[MUSIC PLAYING] When I shop, I leave items in carts all over the internet. I do this because I'm shopping on my iPhone and I use the carts just as a kind of save this for later. Well, I'm not an outlier here. As you learned in the quiz in the beginning, between 60% to 80% of online shopping carts are abandoned. I encourage you to set up an abandoned cart recovery on Shopify at the very beginning of the course to hopefully win back some of those potential customers.
In this lesson, you're going to learn why people abandon carts, the value of an email recovery campaign, and how to implement the campaign. So let's start by thinking about your potential customers' journey here. First, they found your website. Your marketing worked to bring them in. That's already a win. Then they took the time to look at your website, find a product they're interested in, and put that product in their shopping cart.
But then after all that work to get them to your store and shopping, they left without making a purchase. Frustrating, right? So why does it happen? Here are six top reasons. First, the customer is presented with unexpected costs, like shipping or taxes, that come as a surprise. Second, the customer was just browsing in the first place and had no intent to buy.
Third, he or she had a few tabs open and found a better price elsewhere. Fourth, the process was taking too long. Fifth, he or she got distracted. And sixth, he or she was on mobile and wanted to buy the item later on desktop. This happens a lot. So what can you do to fix all this? The strategy we're going to focus on in this lesson is a simple email recovery campaign for an abandoned cart.
In module 6, I'll teach you some more advanced methods. Though for right now, I want you to take the next step and get a customized abandoned cart sequence setup. When done well, you can win some of your customers back. Companies can typically recover between 5% and 11% of otherwise abandoned sales. Here's how to get started. If you're just starting out, I recommend sending one abandoned cart email as soon as you can after a product was abandoned.
That's because the more recent you are, the higher the likelihood that you will re-engage that potential customer. The key here will be to create a sense of urgency, ideally without nagging your potential customer. Here's what you need to gather for your cart abandonment email. Number 1, subject line. You need interesting subject line that piques their curiosity and makes the potential customers interested in opening the email.
Number 2, some short copy about the product. Remind the potential customer of the value of the product. Remind them why they wanted to buy from you in the first place. Number 3, an image of the product. An image goes a long way in enticing a customer to come back. I recommend showing them the product or someone using the product to encourage them to make their purchase. Number 4, an incentive to buy now.
It can be helpful to share a discount code or a free shipping offer to push your customer over the edge to buy now. What will make them decide that now is the time to buy from you? You also can take a more subtle approach, like simply following up to see if they have any questions about the products and see if they want to speak with a team member. OK. So now that you know the value of an abandoned cart, it's time to build your own.
And when you get to module 6, I'll show you some more advanced abandoned cart strategies. [MUSIC PLAYING]