The 70% average cart abandonment rate paints a frightening picture for ecommerce business owners. There’s no getting around the fact that an average of 7 people that ‘add to cart’ won’t make it through checkout.
The good thing is that you have the option to improve these numbers. Use the right strategies and tools, and you can pull customers back into your store and guide them to checkout.
This is where Whatsapp can be a valuable asset.
Whatsapp is a powerful tool in your arsenal. That’s where about 2 billion people are having their conversations. You can engage with your customers on Whatsapp where they already hang out instead of emailing them about their abandoned cart.
Now that we’ve established Whatsapp’s superiority as an immersive way to interact with customers, let’s talk about how you can use it.
But before that, what exactly is Whatsapp Remarketing? Take a look below.
Whatsapp chat re-marketing is when you market to people who have viewed or added products to their cart, but haven’t checked out.
You track your customer and gently remind them that they have left some exciting goodies in their cart. You show them offers, discounts, remind them of why they will regret not buying, and urge them to complete the transaction.
Sounds like a great plan, right? But you need to tread carefully. You don’t want to come off as invasive, especially on an app that your customers use day in and day out.
Being subtle is key—your aim is to show people just the right ad at the right moment.
That’s what makes Whatsapp remarketing powerful.
So, how should you leverage the potential of Whatsapp remarketing?
Let’s talk about some remarketing strategies you can deploy on Whatsapp with examples.
Your customers use Whatsapp for personal conversations… for the most part. If you’re about to initiate a business conversation with a cart abandoner, make it worth their while.
Enrich your ads with good copy and keep it brief.
With that in mind, here’s how you can use Whatsapp Chat Re-marketing.
It’s mission-critical to not seem nosy when you’re reminding a customer about an abandoned cart shortly after abandonment.
Imagine receiving a call in the middle of a purchase. When you finish the call, you’ve got a Whatsapp message from the brand urging you to complete the purchase. That’s a surefire recipe to look desperate.
On the other hand, you don’t want to wait too long either. You want to bring the customer back while they’re still in the purchase mindset. Anywhere between 15–30 minutes is an ideal wait time before sending a gentle reminder.
This projects you as a brand that cares about its customers without making you look desperate.
Once you’re done with a call, you could have moved on to other tasks and abandoned the cart. A Whatsapp message will remind you of an exciting purchase you were in the middle of. A little nudge could bring you back to the store and finally complete the checkout.
But what if your customer hadn’t abandoned the cart because of a distraction?
A customer also abandons a cart if they have changed their mind about your product. Perhaps, they want some time to think over whether they should move forward with the purchase or consider alternatives.
In this case, your customer is not in the purchase mindset. So, a gentle reminder isn’t going to cut it. You need to give them a concrete reason to move forward to checkout.
Again, being subtle is key. You don’t want to sound salesy.
The way to do this? Good copy.
You need to answer the customer’s why with a good copy. Don’t just list the features though. Customers buy benefits, not features.
For instance, if you sell mattresses, don’t tell the customer that it’s a memory foam mattress with springs or coils. Tell them it’s a perfect mattress to keep you warm and provide back support… see the difference?
Sprinkle a helpful graphic that shows good ratings the product has earned from verified buyers. Social proof can instill confidence and encourage the customer to reconsider your product.
Consolidate all this information into a concise copy and pop it into the customer’s Whatsapp chat.
Don’t send the message and call it a day.
Monitor the customer’s activity for conversions. There will likely be a group of customers that are still reluctant to complete the purchase. For them, you need to use some more consumer psychology.
You’ve shown the abandoner the benefits of the product. If they haven’t made the purchase, they may have either changed their mind about buying entirely or just want to give the purchase a second thought.
If it’s the latter, creating a sense of urgency can help. 60% of people make purchases because of FOMO, so why not use it to your advantage?
FOMO (fear of missing out) works because humans are naturally averse to risk. In the context of marketing, humans perceive risk in two things: putting money into something they fear won’t be worth it, or the possibility of missing out on an opportunity.
Think about it. Say you’ve been keen on buying a luxury watch for some time. You’ve got the cash stacked away to buy it, and you’ve got the watch in your cart, but you’re not sure if it’s a smart purchase.
One evening, you’re sipping on some tea and you receive a Whatsapp message from the store. The store is running a big two-day promotion. Maybe you haven’t decided to make the purchase just yet, but your FOMO is in top gear.
You’re afraid that you’ll miss out on this opportunity. If you end up buying the watch in the future, you’d have lost a chance to save some money. Familiar with the feeling? That’s FOMO.
Inducing FOMO can prompt the customer to reconsider and encourage them to move forward with the purchase.
But don’t go overboard. You need to keep your messaging authentic. If a customer gets the feeling that you’re lying about limited stocks (even if you aren’t), that could spell trouble for your brand image.
You sent the FOMO message, and it’s been a few days. You’ve still got some abandoned carts at this point. What should you do? Well, consider discounts.
So, you’ve tried some tactics. There are still some cart abandoners that you want to bring back to the store. This time, you’ll need to offer a direct benefit—a discount.
Discounts are so 90s, aren’t they? But they work like a charm.
They are also tricky. Offering a discount right away can damage your product’s perceived value. Plus, there are a few options (the ones we discussed previously) you can try to get the full price.
So, how long should you wait before sending a compelling Whatsapp remarketing message offering them a good deal?
There’s no one-size-fits-all answer here. But on average, you should wait at least seven days before you offer a discount. It’s also important to personalize your discount message. Make sure the customer knows that the discount has been offered only to them. People love exclusivity.
Remember, the idea here is to make them feel special and not to project your brand as desperate for business. This is tricky territory, and a good copy goes a long way.
Those that haven’t checked out at this point have likely purchased from elsewhere or changed their mind… about buying this product. But there’s more you can do with Whatsapp remarketing.
At this point, you should look beyond the abandoned cart. Continuing your messages about the same product is going to make them want to unsubscribe. Instead, focus on nurturing the lead.
This isn’t the only product a person will ever buy. They’ll go online again at some point looking for another product. When they do, you want them to think of you.
How can you make this happen?
You know what they added to their cart, so offer them related products. Include a call to action, but focus on informing and educating.
Consider this. Your abandoned cart has a mattress. You’ve purchased the mattress from somewhere else, you’re happy. But how about an electric under-blanket to help you feel cozier in your new mattress?
If you pique the customer’s interest with the under-blanket, they’ll go ahead and click on the CTA. If not, your store will at least be the first one on their mind if they decide to buy an under-blanket in the future.
Boom, they’re back in your store!
Those are some winning strategies to use Whatsapp remarketing for your ecommerce store.
But you need a powerful tool by your side to make sure your Whatsapp marketing goes swimmingly.
Whatsapp chat remarketing is easier and more effective when you use cutting-edge tech. Limechat is the world’s first level 3 AI chat assistant that helps you design personalized chat remarketing campaigns across channels, including Whatsapp. Want to win at ecommerce with remarketing? Book a demo today.