Increase Abandoned Cart Conversions and Drive Revenue With Marketing Cloud

Published on
January 19, 2023

You know how it goes: You open your online shop, customers flock to fill their carts with items they love and then suddenly they abandon them. In a matter of minutes, you find yourself rapidly metaphorically patting down your pockets in distress. With Marketing Cloud Journeys, however, you can start turning those abandoned shopping carts into gold! From personalizing the customer journey at each step to driving long-term customer loyalty, this powerful tool equips marketers with an arsenal of capabilities – enabling you to maximize revenue no matter what stands in the way.

Deciding which email strategies work best when it comes to converting shoppers, When it comes to online shopping, the process can be pretty frustrating for customers when they leave items in their cart without completing the purchase. This is where Salesforce Marketing Cloud can come in and help turn that abandoned shopping cart into revenue.

Marketing Cloud allows businesses to identify customers who have left items in their cart without finishing the purchase, and then send them personalized messages encouraging them to come back and complete the transaction. Automated emails can be used as gentle reminders or exclusive deals that are tailored specifically to each customer, creating a more individualized experience for potential buyers. Additionally, Marketing Cloud offers tracking of customer behavior throughout the entire purchase journey so you can customize marketing strategies based on what works best for each individual user. With all of these tools at your disposal, converting an abandoned shopping cart into revenue has never been easier! Online shoppers are all too familiar with the frustration that comes when they leave items in their cart without completing the purchase.

Journey Builder

  • Journey builder is a powerful tool that allows merchants to set up automation triggers so they don’t have to manually send out emails or text messages every time someone abandons their cart.
  • Marketing Cloud makes building out this template seamless by providing a pre-built abandon cart template in the Journey Builder home page. You can use this template as is or personalize it to suit your business’ needs
  • Overall, Journey Builder helps businesses increase sales conversion rates by providing them with powerful tools for creating highly targeted automated campaigns that can work around-the-clock.

Behavioral Triggers

  • Use behavioral triggers to manage behavioral content like abandoned browse and abandoned cart.
  • The behavioral triggers dynamic content block will add in a subscriber’s abandoned items into the body of the email.

Email Studio

  • Email Studio works alongside Journey Builder & Behavioral Triggers to help merchants convert abandoned carts into sales by giving your team the tools to create personalized email messages to customers who have left items in their virtual shopping cart. When building out your abandon cart Journey, input your email message created in Email Studio to give your customers a second look at an item they showed interest in!
  • By displaying personalized content that is tailored to the customer’s interests, Email Studio encourages customers to pick up where they left off and make a purchase.
  • With the Behavioral Trigger dynamic content blocks merchants can add a subscriber’s abandoned items into the body of their email thus provide unique customer experiences with every email they send out.

Mobile Studio

  • Mobile studio helps businesses convert abandoned carts in a number of ways, including integrating with ecommerce platforms to understand customer behavior and identify potential opportunities for recovery.
  • With its suite of advanced analytics capabilities, mobile studio can detect when someone has added items to their cart but has not completed the checkout process.
  • Once the abandonment is detected, the SMS messaging activity included in a Journey campaign can be set up to proactively reach out to customers through push notifications or SMS with personalized messaging that encourages them to complete their purchase.
  • Mobile studio also helps create dynamic offers that provide incentives for customers, such as discounts and free shipping, helping to make the offer more appealing and drive conversions.
  • By understanding customer shopping patterns, mobile studios can also identify product-specific abandonment trends and generate insights for marketers on how to optimize their marketing campaigns for maximum conversion.

Web or Einstein Recommendations ?

  • Salesforce Web Studio's abandoned cart solution uses advanced web analytics and data-driven marketing techniques to observe behavior in web visitors who have added items to their online cart but remain inactive on the website.
  • By leveraging these insights, Salesforce is able to generate personalized offers and promotions that are tailored to the customer’s interests, encouraging them to return and complete their purchase.
  • Using a combination of behavior tracking, predictive analytics, and machine learning, Salesforce is able to determine when a web visitor has left items in their shopping cart but not completed the purchase. This data can then be used to provide targeted messaging that encourages customers.

Marketers can inspire engagement by segmenting customers based on abandoned shopping card data. You can reach your target audience by tailoring your content and offers. Continue to study the data by distributing custom reports and importing data from any source using the Marketing cloud's power. One of the most difficult challenges is that carts behave differently on different devices. Create a responsive design for customers based on the type of device they use to consume your content, as well as dynamic messages that inspire action. The key is to pivot your messaging through continuous A/B testing to see which journeys result in actions and which do not.

Using the Mobile Studio, integrate your abandoned cart journeys with SMS and MMS by drawing data points such as geolocations. Keep delivering the value of your product with social journeys powered by social studio.

With Salesforce Marketing Cloud, businesses have all the tools they need to turn an abandoned shopping cart into revenue.

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