A 2022 survey found that 58% of shoppers abandon their carts because they were just browsing. For 49% of buyers, added costs such as shipping and taxes are the primary reason for cart abandonment. Other reasons for not purchasing include customer reviews, return policies, and payment options.
Although 86% of shoppers leave items in their carts, 31% plan on purchasing them later. While a later sale is encouraging, online merchants prefer customers to buy now rather than later. Conversational messaging from companies such as Mitto can help.
What Is Conversational Messaging?
Conversational messaging allows businesses to interact with shoppers in real time. It lets companies address buyer concerns, so they recover their carts. Clients often leave contact information before abandoning their carts, making it possible for merchants to contact them.
Instead of sending a generic email or text reminding shoppers of the items in their carts, sales agents are notified of the abandonment and initiate a conversation with customers. They aim to learn why shoppers leave items in their carts and encourage them to complete their transactions.
Conversational Messaging and Cart Abandonment
Chats and messages feel more personal than emails, although they’re all forms of digital communication. Leveraging that connection can help reduce cart abandonment. Using messaging solutions like Mitto can make human-activated messaging programs a cost-effective approach to increasing sales through real-time engagement and personalized customer service.
Immediate follow-up to cart abandonment can answer a shopper’s questions or address their concerns so they feel comfortable completing the purchase. For example, a customer who abandons their cart gets a message asking why, and they respond that their promotional code wasn’t accepted on the website. The agent can supply the customer with another promotional code so they complete the purchase.
Personalized Customer Service
Omnichannel messaging through social media sites such as Facebook can provide multiple avenues for conversations to reduce cart abandonment. Starting a conversation regarding a specific item left in a cart shows a level of personalization that generic follow-ups can’t match.
Start a conversation with, “I see you left (insert brand) sunglasses in your cart. Was there a reason you didn’t purchase them?” The text allows the shopper to discuss the reasons without feeling defensive.
Text marketing might use SMS to attract customers to a newly released product or a promotional offer. The initial contact drives shoppers to online merchant sites. While a percentage of shoppers will purchase items, a more significant number will leave them in their carts.
Deploying a human-activated messaging program can reduce the number of abandoned carts. For example, an agent is notified of an abandoned cart. When asked, shoppers indicate they can’t locate the return policy on the site. The agent responds in a conversational tone, “No problem. Here’s the link to the policy and a link to your cart.”
The approach lets customers know where to find the information and makes it easy for them to complete their purchase. It supports SMS campaigns while creating a positive customer experience. The personal approach can even improve the checkout process.
Omnichannel messaging can create connections between brands and buyers. Making conversational messaging part of SMS campaigns or text marketing enhances digital communications. It makes the process more authentic for each shopper. Contact a platform like Mitto to discover how conversational messages can reduce cart abandonment and strengthen brand loyalty.