Blog > Abandoned Baskets The Basics: Free Webinar
Posted By Tara Rickard
Are you aware of your online shop’s abandon rate? Finding this out and implementing a recovery strategy to boost sales can feel daunting if you’re not sure where to start. Watch our short video and learn the basics of using the Abandoned Basket Recovery Tool.
Whether you're already using the feature or not, learning how a tool like this can help you reduce your abandon rate will bring you one step closer to implementing a recovery strategy and increasing your shop's revenue.
The recent live webinar offered an inside look at the tool for Create users, a great opportunity for those who attended to learn about the tool and ask any questions they had.
About Abandoned Basket Recovery
To help you understand how the tool works and what it can do you for you, this is what you'll learn:
- What is an "abandoned basket"
- How can the tool help you to recover, otherwise lost, sales
- A live demo of each area within the tool
The feedback from the webinar was great and so, in case you couldn’t make it, here is a recording of the session so you can still learn how to use the tool to benefit your shop and sales.
Watch The Webinar
Tara: Hello everyone and welcome to today’s Create webinar. Today we’re going to be looking at the abandoned basket recovery tool, and i’ll be presenting and also Charlie will be helping with the questions towards the end
Charlie: Hi everyone.
Tara: Just before we get started I want to do a really quick sound check just to make sure everyone can hear. If you could type into the chat box on the right hand side and just say I can hear you… Okay great it looks like everyone can hear. Just in case there is anyone who can’t hear I’d just recommend checking that your headphones are attached or that your sound’s on or something like that because it’s probably something internal.
To get started what I’m going to do is I’m just going to run through a bit of an agenda of what we’re going to look at and learn today. So, first of all we’ll look at what is an abandoned basket, how this tool can help you recover lost sales, a demo of the abandoned basket recovery tool (so we’ll look at some of the different areas) and a Q&A session at the end.
What is an Abandoned Basket?
To begin with, what is an abandoned basket? I’m going to create a bit of a scenario here with you guys as the shopper, as the customer. Let’s say you’re shopping online and you find this great pair of shoes on this website and you add them to your basket and you carry on shopping for a bit. When you go back to your basket you think I’m not quite sure, I might have seen these cheaper somewhere else or maybe it’s just too expensive in general, you weren’t quite expecting that or the delivery cost is higher. So you close the browser and you think i’ll come back to it later and carry on with my day. That right there is an abandoned basket because what you’ve done is you’ve not finished that purchase.
And some of the reasons that I mention there actually, some of the core reasons, as to why people do leave baskets behind online. And this data is taken from ‘Statista’ about why do online shoppers leave without paying and you can actually find this research online, I can send anyone the link if you need at the end. Just going back to those reasons, for example there’s “I wasn’t expecting that extra postage costs”, “Oh look, I found the same product for less somewhere else”, or “I was just having a look, I might come back later”, perhaps they were making a bit of a wish list. Or just in general it was too expensive and they haven’t made the decision to buy today.
When we created the abandoned basket tool, we had in mind to design a tool that would help you virtually recover these sales and encourage people back so that you could find out exactly what your abandonment rate is. Because with online abandonment, it’s happening so much in e-commerce at the moment that it’s actually almost 70% is the online average for shopping abandonment, which is almost 7 out of 10 of your customers who come to your shop and then leave the basket behind.
Before we actually release the abandoned basket tool, we ran a short development and feedback stage. In this time it was really important because we actually allowed users to trial the feature and give their feedback so that we could cater it to your needs and make sure all the tools and things you need were there. What we actually found at the end was really interesting. There was a 10% increase in revenue through recovered baskets and the average order value was 90% higher on recovered baskets meaning that shoppers are actually coming back to the basket and spending more. That’s all the more reason to try and bring them back because by doing that you’re not only increasing how much they’re spending each time but you’re increasing your very own revenue and boosting sales, so it’s a really good way to try and bring them back.
Abandoned Basket Demo
Now I’m going to move into a bit of a live demo, so we’re going to have a look at some of the features of the abandoned basket tool and the different way you can use it. I’m just going to escape this presentation here, and go into our demo site which we’ve created here. I’m sure a lot of you might have been using it already, or for some of those of you who haven’t and this is your first time having looked at it, all you have to do is log into your Create account and click shop on the top menu. On the left hand side you just need to click abandoned basket, and there you have it. You’ve got the three sections of abandoned basket, there’s the dashboard, the reports and the email customization.
I’m going to start with the dashboard. The dashboard is a really great place to come and find out your abandonment rate. I would recommend coming here and comparing it to that of the industry average because people do tend to come in and feel quite surprised at the number they’ll see there, thinking: “I just can’t imagine that that many people would leave those baskets behind”. But once you compare it to the industry average you’ll see that it’s probably quite normal. And it’s just the nature of online shopping really because it’s so easy to leave a basket behind.
What you’ve got here, is, using the view button on the left hand side, you can click this to drop down and select between one day, one month and twelve months, and this will give you a really clear overview of the abandoned baskets happening in your shop. So just for today, for the purpose of this demo, I’m going to click on one month so we have some data there. When you hover over this graph here, spanning over a one month period of time, if you hover over some of the bars you’ll actually see how many abandoned baskets occurred on that day.
You can really easily see those peaks and troughs and see what’s going on and if there’s a day where you seem to be getting loads or a lot less. When you also move down to the bottom you’ll be able to see the abandoned basket percentage overall for that month. There’s also on the left hand side, the total number of abandons, so it’s a really good way to again, compare against the industry average and see what yours looks like.
On the right hand side we’ve got the recovered basket. A recovery is when a shopper abandons their basket in the first place and then they actually come back. There’s two different ways for them to come back, they could come back through an e-mail which you could send them using the email customization tool. Or they could come back through a cookie which we’ve implemented. This is actually accessible to all our current packages, so this cookie means that anytime a shopper goes to your shop, abandons your basket, then decides to come back within 30 days, we’ve stored that basket session for them. So as soon as they go back it will be exactly as they left it with all their contents in this basket, which just makes it really easy for them to make that purchase and finish.
Those are a couple of ways of recovering the baskets and as you’ll see here as you start to make changes to your shop or implement a recovery strategy, I’d recommend coming in and doing a bit of a side by side analysis. Have a look at your current abandonment rate and the current recovery rate, go away, make whatever changes and give it a bit of time and start to see if it’s impacting these numbers. Ideally you’d want the abandonments to reduce and the recoveries to increase.
I’m just going to move on now to the reports section, just up here, the second tab. The reports section is really good for getting more information about each individual basket. So you can gain a deeper insight and start looking for patterns as to what’s going on and the behaviour of these baskets. First of all, you’ve got the abandoned time and that includes the time and the date so you can start to find patterns as to whether a lot of abandonments are occurring, say at 5 o’clock in the afternoon. You can look at the basket total, so that’s all the contents from that basket totalled up there. I’ve seen cases where a lot of abandons are carrying one particular value, so if it’s really high they might have found the cost too high, those are all things you can consider. The recovery status, is where the customer came back, and if you are using the email feature you’ll be able to see if they’ve been emailed and then recovered. So that gives you a good idea as to whether they might have come back through that way.
Underneath action we’ve got view details so next to this link, what you’ll see is there’s an envelope next to some of them and that’s to tell you that the shopper left an email address when they were going through that basket stage of putting an item into their basket before they abandoned it. Again, it’s completely up to the customer whether they put the email address in or not. I’m just going to click into the view detials section so we can see exactly what’s in the basket. As you can see here you’ve got the products that have been pulled through. You can see exactly what items they’ve added because you might find that there’s a pattern and a certain product keeps getting abandoned. You might want to try and get feedback about that and find out why people keep abandoning that product, do I need to put it on sale, or do I just need to get rid of it all together? It’s something that you would want to look for patterns with.
If I scroll down you can see that there’s the basket details again and the status of the checkout, this means whereabouts in the checkout they abandoned their basket. There are two stages to the checkout, there’s the basket page where you actually enter the item into the basket. The second page is the confirm page and that’s where you put in your dress and your delivery details, and you can put in a phone number, email address, things like that. This is where the customer information comes in, at the bottom. As you’ll see, for this example customer, they’ve put in their first name, last name, no telephone number and an email address so that means that this customer could actually be contacted by email should you choose. If they do leave a contact, I have seen cases where people actually contact the shopper to ask for feedback to try and help them along with their purchase. But, again this is completely up to you, this is a business decision as to whether you want to target them in that way or whether you just want to send them a gentle nudge as a reminder. I’m just going to close this one for now because that’s about it for the reports section.
I’m going to move on to the email customization tab, so if you click here, this is the third tab. What you can do with the email customization section is you can further your recovery strategy and try and encourage customers back with a customized email. So that means that you might have already started making changes to your shop. Perhaps you’ve reduced your delivery cost or you’ve put some products on sale, ways of getting people back and getting them to finish that purchase. But to further bring people back, you could be sending them either a manual or an auto email through this section. When you actually first start using this, the scheduled email frequency will always be turned off. This just makes sure that we don’t send any unwanted emails. So you can just get started as soon as you’re ready, rather than them being sent automatically in the first place. For example, if you went on holiday and wanted to turn it off, you can do that and flick freely between them. We’ve got a six hour frequency or a 24 hour frequency, and what that means is, that is the period of time that the email will be sent automatically, after the customer has abandoned the basket. If you had it switched off, that would mean that you could actually email them manually, through the reports area where you can find their email address. Let’s say for example, we wanted to send an auto-email after six hours, so select this one.
Moving down, you’ve got the email template, so, we’ve actually got a default template created already for you. So you could start sending emails straight away whilst you start thinking about a tailored one that you might want to send. If you just move over to the right hand side you’ll see there’s a preview email link. This is where you can come in and see what’s in the email and whether that’s something you want to send as a starting place. All this text is actually customizable, so you can change that. The products are pulled through automatically from the contents in the basket. If you just look below, here, you’ll see there’s a link to restore the basket. What this does is, it brings that customer, as soon as they click that, it brings them straight back to the basket, exactly how they left it. So it means they don’t have to go scrolling through your shop, trying to find the products again, or if they’ve forgotten what they wanted in the first place. It’s a really good way to give them a gentle reminder to come back and it just makes it really easy for them, saving them time as well.
I’m going to exit this example default content there. If we have a look at the custom option here, what you’ve got is the option to customize the email subject line and also the email content. Then on the right hand side you’ve got the email tags which you can actually put into the email content and it will populate, for example, the customer’s first name. What you would need to do is copy and paste that over, but it’s already been placed there, so you can leave it how it is. You can edit all of the text, you can even move the basket product list higher or lower, however you’d prefer to see it in the email. All whilst you’re making changes you can save and then preview it up here as well so you can see what it looks like. If you scroll down you’ll see there’s the basket link as well, so that’s the link that brings the customer straight back to the session as they left it. At the bottom you can put in your site name, or you might want to keep it really personal and put in your personal name and that’s absolutely fine. What I would recommend with the customized emails is that you actually test a few different things out. I’ve seen people put things in where they the email to be quite urgent, so they might put in the email subject line, for example, “Only 24 hours left, grab this discount quick” something like that. To give a bit more of that sense of urgency, or you might just want to give a gentle reminder and say “One left in stock of this item”.
Or you could also use the content to try and bring people back, so let’s say you’re working on a bit of a recovery strategy, to do with your delivery costs, so you think your delivery costs might be a little bit higher than competitors and you’re going to try reducing that to see if it helps reduce your abandonment rate. Rather than reduce your delivery cost straight away, what you could do if you could reduce it over the weekend, and then in the email you send to try and entice them back, let them know about this. Say “This weekend only, running free delivery for all shoppers”, and that’s another way to entice people back. So, play around with in and try and find your brand or your company voice, see what fits, try it out. Then I’d recommend going back to the dashboard up here and having a look at the impact of that and see if the email starts to reduce the abandons or if it starts to bring back more recoveries and you’ll see how successful you’re being with it. So it’s a really good way to play around. Also the great thing about sending the auto-emails is that if you’ve got quite a high volume of sales and you don’t want to be sending these manually, it’s a really efficient way, you don’t even have to be at your computer, you can just select 6 or 24 hours and they’ll start sending off and hopefully you’ll start seeing those recoveries coming back so you can just leave it as it is and you don’t have to worry about it and let it do the work for you.
That’s pretty much it for the abandoned basket demo and most of these areas. We’re going to run a Q&A session as well so you can ask any questions about this that you might have jotted down. Or just email your account manager and they’ll be able to run through anything with you as well. So just as a bit of a round-up, we started off by looking at ‘What is an abandoned basket?’, we looked at some of the details as to when we were running the trial and development periods and we’ve actually finished off with a demo of a few of the tools in the feature. I’m going to pass you over to Charlie now who’s actually going to run the Q&A session, he’s been looking at some of the questions.
Abandoned Basket Q & A
Charlie: Thank you Tara. So we’re just going to jump straight into it. We have one question here which asks:
Q:“If someone has something in their abandoned basket, does it show as still in stock until they purchase? Then, if they go to buy it, is it then out of stock? Or does the customer receive an email to let them know they did not purchase in time?”
A: As Tara explained during the presentation, there are various stages of the checkout. The first is adding the item to the basket, then entering your details before going to the payment gateway and completing the payment. So we don’t actually take the item out of stock until you’ve entered your details and go to the payment gateway. In terms of an abandoned basket, that usually occurs before the payment gateway so the item will remain in stock until point. So in short, an item that’s in an abandoned basket will not be out of stock. If a customer then returns to the basket later and the item is then out of stock, it will just not be in the basket anymore. If they had multiple items, that item just won’t be available there, or if they had only that item in their basket, the basket would appear empty. A couple of people asked:
Q: “What packages is the abandoned basket tool available on?” which is a great question.
A: So the abandoned basket tool is available on all of our current packages with the exception of light, However, all our current packages do have access to that cookie which is going to store the basket contents for up to 30 days. So if the customer’s on our legacy package, such as pro-sell or classic and want access to that cookie or want access to the feature, you would need to switch over to a current package in order to access that. In terms of our current packages, the tool is package dependent, so some features are going to be available to some packages and not others and that really scales up with your business. Deluxe and super packages will have access to all of the abandoned basket features. That’s the dashboard, the reports, the email customization in automated emails. People and customers on our plus package will have access to the dashboard and reports, so you won’t be able to send out those automated emails, but you’ll still have the opportunity to go in, if the customer’s left an email address, and send a manual email if you wish to. Then regular will also have access to the dashboard, and of course, again, all of those packages have the cookie for 30 days. Another question here:
Q: “What happens if a customer doesn’t get as far as leaving their email address?”
A: Just to go back to that point, there are different stages of the checkout when you are placing an order, so you add it to the basket, you add the customer details and then you checkout. If a customer only adds the items to their basket and never makes it through to entering their details, then obviously there will be an email address or telephone number which you can use to contact them. The good news is that this will still record the abandons, so you’ll still be able to see that somebody added these items to their basket, and you can use this as a way of looking at any trends and compare abandons once a month, in order to come up with that abandonment strategy. Someone asked:
Q: “Can I get the abandoned basket tool as a bolt on? I don’t need to upgrade for anything else”
A: Unfortunately, we don’t offer our features as part of separate add-ons and they are exclusive to the respective packages. There are lots of great and advanced features on some of our other packages which you could certainly take advantage of, and use that in combination with the abandoned basket tool in order to boost your sales. In that instance, I’d definitely recommend contacting your account manager and they’ll be able to go through the core features of each account and really advise you what is the best option for you and your business. Just one last question here and then we’ll wrap it up. Someone has said:
Q: “I’m using external software to track activity on my website and it’s not matching up to the abandoned basket reports, why is this?”
A: It’s always great to stay on top of your website activity and it’s great to see you doing that, but it is important to note a few things. Firstly, most tracking software is only going to provide a sample of your website’s activity and this will depend on the tool you’re using. It’s hard to say how much is going to be recorded and that’s something you can try and find out with that particular tool. Secondly, it’s always possible for a user to block tracking software which means that the activity in those softwares will never actually be logged, so that might explain the absence of that. Then thirdly, as the basket is only abandoned after two hours, it is important to factor in this time difference. So Google Analytics, for instance, which records in real time, is never going to match the report because there’s that two hour time difference and that’s something to factor in.
I think that’s all of the questions.
Tara: Okay, I just want to say thanks Charlie, and thanks everyone so much for attending our first Create webinar. As this is our first one, we’re really hoping to do more and try and teach you about other things about the platform or just, maybe topics on e-commerce in general. So if you do have any feedback about today’s webinar or you’ve got any ideas for any other things you’d like to learn, please do let us know because we’d love to create more and make sure they meet your needs and things you want to learn about. Again, thanks so much everyone, I am recording this so I’m going to be sending it to anyone who needs, or we’re actually releasing a blog on Thursday so I’ll pop it in the blog so you can find it there, just in the Create.net blog. Thanks again, have a lovely day everyone, bye!
Read more about getting started with this tool in our guide "How To Use The Abandoned Basket Recovery Tool". Want to boost sales and make the most of this feature? Take a look at our blog "Using Abandoned Basket Insight To Recover Lost Sales" for tips.