{"id":1411,"date":"2019-12-19T21:46:34","date_gmt":"2019-12-19T21:46:34","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=1411"},"modified":"2020-10-14T07:27:28","modified_gmt":"2020-10-14T07:27:28","slug":"cart-abandonment-in-2020","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/cart-abandonment-in-2020\/","title":{"rendered":"Preparing Your Abandoned Cart Strategy for 2020 and Beyond"},"content":{"rendered":"

Another year, another decade. A lot has changed in the world of ecommerce over the past ten years, and there\u2019s still plenty more to come. In this week\u2019s blog, we\u2019re concentrating on preparing your abandoned cart strategy for 2020 and delving into the top six ecommerce trends to come. <\/span><\/p>\n

Ecommerce and consumer trends change drastically over time. Even within the past year, the volume of shopping done online, the devices used, and the time consumers will wait for delivery have changed. Those failing to keep up with these changes are seeing their businesses flop, with eCommerce failure rates topping <\/span>90% within 120 days<\/span><\/a> this year. <\/span><\/p>\n

This is why your abandoned cart strategy must be responsive to changing consumer trends. And, now is the perfect time to reflect upon the past 12 months and prepare for the year ahead. <\/span><\/p>\n

If this is your first time creating an abandoned cart strategy, take a look at our three-part customer recovery blog series first. These three informative guides cover the essential components of creating a successful customer recover strategy, namely:<\/span><\/p>\n

    \n
  1. On-site campaigns for capturing ecommerce leads and driving conversions<\/span><\/a>;<\/span><\/li>\n
  2. Recovery campaigns for recapturing abandoned sales<\/span><\/a>; and<\/span><\/li>\n
  3. Customer recovery tools and tricks for boosting your results<\/span><\/a>.<\/span><\/li>\n<\/ol>\n

    Ecommerce trends for 2020<\/span><\/h2>\n

    Changing ecommerce trends can make a cart abandonment strategy win or fail. If your cart abandonment campaigns are targeting the purchase motivators of yesterday, they won\u2019t be effective at saving or recovering abandonment today. Instead, you need a strategy that embraces change, meets current customer needs and predicts the trends of tomorrow. <\/span><\/p>\n

    But what will the top ecommerce trends of 2020 be?<\/span><\/p>\n

    1. Rise of mobile commerce<\/span><\/h4>\n

    Within the next year, <\/span>mobile eCommerce sales will outperform desktop sales<\/span><\/a>. This means that more than half of your purchases will originate from a mobile device, but that\u2019s not all. Increased mobile spending means increased overall mobile use, and this has consequences for when and how customers engage with your brand on your website, on social platforms, and through email and messenger. <\/span><\/p>\n

    2. Increased use of product videos<\/span><\/h4>\n

    Video marketing has already seen a significant rise in interest, with <\/span>94%<\/span><\/a> of businesses now viewing video as an effective marketing tool that generates serious ROI. Over the next 12 months, we\u2019ll see the use of video content expand from home pages and social media platforms, onto the product page as a way for brands to showcase product use and engage audience interest. <\/span><\/p>\n

    3. Preference for social<\/span><\/h4>\n

    Social buying will be a hot eCommerce trend for 2020, as all the big social platforms up their ecommerce game. Making it easier and more seamless than ever for social media users to buy products while scrolling through their feeds, the number of consumers shopping this way will increase drastically alongside the <\/span>growing number of social media users<\/span><\/a>. <\/span><\/p>\n

    4. Expectation of speed<\/span><\/h4>\n

    The consumer need for instant gratification isn\u2019t going to change, but what consumers define as \u201cinstant\u201d will become a lot faster. Amazon is already offering 1-day Prime deliveries, and this will change customer expectations for speed, including deliveries, communication, and even purchasing. <\/span><\/p>\n

    5. Automation<\/span><\/h4>\n

    Automation technology is now more available and affordable than ever before, and this year we\u2019ll see online retailers of all sizes taking full advantage. Until recently, automated technology has largely been used for customer benefit – making the purchasing journey easier and quicker. In 2020, ecommerce businesses will use automation and machine learning for their own time, profit, and knowledge benefits. <\/span><\/p>\n

    6. Personalization<\/span><\/h4>\n

    And finally, personalization will continue to rule the purchasing journey over the next year. Consumers are increasingly driven by personalized content, and 2020 will be no different. From marketing and customer service to payment options and packaging, customers will seek and return to retailers who treat them as an individual, rather than a number. <\/span><\/p>\n

    Now that you know what to expect in 2020, it\u2019s time to start tailing your abandoned cart on-site and recovery campaigns accordingly. <\/span><\/p>\n

    Preparing your on-site recovery strategy for 2020\u2019s trends<\/span><\/h2>\n

    If you\u2019re a regular reader of our <\/span>ecommerce blog<\/span><\/a>, you\u2019ll already know (and hopefully be using) the top abandoned cart on-site recovery strategies. But to fully optimize your on-site campaigns for 2020, you can consider implementing the following. <\/span><\/p>\n

    Live chat<\/span><\/h4>\n

    With customer expectations for speed and personalization increasing, implementing an automated live chat plugin on your website enables you to target two trends in one go. Not only does live chat provide customers with quick answers to their questions, but by asking for an email address to initiate the chat, you can also use this information to fuel your post-abandonment recovery strategies. <\/span><\/p>\n

    Top tips for adding live chat to your website include adding a delayed welcome message to offer customers help after a certain period, using chat representative\u2019s photographs to personalize the experience, and using automation to answer common questions. <\/span><\/p>\n

    Relevant offers<\/span><\/h4>\n

    If you\u2019re using delayed or exit intent popups to retain shoppers on your website, the above 2020 trends can ensure that you\u2019re presenting customers with relevant and engaging information. <\/span><\/p>\n

    For example, with speed becoming a significant purchase motivator, you can use popups for advertising your alternative payment options or offering super-fast delivery on orders over $25. Or, with the consumer preference for social media growing, you can use popups to offer a discount for those that follow you \u2013 saving them a few bucks while also giving you a new way to market to them organically for future purchases. <\/span><\/p>\n

    Personalization<\/span><\/h4>\n

    With personalization remaining a hot trend over the coming year, it\u2019s important to think of different ways to personalize the on-site shopping experience, rather than solely personalizing your recovery emails. A great way to do this is by using push notifications that speak directly to your shoppers while they\u2019re performing other tasks online. <\/span><\/p>\n

    After a shopper has opted in to push notifications on your website, you can drip-feed targeted, clickable notifications that feel more personal than an email. For example, you could use messaging that references the shopper\u2019s basket, sends them tailored offers, or merely remind them you\u2019re there. <\/span><\/p>\n

    Checkout flow<\/span><\/h4>\n

    You aim for your checkout to be busy in 2020, therefore your checkout flow must be optimized for the flavors of the year. With mobile shopping increasing in popularity, you want to ensure that your checkout form is easy to complete on a mobile phone and that you offer mobile payments such as Apple Pay and Google Pay. For the other half of your customers who are desktop browsing, checkout speed is still crucial, and while a one-page checkout helps, your 2020 strategy can do better. <\/span><\/p>\n

    Pro Tip: One surefire way improve checkout flow is to use a Form Autofill feature (like CartStack\u2019s). Form Autofill will store any information added to your checkout page form (except payment info) and automatically repopulate the form with this data when your abandoned shoppers return.<\/span><\/p>\n

    By activating Form Autofill on your checkout page, you can increase checkout speeds by up to <\/span>30%<\/span><\/a> while eliminating barriers to entry and reducing friction. This not only satisfies the customer need for speed, but it also helps keep those easily distracted customers from getting distracted again before they finish their purchase.<\/span><\/p>\n

    Preparing your post-site recovery strategy for 2020 trends<\/span><\/h2>\n

    It\u2019s not just your on-site customer recovery strategy that needs tweaking in readiness for the next decade of ecommerce. Your browse and cart abandonment recovery strategies also need to adapt to changing trends and demands. To achieve this, consider the following:  <\/span><\/p>\n

    Mobile optimization<\/span><\/h4>\n

    With mobile phone use increasing, more people are using their smartphones to check their emails. Mobile opens now account for <\/span>46%<\/span><\/a> of all email opens, meaning that your recovery emails must be mobile-optimized, without question.<\/span><\/p>\n

    In particular, this means:<\/span><\/p>\n