While shopping apps offer convenience and flexibility to users, brands often encounter the challenge of abandoned carts.
Shoppers may leave their carts behind for various reasons, resulting in missed opportunities for businesses.
Fortunately, push notifications offer a powerful solution to bring back these potential customers.
In this blog, we’re going to share how to leverage mobile app push notifications to re-engage interested customers, bring them back to the app checkout, boost conversions, and maximize revenue.
We’ve also included a few best practices and examples to ensure you’re able to recover more abandoned carts through mobile app push notifications.
What are eCommerce app push notifications for cart recovery?
App push notifications are messages that can be sent directly to an online shopper’s mobile device - considering they have your brand’s shopping app installed.
Unlike in-app messages, these push notifications can appear on a lock screen or in the top section of a mobile device, like in the notification center.
Now an app push notification for abandoned cart recovery refers to the message sent in order to bring back a buyer to a purchase they did not complete. These typically include reminding the buyer of the products left behind, offering them a deal or discount on the cart total and providing them an easy way back to the checkout process.
Why do you need mobile app push notifications for cart recovery?
Around 90% of push subscribers in 2022-2023 preferred mobile devices for subscribing to push notifications, while desktop devices constituted approximately 10% of push subscribers.
Let’s take a look at some of the clear benefits of using eCommerce app push notifications to bring back buyers:
1. More one-to-one communication
Since mobile apps are commonly used by individuals, eCommerce app push notifications ensure that the message reaches the intended recipient without the need for them to open their email or be targeted by advertisements. This is particularly beneficial for cart recovery because it guarantees that the user sees the abandoned cart reminder.
Compared to other communication channels, campaigns on mobile apps often have a higher percentage of subscriptions, with around 60% of users opting in to receive eCommerce app push notifications.
2. Increased engagement and interactivity
When users receive an eCommerce app push notification, they can simply swipe on the notification to access the mobile app and complete their purchase. This convenience and ease of use can significantly improve the chances of users returning to their abandoned carts and finalizing the purchase.
The eCommerce app push notifications must be personalized to include relevant information specific to the user, such as the items left in their cart or exclusive offers. Personalization of push notifications has been shown to improve reaction rates by up to 400%, making them highly effective in engaging users and encouraging them to take action.
3. Ability to send follow ups
The good thing about mobile app push notifications is that you can send across a series of messages to follow-up with the buyer - without seeming like you’re crowding any of their inboxes (email, SMS or messaging apps).
By sending a series of eCommerce app push notifications, you can keep the cart at the top of the consumer's mind and increase the chances of them returning to complete the purchase.
This strategy helps to reinforce the importance of the abandoned cart and encourages users to take action before their interest wanes or they forget about it. By implementing a well-timed sequence of eCommerce app push notifications, you can effectively capture the user's attention and motivate them to return to their cart.
4. Higher open rate
Push notifications typically have a high open-rate compared to other forms of communication, such as email or text messages.
Basic personalization, such as addressing the user by their name or including relevant details about their abandoned cart, can significantly improve the open rates of eCommerce app push notifications.
The high open rate of push notifications makes them an effective tool for capturing the user's attention and encouraging them to take action on their abandoned cart.
5. Higher click-through rate
Mobile push notifications have the advantage of high click-through rates (CTR), which refers to the percentage of users who click on the push notification after receiving it. On average, Android push notifications have a CTR of 4.6%, while iOS push notifications have a CTR of 3.4%.
However, by sending push notifications with rich media, such as images or videos, these numbers can be further improved. Transactional and targeted campaigns often achieve even higher CTRs, reaching up to 30%.
All in all, if you compare mobile app push notifications to other channels of communication for recovering abandoned carts, it stands out as a clear winner. But to be able to drive a higher cart recovery rate, you do need an app push notification strategy in place.
How to create an eCommerce app push notification strategy for abandoned cart recovery?
There are several ways in which a brand can use app push notifications to bring back lost buyers. But after having worked with leading Shopify brands on their cart recovery strategy, here’s what we recommend following:
1. Send a gentle reminder
This involves sending a polite and non-intrusive notification to users who have added items to their shopping carts but haven't completed the purchase. The purpose is to remind them about the items they left behind and encourage them to complete the purchase.
2. Give them a reason to make the purchase
This involves providing additional incentives or reasons for customers to go ahead and make the purchase. It could be highlighting the benefits of the product, emphasizing limited availability, or showcasing any special features or promotions that make the purchase more appealing.
3. Create FOMO (Fear Of Missing Out) around the product
FOMO is a psychological tactic used to create a sense of urgency and desire in potential customers. By highlighting limited stock, time-limited discounts, or exclusive offers, you can make customers feel that they might miss out on a great opportunity if they don't complete the purchase.
4. Share social proof
Social proof involves sharing reviews, testimonials, or ratings from other customers who have purchased the same or similar products. By showcasing positive feedback, you can build trust and credibility, reassuring potential customers that the product is worth buying.
5. Give a discount
Offering a discount specifically for customers who have abandoned their shopping carts can be an effective strategy. It provides an incentive to complete the purchase and can help overcome any hesitations the customer may have had regarding the price.
6. Create FOMO around the discount
This combines the tactics of creating a sense of urgency (FOMO) with offering a discount. By letting customers know that a limited-time discount is available, you encourage them to take advantage of the offer before it expires.
7. Offer shopping assistance
Offer your customers help like, "Do you need help picking the right size?": Providing assistance or support to customers who may have hesitated due to product-related concerns can increase their likelihood of completing the purchase. By offering help, such as size recommendations, fitting advice, or answering product-related questions, you can address any uncertainties they may have using an in-app chat.
8. Offer "buy now, pay later"
This involves providing flexible payment options, such as installment plans or "buy now, pay later" services. By offering this convenience, you remove financial barriers and make it easier for customers to complete their purchases, even if they don't have the full amount available immediately.
Best practices to follow for eCommerce app push notifications to recover abandoned carts
App push notifications are still messages going from your business to the consumer - you need to ensure they are not seen as intrusive, or you could lose the buyer to them simply turning off notifications from your brand.
So here are some of the best practices you must follow in addition to app push notification automation:
1. Leverage Deep Linking
Deep linking is the practice of directing users to a specific page or section within your app through a push notification. Instead of sending users to the app's homepage, deep linking takes them directly to the relevant content, enhancing the user experience and saving their time. Implement deep linking in your cart recovery app push notifications to bring them back to the checkout directly.
2. Provide Value and Relevance
Make sure your push notifications offer value to users. Avoid sending generic or irrelevant messages that may annoy or frustrate recipients. Instead, provide timely and useful information, such as exclusive offers, personalized reminders, or relevant updates related to the abandoned cart. By offering valuable content, you can enhance your mobile app branding and users are more likely to appreciate the notifications and keep them enabled.
3. Optimize Timing and Frequency
Timing and frequency play a crucial role in the success of eCommerce app push notifications. Sending notifications at the right time increases the chances of user engagement. Consider factors like time zones, user activity patterns, and specific moments when users will most likely interact with your app. Additionally, be cautious not to overwhelm users with excessive notifications. Strike a balance by sending notifications when necessary and avoid bombarding users with too many messages.
4. Craft Clear and Concise Messages
Keep your push notifications short, clear, and concise. Users often glance at notifications, so it's important to convey your message effectively in limited space. Add emojis and use actionable and compelling language to grab attention and encourage users to take action.
Also, add compelling titles and custom images for more impact in your cart recovery notification.
Avoid using jargon or complex terminology that may confuse or alienate your audience. Focus on delivering a clear message that is easy to understand and prompts users to engage with your app.
5. A/B Test and Analyze Results
Experimentation and analysis are essential for optimizing your eCommerce app push notifications strategy. Conduct A/B tests by sending different variations of cart recovery notifications to a small portion of your user base.
Monitor and compare the performance of each variant, including metrics like open rates, click-through rates, and conversion rates. Use the mobile app analytics gained from these tests to refine your notifications and improve their effectiveness over time.
6. Provide Opt-Out Options and Respect User Preferences
Respecting user preferences is crucial for maintaining a positive user experience. Offer clear opt-out options within your app settings or notification preferences. Allow users to choose the types of notifications they wish to receive, enabling them to customize their experience - this also holds importance for cart recovery.
Furthermore, respect users' privacy and ensure that their personal information is handled securely and in accordance with relevant data protection regulations.
Bring back cart abandoned with automated app push notifications
Apart from making it simpler to turn your Shopify store into a mobile app, Shopney also comes with additional features like push notifications.
We enable you to automate abandoned cart recovery notifications - right from the first reminder to the follow-ups after, you can automate all the messages on Shopney itself!
Ready to bring back lost customers to your eCommerce mobile app?
Book a demo with us to get an app push notification strategy in place.
