Last week I started a new ad campaign on a modest budget and it;s performing reasonably well.

However, just checked the stats and I noticed something. So far, this specific campaign has generated…

• 28 buyers

but it’s also had…

• 12 leads (people who added email but didn't buy)

And if you look at that second shot, the checkout was started 43 times, but we only have 28 buyers.

In other words, it’s reporting 12-15 cart abandoners.

Not a bad thing by any measure, but it is lost revenue for me.

There’s 12-15 people who saw enough value and were interested enough to start buying, but then stopped.

And I’d be a fool to not pursue them.

Annoyingly, I didn’t set up a cart abandonment sequence for this offer, which I guess makes me a fool.

Generally speaking, you’ll get around 10% of cart abandoners to buy with a cart abandonment sequence.

So with this, I could have got maybe 1-2 new buyers just by setting up a simple 3-step email sequence for abandoners.

And those 1-2 people could have spent $7 each, or they could have spent $250 each. Likely I would have made about $20 for each of them.

Either way, I’m glad I caught my lack of abandoned cart early - cause when this campaign gets to the point of 10+ buyers per day, it could mean a reasonable amount of cash.

What I wanted to quickly outline here, was the best way to build a simple cart abanodnment sequence for your offers.

Here's the method I use.

You need a sequence

Look, one email simply ain’t gonna cut it.

You’re gonna need a short sequence. I recommend going with 3 emails spaced apart.

I usually build these as…

• Email 1 - 1 hour after abandonment to get ‘em while they’re hot
• Email 2 - 6-24 hours later - remind them of what they’re missing
• Email 3 - 24 hours later - last call

Spread them out over a day or two. Wait any longer and the desire / need they had for the offer might have died down too much.

Messaging within the emails

Within the emails, you have tpo get the messaging right.

Before you do this, you have to know WHY they didn’t buy. You won’t know for certain, but think about the primary reasons someone would ave to not buy your offer.

Usually, that’s gonna come down to things like…

• Belief in the system/approach/offer
• How it works
• Proof of it working

This is typical adoption lens stuff we build into ascension to get people to buy.

Basically, identify the “yeah, but what about” questions that stop them from buying.

Then use the emails to remove them. The general flow I like to use is…

Email 1 - Focus on the primary hesitation

What’s the main reason someone didn’t buy - attack that and remove the hesitation around it.

• If it’s price related - explain why it’s a good deal and anchor the cost
• If it’s belief related - explain how this is a better method than the way they believe will work
• If it’s proof related - show them how it’s worked for others

Email 2 - Proof

I like email 2 to be proof-related.

Use some form of story, case study, or testimonial to show that there are real people just like the user who have solved the problem.

Email 3 - Close

Typical close elements here.

Use things like FOMO, scarcity, urgency etc to get them to want to take the action right now.

I like to lean on the fact I won’t email them about this again and they might lose their chance to actually get the benefit it promises.

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Add those in and, as your offers scale, you should hoover up soem easy conversions which’ll help you cover ad spend, but also might bring you your next high value client.