A big part of customer retention is finding out why they are not buying. While several reasons play their part, price clearly stands out as a titan. Price is one of the primary reasons why customers are discouraged to buy products.
How many times has it happened that you so wanted to buy that jacket but it was too expensive? So you keep it in the wishlist waiting for a sale or until the price drops. Or, you search for coupons for discounts. And if none of those things work, you start to wonder if you really need that jacket after all. Money finally wins and you decide not to buy that jacket (and then cry a little on the inside ‘cos you really did want it).
That’s exactly what must be happening even with your customers. So when it comes to dealing with abandoned carts, what do you do? Obviously discounts! Or coupons. Or maybe offer a freebie? That would work, right? Wrong!
Think about this for a minute, you almost buy that dream jacket. You reach the checkout page and decide not to buy it. After a while, you receive an email from the website offering you a 10% discount on the jacket. You head straight for checkout and get the jacket home.
Then the next day, you find these amazing pair of boots but again they are a little expensive. What do you do when you know you can get a 10% off just by abandoning the cart and waiting for a while?
Got my point?
While offering incentives for checkout can be a good idea to inspire customers to checkout their current abandoned cart, it definitely increases the probability of it becoming a trend. By trying to re-engage your customers by incentives, you are actually encouraging them to abandon their carts.
And this is not just in theory. Even Barclays, a British banking chain has caught up on that. As a part of their ‘Better Off Online’ Campaign, they actually have a video on how one can abandon carts to get discounts.
Never thought of this, did you? So, what to do next?
Just bring them around with a winner email. Check out our blog ‘The ultimate blueprint of a winner abandoned cart email’. By applying this blueprint, you can get yourself an email that converts without incentives. Check out our blog to make your abandoned cart campaign more effective.
What is your take on incentives in abandoned cart emails? Leave your thoughts in the comments below.