A masterclass on Abandoned Checkout campaigns on Whatsapp
A recent survey found that over 69% of shoppers abandon their carts on average across all industries.
With cinched budgets and investors emphasising lowering CAC (Customer Acquisition) and increasing retention, one must have a solid strategy in place.
As a D2C brand marketer, what can you do to reduce your abandonment rate?
Run abandoned checkout campaigns on your WhatsApp integrated ecommerce store!
Send your customers automated, personalised communications at timed intervals to nudge them towards completing their shopping journey, increasing your conversions by 10% and reducing your customer acquisition costs by 30%!
In this blog, we’ll discuss the reasons for cart abandonment, why Whatsapp is the best medium for such campaigns, and which WhatsApp campaigns you need to run to increase conversions.
Well, some shoppers abandon their carts just for the heck of it — their goal while browsing your e-commerce website is just to window shop or compare prices.
But a significant number of shoppers — in fact, over 40% of your website visitors — abandon their carts because of facing issues during checkout.
Take a look at this chart showing why these visitors abandoned their cart:
This essentially means that over 87% of your potential customers abandoned their cart because:
These issues can be resolved by providing your customers adequate support throughout their shopping journey.
Most e-commerce brands sell niche products that differentiate them from their competitors.
But this information needs to get communicated clearly to your customers
Especially during check-out, which is where customers need the highest level of reassurance.
And just how much does your checkout process contribute to cart abandonment? 74 % of shoppers get frustrated when they see products that are not personalised, and drop off your website.
In fact, chat marketing of this kind increases your conversions by 10%!
It even helps in customer retention — 53% of e-commerce customers cite “easy to use and navigate website” as their primary reason to maintain brand loyalty.
33% of your potential customers abandon their carts because they don’t know what step of their purchase journey they are at, and because they do not know what you will do with their card details and personal information.
Thankfully, there are solutions to each of these issues.
In fact, a WhatsApp-integrated e-commerce store makes your customers’ shopping journey simpler and more engaging — you can leverage the photo and video sharing options to share product details in easy-to-understand information bites, and keeping your shoppers engaged by providing product images, product ratings, customer reviews, information on how to use your product etc.
To convince customers to click on the buy now option and input their shipping and billing details, they need to trust your brand. If they are confused or unsure about something, they should know you’re there to help the out.
The ultimate answer to building reliability is thus to deploy the best technology in Artificial Intelligence (AI) that can deliver intelligent support around the clock, scalably!
Well, WhatsApp is India’s most popular messaging platform.
Additionally, customers engage the most on WhatsApp —
Lack of trust in the brand is one of the primary reasons why shoppers abandon their cart.
Here’s how Whatsapp can increase your brand’s credibility-
Thus, WhatsApp is the ideal platform to give your customers the final push from their abandoned checkout to clicking on buy now!
Let’s examine how you can derive the greatest benefits from your WhatsApp-integrated e-commerce store.
Over 69% of shoppers abandon their carts.
There is absolutely no way your live agents can reach out to every single such shopper promptly.
Especially on calls- which should be the last resort.
Additionally, for your abandoned cart campaigns to be most effective, your campaigns must send your shoppers personalised messages about the products they browsed, or personalised discounts for those products.
The only way to capitalise effectively and seamlessly on your abandoned checkout campaign is thus to automate it— using Level 3 AI chatbots that can respond promptly and intelligently, using data it has stored about your customers’ preferences — to target every single potential customer, and increase your sales by 3x.
As we discussed previously, over 40% of people who abandon their carts during checkout do so because of problems that can be fixed easily.
Using an automated abandoned checkout recovery campaign, you can immediately reach out to these shoppers.
This shows your customers you care about their concerns — and they quicker you reach out to them and assist them, the likelier they are to complete their shopping journey.
87% of their issues can be resolved quickly and easily, and the level of support you provide them could go a long way in helping them both complete this shopping journey and make them a repeat customer.
If a customer does not require any immediate assistance with pre-purchase queries and the checkout process, you can highlight what brought them to explore your products in the first place.
When you highlight the unique selling points of your product, including information about how it tackles your customer’s specific needs — which they would have shared with your conversational assistant either on live chat or through your WhatsApp integrated store — you reaffirm how your product benefits your customers’ needs.
You can supplement this with customer reviews and ratings to reinforce trust in your product’s efficacy — online shoppers trust reviews nearly as much as they trust recommendations from their friends.
An effective abandoned checkout strategy uses a tempting hook to draw your customer back into completing their shopping journey.
Price drops are one of the most irresistible hooks.
You can make price drops even more potent by notifying your potential customers about price drops about the very products they were interested in.
Additionally, you can inform them about price drops for a related range of products, to pique their interest again, and make it more likely for them to explore options.
Even more potent than personalised price drops are personalised discounts — a customer is always on the lookout for that one brand that makes them feel special.
With this in mind, if a customer feels like you are offering them, and only them, a discount for the product they are interested in, they are likely to pick up their abandoned cart and complete the purchase journey.
This strategy is even more effective if you pair it with other strategies — that we discuss in the sections below — like building fear of missing out (FOMO) around that product, or hyping up your customers with social proof through customer reviews.
If all else fails — almost 60% of your shoppers abandon their carts because they were just window shopping — you can ask them for feedback about their experience.
Any customer who feels like a brand is invested in their shopping experience is likely to respond well to the brand, and remember the experience, coming back later.
Additionally, if they faced any issues because of which they did not complete their purchase journey, you can use their feedback to make the necessary changes to your strategy, and make sure other customers don’t face the same issues.
Automating your abandoned checkout campaign is the only way to target every shopper who abandons their cart — and keeps targeting them — at the optimal time.
Let’s take a look at some of the best templates for your abandoned checkout recovery campaigns, particularly on your WhatsApp integrated e-commerce store.
Shoppers might not complete their transaction if their pre-purchase queries remain unsolved. The ideal way to engage successfully with such customers is to offer them immediate assistance.
“[Name], you are just one step away from benefitting from our incredible [product]!
Have queries? Chat with us at [WhatsApp number]”
“Have questions about how to use our product, its side effects, shipping charges, or delivery times?
Our FAQs [hyperlink] are here to help you out!
Still have a question?
Just reply to this message, and one of our customer support ninjas will get back to you pronto!”
“[x] customers have [benefitted – specific needs that the product targets] from our [product]. Want to be the [x+1]th? Click here to complete your purchase.
Something holding you back? Chat with us. [include buttons to continue to cart or chat]”
Some buyers may have forgotten about the product they were about to purchase. They may have gotten distracted.
Bring them back to their cart by sending them a warm, gentle, and friendly reminder.
“OMG! You left some items in your cart! Still want them? Get them before they’re gone.”
“[Name], our trusty [product] calls for you! Click here to get it.”
“Still thinking it over? We’re holding [product] for you, but don’t wait too long! [include buy now button]”
Reminding your customers that your product may not be available indefinitely can motivate them to return to their abandoned cart.
Customers will complete their purchase if you notify them of limited stock or how quickly you’re selling out.
“Going, going, almost gone. Our most popular items sell out fast. Get your [product] now!”
“Your cart items are selling out fast, only [x] pieces left! [buy now button]”
Tell your customers about product reviews and recommendations to drive them to complete their purchase.
“India’s #1 rated
“[Name], you have great choice!
[x] customers bought our [product] and loved it!
[buy now button]”
Promotional discounts like festive offers, free shipping, and promotional discounts thus play a large part in converting your customers.
“OMG! We have a surprise for you.
Place your order in [x] hours to get free shipping!
Savings of [shipping charges]. [Buy now button]”
“Hurray! We’re celebrating [milestone].
As a special thank you to our customers who made this possible, we’re offering all of you [x]% discount on all products for the next 48 hours!”
The final step in your abandoned checkout recovery campaign would be promotional discounts — drip campaigns offered only to specific customers for a specific range of products — to make them feel special.
A personalised limited period discount will be the final push your customers want to complete the transaction.
An example of a drip campaign is a 0, 10, 15 strategy — amongst other time-sensitive offers and promotional discounts — remind the customer that their cart is empty and to solve their pre-purchase queries, and then, if the customer still doesn’t re-engage with the brand, sending only that customer a promotional discount of 10%, eventually increasing it to 15%.
“You’ve been playing hard to get with the [items] in your cart. Here’s 10% off the goodies you left behind! [Coupon code]”
“Hurray! Get 15% off on the product left in your shopping cart. Offer ends at midnight. What are you waiting for? [buy now button]”
The final technique you can use to incite your customers to finish their shopping journey is to create a sense of urgency — remind them about the discounts that are running out.
“Oh no, the discount on your cart items is running out.
Get it before it’s gone! [buy now button]”
“Hurry, free shipping on your cart ends today! [buy now button]”
While the content of your abandoned cart message will vary depending on your product, they should include-
We have curated campaigns you can successfully leverage to help your customers even after checkout —
Our signature drip campaigns, particularly the 0, 10, 15 strategy, have been developed specifically to maximise the returns from your abandoned checkout recovery campaign on WhatsApp.
A successful WhatsApp marketing strategy is only that which can customize its marketing strategy to every user in a scalable way.
LimeChat’s level 3 AI chatbot stores and recognises user data in a manner that allows it to personalise its conversations with each one of your customers.
It allows you to retarget customers in a timely manner, by letting them know about promotional discounts, hot products, products going out of stock etc based on their past activity and interaction with your brand website.
Our integrated helpdesk and streamlined workflows mean you can:
Since we focus purely on D2C and e-commerce brands, we’ve also curated templates that are made for niches like beauty, apparel, health and wellness and more — so you can quickly start WhatsApp marketing.
Eager to know how your fellow brands have found our campaigns?
Curious to know more? Book a free demo now.