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There may be times when a potential customer will come into your shop, add products to their basket but then fail to complete the checkout process. This is referred to as an "Abandoned Basket." A cookie containing the shopper's basket contents is automatically stored for 30 days. This means that at any point during this time they can return to your shop and complete the purchase, as well as updating the basket contents.
This data is recorded and displayed in the Dashboard area and can be used to gain insight into the number of customers who aren't making it all the way through to checkout. With this data, you might be able to spot trends and patterns about what is being abandoned. This could lead you to make adjustments to your pricing or postage structure to help improve conversions at the checkout.
1. Log in to your Create account
2. Click Shop on the top menu
3. Click Abandoned Basket in the left-hand menu
By default, stats for the last day are displayed, but you can select from the drop-down to view the last 1 month or the last 12 months.
This graph will populate along with stats showing shopping baskets abandoned according to the duration you have selected to display. If none are shown, this is good news and means that there were no abandoned baskets recorded in that time period.
The industry average is 69.57% abandonment basket rate. More detail and specific examples can be seen here.
This screen displays data of the abandoned baskets that have occurred on your website, in the time-frame you have selected.
The report screen displays the following data:
Abandon Time - When the basket was generated
Basket Total - Value of the abandoned basket (If the basket total displays as "£0", this means the customer removed the items they had originally added and has emptied the basket. This is still considered an abandoned basket.)
Recovery Status - If the basket has been recovered (customer returned to the basket and completed the checkout)
Email Status - This field will tell you whether an automatic email has been sent to that customer or not using the Automatic Recover Basket Emails function or if one has been sent manually.
A great way to recover abandoned baskets is by sending a friendly reminder email to your customers. Customising the email you send allows you to make it your own – adding a personal touch or even a little incentive – can go a long way to recovering these sales.
The tab will allow you to schedule the email frequency - the duration between the basket being abandoned and the email being sent to the customer. You can select from:
You can also choose whether you would like to send out the default Abandoned Basket recovery email, or customise the content yourself, ideal if you want to include a unique discount code, for example.
You can tailor your Email subject and Email content in the box on the left-hand side. Using the email tags which are displayed in the box on the right-hand side, you can automatically populate data such as the customer's name and, most importantly, a link to recover the basket.
Clicking Preview Email will show an example of how the email will look to customers, based on the custom text you have used.