Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

How to Turn Abandoned Shopping Carts Into More Sales

Cart abandonment continues to be a major issue for e-commerce businesses. Up until now it’s been tackled using paid media retargeting. However, today’s AI-driven marketing automation platforms are making it possible to catch and convert cart abandoners, effectively and efficiently, through brands’ owned media channels.

According to recent data by SalesCycle, approximately 79.17 percent of online consumers worldwide put items in their virtual basket but failed to checkout in 2018. The percentage varies slightly by region with Asia Pacific having the highest abandonment rate of 52 percent, compared to the rest of the world.

There are many reasons why shoppers abandon carts. Some are just browsing, still comparing prices or simply distracted. Others become frustrated with slow-to-load pages, mandatory sign-ups, or are put off by high costs or a lack of payment options.


Re-engaging With Remarketing

While some cases of abandonment can be avoided by improving your website or app UX, many can be overcome by remarketing. If your product pops up again elsewhere, it stays top of mind and can prompt people to complete the purchase.

Cart abandonment remarketing via paid media channels, such as Facebook and Google Ads, has proven effective in winning back lost carts and boosting sales. However, such remarketing can be costly, and relies on strong retargeting tech and infrastructure that many companies lack internally.


AI, Owned Media and Cart Abandonment

Can brands tap into the potential of owned media and leverage data to tackle cart abandonment? Turning a ton of customer data into valuable insights and getting the message out there fast and frequently via your own channels is often an unmanageable task. Here is where AI comes in and does all the heavy lifting for you.

AI-driven marketing automation platforms, such as AIQUA, enable you to send out engaging, personalized messages to the right people at the right time on the right device via your owned media channels, such as app and web push notifications, email, SMS and Messenger.

Here are the four main benefits of how you can leverage an AI-powered marketing automation platform to tackle cart abandonment:

1. Know What Your Abandoners Are Into

One of the most crucial capabilities of AI is its ability to sift through all of your internal and external data. From this it can figure out what your online shoppers are doing, and likely to do, and deliver valuable, actionable insights.

The combination of internal and external data can show you what your customers are doing both on your own channels and elsewhere. The elsewhere is crucial as it can tell you what other interests or topics they might have – information you can use for remarketing.

For example, if Mark put a t-shirt in the cart but didn’t purchase after repeat messages, AI might identify that he has been looking for sports shoes based on his search on other sites. You can then recommend the latter to interest Mark in a purchase.   

2. Understand Cross-Device Behavior

AI can also help you understand the complete customer purchase journey as it plays out across different devices.

Traditionally, marketers have been unable to see multiple devices as one user, instead seeing them as separate people. AI, however, lets you match a single customer with several devices and predicts the best one for conversions, again helping you remarket more effectively.

For instance, Mark added a VR headset to cart on his tablet on Sunday without purchasing. You can send a push notification about the cart abandonment on Monday to his phone, which is his conversion device. Without AI, you won’t be able to identify that Mark’s conversion device. The notification would be then sent to the tablet, which is ineffective.

3. Reach Multiple Channels in One Click

This new breed of AI-driven automated marketing platforms also gives you the capability to send your remarketing campaigns through multiple owned channels, including push notifications, email, SMS and Messenger, in the click of a single button.

This not only prevents you from having to switch between different tools and platforms, saving you time, but it also helps you hit your cart abandoners with personalized messages at the right time. This can boost the visibility of your messages and, therefore, the success rate of your remarketing efforts.

4. Send Personalized Messages in Different Formats

In addition to making sure your messaging is personalized and relevant, marketing automation platforms can also help you make it even more engaging thanks to creative customization tools, such as carousel, GIF and video.

For example, by using a format like carousel push, the products abandoned in the cart can be displayed in an eye-catching manner – proven to boost effectiveness. Indian Jewelry retailer Voylla, used the carousel feature in AQUIA and managed to increase mobile app conversions by 55 percent.

Cart abandonment isn’t going to go away – it’s becoming part of the e-commerce funnel. Rather than seeing it as a major sticking point, use these new AI-driven marketing automation platforms as a valuable learning and marketing opportunity – one that can turn your virtual basket droppers into more profitable online shoppers.


Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.


AI Adoption in Singapore: What to Expect in the Year of the Pig

Author | Charles Ng, Vice President of Enterprise AI, Appier Much continues to be made of artificial intelligence’s (AI) capabilities, and it has proven its value in business in areas such as cost-cutting and efficiency. Singapore is undoubtedly a hub for AI in Asia Pacific (APAC), particularly in Southeast Asia (SEA), and in 2019 we will continue to see steady progression towards AI adoption in Singapore. According to a survey conducted by Appier and Forrester in September 2018, 50 percent of businesses in telecom, insurance, finance, IT and retail in Singapore have adopted AI solutions somewhere in the organization. Thirty-one percent of those who have not yet adopted AI plan to do so by mid-2019. Businesses in Singapore are interested in applying AI to improve existing solutions and processes, rather than using AI to drive innovation (which is the case in places such as Taiwan, South Korea and Indonesia). Business leaders continue to understand that AI is a critical part of transforming and staying competitive, though many will face challenges as they find that AI adoption and implementation is harder than they have been led to believe. Critical research into business processes and problems- and the right AI solutions for

Improve Your ROI With Higher Customer Lifetime Value

Brands today chase various metrics to justify their investment in campaigns and advertising, and perhaps the most important one is the customer lifetime value (LTV). However, less than one third of advertisers worldwide think so. LTV is a measure of how much a shopper is worth to a brand throughout their relationship. Boosting LTV is vital for brands to drive conversion and build customer loyalty. For instance, users who discover and install an e-commerce app are much more valuable than those who install the app through ads. According to AppsFlyer, 10.9 percent of global organic app users made a purchase within three months with calculated LTV of US$20.63, compared with 8.9 percent of nonorganic users with LTV of US$7.10 only. One key strategy brands adopt to increase LTV is personalization. When customers find the most relevant content, products or a brand experience that is tailor-made for them, they are more likely to return and less likely to leave. This holds true at every stage of the customer lifecycle, from being made aware of your brand to engaging with your content, making the decision to purchase and eventually staying with you as a loyal customer. While there are many techniques to

Technical Insights: Basic C++ 11/14 for Python Programmers

Our new blog post features a short list of some common python programming patterns and their C++ equivalents. This can help programmers learn C++ in a more efficient way if he or she already knows Python. Leave us a comment below and let us know what you’d like to see covered in our future posts! █ Read More Technical Insights: Introduction to GraphQL| █ Join Us Our current openings| Basic C++ 11/14 for Python Programmers from Appier