Using emotion to close the deal in online marketing

If you sell online, you know the problem. How many people place things in their carts but don’t come back? For some e-Commerce companies, they convert fewer than 20% of orders placed in carts, usually because they are withholding pricing (or shipping charges) before the item goes in the cart. But all e-Commerce sites find a drop off when some percentage of their customers abandon their carts. I recently saw an interesting approach–an appeal to emotion to complete the checkout.

English: A shopping cart full icon from "...
Photo credit: Wikipedia

You’re probably familiar with some of the approaches to restore opportunities from abandoned carts, generally called retargeting. The typical approach is to offer a coupon to come back and complete the purchase. This can obviously be effective, but it requires a discount to the profit margin. Many retailers believe that is a reasonable price to pay, because they are getting a less-profitable order instead of getting no order at all.
But Kmart has an approach that I had not seen before, an e-mail appealing to your emotions:

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Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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