Your SlideShare is downloading. ×
Shopping Cart Abandonment: Down-and-Dirty or Cutting Edge?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Shopping Cart Abandonment: Down-and-Dirty or Cutting Edge?

6,813
views

Published on

In an ideal world, no carts/baskets would be abandoned. The reality is that despite best efforts to design an abandon-minimizing checkout process, you’re still seeing them. This presentation will …

In an ideal world, no carts/baskets would be abandoned. The reality is that despite best efforts to design an abandon-minimizing checkout process, you’re still seeing them. This presentation will explore some of the basic, intermediate, and advanced options for leveraging the Bronto Marketing Platform to drive abandoners back to your site to complete their purchases.

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
6,813
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Down-and-Dirty or Cutting Edge?Abandoned Cart
  • 2. Overview
  • 3. Overview•  Options of Executing Abandoned Cart Emails•  Direct Update•  Direct Add•  Bronto API•  Pre-Built Solutions•  How Do I Choose?•  Best Practices•  Partners
  • 4. Direct UpdateConfiguring & Implementing the DirectUpdate Pixel
  • 5. Direct UpdateWhat is Direct Update?•  An image pixel•  Used to modify/update contact field(s)•  Up to 10 fields can be updated per pixel loadHow does this relate to Abandoned Cart?•  Scenario: You want to know who added items to their cart beforethey’ve logged-in or reached checkout.•  Solution: Direct Update! Use the image pixel to create a “items incart” flag
  • 6. Direct UpdateSetting the Flag•  Enable Direct Update (HOME > DATA EXCHANGE)•  Copy your Direct Update URL•  Insert the pixel either on a cart review page or on page refresh afteran item is added to cart
  • 7. Direct UpdateSetting the Flag (continued)•  Customizing your URL with: Fields, operators, and values1.  Name a field to be updated: &field1=itemsInCart2.  Select your operator: set–  set, add, append, appendIfNew, sub3.  Include the value you want to update: checked§  Putting it all together•  The parameters: &field1=itemsInCart,set,checked•  The completed URLhttp://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm&id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked•  Completed image tag & source URL:<img src=“http://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm&id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked” width="0" height="0"border="0" alt="”/>
  • 8. Direct UpdateClearing the Flag•  The same URL structure can be used to Clear the Flag1.  Name a field to be updated: &field1=itemsIncart2.  Declare your operator: set3.  Include the value you want to update: unchecked§  Putting it all together•  The parameters: &field1=itemsInCart,set,unchecked•  The completed URLhttp://app.bronto.com/public/?q=direct_update&fn=Public_DirectUpdateForm&id=azkciecttapigorppbwlwddvektubfn&field1=itemsInCart,set,checked
  • 9. Direct UpdateTying It All Together1.  Trigger a workflow on “contact field update”2.  Insert a “Delay” action (“x” hours)3.  Insert a “Field Comparison” filter4.  Insert a “Send An Email” action
  • 10. Direct UpdateThe Man Behind The Curtain•  Enabling Direct Update: “on click” a Direct Update Cookie is set•  The image pixel URL calls a form that references that cookie•  The cookie associates the URL parameters to a contact in Bronto
  • 11. Direct AddConfiguring & Implementing the Direct AddPixel
  • 12. Direct AddWhat is Direct Add?•  Same concept as Direct Update•  Difference: you must specify the email address in the URLHow does this relate to Abandoned Cart?•  Scenario: A contact has logged, has not clicked any links in yourmarketing emails, and has added items to their cart.•  Solution: Direct Add! Use the image pixel to create a “items in cart”flag
  • 13. Direct AddSetting the Flag•  Enable Direct Add (HOME > DATA EXCHANGE)•  Copy your Direct Add URL•  Insert the pixel either on a cart review page or on page refresh afteran item is added to cart
  • 14. Direct UpdateSetting the Flag (continued)•  Customizing your URL with: email, status, fields, operators, values1.  Supply the email address of the contact (if known)2.  Include the contact status “transactional” (act as “adding or updating”)–  onboarding, transactional, unconfirmed3.  Name the fields to be updated: &field1=itemsInCart4.  Declare your operator: set5.  Include the value you want to update: checked§  Putting it all together•  The parameters: &field1=itemsInCart,set,checked•  The complete URLhttp://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id=azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=itemsInCart,set,checked•  Complete image tag & source URL:<img src=“http://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id=azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=itemsInCart,set,checked” width="0" height="0" border="0" alt="”/>
  • 15. Direct AddClearing the Flag•  The same URL structure can be used to Clear the Flag1.  Supply the email address of the contact2.  Include contact status: &transactional=13.  Name a field to be updated: &field1=itemsInCart4.  Declare your operator: set5.  Include the value you want to update: unchecked§  Putting it all together•  The parameters: &field1=itemsInCart,set,unchecked•  The completed URLhttp://app.bronto.com/public/?q=direct_add&fn=Public_DirectAddForm&id=azkciecttapigorppbwlwddvektubfn&email=example@example.com&transactional=1&field1=itemsInCart,set,unchecked
  • 16. Direct AddTying It All Together1.  Trigger a workflow on “contact field update”2.  Insert a “Delay” action (“x” hours)3.  Insert a “Field Comparison” filter4.  Insert a “Send An Email” action
  • 17. Abandoned Cart via APIImplementing abandoned cartvia the Bronto API
  • 18. Abandoned Cart via APIThe value in going the API route includes:•  Triggering in real-time once conditions are met•  Including the cart contents in the message•  Image – image urls and hyperlinks•  Product – names, quantity, hyperlinks, price•  Cart Cost Summary•  Link back to the cart
  • 19. Abandoned Cart via APIGetting Started1.  Determine what constitutes an Abandoned Cart2.  Create a token ID for API authentication3.  Create a Message in Bronto4.  Create a Delivery Group5.  Triggering the delivery:•  Create an API Session•  Find the Message ID by Name•  Add or Updates the Contact(s)•  Schedule Message Delivery6.  Reviewing the Results
  • 20. Abandoned Cart via APIDetermine what Constitutes an Abandoned Cart•  First, can you access your customer’s cart information?•  Second, will you have a generic definition of abandonment? Or will youhave discrete conditions?•  Item Quantity, Cart Total, Sale Items•  These determinations will define when you trigger an API call tosend an Abandoned Cart email.
  • 21. Abandoned Cart via APICreating a token ID for API authentication•  Home > Settings > Data Exchange•  Set Permissions•  Activate•  This token will be usedto access your Accountvia the API
  • 22. Abandoned Cart via APICreate a Message in Bronto•  Name the message•  Determine what cart information you want in the email•  Customer: Name, Cart Link•  Product: Name, Price, Quantity, Image, URL
  • 23. Abandoned Cart via APICreate a Message in Bronto (continued)•  Use “place holders” or API Tags for values you plan to pass in•  Unique API Fields appear in the email once•  Example: %%#customerName%%•  Repeated API Fields can appear one or many times•  Example: %%#productName_#%%•  The “_#” is used in for incrementing through values (ex: _1, _2,)
  • 24. Abandoned Cart via APICreate a Message in Bronto (continued)•  Example of desired result in the email body:Item Price Quantity<img> Product One $25 1<img> Product Two $15 2<img> Product Three $5 1
  • 25. Create a Message in Bronto (continued)•  Your Message HTML•  The Loop tags allow you to cycle through additional delivery fields•  In this case each line or row in the purchase summaryAbandoned Cart via API
  • 26. Abandoned Cart via APICreate a Delivery Group•  Once the message has been completed, add to Delivery Group•  Create “new” and name “Abandoned Cart Messages”
  • 27. Abandoned Cart via APITriggering the Delivery: Create API Session•  Login to your account using the API token•  Initiate the “login” call in a language of your choosing•  All calls will require access to the Bronto WSDL file•  https://api.bronto.com/v4?wsdl•  Login Request: login & token•  Login Response: session ID
  • 28. Abandoned Cart via APITriggering the Delivery: Find the Message ID•  Once logged in you will want to find your Message ID•  Using the readMessages call, filter on the Name•  Response: message ID
  • 29. Abandoned Cart via APITriggering the Delivery: Add or Update Contacts•  Execute an addOrUpdateContacts call to add new contacts orupdate existing & retrieve contact ID•  NOTE: defaulting to transactional status in addOrUpdateContacts willnot overwrite existing status.•  Response: contact ID
  • 30. Abandoned Cart via APITriggering the Delivery: Schedule Message Delivery•  Execute an addDeliveries callto include:•  Time/date of delivery•  YYYY-MM-DDT00:00:00-04:00•  Recipient•  Contact ID•  Fields names & content•  Items & attributes in the cart•  Request:
  • 31. Abandoned Cart via APIReviewing the Results
  • 32. Pre-Built SolutionsSelected pre-built options.
  • 33. Pre-Built OptionsThere are a few pre-built abandoned cart solutions:•  Magento•  Community - 1.6, 1.6.1, 1.6.2.0, 1.7•  Enterprise - 1.9.0.0, 1.9.1.0, 1.9.2.0, 1.10, 1.11, 1.11.1, 1.12•  ATG (v 10.03+)
  • 34. How Do I Choose?Selecting the best option.
  • 35. How Do I Choose?Considerations in selecting the Best Method•  The Who: Can you identify an abandon?•  If YES consider using the API•  If NO consider pixel based OR a Bronto Partner•  The When: Are you doing abandoned cart emails now?•  If YES weigh the virtues of transitioning to API•  If NO consider implementing with a generic call to action•  The How: Do you have the time or resources to undertake the APIwork?•  If YES what are you waiting for!?•  If NO consider: Direct Update + generic call to action or a partner
  • 36. How Do I Choose?Direct Update Direct Add APIMust provide emailaddress✓ ✓Shopper Specific ✓Dynamic content storedin contact fields✓ ✓Requires workflows ✓ ✓Degree of difficulty
  • 37. Best PracticesThe finer points to getting the best results
  • 38. Best Practices
  • 39. Bronto PartnersSome helpful solutions for abandoned cart.
  • 40. Bronto Partners
  • 41. SwatchesThe color palettes in this presentation should displaythe Bronto palette. If not, you can grab the colors from theswatches below with the eyedropper tool.
  • 42. Have a really long headline……that just won’t fit on one line? Try highlighting the second parthere in green.And then proceed with your page content.Use bolded text sparingly. Consider playing with other colors in thepalette for emphasis instead.
  • 43. Suggested Settings for ShadowsLine: no lineShadow:§  Angle: 270°§  Color: Bronto Gray§  Distance: 3 pt§  Blur: 11 pt§  Transparency: 60%
  • 44. Sample TableGoal Baseline Metric Resulting Metric LiftAdd interests/preferences to signup.5/17/10No segmentationavailable.2/1/1112 active segmentsavailable.Targeting opportunitiesfor 12 different affinitygroups.Manage Preferencescampaign.8/4/10Segmentation dataavailable on ~1.5% ofactive subscriber list.2/1/11Segmentation dataavailable on ~10.5% ofactive subscriber list.600% lift in contacts withsegmentation dataavailable.* See chart forbreakdown.Optimize sign-up formson website.5/17/112,518 active contacts2/11/11506 new contacts viaoptimized webform* Still in progress.20.1% increase in activesubscribers via websign-up.
  • 45. Lost the formatting?Did your text boxes move or get reformatted?Above, you likely see a ‘Slide Layouts’ tab. Make sure ‘Apply toslide’ is selected and double-click the ‘First Level Bullets’ or relevantlayout to reformat the content on your slide.This is also where you can add new slides and view other slidelayouts.
  • 46. Sample Pie ChartInsert Your Chart Title Here1st Qtr2nd Qtr3rd Qtr4th Qtr

×