Web analytics are used to identify incomplete online transactions such as abandoned ‘shopping carts’. In the past it was considered a lost sale. Today a number of e retailers are contacting the abandoned shopping carts with email and or telephone calls to recover lost sales. This strategy has been called “lost sale follow-up” and is used as part of a wider strategy to help e retailers develop personal relationships with customers.

These efforts reinforce the impression that this e-retailers provides a service, that is appreciated. Recent research shows that 80% of Internet consumers placed items in a shopping cart but failed to complete the purchase in the same session. 60% of these, intend to return to their baskets later to purchase the contents, using the basket as a reminder for an item that they would like to purchase later.

With “lost sale follow up” this abandoned shopping carts can be converted into completed transactions. A European e-retailer discovered that customers were abandoning 75 million euro’s worth of online purchases in 2008 By using the “lost sale follow up” method the customer service team were able to bring 40% back to the site and 20% completed their transactions. The lost sale follow up were phone service calls: “I can see from our records that you were trying to buy something online – is there any information or help you need to complete your order?” The approach worked and a high percentage of the customers who received the call said that they appreciated it.

The campaign was a success and not only contributed to the sales figures, but also helped the retailer to earn greater loyalty from its customers. A simple phone call or personalized email offer to the right person can convince customer of e-retailers customer service and improve purchase decision. It’s important to balance the contact with customer service thoughts.

Here are some tips to help make this happen:

• Research the reason for the unfinished transaction so you can follow up with the appropriate action.
• If a customer placed a product in shopping cart but did not buy, sending a email when an item is nearly out of stock can encourage the customers to purchase it before it’s too late.
• Make all contact telephone call service related not sales calls.
• Offer to help the customer select the right product, provide additional information or talk them through the purchasing process if they need a hand. An immediate email response acknowledging the incomplete transaction is appropriate and may entice the visitor back to the site while they are still in their buying session.
• Some data will come straight from your web analytics solution (how this person got to your website, browsing behavior, previous visits.
• Once the visitor is identified, via cookies or logging on to a website, a wealth of other offline data can be made available. Click here to read more about web analytics.
• Prioritize which customers receive phone calls or emails.
• Repeat or loyal customers and/or those with larger baskets are the best to target with personal phone calls.
• Personalized emails can be effective for lower spending customers.
• Offering discounts or free shipping offers on all abandoned purchases can teach the savvy shoppers to delay the buying process to get the best price.

Web analytics data such as Unique or Return Visitor can alert you to which shoppers appropriately to provide – or withhold – an offer. Marketing automation technology can help monitor online and offline behavior, generate leads, prioritize excellent prospects and pass these leads to call centre agents for a services-orientated follow up call.

Follow Up of lost sales due to abandoned shopping carts can help improve bottom line and attract loyal customers.