Using marketing automation to combat shopping cart abandonment
How to convince potential buyers of your products
Abandoned shopping carts are a nuisance for many online shops - the interest was there, but unfortunately it wasn't enough to make a purchase. There can be many reasons for this. Some people didn't want to buy the product at all or had already bought it elsewhere, so other promotions are of little help. Many people compare different offers and do their research before making a purchase - this is where the abandoned shopping cart promotion comes in handy. The same applies if the potential buyer simply didn't have time to complete the purchase process.
Shopping cart abandonment can also be due to a lack bangladesh number dataset of user-friendliness in the purchasing process. Therefore, make the purchasing process in your online shop as simple as possible. Also ensure transparency regarding delivery times and possible additional costs and offer various payment options. This will minimize the risk of a self-inflicted shopping cart abandonment.
What else you can do to prevent an incomplete purchase process, how the EMM supports you and what requirements must be met, we will explain below.
Requirements for Shopping Cart Abandonment Campaigns
The most important requirement for a successful shopping cart abandonment campaign is the user's tracking permission. Otherwise you are violating data protection regulations and that can be expensive. However, the changed legal situation has made it increasingly difficult to carry out such campaigns. Internet users understandably do not want to be "tracked" everywhere. Permission for website tracking, e.g. with cookies, is mandatory for visitors who are not logged in and, depending on the channel selected, further consents are required.
The classic retargeting method, especially for non-registered website visitors, is banner ads, which you come across on various portals and websites. But it is precisely here that it is becoming increasingly difficult to reach customers. On the one hand, the end of third-party cookies is approaching and, on the other hand, so-called banner blindness is spreading. Potential customers who do not identify themselves can otherwise only be addressed with a push message. But even in this case, the user's permission is required to point out the contents of the shopping cart.
The situation is somewhat simpler for registered users: they are generally more willing to provide their user data in order to receive targeted offers from their preferred brands. Another prerequisite for reaching shopping cart abandoners is an appropriate marketing automation solution such as AGNITAS EMM , which can access the data in real time. This is the only way to place suitable offers promptly.