Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Deep Dive: How to put smarter cart abandonment marketing into play

923 Aufrufe

Veröffentlicht am

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

Veröffentlicht in: Einzelhandel
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Deep Dive: How to put smarter cart abandonment marketing into play

  1. 1. Erin Vitero, Sr. Manager, CRM JustFab Wednesday, July 24 SESSION: How to put smarter cart abandonment marketing into play
  2. 2. 2
  3. 3. 3
  4. 4. How We Work 4
  5. 5. Our collaborative approach • Monthly testing brainstorm meetings • Cross-functional tactical meetings • Cross-brand knowledge share • Strong testing culture and continuous optimzation 5
  6. 6. 6 Cross-functional partners are key Creative Analytics Product & Dev Cross-brand counterparts
  7. 7. 7 Meet The Team Erin Sr. CRM Manager Francine CRM Specialist Richard Sr. CRM Technical Strategist
  8. 8. How we identified an issue with cart abandonment 8
  9. 9. 9 Breakdown in weekly funnel report within Lead and VIP segments
  10. 10. • Sailthru (ESP) • Cart data available within ESP • Weekly funnel reporting • Weekly campaign reporting Tools we used to address cart abandonment
  11. 11. 11 Defining cart abandonment Adds item to cart Abandoned cart email Abandoned cart reminder email • User adds an item to cart and does not check out in 1 hour • Applies to logged in users only (only logged in users can add to cart) 1 hr 24 hrs
  12. 12. 12 Cart abandonment execution plan • Once we nailed down our hypotheses, how did we decide how we were going to execute? • What was our test methodology? • How long did it take to execute?
  13. 13. Onto our tests! 13
  14. 14. How we transformed email creative to drive… 1 4 33%increase in click-to- open rate 56%increase in revenue per email Test #1
  15. 15. 15 • We needed a branding update Thought process: Identify areas of opportunity • Majority of clicks on below-the-fold CTA • Small product images • What’s with all the white space?
  16. 16. 16 • Completely revamped creative and branding Solution: A complete creative overhaul • Moved primary CTA above the fold • Increased product image size (and moved above the fold) • Bonus: Used Sailthru’s interest scoring data in combination with cart data to personalize the hero product
  17. 17. 17 • Segments: VIP and Lead cart abandoners • Type of test: A/B creative split • Campaigns tested on: Abandoned cart email • Split: 50/50 • Rollout plan: If successful, apply design to abandoned cart initial and reminder emails Test Details
  18. 18. 18 How long did it take? 3 weeks 1 week Coding, QA and test set-up Request to final creative 1 week A/B creative testing
  19. 19. Test #2 How we personalized emails with carted product to drive… 27%increase in conversion rate 56%increase in revenue per email
  20. 20. 20 Products In Cart Personalized Product Recommendations vs.
  21. 21. 21 Test Details • Segments: VIPs with items in their cart in the last 30 days • Type of test: A/B creative split • Campaigns tested on: Sitewide sale promotional email • Split: 50/50 • Rollout plan: If successful, use tactic during future sitewide sales Total Emailable VIP Members Emailable VIPs with items in cart
  22. 22. 22 3 weeks 2 days Coding, QA and test set-upRequest to final creative 1 week Until final results How long did it take?
  23. 23. Test #3 How we added cart- based personalization to email header to drive: 2 3 19%increase in revenue per email sent
  24. 24. 24 What we needed • Cart information integrated into ESP • Advanced code to count number of items in each customer’s cart
  25. 25. 25 Test Details • Segments: Leads and VIPs with items in their cart in the last 30 days • Type of test: A/B creative split • Campaigns tested on: Daily marketing emails • Split: 50/50 • Rollout plan: If successful, roll out on all marketing emails
  26. 26. 26 Small change did not mean small effort How many campaigns we A/B tested on: How many times did we revisit logic? Number of segments we tested on: 3 22*still had issues with statistical significant in lead segment
  27. 27. 27 1 week Coding and troubleshooting 1 week Creative icon design and placement 2 weeks testing iterations How long did it take?
  28. 28. Test #4 How we added scarcity messaging in abandoned cart emails to drive 2 8 25%increase in conversion rate 32%increase in revenue per email
  29. 29. 29 • Inventory count to be passed over to ESP • Business rules for what to show and when to show scarcity messaging • Rules converted to email code logic What we needed
  30. 30. 30 Test Details • Segments: Leads and VIPs with items with low inventory (less than 25 left) • Type of test: A/B creative split • Campaigns tested on: Abandoned cart campaign • Split: 50/50 • Rollout plan: If successful, roll out on abandoned cart emails and reminders
  31. 31. Inventory messaging was not accurate at first The test wasn’t perfect from the start We needed to determine threshold for scarcity. Using 10-item threshold did not drive volume.
  32. 32. June Initial request to engineering July Dev complete August Multiple Test Iterations September Final Results Obtained 4 months How long did it take?
  33. 33. 33 Results helped us drive 14% lift in orders per segment!
  34. 34. Test #5 How we used a countdown timer to drive 3 4 16%increase in revenue per email 45%increase in first-time customer conversion
  35. 35. 35 What we needed • Creative-designed animated gif of countdown timer • Inspiration from cross-brand partners
  36. 36. 36 Test Details • Segments: Leads and VIPs who abandoned their cart • Type of test: A/B creative split • Campaigns tested on: Abandoned cart campaign • Split: 50/50
  37. 37. 37 2 days Coding and QA 2 weeks Creative development 1 week Testing until final results How long did it take?
  38. 38. • Total efficiency of abandoned cart emails up 7% despite increase in frequency YOY • Small changes can result in big wins • Don’t give up – keep iterating! What now?
  39. 39. Questions? 39

×