I like to perform a thorough price comparison and competitive analysis before I buy most things. Especially when shopping online, I tend to browse many online stores before finally choosing where to make my purchase.
Sometimes in the middle of shopping, I get sidetracked by my daughter. Sometimes I have to do some chores or run a quick errand. Sometimes, I get last minute jitters and abandon my shopping cart even after I’ve entered in all of my information.
How This One Store Got My Business
The other day, I spent over an hour online shopping for baby shoes not realizing how daunting of a task it was and how expensive these tiny kids shoes could be. Some of these little miniature baby shoes cost as much as my adult shoes!
Anyways over the course of my shopping experience, I must have hit at least 10 online stores, possibly more and eventually all of the baby boutiques I visited started to blend together. After losing patience and getting a bit fed up, I finally settled on a few pairs that I liked for my daughter. But as I reached for my credit card to complete the transaction, I heard my wife yelling from the next room.
“Wait!!!”, my wife bellowed as she burst in the room. “Let’s just go the mall and shop for them directly.”
Wonderful. It didn’t matter that I just devoted the last hour of my life to find these baby shoes. So off we went to my favorite place…the mall. It turned out that going there was a big waste of time as usual. All of the kids shoes were either not in my daughter’s size or they were too expensive. When I got back to my computer to resume my quest, I was pleasantly surprised to find a 10% coupon for children’s shoes in my inbox!
It turned out that one of the baby stores I visited several hours ago noticed that I had abandoned my shopping cart and sent me an email asking me to reconsider my purchase. Since I received a 10% off coupon, I immediately went back to the store and bought the shoes.
Had I not received that email, I probably would not have gone back to that store. Hell, I visited so many baby boutiques that day that I probably wouldn’t have even been able to find the store again regardless.
Recovering Lost Sales
So now I’m thinking of implementing this feature for our online store. Looking at my funnel statistics, I lose roughly 15% of my customers during checkout after they’ve entered in their information. Some of these customers probably balk at the shipping price whereas some of them probably get cold feet at the very end so they never complete the transaction.
Whatever the reason, these customers are all extremely close to checking out and probably just need a little nudge to complete their order. The real question in my mind is whether sending an email to a customer would be annoying. In my case, I was happy to receive a coupon so I went back to make the purchase, but I wonder whether a random email would annoy some shoppers.
The other thing I’m apprehensive about is that customers might purposely abandon their shopping cart in order to receive a coupon if I choose to go that route. In any case, I’d like to hear some of my readers thoughts on the topic.
Would you get annoyed if you received an email after abandoning your shopping cart? Would you be annoyed even with a discount coupon? Would you try and game the system to get the coupon?
Ideally, I would test this feature live in my store but it would probably take me several full days of coding in order to implement and debug the feature. Just curious to hear your thoughts before investing my time.
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