Do You Want 57% Opens, 34% Clicks? I Got It With Shopping Cart Abandonment!

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Have you ever wondered what you can do about the 90+% of people who visit your site and do not convert into paid customers? Well, you probably know that an abandoned cart campaign can help. Maybe you just don’t know where to start? We’ve been there. At Rock/Creek, we had to overcome serious technical hurdles and re-think our checkout process before implementing an abandoned cart campaign. But boy, did it pay off! We’re currently reporting a 20% conversion rate on the first message in the campaign, with no incentive to impact our margins. The message sees a 57% open rate and 34% click rate. As an added bonus, we have uncovered several bugs in the new checkout thanks to customer feedback in response to that message.

A cart abandonment campaign is a must for any eCommerce retailer. If you want to maximize your ad spend and raise the conversion rates from all ad channels, you want to have a good “closer” email that goes out day and night without you having to think about it.

In this session, led by Mark McKnight & Jeff Bartlett from Rock/Creek, you will learn how to set a strategy to re-target your abandoners and bring them back to close the sale.

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Do You Want 57% Opens, 34% Clicks? I Got It With Shopping Cart Abandonment!

  1. 1. Thursday, May 2, 13
  2. 2. Do You Want 57% Opens, 34%Clicks? I Got It with Shopping CartAbandonment!Rock/Creek’s best-performing email, and what it takesto make your own.Thursday, May 2, 13
  3. 3. Bronto’s multi-brand platformThursday, May 2, 13
  4. 4. NOW/FOREVERThursday, May 2, 13
  5. 5. NOW/FOREVER@markmcknightThursday, May 2, 13
  6. 6. NOW/FOREVER@markmcknight@jbartlett79Thursday, May 2, 13
  7. 7. NOW/FOREVERThursday, May 2, 13
  8. 8. Chattanooga, TNThursday, May 2, 13
  9. 9. The Block, our 5th store in Chattanooga.“The Block is the largest adaptivereuse project in Chattanoogashistory, turning the old Bijou theaterinto a vibrant urban centerpiece”Thursday, May 2, 13
  10. 10. Why follow up with abandoned carts?THIS ISWORK.Thursday, May 2, 13
  11. 11. Why follow up with abandoned carts?but itworks.Thursday, May 2, 13
  12. 12. Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
  13. 13. Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
  14. 14. Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
  15. 15. Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
  16. 16. Abandoned cart roadmap: Step 1STEP 1Thursday, May 2, 13
  17. 17. Abandoned cart roadmap: Step 1, make a plan.make aplan.Thursday, May 2, 13
  18. 18. Abandoned cart roadmap: Step 1, make a plan.Start on paper.Thursday, May 2, 13
  19. 19. Abandoned cart roadmap: Step 1, make a plan.Start on paper.Know (or find out) what you can accomplishtoday.Thursday, May 2, 13
  20. 20. Abandoned cart roadmap: Step 1, make a plan.Start on paper.Know (or find out) what you can accomplishtoday.What goes on the development roadmap?Thursday, May 2, 13
  21. 21. Abandoned cart roadmapSTEP 2Thursday, May 2, 13
  22. 22. Abandoned cart roadmap: Step 2: design & builddesign &build.Thursday, May 2, 13
  23. 23. Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Thursday, May 2, 13
  24. 24. Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Mock it up; show it to your developer.Thursday, May 2, 13
  25. 25. Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Mock it up; show it to your developer.Map the fields you’ll need.Thursday, May 2, 13
  26. 26. Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Mock it up; show it to your developer.Map the fields you’ll need.Iterate.Thursday, May 2, 13
  27. 27. Abandoned cart roadmap: Step 2: design & buildWe started with a hypothetical cart and built astatic email the way we wanted it, then wentback to our developer to pull the informationwe needed... more from Jeff on this later.Thursday, May 2, 13
  28. 28. Abandoned cart roadmap: Step 2: design & buildEven if you’re just saying “we noticed youdidn’t check out, can we help?” you’re doingmore than many retailers.Thursday, May 2, 13
  29. 29. Abandoned cart roadmapSTEP 3Thursday, May 2, 13
  30. 30. Abandoned cart roadmap: Step 3: develop & programdevelop &program.Thursday, May 2, 13
  31. 31. Abandoned cart roadmap: Step 3: develop & programDevelop the process!Thursday, May 2, 13
  32. 32. Abandoned cart roadmap: Step 3: develop & programAsk your e-commerce development team forthe data you need.Start collecting the data if you don’t already.Thursday, May 2, 13
  33. 33. Abandoned cart roadmap: Step 3: develop & programAgain, I suggest paper.Draw the flow; where are the key data pointsheld?How can you get them into Bronto?Thursday, May 2, 13
  34. 34. Abandoned cart roadmap: Step 3: develop & programDefine your abandonment trigger: does youre-commerce platform identify abandoners?Will you need to determine the criteria?Thursday, May 2, 13
  35. 35. Abandoned cart roadmap: Step 3: develop & programWhat information do you need to populate acompelling email?We decided we wanted one large “hero”image and several smaller images for otheritems.Thursday, May 2, 13
  36. 36. Abandoned cart roadmap: Step 3: develop & programWe wanted to include the product name andthe brand name (but not the price, in case ithad changed since they last visited).Thursday, May 2, 13
  37. 37. Abandoned cart roadmap: Step 3: develop & programWe keep the email in an anonymous profile,write the cart contents to the database, anduse the cookie to populate the cart contentson the next visit.Thursday, May 2, 13
  38. 38. Abandoned cart roadmap: Step 3: develop & programWe store product information in anotherdatabase, so our abandonment email codeincludes a cross-check across these twodatabases.Thursday, May 2, 13
  39. 39. Abandoned cart roadmap: Step 3: develop & programThink about how often you can sync data fromyour e-commerce engine, how often you wantto send, and if there will be any lag after anorder is placed.Thursday, May 2, 13
  40. 40. Abandoned cart roadmap: Step 3: develop & programYou will want to build out a temporarysuppression list for new purchasers so you’renot sending any triggered emails if a purchasehas been made.Thursday, May 2, 13
  41. 41. Abandoned cart roadmap: Step(s) 4+STEP(S) 4+Thursday, May 2, 13
  42. 42. Abandoned cart roadmap: Step(s) 4+TEST! TEST! TEST!(REPEAT)Thursday, May 2, 13
  43. 43. Abandoned cart roadmap: Step(s) 4+ Test! Test! Test! (Repeat)What works for your audience will not be thesame as what works for us.Test your subject line, creative, message sendtiming, and offer (or lack of offer).Thursday, May 2, 13
  44. 44. Abandoned cart roadmap recapMake a plan, and go one step at a time. Our current process took over a year to implement.Step 1: Planning• Objectives: What are you trying to accomplish?• Timeline: What can you do today? What needs to go on a roadmap.Step 2: Design & build the emails• Email subject: How do you want to stand out in the inbox?• Email creative: Feature the product! Keep their interest.• Series timing: Do you need more than one email?Step 3: Develop & program• E-comm platform: Does your site retain cart contents in the first place?• Checkout design: Capture e-mails up front, if possible.• Timing: How often are you able to sync data, and when should you send?• API implementation: Transfer cart contents as often as possible. Can you access the product image?Steps 4+: Test! Test! Test!• Test all of the various decisions you made above, and never stop testing!Thursday, May 2, 13
  45. 45. Remember this slide? Now let’s get to work.THIS ISWORK.Thursday, May 2, 13
  46. 46. Why follow up with abandoned carts?let’s look at whatwe built.Thursday, May 2, 13
  47. 47. Abandoned Cart SeriesConsider followup emails to convert even more customers.Send #1: Immediate Send #2: Day 3 Send #3: Day 5Thursday, May 2, 13
  48. 48. Checkout flow.Thursday, May 2, 13
  49. 49. Checkout flow.Thursday, May 2, 13
  50. 50. Checkout flow.Thursday, May 2, 13
  51. 51. Checkout flow.Thursday, May 2, 13
  52. 52. Checkout flow.Thursday, May 2, 13
  53. 53. Subject line: Oops! Stands out from the crowd.Thursday, May 2, 13
  54. 54. Abandon 1: Subject: Oops! Can we help with anything?Thursday, May 2, 13
  55. 55. Abandon 1: Subject: Oops! Can we help with anything?Elements to include:• Clear call to action: “Complete my order”• Cart “hero” image. Inspire your customer andremind them why they were shopping.• Prominent phone number• Offer to help: Was there a problem? You’ll findout about technology issues far faster with amessage like this in place.• Trust marks• Key value propositions: free shipping, easyreturns, etc.• We include a link to a survey that has been veryhelpful in our shopping cart design• We do not include sale pricing, but if you can,you may want to consider a countdown or datewhen the sale ends• Social media/social proofThursday, May 2, 13
  56. 56. Abandon 1: Subject: Oops! Can we help with anything?Potential improvements:• Star ratings• Customer testimonials• More trust marks?• Pricing: especially saleend dates if we can getthem• Click-to-call• Click-to-chatThursday, May 2, 13
  57. 57. Do you need a series?Second Send: Cart Expiration• Retains many of the elements from thefirst abandonment message• Brings security & ratings seals up a bit• May have too much copy?Thursday, May 2, 13
  58. 58. Abandon 3: Subject: “Inside: 10% off your next order!”Thursday, May 2, 13
  59. 59. Abandon 3: Subject: “Inside: 10% off your next order!”Potential improvements:• Star ratings• Clearer call to action• Customer testimonials• More trust marks?• Pricing: especially saleend dates if we can getthem• Click-to-call• Click-to-chat• Custom creative foreach segmentThursday, May 2, 13
  60. 60. SmartFurniture.com abandoned cart example.Key elements:• Discount right out of the gate (thiswas the first email I received)• I love the “Why Shop Smart?”section with all the key valuepropositions• Pricing is included. I wouldrecommend testing this,especially with high-dollarproduct. We went for a big heroimage and are downplayingprice.• Great copy• Clean, to the point. Great design.Clear call to action!Thursday, May 2, 13
  61. 61. Reinforce your key value propositions. Keep it simple.Thursday, May 2, 13
  62. 62. Test Results & Next StepsMessage Subject Open Rate Click RateConversionRateAbandonmentMessage 1: SentImmediatelyOops! Can we help withanything?56.2% 34.2% 20.4%Step 2: Your cart isexpiring soon!(No incentive)Complete your checkoutbefore its too late.52.2% 30.0% 7.3%Step 3 Test A:10% off couponWINNER!Inside: a coupon just foryou!59.2% 25.3% 14.4%Step 3 Test B:$5 Coupon59.2% 59.2% 19.1% 11.3%Thursday, May 2, 13
  63. 63. Test! Test! Test!Offer test• We had a clear winner on our offer test between $5 and 10%.• We didn’t want to give away more than was necessary to save the sale.Subject line test• We’re currently testing subject line on the third message with the 10% offer.• “Inside: a coupon just for you!” vs. “Inside: 10% off your next order!”Content test• Try showing the cart contents again (currently only showing on first 2 mailings).• Perhaps rotate cart contents so the “hero” image changes between send 1 & 2Thursday, May 2, 13
  64. 64. How many abandonments were saved?95%5%Purchased Didn’t purchaseThursday, May 2, 13
  65. 65. Which email drove the purchase?7%7%86%Purchase on message #1 Purchase on message #2 Purchase on message #3Thursday, May 2, 13
  66. 66. Thursday, May 2, 13

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