Carts are important features of e-commerce businesses. You can not buy anything from websites or Facebook without adding your selected items in a cart. A cart on an e-commerce site functions the same as a cart in a super mall.
People can not abandone a cart in a super shop. But customers are often seen abandoning carts on websites. This is an important concern for the website’s owners because it shows negative analytics for the website. To reduce the abandonment of carts you have to grow your website’s brand image through marketing. Another technique is you have to provide a good shopping experience to the customers.
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In this article I will show you how you can recover abandoned carts with Facebook e-commerce.
What is an abandoned cart?
When you visit a website and search for products to place an order, you add your selected products to a cart. Sometimes, you drop that cart just before confirming the product. That dropped-out cart is called an abandoned cart. If you are an e-commerce owner, you may have experienced that your potential customers leave the process of purchasing. This can happen for any reason such as low user experience, confusing payment methods, poor sales funnel, etc.
However, this abandoned cart is an essential aspect for businessmen. It shows that your business is not doing well in analytics. So, you have to take measures to recover the abandoned carts of your e-commerce. You can recover abandoned carts in two ways. They are-
- Abandoned cart emails: You can send an abandonment email to a user if they gave you their email address during the checkout process and then left your site. Usually, this is some kind of offer or coupon code to get the user to come back to your site and buy something.
- Abandoned cart retargeting: Retargeting ads is another powerful way to bring back carts that have been left behind. With retargeting, you put an ad pixel on your checkout page and can then market to those users again on ad platforms like Google and Facebook. The good thing about retargeting is that it works even if the user didn’t put in their email address, so you can stay in the customer’s mind as they browse the web.
How to recover abandoned carts with Facebook through cart retargeting?
Facebook ad retargeting is an effective way to recover e-commerce abandoned carts. You can easily use this process in some steps. Let’ s get in the process as in the following-
Step 1: Run Facebook Pixel
First, you have to create a pixel for your website with Facebook Pixel. Facebook pixel is an awesome tool to track your customers’ activity on your website. If you have not added a pixel yet for your site, add it now!
Step 2: Add track code
Once you have added a pixel to your website, the pixel will start tracking website activities with your command. Then you have to add two additional standard events along with the default standard event page view. You have to add ‘add-to-cart’ page visit and ‘add-to-cart’ button click. To add this standard event you have to paste pixel scripts.
- For ‘add-to-cart’ page visit you have to execute the following script-
<script>
fbq(‘track’, ‘AddToCart’);
</script>
- And for ‘add-to-cart’ button click you have to execute the following script-
<button onclick=”fbq(‘track, ‘purchase’); “Button Text</button>
Additionally, you also have to add another customized event ‘purchase/thank you’ page visit. To add this event you need to paste the Follow script-
<script>
fbq(‘track’,’Purchase’,{value: ‘0.00’, currency: USD})
</script>
After you have completed adding these events, you have to move to the next step.
Step 3: Add Customized Audiences
At this stage, you create custom audiences. This step is quite lengthy because it has 9 processing steps. The steps are as in the following-
- Open the Ads manager menu and click on the audience tab.
- Select the ‘Tools’ menu and click ‘Audiences’
- Then on the left you will see the ‘create audience’ tab.
- Click on the ‘custom audience’. To create this audience go to the Website pixel settings menu and find the Website traffic tab and set your preferences and parameters there.
- You have to select ‘add-to-cart event’ for the include section and ‘purchase event’ for the exclude Section.
- Then just click on the create audience tab.
Step 4: Produce Personalized Ads to attract customers
After you have created the custom audiences, you need to promote your website with the right advertisement. Though you may feel this step is not included in the pixel operation, it is an essential part of this whole process. So, you have to produce a unique ad campaign on the Facebook platform to generate the target audience.
Facebook offers paid ad services. So, you can easily boost your website content through it. You have to keep in mind that you can not retarget your customers without an effective personalized ad. It is because Facebook ads provide you with visibility to your target audience.
Step 5: Evaluate the Retargeting Result
After applying all the tactics to retarget your abandoned carts, it is time for you to analyze and evaluate the end results. You have to analyze whether your personalized ads are working perfectly on the audience or not. You can check it through any analytics tool. The Facebook pixel you added to your website will also show the results. Continuous evaluation is the root of successful Marketing.
Some strategies to reduce shopping cart abandonment
- Design your website with a user-friendly theme.
- Keep the website content simple but unique.
- Give your audience the best shopping experience.
- Keep your payment method easy and clear.
- Offer coupons and discounts.
- Provide an easy check in and check out process to the customers.
- Benchmark your activities with the competitors to deliver the best value to customers.
- Always attain your potential customer with a good welcoming manner.
Conclusion
Shopping cart abandonment is a serious issue for website owners.It is a fact that a number will always drop the purchase process in between despite your best efforts. So, you need not worry much. Just follow the above process to recover your abandoned carts. But the best option is to reduce the rate of cart abandonment. I recommend you to focus on customer relationship marketing to avoid this issue. Good luck!
