Cart abandonment is a common problem in the e-commerce industry and can significantly impact your revenue. According to recent studies, the average cart abandonment rate is around 70%. This means that out of 10 customers who add products to their carts, only three end up making a purchase.
After working with BigCommerce for several years, we noticed that traditional abandoned cart emails don’t actually track a customer’s cart between browsers or devices. That means if a customer opens the link from a new browser or device, they will be navigated to an empty cart. And when your email flow fails, you lose customer confidence with a negative user experience.
We identified an opportunity to develop a custom app that dynamically rebuilds a customer’s cart, no matter the device or browser!
But first, how do Abandoned Cart emails work?
Let’s paint a picture. You’re on your break at work so you decide to browse online on your desktop computer. You see something you like so you add it to your cart but decide you don’t have time to make a purchase right now. This is where abandoned cart emails come in. These emails remind you that you left your cart behind.
Whenever you exit your cart without purchasing, a notification sends information to that e-commerce store's email service provider (ESP). This triggers an Abandoned Cart email. Good email marketing practice suggests that following the link in that email will navigate you exactly where you left off, encouraging you to follow through with your purchase.
According to SaleCycle, 29.9% of abandoned cart emails lead to purchase, making them an invaluable asset to your email marketing strategy.
So how does this impact BigCommerce emails?
You see, BigCommerce relies on cookies. These are stored in the browser in which the cart is created. The default Abandoned Cart emails (regardless of where they are coming from) send recipients right back to the cart page. Simple enough, right?
What's wrong with this?
This approach assumes that the customer is going to both receive and click the Abandoned Cart email on the same device or browser on which they left their cart.
Remember that item you added to your cart earlier? Well, when you get home, you have an email reminder on your mobile device notifying you of that item in your cart. You click the “Return to my cart” button in the email but find you’re directed to an empty cart page. You’re probably less likely to purchase from that brand, right? After all, they didn’t ACTUALLY save your cart when they said they would.
This can be infuriating for both the customer and the business because you’re not just losing sales, you’re losing customers.
Cart Rebuilder App to the rescue!
When we heard about this issue, our team got to work with a custom-built, cart-saving app on BigCommerce that tracks and saves user cart data. Powered by Klaviyo, your email automation can say goodbye to empty carts!
How does the app work?
This seamless e-commerce solution tracks and saves user cart data across devices and browsers. By dynamically sending customer cart data to Klaviyo, customers receive emails with a link that regenerates their cart regardless of the device or browser they are using - no cookies required!
The app is an easy, one-click installation in BigCommerce, which means no need for messy code! Simply install and enable the Cart Rebuilder App from the BigCommerce Marketplace, and it will immediately begin pulling cart event data to track user cart data in real-time.
NOTE: You need to have a Klaviyo account and the Klaviyo app installed and integrated with your BigCommerce store to use the Cart Rebuilder App. Why Klaviyo? Find out more here.
Pre-built Abandoned Cart flow
To make your life extra simple, we worked directly with Klaviyo to configure a pre-built, in-platform abandoned cart email flow that integrates with our app so that you can quickly optimize the emails without any hassle!
You can find the flow in the Browse Ideas section of Klaviyo. All you have to do is customize the emails to match your brand.
This tailor-made flow will react to the most recent cart changes on your site for any user session. The Cart Rebuilder App tracks all cart-related events, such as Add, Edit, or Remove, so your customers are always directed to their most recent cart edits.
And that’s it! You now have the best tool available to conduct real-time, data-driven abandoned cart email marketing. The app gives YOU the power to use the cart details to filter and personalize emails and increase click-through rates and conversions.
To learn more or download the app, check out the BigCommerce App Store.
More from Arctic Leaf...
We’re very excited to start offering technical support for the app. From step-by-step installation to fixing any bugs or errors you may encounter, our technical experts are here to help with your automation and ensure your cart flow emails run smoothly!
Need Additional Support? Our Email Marketing experts offer a holistic, tailored, and adaptable approach to automation and campaign management. We’ll work with you to develop loyalty-based strategies designed to drive long-term conversions and accelerate brand growth. Get in touch today!