Yesterday, we discussed Cart/Checkout Abandonment.
(the reason I group these 2 is because some integrations or Shopify themes do not track “add to cart” and “start checkout” separately)
We start with cart/checkout because it is the lowest-hanging fruit—the last step before a purchase.
In my experience, this will be your second-highest RPR (revenue per recipient) flow, with Welcome Flow holding the lead.
BUT
Most people don’t know –
Cart/Checkout Abandonment rarely holds the record for the highest TOTAL REVENUE—even among abandonment flows.
The secret winner?
Browse Abandonment
To give you an example…
I checked one of my client’s accounts as I’m writing this ema. The Browse Abandonment generated 7.3 times more revenue than Cart Abandonment for this client in the last 7 days.
735%!!
Here’s why:
If you look at the customer journey… and track the numbers at every single step… you will notice a churn rate at every stage.
Ads > Email List (96% churn)
Email > Product Page (98% churn)
View Product > Add to Cart/Started Checkout (34% churn)
Started Checkout > Purchase Order (79% churn)
This means…
The further down the ladder, the fewer profiles we see.
This is why Browse Abandonment Flow generates a lower RPR but much (much) higher total sales.
**Lesson for business owner**
Browse Abandonment Flow is the overlooked champion.
The same principles (as Cart/Checkout Abandonment) apply:
~ Start with 3 to 4 emails
~ 1 day apart
~ Don’t offer a discount code in your “first tap”
(I’ll explain the Double Tap concept in the next lesson)
~ Be casual, not needy
~ Sprinkle in a bit of humor can go a long way
To be continued…
– WYH