How to Encourage Your Visitors to Purchase What’s in Their Basket

The big problem for any online retailer is shopping cart abandonment. Visitors put items into their shopping cart, but for some reason they don’t proceed with the order. Majority of top 500 online retailers allow storage of basket content for a couple weeks or months, in case a visitor comes back.

But what if the visitors aren’t coming back? How can you then encourage them to make a purchase from you? There are several ways of encouraging your visitors to proceed with their order after they have abandoned their shopping cart. Either send them an immediately automated email with an offer, or send them a polite reminder with an offer. Today I will show you good example of a polite reminder email from blair.com.

Below you can see an email from blair.com offering me FREE shipping on what’s in my basket. Once you click on it it leads me directly to my basket and items I put in there some time ago.

NOTE: this email isn’t an immediate shopping cart abandonment email. I put those items there 3-4 weeks ago. Also one thing to notice. Blair.com is generally offering $2.99 shipping on your entire order.

Idea: This sort of email could also work with items in wish lists.

free-shipping-email-15-09-2009-15-46-03

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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