The average shopping cart abandonment rate is over 65 percent. The average value of an online order is $116.58.
With these numbers staring you in the face, there’s no way you can ignore customers who fill their online carts and then walk away. Getting these subscribers to come back to your website and follow through on their orders is a must.
Email is the answer: It allows you to target your abandoned customers and better engage potential buyers.
In this webinar we’re co-hosting with our partner Smarter Remarketer, we’ll describe and show several real-world case studies exploring various strategies and tactics for optimal shopping cart abandonment email campaigns. Register for the webinar now!
6. ABOUT SMARTER REMARKETER
Smarter Remarketer is a customer intelligence fueled omnichannel
marketing solution that is capable of automating hundreds of
discrete campaigns based on visitor experiences on your website,
mobile site or mobile app.
Product/Category Browse Abandonment
Intelligent Purchase Abandonment
And much more…
6
7. WHAT IS ABANDONMENT?
SR Definition of Abandonment:
Any visitor on the site that
does not complete a
transaction.
7
8. WHAT IS A PURCHASE ABANDONMENT CAMPAIGN?
Re-engagement with visitors adding at least
one item to the shopping cart and leaving the
site without purchasing.
8
9. WHY DOES IT MATTER
SR clients see a range of 70%-88% of visitors
who add items to their cart abandon their
purchase
20% is the typical conversion rate for Smarter
Remarketer Clients running a cart abandonment
campaign
Has led to 50% revenue lift in cart abandonment
campaigns in some cases
9
11. WHEN DO YOU SEND?
Initial re-engagement email communication sent in real-time (within an hour
of purchase abandonment)
Timing of additional drips varies based on visitor behavior
+1
Day
Email 1
Send near realtime; reminder
message
Email 2
Send 24 hours later;
create sense of
urgency
+6
Days
Email 3
Send six days
later; include
offer
11
12. HOW OFTEN?
Create a drip campaign to follow up with
customers who haven’t purchased.
Drip 2 – Sent 2-days post-abandon
Drip 1 – Sent 1hr post-abandon
12
13. WHAT DO I INCLUDE?
Include information and imagery for the products each visitor added to cart
within the email creative.
13
14. OPTIMIZE
Optimizing email creative for best conversion
Heavy site navigation or product recommendations within email creative
can be a liability.
Goal: Re-engage visitors in the buying process, not shopping process
14
16. BEYOND BASIC
Going Beyond Basic Purchase Abandonment
Leverage the following advanced refinement
capabilities to take your abandonment campaign
beyond basic:
Abandonment Causality
Shopper Type
Product/Category Added to Cart
Frequency Capping
Campaign Prioritization
16
17. CAUSALITY
Determine the cause of abandonment and send customized
messaging/offers based on this cause. Abandonment causality
recognition is key to getting more visitors to convert.
Cart Abandonment
Checkout Abandonment
Shipping Abandonment
Payment Abandonment
17
19. WHO’S YOUR SHOPPER?
Identify what types of shoppers are abandoning so you can
send customized messaging based on each shopper type.
Highly engaged non-purchaser
New/returning visitors
Paid traffic shopper
Predicted to purchase
19
20. TYPE OF PRODUCT
Re-engage with visitors who abandon specific brands or category
of product with custom messaging, like a unique subject line and
hero image.
Product education/nurture
Product category
Product price and/or margin
Premium brands & co-ops
20
22. FREQUENCY CAP
Avoid “pavlovian abandoners” by capping the
frequency a visitor can receive a purchase
abandonment email.
Best practice: Typically between 30-60 days.
The Smarter Remarketer tool makes it easy and
simple to frequency cap based on each behavioral
campaign.
22
23. PRIORITIZE
Avoid oversaturation of emails by prioritizing behavioral
campaigns and general marketing campaigns
Base priority of emails on:
–
Highest conversion rates
–
Highest click through rates
–
Relevance (batch & blast emails last)
Emails with highest ROI and customer engagement
should be highest priority
23
25. WHAT’S BEYOND THE CART
There’s more to the visitor shopping experience
than cart abandonment
What about those abandoning your website
throughout the shopping funnel?
–
One-time Browsers
–
Repeat Browsers
–
New visitors
–
Acquisition/Traffic Sources
25
26. GO FROM ALL ANGLES
How visitors are getting to your site
–
Paid traffic, search traffic, affiliates, etc.
Customer browsing activity once
on your site
–
Content engaged with,
products viewed, etc.
Marketing email opt-ins
–
Optimize your welcome email series based on visitor
behavior
26
27. UP-FUNNEL
Re-engage with visitors
browsing specific
categories/products but not
adding items to the cart.
–
Custom email subject line and/or
hero image based on category
browsed
–
Display browsed products
–
Merchandise like-products
27
28. WHOLE FUNNEL IMPACT
Purchase Abandonment
ONLY
On average, 3% site
wide revenue increase
expected
Overall Site
Abandonment
On average, 6% site
wide revenue increase
expected
Up-funnel campaigns
can have the same
impact, if not more, as
cart/checkout
abandonment
campaigns
28
30. REACH OUT TO US
WhatCounts
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
1-866-804-0076
www.whatcounts.com
Twitter: @whatcounts
sales@whatcounts.com
30
Hinweis der Redaktion
Teaser: how skymall had almost a 50% revenue lift during Cyber Week
Speak to what they should look at to determine the cadence
Speak to – so many options you can go with, these are just some suggestions to take to the next level. How to leverage causality, these points, etc…
Speak to: its as if we’re comparing our user base against each other – if someone is clicking in an array of fields a certain amount of times, then we identify them as having a problem.
Take to a new level – smarter models
Speak to – what kind of shopper is abandoning, messaging, what the results/why you need it
Speak to what SkyMall is doing – full case study available on our website
Speak to: Some clients don’t mind training their shoppers (they just want the conversion) – for some who don’t want them to get their offer every single time…
Mention additional suppression list capabilities
Some clients running hundreds of campaigns at one time. Being able to easily manage something like that is important.
If using a separate platform for abandonment, consider suppressing that list from your normal marketing sends.
Mention costs of over emailing:
- Sending targeted, customized emails lowers the number of email sends, and increases ROI
- Low deliverability rates
- Risk of higher unsubscribes, blacklisting
- Inbox competition
Speak to: This is why our definition of abandonment includes anyone who came to the site but didn’t purchase. Regardless of where they are in the funnel, you are going to see great results when you combine them all together.