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https://cdn.prod.website-files.com/639dc7aba44941539197439e/64b531808bf9fbe2a9752bf3_close-up-view-online-shopping-concept.webp 6085w" class="blog_hero-img"></div></header><section class="section big-pad-top"><div class="container blog-content"><div class="aside-menu"><div class="aside-menu-wrap"><div class="aside-menu_divider"><p>Qué hay en esta página:</p></div><div class="aside-menu_link"><a cd-template="title" href="#" class="doc-menu_link w-inline-block"><div cd-text="title">‍Titre</div></a></div><div class="aside-button"><a href="/es/demo-lead-form" class="button filled shadow-sm plausible-event-name--get-simpler-blog w-inline-block"><div class="button-text">Ver una demostración</div><div class="button-bg bottom"></div></a></div></div></div><div class="aside-scrolling"><div fs-toc-element="contents" class="blog_richtext w-richtext"><p>‍</p><p>Durante las épocas de más compras, las tiendas de comercio electrónico registran niveles récord de tráfico web entrante. Ya se trate de las vacaciones, de un periodo de rebajas o de un acontecimiento minorista mundial como el Black Friday, los compradores navegarán meticulosamente por sus listados de productos, crearán sus cuentas y llenarán sus carritos virtuales hasta los topes, lo que propiciará que su tienda registre unas ventas saludables que impulsen el crecimiento de su negocio.</p><p>Pero entonces, aparentemente de la nada, abandonan sus carritos y nunca completan la compra. De hecho, los datos muestran que de todo el tráfico entrante a su sitio de comercio electrónico, <a href="https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx"><strong>sólo el 2% de los visitantes</strong></a><strong> </strong>se convierten en clientes de pago.</p><p><a href="https://www.simpler.so/es/e-commerce/what-is-cart-abandonment"><strong>El abandono de carritos</strong></a> es un asesino silencioso que se come su cuenta de resultados. Cuesta miles de millones en ventas a empresas de todos los sectores y está ampliamente considerado como uno de los mayores problemas a los que se enfrentan las tiendas de comercio electrónico. En nuestra misión de facilitar las compras en línea tanto a vendedores como a compradores, ya hemos hablado anteriormente de algunas de las razones más comunes que citan los usuarios para abandonar sus carritos, en nuestra guía sobre la <a href="https://simpler-checkout.webflow.io/e-commerce/why-do-customers-abandon-carts"><strong>psicología del abandono de carritos</strong></a><strong>.</strong><br/>También hemos desvelado algunos de los métodos que puede utilizar para <a href="https://www.simpler.so/es/e-commerce/how-to-reduce-cart-abandonment-rate"><strong>reducir el abandono de carritos</strong></a><strong> </strong>en primer lugar, evitando errores en la experiencia del usuario del sitio web que podrían aumentar las tasas de abandono de carritos.</p><p>Pero la realidad es que, incluso con las mejores estrategias para hacer que los clientes potenciales avancen en su proceso de ventas, seguirá habiendo clientes potenciales que se escapen de la red. Esto puede deberse a que busquen en otra parte un precio mejor o un producto alternativo. En cualquier caso, esto deja dinero sobre la mesa y, si quiere recuperarlo, tendrá que crear una estrategia eficaz de recuperación de carritos abandonados.</p><p>Las tácticas de recuperación de carritos abandonados tienen como objetivo volver a captar a los clientes que han añadido algo a su carrito en su sitio web, pero que han abandonado el sitio antes de completar la compra.</p><p>A continuación, le ofreceremos algunas de nuestras principales recomendaciones para incitar a estos clientes a volver y revisar sus carritos en su plataforma de comercio electrónico, como siguiente línea de defensa contra el abandono de carritos.</p><figure style="max-width:6272pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/639dc7aba44941539197439e/64b531b9cbe1d79cfdf736f1_pexels-karolina-grabowska-5632403.webp" loading="lazy" alt="Portátil con carrito "></div></figure><h2>Cómo recuperar carritos abandonados</h2><p>Ha perdido un cliente potencial. Cuando el comprador se aleja de su sitio web, deja sus productos en la cesta virtual y puede que no tenga intención de volver para completar la transacción. Sin embargo, aún tiene la oportunidad de convertirlo en un cliente fiel, y puede garantizarle un valor de por vida si trabaja para recuperar la venta anulada.</p><p>Estas son nuestras principales recomendaciones sobre cómo recuperar carritos abandonados.</p><h3>1. Captar y utilizar la intención de salida</h3><p>Cuando un usuario abandona su página web y pone fin a su transacción, a veces la solución puede ser tan sencilla como preguntarle "¿por qué? Mediante las encuestas de intención de salida, puede llegar al fondo de lo que está llevando a los usuarios a abandonar sus carritos e implementar estrategias para mitigar estos puntos de dolor, tanto en una base por usuario como para su base de clientes más amplia.</p><p>Una de estas técnicas es utilizar una ventana emergente de intención de salida. Se trata de mensajes dedicados que aparecerán en la pantalla cuando un cliente vaya a salir de la página. Por ejemplo, puede presentar a los clientes una ventana con varias opciones para explicarles el motivo de su abandono, como:</p><ul role="list"><li>No sabe qué comprar</li><li>Precio demasiado elevado</li><li>Gastos de envío demasiado elevados</li><li>Pedido demasiado largo</li></ul><p>Una vez captada su respuesta, tiene la oportunidad de ofrecer inmediatamente un incentivo para mantenerlos en la página web o aplicarlo en una fase posterior. La respuesta exacta puede adaptarse al usuario concreto: si dice que los gastos de envío son demasiado elevados, por ejemplo, puede ofrecerle una promoción única de entrega gratuita. O, si indican que no saben qué producto comprar, puedes ofrecerles recomendaciones de productos basadas en su historial de navegación.</p><p>Captar la intención de salida también sirve para recopilar información sobre un comprador desconocido, como su dirección de correo electrónico. De esta forma, puedes enviar comunicaciones posteriores recordándoles que completen su compra.</p><h3>2. Remarketing mediante anuncios específicos</h3><p>Las comunicaciones de marketing pueden adaptarse a cada visitante cuando se capta la intención de compra y se anuncia a los clientes en otros lugares. Por ejemplo, proveedores como <a href="https://www.facebook.com/business/ads/ad-targeting"><strong>Meta Anuncios</strong></a> y <a href="https://support.google.com/google-ads/answer/1704368?hl=en-GB"><strong>Google Ads</strong></a> pueden presentar banners personalizados a los usuarios en función de sus datos de cookies, junto con una llamada a la acción que les recuerde finalizar su compra. Los anuncios de remarketing a través de las redes sociales y los motores de búsqueda pueden volver a captar a los clientes que han abandonado sus carritos.</p><p>Estas plataformas ofrecen una gran variedad de configuraciones de segmentación personalizadas que facilitan llegar a su público con mensajes que resonarán e impulsarán la acción directa. Al configurar un anuncio de remarketing, es fundamental crear un activo visualmente atractivo con imágenes de productos de alta calidad, un texto convincente y una llamada a la acción clara y accesible. Estos mensajes también pueden ajustarse en función del segmento de clientes, para abordar las preocupaciones específicas que puedan tener o proporcionar incentivos personalizados.</p><p>Por ejemplo, los compradores que llegan por primera vez a su sitio web pueden haber abandonado debido a que no están familiarizados con su tienda y tienen dudas sobre su credibilidad. En este caso, un anuncio segmentado que incorpore señales de confianza, como una reseña de Google o la calificación de Trustpilot como prueba social, podría ayudar a fomentar la conversión y recuperar el carrito abandonado. </p><p>Es más, los anuncios reorientados pueden ser una experiencia omnicanal, que abarque múltiples vías diferentes de entrada al sitio web. Por ejemplo, las notificaciones push están disponibles a través de algunos navegadores web, proporcionando prácticos recordatorios para redirigir el tráfico a su sitio.</p><figure style="max-width:5616pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/639dc7aba44941539197439e/64b558106f9f28c90bacad54_wooden-desk-with-mouse%20(1).webp" loading="lazy" alt="El portátil recibe correos electrónicos"></div></figure><h3>3. Enviar mensajes de correo electrónico sobre carritos abandonados</h3><p>Implementación de una campaña de <a href="https://www.simpler.so/es/e-commerce/abandoned-cart-email-examples-and-tactics"><strong>correos electrónicos sobre carritos abandonados</strong></a> después de que los usuarios salgan de su tienda con la cesta llena puede ayudar a recuperar los carritos abandonados. Los correos electrónicos proporcionan un poco más de espacio que los anuncios o las notificaciones dirigidas, lo que te permite personalizar su contenido en función del comportamiento de compra del usuario e impulsar la respuesta directa.</p><p>Para enviar un correo electrónico de carrito abandonado, necesitarás haber capturado la dirección de correo electrónico de un usuario durante su recorrido como cliente o que ya sea miembro de tu sitio web por una compra anterior. A partir de ahí, puedes configurar una automatización de correo electrónico que se active cuando un comprador no complete su compra. Estas automatizaciones resultan más eficaces cuando se despliegan como parte de una campaña secuenciada, primero con un correo electrónico que recuerda a los usuarios que compren su cesta y, si no lo consiguen, con incentivos posteriores. Las herramientas de marketing por correo electrónico como Mailchimp, Hubspot o Zoho Mail son compatibles con los correos electrónicos de carrito abandonado.</p><p>Pero, ¿qué debe incluir para incentivar a los clientes a finalizar sus transacciones?</p><p>Hemos escrito una guía completa sobre lo que hace que un correo electrónico de carrito abandonado sea eficaz. A modo de resumen, estos son algunos de los criterios que puede tener en cuenta:</p><ul role="list"><li>Envíe el correo electrónico en el plazo de 1 hora desde el abandono del carrito</li><li>Completar una secuencia de correo electrónico</li><li>Incluir un código de descuento que caduca</li><li>Promueva el valor del producto con reseñas y testimonios</li><li>Sugerir recomendaciones de productos alternativos</li></ul><figure style="max-width:1166pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><a href="https://www.simpler.so/es/e-commerce/abandoned-cart-email-examples-and-tactics" target="_blank" class="w-inline-block"><div><img src="https://cdn.prod.website-files.com/639dc7aba44941539197439e/64b52fca7cecc42ec58837a2_Learn%20with%20Simpler.webp" loading="lazy" alt="Descubra qué hace que un correo electrónico sobre carritos abandonados sea eficaz"></div></a></figure><h3>4. Aplicar el ahorro de carro</h3><p>Incluso si un usuario llena su carrito y luego navega a otra página web, puede tener la intención de volver y completar su compra. En algunos casos, los compradores pueden haber abandonado temporalmente sus carritos por indecisión, falta de tiempo o distracciones. Como resultado, puede perjudicar enormemente su experiencia de compra si al volver encuentran su carro de la compra vacío, lo que puede llevarles a desistir de la compra por completo. </p><p>Los desarrolladores pueden introducir la función de guardar la cesta utilizando cookies del navegador que "recuerden" el contenido de la cesta de cada usuario sin necesidad de iniciar sesión, de modo que la cesta siga estando llena cada vez que los visitantes vuelvan a su sitio.</p><p>Las medidas de ahorro de carritos funcionan en tándem con los métodos de divulgación que ya hemos comentado, como los anuncios dirigidos o los correos electrónicos de carritos abandonados. Estas comunicaciones pueden adaptarse para incluir un enlace directo al carrito abandonado por el usuario, lo que le permite volver sin problemas al punto en el que finalizó la compra y continuar donde lo dejó.</p><p>Al facilitar el regreso a los momentos finales de la transacción, es más probable que los clientes respondan positivamente y actúen ante los recordatorios de que aún tienen productos sin comprar, lo que reduce la tasa de abandono de carritos en su tienda.</p><figure style="max-width:5184pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/639dc7aba44941539197439e/64b557ea5f861b0c4c0134d8_rupixen-com-Q59HmzK38eQ-unsplash.webp" loading="lazy" alt="Comprar en línea con tarjeta"></div></figure><h3>5. Combata el abandono de carritos con Simpler</h3><p>La funcionalidad de ahorro de carritos crea un proceso más ágil para los clientes que vuelven a realizar la transacción, pero si el resto del proceso de compra no es fácil de usar, no evitará que se produzcan altas tasas de abandono de carritos. En su lugar, tendrá que diseñar un proceso de compra que minimice las fricciones innecesarias en todos los puntos conflictivos posibles.</p><p>Cuando utiliza Simpler como plataforma de pago, los compradores son guiados sin problemas hacia la conversión. Integramos las principales opciones de pago y envío, e incluso almacenamos los datos de facturación y entrega preferidos de tus clientes para que se seleccionen automáticamente cada vez que compren.</p><p>Si ha implementado estrategias para volver a captar clientes con éxito y dirigirlos de nuevo a su sitio web, todo lo que queda por hacer es ayudarles a superar el último obstáculo hacia la conversión. Y con Simpler, finalizar la venta no podría ser más fácil: los nuevos usuarios pueden comprar un 50 % más rápido que con el proceso de pago tradicional del comercio electrónico, mientras que los clientes habituales pueden comprar en menos de seis segundos.</p><p>Optimice la recuperación de carritos abandonados y haga que los clientes perdidos sean un problema del pasado con Simpler.</p><figure style="max-width:1720pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><a href="https://www.simpler.so/es/get" target="_blank" class="w-inline-block"><div><img src="https://cdn.prod.website-files.com/639dc7aba44941539197439e/6481b085ceb27827152dc997_Get%20Simpler.webp" loading="lazy" alt="Visite Simpler"></div></a></figure><p>‍</p></div><div class="blog_signup w-condition-invisible w-form"><form id="wf-form-" name="wf-form-" data-name="Blog Optional Form" redirect="https://youtu.be/mOvZ78Quk1E" data-redirect="https://youtu.be/mOvZ78Quk1E" method="get" class="block_form blog" data-wf-page-id="65c5dcdce9022056f73eb990" data-wf-element-id="cc54663b-5ddf-0955-f6ce-d46b774e7130"><div class="hidden w-embed"><input data-name="Webinar Name" name="Webinar Name" value="Abandoned cart recovery tactics: 5 ways to win back customers"></div><div class="wrap"><label for="Name" class="form_label">Nombre</label><input class="form_input w-input" maxlength="256" name="Name" data-name="Name" placeholder="" type="text" id="Name" required=""></div><div class="wrap"><label for="Company-Name" class="form_label">Nombre de la empresa</label><input class="form_input w-input" maxlength="256" name="Company-Name" data-name="Company Name" placeholder="" type="text" id="Company-Name" required=""></div><div class="wrap"><label for="Email-4" class="form_label">Correo electrónico de trabajo</label><input class="form_input w-input" maxlength="256" name="Email-4" data-name="Email 4" placeholder="" type="email" id="Email-4" required=""></div><input type="submit" data-wait="Please wait..." class="button filled w-button" value="Mejore ya su índice de convergencia"><div class="p-small txt-grey-500">Al enviar esta información, acepta la política de privacidad de Simpler.</div></form><div class="form_success w-form-done"><img src="https://cdn.prod.website-files.com/638de2bcf5ce02ccabff0567/63caa8847d71b6baeedad601_favicon.ico" loading="lazy" alt="Simpler logotipo" class="success_img"><div class="p txt-grey-800 semi-bold">Gracias. <br/>‍<br/>¡Pronto tendrá noticias nuestras!</div></div><div class="form_error w-form-fail"><div>¡Uy! 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