best practice for turning abandoned carts into sales

Best Practices for Turning Abandoned Carts into Sales

ACQUIRE ENGAGE

CONVERT

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AGENDA

Why? Consumer Insights Best Practices Case Study – Worldkitchen.com Case Study – Envelopes.com Case Study – Thefirefly.com Takeaways About Q&A

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TAKE AWAYS

• Acquire Emails

• Create a Series

• Messaging & Timing

• Personalize

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WHY?

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FREQUENCY OF ABANDONMENT 5

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70% of carts are abandoned

#1 ecommerce marketing

tactic

EFFECTIVENESS OF ABANDONED CART EMAILS 6

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27% will return if an email is sent

8% will return if NO email is

sent

WHY DON’T ALL MERCHANTS DO THIS?

• Cost

• Technical integration

• Requires personalization

• Requires workflow/automation setup

• Day-to-day growth is incremental

• Not just set it and forget it

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CONSUMER INSIGHTS

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INSIGHT 1

Consumers expect reminder within 12 to 24 hours

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Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.

INSIGHT 2 10

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Conversion does not always require an offer/discount

Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.

INSIGHT 3 Tailor workflow based on audience attributes (age, location, gender, etc.)

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Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.

RECOMMENDATIONS 12

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• 1 hour – reminder email

• 12 to 24 hours – initial offer email

• 2 to 5 days – deeper discount email

Continue to test and adjust based on results

BEST PRACTICES

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TIP 1 14

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• Be careful with the copy

Bronto Software: “Revenue Rescue” bronto.com/rescue

TIP 2 15

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• Watch the intensity

Bronto Software: “Revenue Rescue” bronto.com/rescue

TIP 3

• Project the brand personality

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Bronto Software: “Revenue Rescue” bronto.com/rescue

TIP 4 17

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• Make it responsive & include product images

CASE STUDY WORLDKITCHEN.COM

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SERIES OVERVIEW

• Message 1: 1 hour / reminder / no offer

• Message 2: 24 hours / urgent reminder / no offer

• Message 3: 5 days / 15% incentive offer

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MESSAGE 1 20

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• Short copy

• Clear CTA

• Values added

MESSAGE 2 21

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• Push urgency

MESSAGE 3 22

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• Offer an incentive

• Make the offer visually stand out

RESULTS 23

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2000 abandoned carts

recovered in first three months

35x ROI on the cost

of annual subscription

app

CASE STUDY ENVELOPES.COM

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KEY OBSERVATIONS

• Testing coupon didn't convert any better than reminder w/o coupon

• If abandon happens before checkout process begins, it's not product specific

• If abandon happens when checkout process has begun, the message contains product specific content

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RESULTS 26

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• Campaigns depend on messaging & timing

31% cart abandonment rate

(down from 51%) 40%

conversion rate (normal is 14%)

CASE STUDY THEFIREFLY.COM

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SERIES OVERVIEW 28

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• Message 1: 24 hours

• Message 2: 48 hours

• Message 3: 5 days

Subject line = Forgot something?

Pre-header = Forgot something? Don’t worry, we saved it for you.

Sent to all registered & guest customers who have items left in their cart.

EXAMPLE 29

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• Gives users the ability to view their cart

• Reminder about free shipping

• Personalized greeting

RESULTS 30

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26% total email revenue

5x conversion rate

improvement over standard

marketing emails

TAKEAWAYS

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ACQUIRE EMAILS

• Need to recover email address for abandoned carts

• Bronto’s Cart Recovery app reaches 39% of abandoned carts—well above the industry average— and recovers 15% of them

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CREATE A SERIES

• Use customer attributes to segment emails and offers

• Each email will garner additional conversions

• Automate via email platform

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MESSAGING & TIMING 34

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• Remind - immediate/1- few hours • Reassure - 24 Hours • Promote - 5 days later

The longer you wait to send, the less effective the email

PERSONALIZE 35

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• Use customer’s name

• Show their products

• Tailor the offer

ABOUT US

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ABOUT SD 37

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•  An NYC-based agency that started in 1999

•  A full-service solutions boutique, capable of bringing a vision from concept to launch—and beyond

•  A team and a set of skills that help our clients achieve great things.

•  A unique place, where people and their projects excel, and everyone gets invited to dinner

•  Magento Gold Solutions Partner

ABOUT BRONTO 38

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•  Marketing Automation for Commerce

•  #1 Email Provider to the IR 1000

•  Locations: Durham, NC; New York, NY; Los Angeles, CA; London, UK; Sydney, AUS

•  Magento Gold Technology Partner

Q&A

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CONTACT US 40

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Jon Klonsky jklonsky@somethingdigital.com

646.561.6600

58 W. 40th St. 7th Fl New York, NY 10018

SomethingDigital.com

Tim Dorris tim@bronto.com

917.454.8875

261 Madison Ave 9th Fl New York, NY 10016

Bronto.com