Now that we're firmly in the new year, let's reflect on 2021 — our highs and lows, evolving trends, and the essential lessons learned that marketers should carry through 2022 and beyond.
That’s why we scoured Shopify Plus merchant communities and forums to round up the most common questions you had this year. You’re welcome.
Fickle Shoppers and Their Abandoned Carts
What is the average abandoned checkout rate?
According to the Baymard Institute, it’s approximately 70% across industries. For mobile, it’s a whopping 85%.
What are some reasons for a high abandoned cart rate?
Although it’s undeniable that shoppers change their minds constantly, there are other factors that can lead to a high abandoned cart rate:
A lengthy checkout process
The lack of a guest checkout option
Limited payment options
An unresponsive mobile checkout page that requires pinching and scrolling
A slow mobile checkout loading time
What are some tactics to recover abandoned carts?
Retargeting ads — whether in email or display ad form, retargeting is a hugely effective way to recover abandoned carts, especially if you include copy that drives urgency paired with an irresistible deal, such as a limited-time discount. (For a step-by-step guide to retargeting, check out this microblog.)
What is the ideal timing for an abandoned cart email sequence?
We recommend sending your first abandoned cart email approximately one hour after a shopper abandons their cart, then follow-up emails 24 and 72 hours later.
Our 2022 Prediction:
Abandoned carts will remain a problem in the ecommerce world, and the rates will only increase as shoppers’ attention spans become even more scattered.
The Advent of iOS 14 and 14.5
How have iOS 14 and 14.5 changed the industry’s customer acquisition strategies?
Apple’s privacy and data sharing policy changes were a wake-up call for the industry — brands were forced to diversify their ad spend in various ways:
Using inbound marketing to attract new audiences
Investing more in retaining existing customers through loyalty programs (which is cheaper than seeking out new ones)
Consumer and data privacy will remain at the forefront of consumers’ and lawmakers’ minds. As a result, non-invasive tracking technology, such as urchin tracking modules (UTMs), will become more relevant than ever. (Need to brush up on UTM management? Make sure to check out this post.)
The Effectiveness of Facebook Ads
What are some ways to scale Facebook ads in light of iOS 14 and ITP 2.3?