A golden rule for eCommerce success is ‘don’t give up’. Don’t recoil in horror or throw a hissy fit just because a cart gets abandoned. For all you know, your shopper’s favourite TV programme just came on, or the bus arrived and it was time to put the phone away, or the Wi-Fi just blew up. Don’t take it personally. The same goes for a previously loyal customer.
Remember that it takes a well-rounded service and a quality deal to win back the lost affections of former customers, especially if there were other quite legitimate reasons why they left you for another eCommerce store. Start by checking things like your shipping costs. Did you really need to apply these? Delivery charges are often what puts shoppers off sealing the deal as they realise they could pay the same price elsewhere without having to fork out extra on top.
Think about the specific Magento eCommerce customers you’re interested in winning back. There’s just no point in spending a ton of marketing budget on customers who only turn up once in a blue moon to buy a biro from you. However, if there are high-speed regular customers that your business depends on you may well be right to invest more in winning back their favour.
You can use email to entice customers back by matching the content to their purchase history. Think about the times of year they’ve made purchases and target them again in due course in those seasons. Add an extra incentive for them to take their previously filled basket through the checkout within the next day or two if they’ve turned up late without actually completing a purchase. Another option is to make use of Google’s specially designed pay per click features to win some screen time with specially chosen customers who have shown interest in your products.
It’s possible that your prized eCommerce customer may have already gone elsewhere, or even bought from a physical store. If you have a loyalty scheme you might be able to incentivise against this outcome, but now and then it will happen. That’s business. But it’s worth checking social media forums to find out what your customers are saying about you. Use the info constructively.