Abandoned Cart Email System

Reducing Cart Abandonment through Automation

What is Abandoned Cart?

In eCommerce, an abandoned cart occurs when a customer adds products to their online shopping cart but leaves the website before completing the purchase.

It’s one of the most common challenges businesses face.

Why It Matters

Every abandoned cart represents a potential sale that was lost.

Addressing this issue means tapping into revenue that’s slipping through the cracks.

The Problem: The Company’s Previous Approach

Previously, our Customer Service Representatives (CSRs) were tasked with manually tracking abandoned carts. After identifying potential customers, they would reach out via WhatsApp to check if there were any issues.

Manual Process

Issues with the Manual Process

Time-consuming: Manually tracking each abandoned cart was inefficient for both CSRs and customers.
Lack of scalability: As the number of abandoned carts grew, this manual process couldn’t keep up with demand.
Missed opportunities: Customers who didn’t respond in time or ignored WhatsApp messages were potential lost sales.

Proposed Solution: Automated Email System

To improve efficiency and customer experience, I proposed an automated email system that would remind customers of their abandoned carts. This took the burden off our CSRs and ensured that customers received timely reminders.

First Email – Abandoned Cart Reminder

The initial email would be triggered soon after the cart was abandoned, gently reminding customers of the items they left behind.

Second Email – Voucher Incentive

If the customer hadn’t made a purchase within 6 hours of the first email, a second email would be sent with a small voucher to incentivize them to complete their purchase.

Why Automation Works

Consistency: Customers get reminders at the perfect time.
Scalability: The system can handle any volume of abandoned carts, ensuring no lost opportunities.

Adding Value: The Survey for Customer Feedback

Did they find a better alternative?
Was the price too high?
Did they no longer need the product?
Was there an issue with customer service?

Survey Questions

Benefits of the Survey

It helps refine our service and what we offer.

By knowing why customers leave, you can adjust product prices, improve service, or re-engage them with a better strategy.

To better understand why customers abandon their carts, I added a short survey form. This helped us gain insights into whether it was a timing issue, pricing concern, or dissatisfaction with our service.

Before and After Results

Once the new system was in place, we noticed a reduction in the abandonment rate, and the vouchers helped convert hesitant customers into paying ones.

The abandonment rate decreased by 7% to 10% each month.

The Value of CX Innovation

By automating the abandoned cart process and adding value through vouchers and feedback surveys, we were able to address a significant issue more effectively.

It streamlined our workflow, improved the customer experience, and helped recover potentially lost sales.