When it comes to abandoned shopping carts, it’s a misconception that users are price shopping and need to be incentivized to complete their orders. With the average nationwide online shopping cart abandonment rate exceeding 70%, it often makes sense to dig deeper to determine why website visitors are abandoning their shopping cart experiences in the first place.
In the case of Shoup, we discovered it wasn't simply the price that was driving much of the shopping cart abandonment, but the timing of the orders. Often, farmers are in the field when they are in need of replacement parts. They will browse the Shoup website on their phone, place items in their shopping cart, and simply forget to order them when they get back to the shop. From a customer service perspective, Shoup's goal was to offer guidance to these customers without overwhelming their customer support staff. While everyone understood that offering this level of personalized automation was going to be complex, the potential for revenue growth could not be ignored.
To get started, the Diagram and Shoup teams collaborated to understand past, present and future marketing efforts and revenue goals for the website. This discovery phase included writing buyer personas, delving into past email marketing campaigns as well as understanding Shoup’s customer experience online and in their Kankakee store. When research indicated that the total value of a single month of abandoned carts was equal to an entire month of actual online revenue, Diagram put a plan of action into place.
“We knew that if we could help Shoup recover even one-third of those abandoned carts, it would be worth the investment,” said Chris Osterhout, senior vice president of strategy at Diagram.