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Common Abandoned Cart Mistakes đ”
Max Sturtevant
April 16, 2024
The Inbox Newsletter
Happy Tuesday!
Max with The Inbox Newsletter.
Letâs get into todayâs topic.
Common Abandoned Cart Flow Mistakes
We all know abandoned cart flows are important.
So 99% of brands will have one live.
But itâs not enough to just set a few emails in place and call it good.
True, those emails will generate a good chunk of cash by being there.
But the unknown cash you are leaving on the table can be costing you a fortune.
Make sure you avoid these common mistakes...
Mistake #1: You Only Have A Checkout Abandon Flow
This is the most common mistake, I made a full newsletter about this a couple of weeks ago.
Klaviyo labels their âAbandoned Cart Flowâ incorrectly. If you check the trigger itâs actually âCheckout Startedâ which means itâs a checkout abandon flow.
The customer has to add to cart, THEN go to the payment page to get the flow.
Rather than just add to cart.
You have to manually install an added to cart trigger in Shopify to get a proper Abandoned Cart flow.
You should have two flows - Abandoned Cart and Abandoned Checkout.
Mistake #2: The Flow is Too Short
2-3 emails in length just isnât going to cut it in 2024.
Customers will shop around at other stores and take a week or two to make a decision on who to go with.
You need to be sending 6-8 reminders over a 10-14 day period to get the most bang for your buck.
Or else people will forget that they even abandoned a product.
Mistake #3: Copy is Too Long
Your abandoned cart / checkout flow copy should be the easiest content you ever put together.
Showing the personâs item they abandoned is going to carry 90% of the load in your abandonment emails.
We want to remove all friction possible and show exactly what the customer abandoned at the forefront of the email.
The only copy you should really have is some social proof and risk reversals.
A simple âForgetting Something?â and a quick sentence about shipping or returns is all you need.
It is an email marketing sin to put your buttons below the fold (especially on abandonment emails).
We want customers to act fast on this email and remove all friction possible.
Our button should be as high up in the email as possible so the customer doesnât need to scroll to take action (theyâre lazy!)
Mistake #5: No Dynamic Cart Section
The dynamic cart section is the part of the email that shows exactly what the person left behind.
So of course it will be different for each person.
I stated earlier, this is going to carry 90% of the load for conversions.
We donât want the person to have to sit there and try to remember what they left behind.
We want to show them what they left behind and retrigger a dopamine release (which will happen).
Your cart section will improve conversions by likely 2x.
Mistake #6: âSmart Sendingâ is On
Smart Sending is a Klaviyo feature that will prevent someone from receiving your flow email if they received another email that day.
This is a problem because what if somebody received a campaign of yours, added an item to cart, and then leftâŠ
If smart sending is on they wonât receive the cart abandon email an they may churn.
All of your abandonment emails should have smart sending OFF, these emails are too high converting to skip profiles.
I just dropped a full guide on abandoned cart and checkout flows with:
The highest converting 8 email abandonment flow for 2024
8 copy and paste outlines
Email breakdowns and analysis
Video tutorials
You can get free access here: Abandoned Cart Free 83 Page Guide »
Email Inspiration Of The Day
Brand:
Gorilla Mind
Notes:
This is an awesome email besides the fact that there is a 37-page essay in the middle.
The top graphic and bottom graphics are AWESOME.
In order to see the bottom graphics though, the customer has to scroll for what seems like a few minutes.
I guarantee that less than 1% of recipients will be reading that copy.
This email would be drastically improved if the copy was shortened to just 3-4 sentences.
Other than that, great email.
A/B Test Result of The Day
Variation A:
Includes a gif in the hero section
Variation B:
Uses a static photo in the hero section
Insights:
We were curious if an eye-catching gif would improve click rates for this audience.
And it did!
This test was only sent to 20% of recipients before sending the rest of the email.
The click rates were nearly 50% higher on the gif email.
Weâll be implementing more gifs going forward.
Helpful Links Of The Day
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
PS - If youâre an ecom brand doing over $50k per month interested in working with my full stack email marketing agency, book a call here.