What is Cart Abandonment?

This is when a consumer adds items to their shopping cart but doesn't complete the checkout process.

Cart Abandonment Rate Formula

Cart Abandonment Rate = 1 - (Number of Completed Checkouts / Total Number of Carts Created)

15 Important Cart Abandonment Statistics for 2022

Reference Link

Implementing an Automated Marketing Tool - What is Omnisend?

Omnisend is an email and SMS marketing tool. It works by sending data from the shopping process on an e-commerce site to Omnisend's servers. Marketers can use Omnisend's user-friendly backend tools to dynamically configure and implement marketing strategies, achieving marketing automation. It also allows for creating online catalogs and newsletters to attract potential customers, segment customer lists, track customer behavior journeys, and formulate effective future marketing strategies with the help of rich backend data reports.

Official Website

How It Works

Based on events defined in Omnisend, we send the consumer's shopping parameters to the Omnisend API. Omnisend then sends cart abandonment emails according to the established Automation.

How Omnisend's Abandoned Cart Works

Sending Data to the Omnisend API Based on the Shopping Flow

Breakdown of Work Steps

• Embed the Omnisend code snippet
• Create a cart Automation
• Integration testing (verify that cart abandonment emails are received after posting to the API)
• Integrate into the actual pages
• Testing

Problems Encountered

Still Receiving Cart Abandonment Emails After a Successful Order

Omnisend uses the createAt field in the create Order API to decide whether to send a cart abandonment email. The createAt parameter must be converted to ISO 8601 format.

new Date().toISOString()​

Not Receiving Cart Abandonment Emails on the Second Order Attempt

• It's possible that Omnisend's cart id cannot be reused. However, due to our existing architecture, the cartId was being duplicated. Without a major architectural change, we manually deleted the cartId upon order creation.
• However, it could also be caused by the Frequency setting, where once triggered, it won't trigger again.

Debugging

Debug Link

Results

Because the US market is so large, what seems like a simple, traditional email marketing strategy can generate significant returns in just a few days.

References

【Omnisend】E-commerce Marketing Tool, 5 Tips to Help You Increase Sales Conversion Rate
omnisend guides
How to Generating API Key
Abandoned Cart