NRF NXT 2019 July 24, 2019 Erin Vitero, Sr. Manager, CRM, JustFab

1. Erin Vitero, Sr. Manager, CRM
JustFab
Wednesday, July 24
SESSION:
Building smarter cart
abandonment marketing

2. 2

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JustFab is an innovative fashion brand
born in California and raised on
technology, bringing effortless and
affordable Los Angeles style to
women all over the world.
Our flexible VIP Membership keeps
us closely connected to our 2M+
members, who inspire us every single
day.
Who We Are

4. 4
Fashion
Inspiration
Customer
Experience
Value
for Price
VIP
Membership
Community
Our 4 Pillars

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Funnel Opportunity: Cart Abandons

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Our Approach To Improving
Cart Abandonment
• Started with a hypothesis and then brainstormed how to
execute
• We tested across many channels and optimized where
we saw success
• Addressed holistically, not just relying on email to
complete the purchase

7. Onto our 5 tests!
7

8. Hypothesis:
Creating a more engaging
and personalized email
experience will increase
conversion rate
8
#1

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If a user leaves both
clothing and a bag in
their cart, but shows
higher interest in
clothing, the hero
image will reflect the
category!

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Results
33%increase in click-to-
open rate
56%increase in revenue per
email sent

11. #2
Hypothesis:
Letting her know when
her cart is on sale will
drive incremental
purchases
1
1

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Products In Cart
Personalized Product
Recommendations
vs.

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Results
27%increase in
conversion rate
56%increase in revenue per
email

14. Hypothesis:
Reminding her about her
cart in batch emails would
help increase conversion
rate
1
4
#3

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Results
19%increase in revenue
per email sent

17. #4
Hypothesis:
Including inventory
scarcity messaging will
increase conversion
rate
1
7

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Shows inventory
left in your size

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Results
25%increase in
conversion rate
32%increase in revenue per
email

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Bonus
We were able to take
learnings from email and apply
on site to help drive 14%
increase in orders YOY

21. #5
Hypothesis:
Adding urgency to
email creative will
increase conversion
2
1

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Gif timer

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Results
13%increase in repeat
conversion rate
45%increase in first-time
customer conversion

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Bonus Test Ideas
• Programmatic direct mail
• Dynamic retargeting ads – we saw 21%
incremental lift!
• Test frequency of abandoned cart email –
increasing frequency doubled our revenue

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What Now?
• Total revenue from cart abandon email
increased over 100% YOY. Yes, we increased
frequency and volume but also increased
efficiency and RPM!
• Although we had many incremental wins,
abandoned cart is still an area of opportunity
we continue to focus on