lessons learned from 200,000 abandoned carts: how to recover sales using cart abandonment email
TRANSCRIPT
Lessons Learned from 200,000 Abandoned Carts How to Recover Sales Using Cart Abandonment Email
MIKE ARSENAULT
Founder, Rejoiner.com
@mikearsenault
MIKE ARSENAULT
Founder, Rejoiner.com
@mikearsenault
100+ Retailers
$2.7m Recovered
Definition of Abandoned Cart
A potential customer who has visited your website, carted a specific item or item(s), started the checkout process but has left the site before completing their transaction.
The Problem
68% E-commerce Abandonment Rate*
*http://baymard.com/lists/cart-abandonment-rate
The Problem
68% E-commerce Abandonment Rate*
*http://baymard.com/lists/cart-abandonment-rate
DON’T Track
DON’T Follow Up
E-commerce Abandonment Rate Over Time
The Psychology
? $ First Name
Last Name
E-mailWindow Shopping Shipping Costs Form Frustration
The Psychology
? $ First Name
Last Name
E-mailWindow Shopping Shipping Costs Form Frustration
Login Fatigue Payment Errors Site Speed
The Psychology
? $ First Name
Last Name
?
Window Shopping Shipping Costs Form Frustration
Login Fatigue Payment Errors Site Speed
Security Concerns Unanswered Questions Mobile
Quantify
LIVE CHAT
Re-engagement Strategies
LIVE CHAT DISPLAY RETARGETING
Re-engagement Strategies
LIVE CHAT DISPLAY RETARGETING
EMAIL REMARKETING
Re-engagement Strategies
Definition of Remarketing
The process of re-engaging a customer based on a recent interaction with your website, in an automated fashion.
Best Practices
Capture Email Early
Deliver a Sequence
Real-time > Batched
Use a Customer Service Tone
Personalize
• Salutation
• Cart Items
• Subject Line
Think Cross-Device
Measure Performance
• Abandoned Carts
• Abandonment Rate
• Email Open/CTR
• Conversion Rate
• Avg. Order Value
Case Study
"These emails alone are driving 2% of overall site revenue, with a recent conversion rate of 10%. These results actually are better than what we experienced during the 2012 holiday season."
Nov 15-Dec 31 • $63K+ Recovered • AOV 10% Higher then Organic Orders • 11% Campaign CTR • 8.9% Conversation Rate
Listen
• Uncover friction points
• Qualitative feedback
