Passover is truly a magical time of year for the Jewish people. like Chanukah, it’s an 8-day celebration where Jewish families come together to remember an important part of their history and celebrate freedom.
However, unlike Chanukah, instead of presents, the Jewish people collectively complain about Matzah.
“Three thousand years of beautiful tradition, from Moses to Sandy Koufax–YOU’RE GODDAMN RIGHT I’M LIVING IN THE PAST!”
In actuality, Passover and cart abandonment really do not have that much in common – with one exception – The Four Sons – and how they relate to different kinds of shoppers who are known for cart abandonment.
So, how exactly are Passover and cart abandonment connected?
For the unfamiliar, during the Passover Seder (meal) the Jewish people read from a text called “The Haggadah” (surprisingly enough it is pronounced without the “Ch” sound at the beginning!) which translates to “The Telling.” Because it relates to the story of Passover and includes commentary from an assortment of sages.
At a certain point in the Haggadah, the subject of The Four Sons is raised.
Who are the four sons, and how exactly do they relate to cart abandonment?
Before we get into that, it’s important to clarify that “The Four Sons” actually reference four distinct personality types.
The Wise Son:
He does not feel constrained when it comes to choosing a place to shop. Furthermore, he wants to understand everything he can about a product before he commits to a purchase. Therefore, he asks “What is so important about shopping at one place online, over all the others?” He is the type of shopper who abandons their cart because he wants to learn exactly what will happen as a result
The Wise Son is fiscally responsible. While he doesn’t mind making a large purchase, he won’t do so at the expense of his other needs. We know this because his LTV and LTS are great – even though he is known for cart abandonment.
How can we decrease cart abandonment and recover revenue when it comes to shoppers such as the wise son?
Multiple payment options at checkout, including Affirm.
With an offer of consumer-loan financing from companies such as Affirm, Bread, SplitIt, or ChargeAfter! The wise son can easily break up large purchases into small monthly payments – without maxing out his credit line! We can include these offers in cart abandonment emails, and at checkout! This is the kind of offer that can really make a difference in how he celebrates Passover and other holidays!
The Wicked Son:
On the other hand, we have the wicked son. First, he is guilty of cart and site-wide revenue abandonment on a daily basis. Second, he doesn’t really care about his LTV/ LTS, as he is inclined to ask, “Why do you care about my LTV/LTS – its none of your business!” He views cart abandonment emails as an infringement upon his right to annoy eCommerce retailers the world over.
How can we decrease cart abandonment and recover revenue when it comes to shoppers such as the wicked son?
By making him an offer he cannot refuse! All too often, eCommerce retailers are hesitant to include any sort of simple discount in their cart abandonment emails when it comes to non-logged in “guest” shoppers. The thinking goes “Why bother doing that?” But the truth is, even a simple 5% discount can be enough to sway a shopper such as the wicked son – even during Passover!
The Simple Son:
The simple son is unsophisticated because he is too lazy to educate himself about the kinds of products that could really benefit his life. He asks, unreasonably, for all the information about a product or the content of his cart in one fell swoop. He wants to “understand” everything about a product but can’t be bothered to take the time and actually read about it while shopping. Therefore, he does cart abandonment on the regular – thinking he will get around to making a purchase “some other time.”
How can we decrease cart abandonment and recover revenue when it comes to shoppers such as the simple son?
“Send Me My Cart” Helps Reduce Cart Abandonment.
By using a “Send Me My Cart” popup, we can convince the simple son to email himself his cart – so he can check out the products he added to it, from the “comfort” of his inbox. In fact, he can even use this popup to send himself the cart through Facebook messenger. Send me my cart is a great tool when it comes to combatting cart and site-wide revenue abandonment from shoppers such as the simple son.
The Son Who Doesn’t Know Enough to Ask:
This fellow knows as much about online shopping as a koala. It’s not his fault! This person is in the category of skeptics who are skeptical about even asking. He knows the internet is a thing but isn’t sold on the idea of buying stuff online. However, he doesn’t understand how a series of 0’s and 1’s can translate into a shirt his size or a used DVD. Furthermore, he doesn’t know what he would do with himself if he accidentally ordered something that doesn’t fit.
How can we decrease cart abandonment and recover revenue when it comes to shoppers such as the son who doesn’t know enough to ask?
- If you don’t already have a free return/exchange policy in place, come up with one. Shoppers who feel they can easily return items are more likely to complete purchases. In a recent survey, 20% of shoppers cited a lack of “Easy Returns” as a key reason they don’t shop online.
- Don’t charge a restocking fee, or return S&H fee. This will go a long way towards customer commitment.
- This policy should be visible on the product page in an area shoppers will notice it.
- It should also include a customer service number, email address, or another form of direct communication with your support/sales representatives. Shoppers have questions and concerns – so be there for them!
In Summary:
There are all sorts of shoppers out there, and cart abandonment happens for all sorts of reasons. The methods we outlined here for decreasing cart abandonment and recovering revenue, work really well when used in tandem with one another. This is because consumer loan financing is not for everyone. Some shoppers are offended by the idea of using a discount. While other shoppers think the government is spying on them and don’t give anyone their email address. And finally, there are shoppers can’t seem to get online without the support of friends or family.
This is why it is really important to provide shoppers with an assortment of options, because there is a high chance something will appeal to them, and they will come back to complete a purchase.
Datacrushers
Founded in 2015, Datacrushers uses Machine Learning and A.I. along with NLP to identify and recover revenue loss, cart abandonment and discover new revenue sources across any site. The revenue discovery platform completes the deep ongoing analysis of eCommerce websites by monitoring the three main focal points of any site: The User, Site, and Product.
Unlike traditional “cart abandonment platforms,” Datacrushers does not require shoppers and customers to be logged-in to conduct both on and offsite campaigns. We use a wide range of data-driven and analytics based conversion tools to target the shopper at the right time with the most accurate and effective campaign to drive the sale.
Datacrushers is platform, language, and currency agnostic and requires only a few lines of code to get started therefore delivering an ultra-fast go-to-market with minimal set-up time and tech intervention.
Based out of Jerusalem, Israel, Datacrushers has clients worldwide including, The US, China, Russia, UK, Germany, and more.
