best practice for turning abandoned carts into sales
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Best Practices for Turning Abandoned Carts into Sales
ACQUIRE ENGAGE
CONVERT
®
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
®
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
®
• 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 [email protected]
646.561.6600
58 W. 40th St. 7th Fl New York, NY 10018
SomethingDigital.com
Tim Dorris [email protected]
917.454.8875
261 Madison Ave 9th Fl New York, NY 10016
Bronto.com