Get the Key To Cross Device Abandoned Cart Recovery

By July 21, 2020 July 22nd, 2020 eCommerce Trends, Email Marketing

 

Got device hopping shoppers? The average consumer owns a smartphone, desktop, tablet, plus work devices that they can and will shop from. Customers who fill their carts on one device often end up buying on another. But if the cart is not recoverable across devices, odds are good they’ll abandon it.  That’s why Remarkety introduced its game-changing Cross-Device Cart Recovery.

Customers who put items in the cart on one device can finish checkout another (desktop and mobile) without having to log in again. Remarkety will automatically rebuild the cart and add all product items to it on mobile, tablet or desktop, so that abandoned carts can easily be recovered, regardless of browser cookies, session login, and/or device.

The way your customers shop now

In 2020 eCommerce is anticipated to increase by 18%, on top of the nearly 15% increase it enjoyed in 2019, according to eMarketer. But even while people are increasingly shopping online, they are leaving most of the things they had considered buying behind.

Abandoned shopping carts continue to plague eCommerce.  (See How To Bring Your Clients Back When They Abandon The Customer’s Journey) While it’s impossible to pinpoint exactly how much business is lost due to the variation of abandonment rates across industries, locations, and devices, it typically is in the range of 75%.

The very latest numbers from Statista report on cart abandonment rates in March 2020 when they hit an alarmingly high average rate of 88.05% for global online shopping orders. That is higher than rates reported for last year, and likely the pandemic played some role in people considering making a purchase only to hold off in a time of great uncertainty.

“We are browsing without purchasing [emphasis added] much more than before,” observed Christopher Alteri in a comment on the Wall Street Journal article, Who Is the Mystery Shopper Leaving Behind Thousands of Online Shopping Carts?

The whys and wherefores of cart abandonment

The question is: why are people window shopping via virtual carts that they then abandon?

There are a number of possible answers, some of which come through additional comments on the same Wall Street Journal article:

Steve Gokorsch explains that he leaves a trail of abandoned carts because he uses them for comparison shopping: “Like many others I shop for a product on multiple sites, comparing the TOTAL out-of-pocket cost.  That usually means there are a number of ‘carts’ abandoned after I select the best supplier.”

Shipping is the key sticking point for Meighann Corbet: “I often abandon shopping carts when I see the ridiculous shipping fees – 11 dollars on a 50 dollar order? Or the long delays in getting the item.”

The process itself is the problem for Linda Thurman, especially when she tries to place an order through on her phone. She recounted: “I was on my phone placing the order & it was just getting too complicated. Now I can’t seem to get back to the site to finish the order nor delete it.”

Even if you have everything in place in terms of pricing and delivery, the user experience placing the order can cause you to lose that sale. This is why it’s important to understand how consumers shop online today across different devices.

The impact of multiple devices 

Why the Future of Online Shopping Is Multi-Device, Not Mobile explains that even when shoppers start their customer journey on a mobile device, they don’t usually finish it there. Phone shopping is often more like browsing and  doesn’t lead to “same-session conversion.” When the shopper is ready to convert, it may well be on another session on a different device.

That’s why you can’t rely on winning customers on any single device. You have to accommodate their shopping across all devices they use, whether they shift from their phones to their PCs or vice versa. If they can’t pick up their cart on the other device, they are much more likely to abandon it.

The key to recovering carts across devices 

The solution to that pain point is Remarkety’s Cross-Device Cart Recovery.  Using that feature  you can send your customers abandonment emails with a call to action to just click to instantly finalize their purchases even if the cart was built on another device.

Customers who put items in the cart on one device can finish checkout another (desktop and mobile) without having to log in again. Remarkety will automatically rebuild the cart and add all product items to it on mobile, tablet or desktop, so that abandoned carts can easily be recovered, regardless of browser cookies, session login, and/or device.

When your customers are primed to buy, whether they switched from their phones to their desktops, or from their notebooks to their tablets, they can retrieve their carts instantly. That removes the friction and effort that can make a customer give up on a purchase.

This is truly a game-changer for abandoned cart recovery.