Usability Medium Priority 20% Adoption 5 Seconds Saved
Sometimes a customer is forced to leave the checkout – it can be anything from the pizza delivery boy arriving to the user’s apartment catching fire. It can’t be avoided. But an abandonment email can bring them back to their purchase after eating their pizza or putting out the fire.
A good abandonment email reminds the user why they were in the checkout to begin with. Show them what they left un-purchased, and give them an link that sends them right back into the checkout.
Capturing a user’s email early in the checkout process is key to this – you won’t be sending them a reminder via carrier pigeon.
The first necessary step to sending an abandonment email is to capture the user’s email address early in the checkout process. Some sites implement this as the very first step in the checkout, where the user selects the guest checkout option. At the very latest, it should be part of the first step, with the name and address fields.
The email should be more than just a simple "Hey, you forgot your stuff!" Provide a call to action, and a summary of what was left behind.
Abandonment Emails has an 20% adoption rate among our benchmark group.
Capture the user’s email early in the checkout process. Make sure you have it before they abandon the checkout.
Emails should remind users what they left behind in their cart – show them what they were getting ready to purchase.
Emails should include a link or button that throws users right back into the checkout process. Don’t make them navigate there again on their own.