Retargeting Shopify: Retarget abandoned carts on Shopify

How to perform Shopify retargeting with the power of mailing?

Today, according to the consulting firm Baymard Institute, more than 77% of shopping carts are abandoned on e-commerce sites. Some of the reasons for this excessive abandonment include an unclear checkout page, a too long checkout process, too high shipping costs or too long a delivery time, and of course, the usual mental barriers of price and perception. of the product.

Mobile users achieve the highest rate with an abandonment rate of up to 88%. Indeed, even if online purchases made from a smartphone represent nearly 45% of total e-commerce sales, these sales mainly represent "semi-compulsive" sales. These sales are mainly made on the move, by public transport or by car.

This rate is therefore high, because the quality of the mobile network infrastructure – even if it has greatly improved – remains worse than that of a WI-FI router. The slowness of sites in responsive versions considerably increases the cart abandonment rate.

Nevertheless, there are solutions to put in place to be able to lower your abandoned cart rate, on your Shopify store, which we will explore in this article, in particular the creation of a clear Shopify marketing strategy.

In this article, we will see how to set up retargeting campaigns with the help of emailing, which has regained more and more popularity in recent months, how to streamline your checkout to facilitate the transition to purchase, and how collect emails and user data — Cookies — from its visitors to use retargeting ads with the main Meta retargeting tools.

Summary

Emailing: Main Shopify retargeting tool

Email retargeting remains the easiest and fastest way to set up an abandoned cart retargeting campaign. Indeed, you need the minimum, ie just an email to be able to do it. — Of course, you will need to have previously configured your Google Analytics, a mailing tool, and why not some statistical tools.

Emailing remains a traditional technique, which is within reach and still bears fruit today. Thanks to it, you can perform abandoned cart reminders easily and automatically, even when you sleep - especially when you sleep!

The best way to send your follow-up emails is to couple your checkout to an automation that will send an abandoned cart email to your prospect. Tools like Zapier do the job very well coupled with Mailchimp.

For a more advanced solution, you can try Sarbacane, which requires more knowledge but can bring you more results.

If you want to use a so-called "Shopify Native" application, Klaviyo is surely the best option to allow you to minimize your efforts as much as possible.

Use the Shopify Klaviyo app

Klaviyo is a Shopify application that you can find directly on the Shopify Store and which will help you set up all kinds of actions on your Shopify store, including retargeting by email.

Thanks to this tool, you can collect your email prospects thanks to pop-ups positioned in strategic places on your website, in exchange for value.

To create a cart retargeting campaign/sequence on Klaviyo, first install Klaviyo on your Shopify store. Once the tool is configured and the pixel installed, go to your Dashboard, and in the left column, go to "Flow" or "Séquence" in French.

Next, Klaviyo gives you the option to choose a template, choose the cart abandonment template. Arrived on the configuration page of the sequence, you can now personalize your mailings, and above all, choose the timing of sending your mails.

For the first email, you can wait 30 to 45 minutes after the checkout has still not taken place, and in this email, remember that the user still has a current basket. For the second email, choose to wait one to two hours, and offer additional value, for example, a reduction, free shipping, or other... the goal is to interest the prospect and to bring back on checkout!

For the third email, choose a sending 12h after the last email, and this time, offer him simple to finish his purchase and benefit from a reduction voucher for his next order.

Then, send a last email 24 hours after the last email, and offer him to resume his shopping experience.

This sequence is an example of course, modify it according to your desire, and according to your sector of activity, it is not fixed.

Also in general, be sure to personalize the email you send as much as possible. For example, choose catchy email objects that your prospect will want to open, put a face behind the email you are going to send with, for example. signature a "Mary from example.io", speak in simple language, give some urgency at the end of the email, for example, by indicating that you have a limited stock, and that there are few copies of the product left the prospect put in his basket...

Use newsletters for retargeting

Sending a regular newsletter can also be a softer solution than outright retargeting. Indeed, sending a regular newsletter educates your prospect about your brand and makes them interested in you. In addition to the various information that you will send on your products, and discounts, offer him free content that will bring him "free" added value.

This added value will make him want to go further in his relationship with your brand, and over time, make him buy.

If you want to know more about building an effective mailing go to this link:

The content of your newsletter should aim to convince your prospect to complete the purchase he started on your store. To do this, you must once again tell him about the various advantages that your product will provide him. If possible, make him a promotional offer by offering him discount coupons.

How to improve your Shopify checkout to increase your conversion rate?

To prevent your customers from initiating purchases on your store and abandoning the cart, you must start by optimizing the user experience throughout the shopping experience. Checking out of your shopping journey is one of the biggest causes of shopping cart abandonment on online stores. To improve it, you must work on the design of your product pages and make it easier for your prospects to fill in information.

Make a simple design

A simple and clean design of your product pages will encourage your customers to place an order. To do this, the different blocks of this page must be spaced out, the purchase button must be visible and stand out with a color different from that of the background of the page.

The description of your product must be perfectly legible. In addition, your product image must be presentable. All this will encourage your customer to place an order more quickly, because he will be confident.

The information must also be clear, precise and hierarchical, so that the visitor can easily and quickly analyze the information present.

A chance that shopify checkouts are generally of very good quality compared to those of WooCommerce. However, if you are experiencing issues and a high cart abandonment rate, consider consulting a Shopify Expert or a Shopify Freelancer who will analyze your store and help you optimize it.

Simplify information filling

Already, it should be mentioned that asking too much information from the customer can push him to abandon the order. Thus, in the field of information to be filled in to place an order, you must reduce the information to a minimum. Information such as the name, email address and address of the said customer are largely sufficient to track and deliver his order. You can then put optional forms such as phone number for more customization.

Also, do not hesitate to put small information bubbles right next to the form fields, to explain to your customer why you are asking him for all this information. In this way, the customer is confident and can continue his order.

Also, be sure to set up the required form fields, you would not want your customer not to fill in his email address or postal address. Otherwise, you could neither contact him again and therefore convert him into a recurring customer, nor deliver his package.

A pop-up to retrieve prospects' emails

A good tool for collecting emails for the purpose of retargeting is the pop-up. Indeed, with a pop-up, you can easily configure it so that it is displayed at the best time, when your prospect is about to leave the page, for example, or when he reads a blog article.

Then use an incentive, for example, give him a reduction voucher when on his first order. Firstly, it will make it easier for him to buy — He'll make the purchase more quickly — and secondly, it'll give him the impression of getting a good deal, and increase the chances that he'll talk about your mark to his friends and family.

Installing a pop-up is quite simple. To do this, you can use Shopify applications like Klaviyo, which offers to help you install your pop-ups with a simple and fast front-end builder.

Pop-ups offer one of the highest impression-to-signup conversion rates in digital marketing. It is essential to have it to allow your marketing team to build a database, and therefore to target prospects who are already interested in your brand.

You can install your pop-ups on three main page types: Your home page, your landing pages, and your blog posts.

A pop-up on the home page

Installing a pop-up on your homepage is a logical decision, but it should be done tactfully, otherwise your prospect will feel like they are being harassed, and will quickly leave your site.

Indeed, the first time a user arrives on your website, he is bombarded with a lot of information. First the cookies, which he must validate, and in some cases, validate them one by one by hand — Even if this is rare.

We advise you to wait 20 to 30 seconds before the popup appears, in this way the prospect has time to validate the cookies, to see some information on your home page. This way, they will be more energized to continue their visit to your Shopify store.

The purpose of the pop-up on your home page is to collect the emails of your prospects who have just arrived on your store. They are by definition cold prospects, because you don't know how much research they have found you, if they are interested in your solution, etc...

So be sure to define several audiences, from cold to hot, hot having the highest potential conversion rate.

A pop-up on landing pages

A good way to increase the conversion rate of a landing page is to use a pop-up. So normally, if you have correctly configured your landing page, the conversion rate should then be 4 to 5% for qualified leads. You can drastically increase this rate by tracking the user's mouse.

Again, Klaviyo takes care of everything, and it works this way: As soon as the user of your web page gets a little too close to the "close window" button, the pop-up will launch, it will then capture the attention of the user of the web page.

Again, the incentive is key, be sure to use something very attractive to your prospect, something with value, discounts, free content, samples, etc.

A pop-up on blog posts

A good way to convert visitors to leads on a blog post is to make the pop-up appear halfway through reading a blog post. In this way, the visitor is then aware that you are a brand, and is more likely to receive your sales pitches.

In summary, retargeting on Shopify

What is the cart abandonment rate on e-commerce sites in 2022?

According to the consulting firm baymard Institute, nearly 77% of shopping carts are abandoned on online sites. This goes up to 88% for mobile users.

A trend that can therefore be identified: Desktop users are therefore more likely to make a purchase.

How to send emails automatically after cart abandonment?

You can use Klaviyo integrations for this, which will automatically follow up with your prospects.

You can also use zapier automations, which are more difficult to set up.

How to improve your Shopify checkout?

First, make a simple and clean design. Too much information is never good, and on the contrary, you will lose your lead's trust that way. Then, facilitate the filling of information by asking for the minimum information and by reducing the steps of payment.

What are pop-ups for?

Pop-ups are used to attract the attention of your prospect by offering them free content as well as added value in exchange for their personal information. So for example, an email, a phone number, etc…

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