed abandoned cart emails or SMSs to recover carts?
If not, then this WooCommerce cart abandonment guide is for you.
The cart abandonment rate has risen to an all-time high of 69%+ and it's not coming down any time soon.
Gone are those days when just having an email series was enough.
But today, you need a complete 'Smart Revenue Recovery' system - that speaks to your users with personalized scheduled emails and encourages them to complete their purchases.
In this post, we will look at the reasons people abandon their carts, components of the smart WooCommerce cart abandonment recovery system and how to set it up in your store.
Before we dig deep into the reasons, let us quickly understand what shopping cart abandonment is.
When a user adds items to the cart but does not complete the purchase process, the cart is considered abandoned.
Baymard recently did a survey on 2500+ people and found several reasons why people abandoned orders.
Here's a list of some of the most common reasons for WooCommerce cart abandonment:
The top three reasons are:
This study does not even take into account the reasons related to buyer psychology in an online store.
Reasons such as:
'I was just browsing' or 'my toddler wanted my attention' or 'I thought I'll come back to it when I have some time'.
The cart abandonment rate jumps to nearly 75% around Black Friday when the traffic is high and the urge to comparison shop is even higher.
That means you're going to lose potential customers around the holiday season.
But here's a piece of good news: Some of those people might come back to buy if you send out a well-timed cart abandonment email sequence.
Most WooCommerce cart abandonment plugins treat all users equally, whether they're guest users or not.
You can either offer a blanket discount to everyone or no one!
You can't incentivize them based on the item(s) they were trying to buy, their order total, have already used a coupon code, etc.
But if you always offer a discount every time a user abandons their orders, your system trains them to expect a discount code all the time.
Take a look at this comment that proves this point:
But let's say, their cart total is above a set threshold, then you may want to offer a handsome discount to convert them before your cut-off time.
The existing systems and free plugins aren't flexible and dynamic enough to consider any of this.
That right there is the problem!
In this section, you'll get the answer to your 'how do you deal with cart abandonment?' query.
In order to solve this problem, we have created the Smart Revenue Recovery System.
This system allows you to create WooCommerce cart abandonment sequences by first understanding who's at the center of it with custom variables.
Here are important components of the system that gives you a mindblowing framework for your WordPress abandoned cart strategy:
Our users who are deploying this system with FunnelKit Automations are having great success with it, take a look:
Another user, Borja reported a recovery rate of 20%; that's insane! That's just with WooCommcerce cart abandonment cart emails and a series of SMSs:
Impressive? Isn't it?
Let’s get down to how you can build a WooCommerce cart recovery system with FunnelKit Automations.
It's the best abandoned cart plugin for WooCommerce that lets you set up a timed sequence of automated emails to recover WooCommerce abandoned carts and offer discounts through personalized coupon codes.
Furthermore, FunnelKit Automations provides you with pre-built automated recipes that can be imported and used as it is with very little customization.
We have various recipes that are focussed on achieving different use cases such as post-purchase workflows, cart abandonment automations, welcome sequences, and many more.
Please note that FunnelKit Automations has both the Lite (free) version as well as the Pro (premium) version. Here, we’ll be using the Pro version for additional features such as creating coupons, adding conditions, setting up SMS, and more.
You can follow our documentation on how to install FunnelKit Automations on your WordPress website.
Follow the step-by-step process mentioned below to set up the WooCommerce cart abandonment workflow:
FunnelKit Automations live captures the email addresses of prospects as soon as they fill them out on the checkout page.
This is similar to other WooCommerce abandoned cart plugins, but it also captures what they were trying to buy and their cart total.
To enable it, go to the 'Settings' section in FunnelKit Automations.
Under Carts, check the box next to 'Enable Cart Tracking'.
This option will capture the buyer’s email and cart details as soon as they start filling them out on the checkout page.
How to see abandoned carts in WooCommerce?
WooCommerce alone doesn’t have the feature to provide details about abandoned carts.
However, you can see these details in FunnelKit Automations.
Go to the ‘Carts’ section in FunnelKit Automations - Under the ‘Recoverable’ carts - you'll see this:
This is the section where you can see all the data about your recoverable, already recovered and lost carts, along with details such as contact name, email ID, date the user abandoned the cart, items in the cart, cart total, status, and more.
This is how you can check your WooCommerce abandoned carts in FunnelKit Automations.
Under the Campaigns section, click on ‘Automations (Next Gen)’.
Hit the ‘Add New Automation’ button.
Here you’ll see various pre-built recipes available for the Lite (free) version as well as the Pro (premium) version.
Click on ‘Start from scratch’.
Name your automated campaign - ‘WooCommerce cart abandonment recovery’.
Clicking on ‘Create’ will set up a new automation campaign and you’ll get redirected to the workflow window.
Events are the triggers based on which your automation runs.
On the workflow screen, click on ‘Select Trigger’.
Now, select the ‘Cart Abandoned’ trigger from the WooCommerce tab and click on ‘Done’.
Configure this event by clicking on it and selecting ‘Multiple Times’ under the number of runs.
Click on ‘Save’ when done.
Well done! You have successfully set up the event trigger of your automation.
Here we will be creating a simple automation of 1 email to be sent after a 30 minutes of delay.
For that, click on the (+) icon and hit ‘Delay’.
Here we will add a 30-minute delay to our workflow.
Click on the ‘Save’ button once done.
Actions are a series of steps that contacts have to go through when they enter your automation based on the event trigger you specified.
FunnelKit Automations provides a variety of actions such as creating contacts, adding a tag, sending emails and SMS, and many more.
To specify the send email action, click on the (+) icon and hit ‘Action’.
Select the ‘Send email’ action under Messaging and click on ‘Done’.
The email creation window will appear in front of your screen.
Here, we’ll be using the same email address as entered by the user on the checkout page.
To do that, go to 'Merge Tags'.
Copy the 'Cart Billing Email' merge tag.
Paste it into the email address field.
Subject line and preview text
Enter an attractive subject line and preview text for your WooCommerce cart abandonment emails.
Email body content
Select the template type for simple text-based emails, HTML, or the Visual Builder to design beautiful emails.
Here we will select the ‘Rich Text’ template and start writing our content.
Here, we have used multiple merge tags to bring dynamic values to be shown on our email, such as the user’s first name, abandoned date, cart items in a tabular format, and more.
Copy the ‘cart restore link’ merge tag from here.
Hyperlink the recovery link merge tag on your WooCommerce cart abandonment email.
Once you’re satisfied with your email body, click on ‘Save & Close’ to lock all your changes and go to your workflow window.
You can also go one step further and design beautiful cart abandonment emails with FunnelKit Automations’s visual builder.
Make sure to activate your automation by turning the toggle to ‘Active’.
Now that you know how to create automation in FunnelKit Automations, let’s talk about setting up different components of the smart revenue recovery system.
Let’s add each of the components of our Smart Revenue Recovery System to our workflow in FunnelKit Automations:
According to SaleCycle, text messages are opened on average within 90 seconds, compared to 90 minutes for email.
Also, SMS has an open rate of 98%+ with 90% of messages opened within three minutes.
Therefore, adding SMS to the mix can increase the effectiveness of your campaign, especially when paired with great email templates for your WooCommerce cart abandonment recovery emails.
SMSs have a way higher click-through rate of 36%, as compared to 3.2% of emails:
Send the SMS within 2-4 hours of sending your first email for the best results.
To make your WooCommerce cart abandonment SMS stand out in their cluttered inboxes, use emojis.
All you need to do is select the ‘Send SMS’ action from the workflow.
Now, create your SMS content to be sent to your users.
Well done! Here we have created our automation that sends an SMS 4 hours after your cart recovery email.
Quick Note: You need to have Twilio credits and the premium version of FunnelKit Automations to access the Twilio connector.
Plus, you can send images by SMS if you’re residing in the US and Canada.
Timing your recovery emails is the key.
It’s crucial to send your first email within an hour for optimal conversions.
As per the statistics from SaleCycle, a cart recovery campaign saw an uplift of 19% in conversions when it sent the first email just after 30 minutes of cart abandonment.
Furthermore, the best practice is to send a total of three abandoned cart recovery emails with set delays.
Here’s an example with the stats:
Follow this simple strategy:
FunnelKit Automations lets you set up well-timed emails by adding delays to your workflows.
Here's how you can set up the delay in your WooCommerce cart abandonment sequence:
FunnelKit Automations lets you set delays in the contact’s time zone to serve users in multiple locations.
Brilliant, isn’t it?
Everybody loves discounts!
Therefore, offering limited-time discounts is a brilliant strategy to create a sense of urgency and boost conversions.
You can easily do that in FunnelKit Automations and even further!
FunnelKit Automations lets you create time-bound, personalized coupon codes to encourage them to come back and complete the purchase.
You don't have to go to WooCommerce to set your coupons - FunnelKit Automations takes care of that too!
Click on the (+) icon and hit action.
Add ‘Create Coupon’ action to your workflow.
Take a look at the coupon creation window in FunnelKit Automations:
It’s a complete package!
FunnelKit Automations lets you set up advanced conditions to serve the right audience.
What if you want to send discounted coupon codes to shop abandoners with high-value carts or who are just new users in your store?
This is what rule-based offers are - Offering discount coupons whenever users meet a certain condition.
It’s a brilliant strategy of not training your users to become price sensitive or unwilling to buy any item without a discount.
You can do this with FunnelKit Automations’s smart rule engine.
Let’s say we want to offer a 10% discount only to shoppers with a cart total of $50 at the time of abandonment.
All you have to do is click on the (+) icon and select ‘Condition’.
Click on the 'Cart Total' rule under Carts.
Now, select the drop-down to ‘is greater than’ and enter the value of ‘50’.
Next under ‘Yes’, add the ‘Create Coupon’ action and create a coupon value of 10%, as we discussed in Pt. 3 (above).
Once done, add the ‘Send Email’ action next to the coupon node.
Then, include that coupon code in your email.
That’s it! This is what your WooCommerce cart abandonment workflow will look like:
Now a dynamic coupon will be sent to the users who have abandoned their cart with a total value of more than $50.
Track stats so that you know how many carts getting abandoned and how many of those are being recovered.
Knowing your numbers will help you tweak your strategy.
Maybe you find out that offering a higher percentage discount will be a better strategy for you- then be it, do that.
Maybe it pays off to write product-aware abandonment emails.
Here's where you can see the analytics for cart abandonment:
These stats will help implement your cart abandonment strategy to the next level.
No room is left for any confusion.
We studied several cart abandonment emails that you can refer to.
And we've created a mini-library of some well-written emails that deserve a mention.
The first WooCommerce cart abandonment email example is from the popular store, Top Shop.
The good thing about this email is that it looks nice and simple.
The email serves as an instant reminder to users that their cart is saved and are so close to getting their favorite item.
They've put the phone number too, in case someone wants to get in touch - they have the option!
The ‘Continue Shopping’ button takes people straight back to their cart.
Here's an example of a well-written product-aware recovery email from Beardbrand:
The major plus point of this email is the P.S section that gives a stamp of approval to the product they intend to buy.
Being able to send product-aware emails is an important use case that you can achieve through FunnelKit Automations.
Personalization will increase your recovery rates against your WooCommerce abandoned carts.
Another brilliant WooCommerce cart abandonment email example from Morphe.
They're offering an incentive in the form of a 20% discount:
It's a pretty decent attempt at converting visitors. But you must note that their system will send this discount email to just about everyone - whether their cart total is $50 or $20.
You can change that in FunnelKit Automations.
What a brilliantly well-written email from Rudy’s!
This email is offering free shipping as an incentive, that is about to expire:
It uses the catchy heading - ‘Don’t put this off like a software update’.
Secondly, the email is short, crisp and to the point; there are no unnecessary images or HTML content.
Finally, the free shipping coupon that is about to expire - conveys a built-in urgency.
Overall quite an action-producing email, and we’re sure it converts high too!
We’re incredibly impressed by this email from Billy Gene. It's very contextual and serves as a powerful reminder.
This email literally came within the first hour of abandoning the cart:
Do you know what works in favor of this email?
The user is instantly able to connect the dots and know what they need to do next.
Cart abandonment is a serious issue for all of us - some business owners acknowledge it, while others keep ignoring it.
In this post, we helped you acknowledge it and understand the concrete steps to combat it.
While there are cart recovery solutions offered by various plugins, they aren’t as flexible as FunnelKit Automations.
FunnelKit Automations is the best automation builder plugin in the market that keeps WooCommerce as the priority.
You can set up all kinds of automated workflows such as cart abandonment, post-purchase follow ups, welcome sequences, shipping-related automations, and more.
With pre-built automation recipes, discount coupon creation, advanced rule-based workflows, and many more features, FunnelKit Automations is the best WooCommerce cart abandonment plugin that you can wish for.
Here's to recovering abandoned carts and dollars with your WooCommerce abandoned cart recovery strategy!