Ep 255: 99% of abandon cart sequences suck (and how to recover more sales this BFCM) (AKNF)
DTC Podcast · with Jordan and Alex · November 18, 2022 · 26 min
Summary
This episode dissects why most abandoned cart sequences fail and provides actionable strategies for DTC brands to recover lost sales, especially crucial for BFCM. It emphasizes moving beyond generic discounts to leverage strategic messaging, design, and technical configurations for higher conversions. Implement these tactics to transform your abandoned cart flows into revenue-generating powerhouses.
Key takeaways
Stop relying on blanket coupons in abandoned cart flows; instead, use content, social proof, and aspirational messaging to re-engage customers.
Structure your abandoned cart sequence with distinct stages, each with a unique value proposition and strict rules to guide customers through the funnel effectively.
Invest significant effort and design quality into abandoned cart emails, as improvements here have long-lasting revenue impact, similar to evergreen content.
Personalize messages beyond "You've got great taste" to "We've selected products just for you" or "Products trending right now" to create stronger relevance and urgency.
Craft compelling subject lines and messages that align with specific emotional triggers like aspiration, security, and social proof, rather than just stating cart abandonment.
Implement technically sound rules that allow customers to progress through the recovery funnel without being spammed or receiving irrelevant offers.
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Abandon coupons for content in your Abandon Cart Flows and watch your revenue soar
The inspiration for this episode is from Eli Weiss' (CX Expert and eminent statistician*) recent tweet about how all brands have abandon cart email sequence, but most of them are just canned responses and blanket coupons that rarely work well.
This All Killer No Filler Podcast with Pilothouse features email and creative luminaries Jordan and Alex is all about how to think about your abandon cart issues from a strategic, technical, and creative perspective.
Or just get Pilothouse to do it ➝ https://pilothouse.co Rules: These must be configured properly to ensure there isn't spammy chaos. Each of these four stages is a unique flow with rules that help someone progress down to the next layer, but don't push them back up. Effort: There is nothing worth having that does not require sacrifice. Great care and effort must be put into these emails. They are your most important emails. Unlike campaigns, improvements made to these emails are long-lasting. Message: Each stage has a unique value proposition you should convey to the subscriber, starting at the subject line. Rather than saying "You've got great taste", say "We've selected products just for you" (Recommendations). Rather than saying "We saw you looking" say "Products trending right now" (Social proof). Rather than saying "You've left something in your cart", say "You've left youthful beauty in your cart" (Aspirational), or "10,000 customers served | Finish your purchase" (Security). Design: These should be your most beautiful messages.
Stop relying on blanket coupons in abandoned cart flows; instead, use content, social proof, and aspirational messaging to re-engage customers.
What does this episode say about conversion & cro?
Structure your abandoned cart sequence with distinct stages, each with a unique value proposition and strict rules to guide customers through the funnel effectively.
What does this episode say about customer retention?
Invest significant effort and design quality into abandoned cart emails, as improvements here have long-lasting revenue impact, similar to evergreen content.
What does this episode say about email & sms?
Personalize messages beyond "You've got great taste" to "We've selected products just for you" or "Products trending right now" to create stronger relevance and urgency.
What does this episode say about email & sms?
Craft compelling subject lines and messages that align with specific emotional triggers like aspiration, security, and social proof, rather than just stating cart abandonment.
