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

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

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

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

A presentation from Bronto Summit 2013.

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

    • Thursday, May 2, 13
    • 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
    • Bronto’s multi-brand platformThursday, May 2, 13
    • NOW/FOREVERThursday, May 2, 13
    • NOW/FOREVER@markmcknightThursday, May 2, 13
    • NOW/FOREVER@markmcknight@jbartlett79Thursday, May 2, 13
    • NOW/FOREVERThursday, May 2, 13
    • Chattanooga, TNThursday, May 2, 13
    • 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
    • Why follow up with abandoned carts?THIS ISWORK.Thursday, May 2, 13
    • Why follow up with abandoned carts?but itworks.Thursday, May 2, 13
    • Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
    • Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
    • Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
    • Why follow up with abandoned carts?Imagine logging into your Bronto dashboard andseeing metrics like these...Thursday, May 2, 13
    • Abandoned cart roadmap: Step 1STEP 1Thursday, May 2, 13
    • Abandoned cart roadmap: Step 1, make a plan.make aplan.Thursday, May 2, 13
    • Abandoned cart roadmap: Step 1, make a plan.Start on paper.Thursday, May 2, 13
    • Abandoned cart roadmap: Step 1, make a plan.Start on paper.Know (or find out) what you can accomplishtoday.Thursday, May 2, 13
    • 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
    • Abandoned cart roadmapSTEP 2Thursday, May 2, 13
    • Abandoned cart roadmap: Step 2: design & builddesign &build.Thursday, May 2, 13
    • Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Thursday, May 2, 13
    • Abandoned cart roadmap: Step 2: design & buildAgain, I suggest paper.Mock it up; show it to your developer.Thursday, May 2, 13
    • 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
    • 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
    • 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
    • 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
    • Abandoned cart roadmapSTEP 3Thursday, May 2, 13
    • Abandoned cart roadmap: Step 3: develop & programdevelop &program.Thursday, May 2, 13
    • Abandoned cart roadmap: Step 3: develop & programDevelop the process!Thursday, May 2, 13
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Abandoned cart roadmap: Step(s) 4+STEP(S) 4+Thursday, May 2, 13
    • Abandoned cart roadmap: Step(s) 4+TEST! TEST! TEST!(REPEAT)Thursday, May 2, 13
    • 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
    • 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
    • Remember this slide? Now let’s get to work.THIS ISWORK.Thursday, May 2, 13
    • Why follow up with abandoned carts?let’s look at whatwe built.Thursday, May 2, 13
    • Abandoned Cart SeriesConsider followup emails to convert even more customers.Send #1: Immediate Send #2: Day 3 Send #3: Day 5Thursday, May 2, 13
    • Checkout flow.Thursday, May 2, 13
    • Checkout flow.Thursday, May 2, 13
    • Checkout flow.Thursday, May 2, 13
    • Checkout flow.Thursday, May 2, 13
    • Checkout flow.Thursday, May 2, 13
    • Subject line: Oops! Stands out from the crowd.Thursday, May 2, 13
    • Abandon 1: Subject: Oops! Can we help with anything?Thursday, May 2, 13
    • 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
    • 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
    • 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
    • Abandon 3: Subject: “Inside: 10% off your next order!”Thursday, May 2, 13
    • 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
    • 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
    • Reinforce your key value propositions. Keep it simple.Thursday, May 2, 13
    • 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
    • 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
    • How many abandonments were saved?95%5%Purchased Didn’t purchaseThursday, May 2, 13
    • Which email drove the purchase?7%7%86%Purchase on message #1 Purchase on message #2 Purchase on message #3Thursday, May 2, 13
    • Thursday, May 2, 13