Abandonment in Beauty and Layering Techniques For Better Outcomes

May 13, 2021 by jessica

It’s a problem in every ecommerce industry—abandoned carts. In 2020, the average online conversion rate is a stingy 2.9%. This means that less than 3 in 100 visitors to a site actually buy something, and the average cart abandonment rate is a whopping 70%. The news isn’t any cheerier for the beauty industry, where the cart abandonment rate is an eye-popping 85%!

What can be done? While it is impossible to get every visitor that puts something in their cart to convert (many shoppers use their carts as organisational tools when they are comparison shopping), there are effective strategies to ‘save a sale’ from the dreaded basket abandonment. These strategies, which layers the concepts of combining social proof, scarcity, product recommendations, and others, can critically improve conversion rates and drive revenue gains.

Why abandonment is a particular issue in the beauty industry

As stated above, basket abandonment is especially prevalent in the beauty industry. As the beauty industry scrambles to become more digital facing in response to the pandemic, it has become especially imperative for beauty brands to convert as many new site visitors into buyers as possible. 2020 saw a 19% sales decline in sales, but also saw 46% growth in online sales, so ecommerce conversion is an important way to substitute for the loss of in-store traffic and sales. 

Brands can’t convert every customer who lands on their site, but the ability to recover abandoned carts, either before they leave the page or sometime after, can be the difference between thriving in hard times and not surviving. There are many ways to save a sale and re-engage shoppers, but they are especially effective when the strategies are layered.

Basket abandonment strategy techniques

Here are a few techniques beauty brands can use to re-engage visitors and reclaim abandoned baskets.

  • Discount Offers During Exit: As a visitor displays behavior to exit, such as a sudden movement towards a new tab, a pop-up discount can help the shopper think twice before abandoning their items. With this strategy, it’s important to tailor the messaging based on the data you have on the user. For example, if the customer is a sale shopper, offer them 20% off what’s in their basket, or free shipping. 
  • The FOMO Approach: FOMO stands for fear of missing out. If the item is in low stock, let your customers know. This scarcity tactic can help buyers make the decision to buy, because they may not get the chance to later.
  • Re-Targeting Returning Visitors: If a visitor adds an item to their cart, leaves the site and then comes back later, upon their return, surface a layer reminding of their basket details and encourage them to checkout (or continue shopping).
  • Integrate Your ESPs with Email Reminders: If a potential customer left items in their cart when they exited your site, your ESP (email service provider) can send an email encouraging them to come back and complete their purchase. Just be sure you have rules in place around opt-out (or opt-in) lists, the frequency of emails, and other considerations as to not pester your potential buyer.
  • Replenishment Reminders and Cross-Selling: Beauty brands are in a unique position to understand the average replenishment times of products, such as lipstick, eyeshadow, and palettes. Armed with this data, re-engage a customer that has previously bought an item and notify them via email when they are likely to run out and need to buy it again. And you can suggest frequently bought items together to the email and you have an effective cross-selling strategy. 
  • Layering Abandonment Tactics: The best way to ensure your customers will complete their sales are through layering the techniques listed above. By strategically positioning these tactics on multiple fronts, beauty brands can give themselves the best chance of retaining customers and checking out shopping baskets.

Conclusion

Addressing basket abandonment is an effective technique to push customers down the conversion funnel. Our beauty customers have seen tremendous gains as a result of the above beauty techniques, with RPV uplifts upwards of 4%. 

At Qubit we are data-driven, enabling us to be laser focused on achieving high success rates for our customers. Generic solutions breed generic results, and that’s why we’re always at the forefront of new technologies that enable us to drive a truly personalized ecommerce experience. We’re here to make ecommerce better. If you’re interested in learning more about our abandonment capabilities or additional solutions in beauty, reach out to a Qubit expert – [email protected]

Author jessica Read more

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