WEBVTT 00:00.080 --> 00:05.810 So in this lecture we're going to talk about how to recover abandoned carts and checkouts using email. 00:05.810 --> 00:12.140 Now before I even get started, it's crucial to understand that for this process to work, the person 00:12.140 --> 00:15.410 visiting your store already needs to be a customer. 00:15.410 --> 00:20.300 In other words, they've already bought something from you because if they haven't, you don't have 00:20.300 --> 00:21.320 their email address. 00:21.320 --> 00:25.820 And if you don't have their email address, you can't send them the email reminders that this system 00:25.820 --> 00:26.570 relies on. 00:26.570 --> 00:32.060 So while it might be a little bit limited, it is definitely worth implementing because of course you 00:32.060 --> 00:34.580 are going to have many repeat customers. 00:34.580 --> 00:39.980 And so to kick things off, we'll come over to marketing and then to automations. 00:39.980 --> 00:46.010 And it's here that you see abandoned checkout drive customers back to your store to complete their checkout. 00:46.010 --> 00:48.620 And by default, you can see that it's turned off. 00:48.620 --> 00:50.480 So we need to turn it on. 00:50.480 --> 00:54.290 So clicking on the turn on button and then click on continue. 00:54.290 --> 00:59.510 And then to show you how this process is going to work, come up here to these three little dots. 00:59.510 --> 01:02.360 Click on this and then click on edit. 01:02.570 --> 01:06.230 And this is what Shopify refers to as the workflow. 01:06.230 --> 01:11.090 In order to decide whether to send an abandoned checkout email or not. 01:11.120 --> 01:17.600 Now this really is a very powerful tool, but good news, we really don't need to touch anything because 01:17.600 --> 01:20.510 the default behavior is exactly what we're looking for. 01:20.510 --> 01:24.200 And the highlights of that default behavior are as follows. 01:24.200 --> 01:30.140 First of all, as you can see, it starts with the customer abandoning the checkout, then having abandoned 01:30.140 --> 01:30.830 the checkout. 01:30.830 --> 01:32.270 There's a waiting period. 01:32.270 --> 01:34.940 And you can see here by default that it's ten hours. 01:34.940 --> 01:40.010 Now, if I were to click into this, I could very easily change how long that wait could be. 01:40.010 --> 01:44.180 But keep in mind, this ten hour wait is not just an arbitrary figure. 01:44.180 --> 01:50.120 It's a period of time that Shopify has optimized, having analyzed thousands, if not millions of abandoned 01:50.120 --> 01:50.810 checkouts. 01:50.810 --> 01:54.050 And so therefore, I would encourage you to leave as is. 01:54.050 --> 02:00.350 And so after the ten hour wait has expired, it's then that it's going to send an email to the customer 02:00.350 --> 02:05.420 and scrolling over to the right hand side here you can see this send marketing email. 02:05.420 --> 02:10.190 And if I click on this and scroll down, here is the email that will be sent. 02:10.190 --> 02:15.560 And as you can see, it includes an image of the products that were abandoned at the checkout, including, 02:15.560 --> 02:20.450 crucially, a button at the bottom here, which of course once clicked, takes them back to the checkout 02:20.450 --> 02:22.370 itself to complete their purchase. 02:22.370 --> 02:28.130 Now, you could very easily edit this with this Edit email button up here, but to be honest, unless 02:28.130 --> 02:32.840 you've got any strong feelings otherwise, this default design is a fantastic start. 02:32.840 --> 02:37.910 So now you know that if somebody reaches the checkout and then after ten hours they still haven't made 02:37.910 --> 02:41.120 the payment, they're going to receive the marketing email. 02:41.120 --> 02:45.170 A process, as I'm sure you would agree, was incredibly easy to set up. 02:45.170 --> 02:46.730 So let's now do the same thing. 02:46.730 --> 02:50.510 But for the cart, which is in fact a very similar process. 02:50.510 --> 02:52.580 You can see it here, the abandoned cart. 02:52.580 --> 02:55.250 So the first thing we need to do is to turn it on. 02:55.520 --> 02:59.090 We now have both abandoned checkout and abandoned cart here. 02:59.090 --> 03:03.710 And in order to see how the abandoned cart is actually working, if we come over here to the three little 03:03.710 --> 03:06.290 dots, click on them and then click on edit. 03:06.290 --> 03:11.330 We see the workflow, which is triggered by somebody leaving the online store without making a purchase, 03:11.330 --> 03:13.280 effectively abandoning the cart. 03:13.280 --> 03:18.260 And then in this case, rather than waiting ten hours, it's going to wait four hours by default. 03:18.260 --> 03:23.330 And once that's complete, it's going to, of course, send another email, which of course notifies 03:23.330 --> 03:25.310 them of the products that they left in the cart. 03:25.310 --> 03:30.980 And scrolling on down a bit here, you see the button view cart, taking them back directly to their 03:30.980 --> 03:35.930 cart on the store and therefore nudging them towards actually making the purchase itself. 03:35.930 --> 03:41.360 So coming out of this now, both the abandoned checkout and the abandoned cart emails are going to go 03:41.360 --> 03:42.530 out automatically. 03:42.530 --> 03:44.810 There really is nothing for you to do. 03:44.810 --> 03:50.540 But having said that, I would like to give you a really good tip because if you come up here to orders 03:50.540 --> 03:55.640 and then click on abandoned checkouts, it's here that you're going to see all of your abandoned checkouts 03:55.640 --> 03:57.290 accumulating over time. 03:57.290 --> 04:01.880 And you can see that I already have one, which of course, I simulated so that I can show you this 04:01.880 --> 04:03.080 part of the process. 04:03.080 --> 04:08.480 And so if I click into this, it gives me more details about the abandoned checkout itself, which in 04:08.480 --> 04:11.420 this case involved the super smart food dispenser. 04:11.420 --> 04:18.830 Now make no mistake, this extra information can be incredibly valuable because over time you may well 04:18.830 --> 04:21.320 see patterns in your abandoned checkouts. 04:21.320 --> 04:26.690 For example, maybe everybody's abandoning the food dispenser, which might indicate a problem with 04:26.690 --> 04:27.470 the price. 04:27.470 --> 04:32.570 Now, of course, that's just an example, but I hope it illustrates how by coming back to this list 04:32.570 --> 04:38.540 on a regular basis, and I suggest at least once a week, it can provide incredibly valuable insights 04:38.540 --> 04:40.670 into the functioning of your store. 04:40.670 --> 04:44.930 Okay, so that's how you recover abandoned carts and checkouts using email. 04:44.930 --> 04:49.640 And as I pointed out at the beginning of the lecture, this is only going to work for existing customers 04:49.640 --> 04:52.280 because otherwise you don't have the email address. 04:52.280 --> 04:56.900 And so it's highly likely at this point that you're thinking to yourself, well, hang on a second. 04:56.900 --> 04:59.600 Surely the vast majority of people visiting my store. 04:59.770 --> 05:04.030 Or are not going to be previous customers and therefore I won't have their email address. 05:04.030 --> 05:07.030 How do I recover the carts and checkouts for those people? 05:07.030 --> 05:10.780 Because surely that's an incredibly important source of additional revenue. 05:10.780 --> 05:13.000 And of course you'd be absolutely right. 05:13.000 --> 05:16.510 So let's have a look and see how to do that in the next lecture.