Woman buying online after customer recovery techiques applied to a website

[A Full-funnel] Approach to Customer Recovery

Abandoned cart-recovery techniques are extremely effective at regaining consumers, lowering Shopping Cart Abandonment (CPA), and boosting total profit. However, what if we informed you that your abandoned cart campaign is just one component of your customer recovery plan. Plus that by just increasing your reach, you could quadruple your results? This is generally an indication of where customers are in the buying journey as they navigate your website. The majority of simple abandoned-cart methods concentrate on a single stage of the journey: the contemplation stage.

While this is quite efficient at recovering lost revenue from consumers who put items into their basket and proceeded to the checkout page, it ignores those who did not. Don’t get us wrong: clients that make it to the contemplation stage are your most valuable leads, ready to be retargeted. When you invest time, money, and resources into getting people to your site, your cold and warm leads are also worth a shot.

To transform as many website visitors as possible to customers, you must spread your net broader than the contemplation stage of the buyer journey and begin fishing in the busiest and most crucial stage: the awareness stage. The full-funnel strategy to customer recovery is what we call it, and we’re here to teach you how to accomplish it.

planning a marketing strategy for customer recovery

The Customer Journey and Cart Abandonment

Let’s take a look at the three major phases of the customer funnel on your eCommerce website to see why a full-funnel strategy for customer recovery is so important.

1. The Educated Phase

From the moment a consumer visits your website until they add a product to their shopping basket, they are in the awareness phase. 

Because consumers haven’t added anything to their basket during the awareness phase, cart abandonment is impossible. However, website abandonment, often known as “browse abandonment” or “discovery failure,” can occur.

2. The Deliberation Stage

From the time a consumer adds a product to their basket until they hit the “purchase” button on the checkout page, they are in the contemplation phase.

During this period, cart abandonment can occur at any time.

3. The Conversion Phase

When someone hits the purchase button on the checkout page and places an order, they are in the conversion phase. Cart abandonment is no longer an option. That isn’t to say that the client won’t return and abandon their cart in the future during the awareness or contemplation phases. Shoppers who add an item to their basket and save their email addresses during the checkout step are the focus of a simple cart abandonment campaign. This, however, implies that it overlooks consumers who leave:

  • Before adding goods to their cart, during the awareness phase.
  • Before making it to the checkout, at the start of the deliberation process.
  • During a later visit to your website’s awareness or early consideration phase.

Furthermore, because the customer funnel is top-heavy, your standard cart abandonment campaign will miss the bulk of your website visits.

Nevertheless, this does not have to be the case. 

engaging with customers

Re-engaging and re-recovering customers during the phase of awareness

You have three fantastic techniques at your disposal to re-engage and regain consumers during the awareness phase:

Cause a potential exit to be disrupted

To begin, it’s critical to thwarting a customer’s decision to leave your website by re-engaging their interest and directing it back to your store. This may be accomplished in this way:

  • When a customer’s mouse cursor moves towards the back or exit button, you may offer them a tempting discount coupon or product offer in return for their email address. Exit-intent offers are fantastic since they refocus a distracted customer’s attention while also capturing the email address of someone who is going anyhow, giving you extra leads to follow up with.
  • When a consumer opens a new browser tab, an audio chime is played, and the tab favicon of your website is changed. These are ideal for drawing attention back to your website while also lengthening average session time, which is beneficial to SEO.

Provide a remedy for abandonment

The next step is to provide consumers an alternative to abandonment that will get them closer to your checkout page.

This can be accomplished in a variety of ways, including:

  • Customers are presented with appropriate offers after a set amount of time on your websites, such as a discount coupon or a new customer offer, using timed offers.
  • Providing consumers with pertinent information that nudges them into the contemplation phase, such as information on free delivery or other payment choices, is known as conversion nudges.
  • Back In stock notifications: consumers may sign up for “Back in Stock” notifications for goods that are out of stock or on backorder.

When discounts and free delivery are tied into minimum purchase restrictions, these techniques have the extra benefit of raising average basket size and order value.

Make contact with customers who are leaving before they check out

Finally if a client leaves your website during the awareness phase, re-engage, return, and recover them by sending them notifications to remind, re-engage, return, and recover.

The following are some helpful resources:

A funnel strategist might want to use a real-time lead capture is a technology that collects data entered on your website in real-time (for example, on your live-chat widget or contact page), obtaining the client’s email address early in the customer journey.

Browse abandonment emails/push/SMS: Similar to your cart-abandonment email templates, browse abandonment emails, push notifications, and SMS messages are more relevant and tailored to consumers’ departing during the awareness phase.

Manual outreach (through real-time alerts): real-time abandonment notifications allow you to receive emails with the contact information of known abandoners right away. This may be a wonderful tool for manually reaching out to high-value clients by phone or email if you have sales personnel.

You may also utilize these messages to upsell a range of items relevant to their browsing behavior, as these consumers haven’t yet committed to a product in their cart.

Using a Full-Funnel Strategy

Instead of focusing on just one part of the buyer experience, a full-funnel strategy to customer recovery emphasizes the need for working on the whole funnel (that is from a funnel strategy that focuses on the upper funnel to the lower funnel) in order to recover and convert as many consumers as possible. Even better, the aforementioned strategies can help you minimize total abandonment, boost average basket size, and strengthen your customer connection.

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