Article

Sruthi Narayanan
Sruthi Narayanan 24 April 2017
Categories B2C, Ecommerce, Technology

How to Create Urgency in Cart Abandonment with Web Push

Web push has proven to be an effective means of engaging customers in “real real-time” and creating a sense of urgency in your marketing messages. For this reason, it’s often used for time-sensitive notifications.


Web push has proven to be an effective means of engaging customers in “real real-time” and creating a sense of urgency in your marketing messages. For this reason, it’s often used for time-sensitive notifications like flash sale alerts, reminding customers about events or broadcasts, or notifying customers about specific product inventory or price changes.

While such use cases are very obviously time-sensitive, there are other, less obvious, but higher-impact ways to leverage the power of web push. Consider cart abandonment and browse abandonment – when 65% of shopping carts are abandoned and 88% of shoppers leave after merely browsing, marketers must be engaging shoppers in real-time while engagement is still at its peak. In fact, following-up within minutes of disengagement is 3x more effective than waiting 24 hours and 7x more effective than waiting a week. And given that even the most immediate follow-up email is still dependent upon your customer checking their inbox, web push can be just the tool marketers need for the job. However, customers rarely feel the same sense of urgency that you do as a marketer, and a web push message alerting them of an abandoned cart that they’d saved for later could not only be ignored, it might be considered irrelevant if the customer isn’t immediately ready to consider purchasing.

But when used in the right way, web push can introduce a ticking clock that drives customers to recover their merchandise as soon as possible. By leveraging a web push campaign to be delivered in real-time, you can create urgency in cart abandonment and encourage customers to complete their purchases.

What’s the most effective way to deliver web push messages about cart abandonment and browser abandonment? Consider:

1. Using language that indicates a ticking clock

Sending customers a quick warning that “Time’s running out!” is one of the best ways to urge them to revisit their items before it’s too late. But even otherwise, using language like “Hurry back!”, “Before it’s gone,” and “Quick!” introduces time-sensitivity into a situation that doesn’t inherently have a deadline, in a way that encourages customers to finish their purchase ASAP.

2. Offering a time-sensitive discount on their merchandise

Many marketers will attempt to incentivize a purchase by giving customers a coupon on their abandoned shopping cart – why not deliver that same offer via web push? Discounts are one of the most effective way to re-engage customers while thanking them for their business – and with the addition of a timestamp (“Today Only!”), you can encourage customers to revisit their merchandise more immediately.

3. Pair abandonment notifications with alerts on inventory changes

Combine forces whenever possible: if you can reach out to customers about forgotten/abandoned merchandise in the context of a low-stock notification, by letting shoppers know that they might not have the opportunity to revisit their products if they don’t act quickly, your messages will have double the impact and double the urgency. And even items that aren’t in danger of running out can still benefit from similar messaging: merely reminding your customers that their items could run out will do the trick.

Web push’s real-time nature creates opportunities for more immediate engagement, even in situations like browse abandonment and cart abandonment where a push message might not seem appropriate or necessary – when leveraged in a way that allows abandonment to be considered within a time-sensitive context. By mindfully considering how to best speak to your customers’ needs, you can deliver real-time messages that are still contextually-relevant but that invite a more immediate response, and that encourage customers to complete purchases more quickly.

This post originally appeared on the Zaius Blog

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more