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How to Rescue Abandoned Shopping Carts With Content Marketing

You’ve done all of the heavy-lifting. Your backlinks from high-authority sites have helped you climb the search engine rankings. PPC campaigns have been optimized to generate motivated consumers, without busting your marketing budget. And, your products have been perfectly matched to the needs of the visitors hitting your site.

Unfortunately, online distractions happen. Just as your customer finishes filling up their cart with your amazing products, poof, they’re gone! What happened? Did their battery die? Did they find a better deal somewhere else? Were they simply dreaming with their mouse and keyboard?

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Abandoned carts cost online retailers $4 trillion dollars each year. Winning back even a small slice of these customers is a major win - potentially generating hundreds of thousands of dollars in rescued revenue.

Let’s look at ways content marketing can help bring back customers and put more money in your pocket.

Focus Your Energy on Optimizing the Most Important Pages of Your Ecommerce Website

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If a customer already went through the process of adding an item to their cart, but didn’t complete the purchase process, you may have a problem with one of the most important pages of your ecommerce site - your checkout page.

When making changes to your checkout process, I recommend building out a comprehensive checkout page with PHP.

You’ll find that pages coded using PHP are very SEO friendly. This is an important content marketing consideration for every page of your site - generating additional organic traffic opportunities.

Promote Real Customer Experiences to Reinforce Your Value Propositions

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Customers that are hesitant to complete a transaction rely heavily on customer reviews and testimonials. In the digital age, research tells us that customers give online reviews from trusted sources the same weight as a personal product recommendation from a friend or family member.

If you can craft content that highlights real customers interacting with your products, and having a favorable experience with both the product and your brand, you’ll score the final nudge necessary to rescue some of your abandoned carts.

  • Create blog posts that highlight your most prominent customers and how they use your products.
  • Offer customers a discount coupon in return for leaving a review on their most recent purchase. This will increase the number of customer reviews floating around on the web.

Find Opportunities to Consistently Communicate with Customers

For ecommerce sites focused on selling to other businesses, 66% of buyers stated that consistent, relevant communication had an impact on their buying decision. This is relevant to B2C as well.

You could hire a sales team to start chasing down leads. But, that’s expensive. Ecommerce customers would prefer to deal with a website to quickly research products and complete purchases. So, how do you communicate with them in a relevant, consistent way that encourages them to return to your site?

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    • Find opportunities to educate your customers about a potential solution to the challenges they’re facing. This shouldn’t be about generating a sale. This is about proving that you understand the challenges your customers are facing, and your brand is in their corner, helping them overcome obstacles - even when it doesn’t lead directly to a sale
    • Create YouTube How To Guides that showcase your products helping actual customers. Help buyers that are on the fence feel more confident that your product can deliver.
    • Dedicate a section of your site’s blog to industry trends and ongoing research that matters to your customers. As the market evolves, you have an excuse to pump out fresh, updated content without appearing promotional.

5 Ways to Tell a Powerful Story that Generates Organic Buzz

Place yourself into your customer’s shoes. You just abandoned a cart. And, you’ve already lost focus on the shopping adventure you found yourself on. Maybe the bottle of wine has run out and it’s time to close your laptop and go to bed?

How can an ecommerce brand remind you of the fun you had shopping and filling up your cart before abandoning it?

What if, when you woke up, you were blasted with local news stories and positive social media mentions referencing the brand you just abandoned?

Now, the ecommerce brand is firmly implanted into your subconscious. And, when you receive your email reminder that you have items waiting to checkout, you’ll feel significantly more confident in your decision to return and complete the purchase.

So, how do you blast your ecommerce site across local and national media channels?

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Busbud created a powerful piece of content that highlighted local cities and destinations that were most popular on Instagram. It took a little research, but the resulting infographic (hosted on their site) was referenced in more than 300 different news stories.

Every mention was a powerful wave of brand recognition that helped combat both current and future abandoned carts.

Customers always feel more comfortable completing online transactions with brands they’ve heard of in their daily life, from multiple online and offline sources.

Create Keyword-Focused Site Content to Improve Organic Search Traffic

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43% of traffic to a site’s homepage, on average, comes from Google’s organic ranking of your site in search rankings for the terms your customers are using to find the products you sell.

A certain percentage of the shoppers that abandon a cart have left to Google search alternative solutions that are:

  • On Sale
  • Available at a nearby store for immediate pick-up
  • Have faster or cheaper shipping option
  • More secure (specifically offering SSL encryption or other online shopping safeguards)

Whatever reason a customer has for leaving your site, it’s important that they are consistently reminded of the options your site offers to meet their needs. This is especially true as they start searching Google for alternatives to your products.

Your website needs to be packed with SEO-friendly content that outranks the competition for the search terms your customers are typing into Google. Search engines provide a ton of new and returning organic traffic.

Here are the steps you need to take in order to ensure your website is consistently ranked highly in Google searches related to your products:

  • Use a site optimization tool, like Moz Pro, to analyze your site for SEO opportunities
  • Use Google’s Keyword Planner to research the terms and phrases your customers use to learn about alternatives to your products.
  • Start pumping out content specifically designed to answer the questions that your customers have when typing these phrases into Google. Blog posts, landing pages, LinkedIn articles - the more volume, the better. JUST DON’T DUPLICATE CONTENT ACROSS YOUR CHANNELS!
  • Optimize your content for search engines with tools like Yoast SEO. This will help search engines easily recognized what your content is designed for.
  • Insert call-to-action at the end of your content to help new customers find relevant products, and returning customers rescue their abandoned carts.

Build a Presence on Couponing and Online Promotion Sites

If a customer left your site in order to find a better price on your products, you need to reward them for their commitment to saving cash. If you fail to, your competition will welcome them with open arms.

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The good news is that coupon redemption is relatively low. Only 7.3% of coupons redeemed in 2014 were used online. Why is this good news for ecommerce stores looking to reduce abandoned carts?

As your customer searches for a cheaper alternative to the cart they abandoned, you can rescue them without slashing your margins for your less motivated customers.

By offering a coupon code on different savings sites, you’re creating backlinks to your ecommerce site - helping your SEO. And, you’re improving the chance that your brand remains relevant to the customer at every stage of the process.

If your brand is perceived as cost-effective and motivated to help customers save money, you’ll decrease the likelihood that customers will leave their carts behind to search for cheaper solutions.

Wrapping Up with Content Marketing that Rescues Abandoned Carts

At this stage, we’ve covered a variety of content marketing strategies that will help you rescue abandoned carts - providing a huge boost to your bottom-line.

Invest the most time and effort into optimizing your most important ecommerce pages for SEO:

  1. Product Pages

  2. Checkout Pages

  3. Home Page

  4. Category Pages

Dig into your site search analytics to find keywords and phrases your customers are searching for in your website before abandoning their cart. Then, blast out a ton of content that provides a solution to the problems these keywords reveal.

Highlight the excellent customer experience your customers are enjoying after purchasing your products.

And offer price-conscious customers the opportunity to save with exclusive coupon codes - delivered via a follow-up email or listed publicly on a couponing site. Just make sure that the coupon sites you engage with offer a dofollow backlink to your site.

Have you already used content marketing to rescue your abandoned carts? What strategies have you used? Are there tips, based on your experience, that I didn’t get a chance to cover?

About the Author Michael Chibuzor

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