What is abandoned cart

An abandoned cart refers to a customer's unfinished order placement in the Online Store or Mobile App. The cart is considered abandoned if certain time has passed since the last action with the cart (default time in the test mode is 1 hour). Information about the abandoned cart is stored for a long time during the test mode. Further on, the period of information storage is discussed with the Partner.

How it works

Website has a JS tracker installed. The website invokes the JS-tracker method for each customer action related to the cart (adding a product, removing a product, change of product quantity, placing an order) . The tracker transmits information to the Smart Communications module. If the System has identified the website visitor as a customer, information about his/her cart is linked to this customer in the Smart Communications module.

The abandoned cart is displayed in the Customer Profile until customers place an order, or until the cart lifetime expires.

The following information on the abandoned cart is stored:

• Date and time of the last access to the cart;

• Contents of the cart.

There is an option to create a campaign  for abandoned cart (using Lost cart on the site trigger). The cart is considered abandoned after the time set in the settings has passed, thereafter the trigger is activated. It is possible to use information about the timing of cart creation and the cart contents in communications with the customer.

Search for customers with abandoned carts in the Segment Builder

The Segment Builder allows to find all customers with or without an abandoned cart. A special condition (there is an abandoned cart) is used for this purpose. 

Notifying customers about abandoned carts

It is possible to send a message about an abandoned cart to customers as part of a campaign or mass mailing. Template engine of the Smart Communications module allows to use special metavariables in messages that will display the cart contents in the mailing. The example of displaying the cart contents can be found here.

Instructions for setting up an abandoned cart campaign

Abandoned cart campaign automatically sends messages to customers who have added products to their cart but have not finished placing an order. 

To set up a campaign for abandoned cart, perform the following steps:

1. Create a campaign with the Lost cart on the site trigger.
2. Add the Filter customers action, where customers with consent to communications are selected. For example, for email mailing, it's a combination of filters: e-mail is valid and active e-mail newsletter.
3. Add the Send e-mail action. Use a metavariable in message to display the cart contents.
4. After sending the e-mail, there is an option to add the Wait action.
5. Add the Filter customers action, where you should use the filter "There is an abandoned cart = Yes". This is needed to send an e-mail only to those customers who have not yet finished placing an order (they may have done so during the wait time).
6. Add the Send e-mail action, where you can remind about the unfinished order and, for example, offer a discount coupon.

Example for abandoned cart campaign: