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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
$2.5m
Recovered
Definition of Abandoned Cart
A potential customer who has visited your
website, carted a specific item or item(s),
started...
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
Window Shopping Shipping Costs Form Frustration
The Psychology
Window Shopping Shipping Costs Form Frustration
Login Fatigue Payment Errors Site Speed
The Psychology
Window Shopping Shipping Costs Form Frustration
Login Fatigue Payment Errors Site Speed
Security Concerns U...
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
aut...
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...
Listen
• Uncover friction points
• Qualitative feedback
Questions?
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Lessons Learned from 200,000 Abandoned Carts: How to Recover Sales Using Cart Abandonment Email

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In 2012, Rejoiner tracked 2.52 million e-commerce transactions and launched over 100 cart abandonment email campaigns for their clients. This presentation explores best practices that they've developed while working with the world' top online retailers.

Published in: Business, Technology
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Transcript of "Lessons Learned from 200,000 Abandoned Carts: How to Recover Sales Using Cart Abandonment Email"

  1. 1. Lessons Learned from 200,000 Abandoned Carts How to Recover Sales Using Cart Abandonment Email
  2. 2. MIKE ARSENAULT Founder, Rejoiner.com @mikearsenault
  3. 3. MIKE ARSENAULT Founder, Rejoiner.com @mikearsenault 100+ Retailers $2.5m Recovered
  4. 4. 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.
  5. 5. The Problem 68%E-commerce Abandonment Rate* *http://baymard.com/lists/cart-abandonment-rate
  6. 6. The Problem 68%E-commerce Abandonment Rate* *http://baymard.com/lists/cart-abandonment-rate DON’T Track DON’T Follow Up
  7. 7. E-commerce Abandonment Rate Over Time
  8. 8. The Psychology Window Shopping Shipping Costs Form Frustration
  9. 9. The Psychology Window Shopping Shipping Costs Form Frustration Login Fatigue Payment Errors Site Speed
  10. 10. The Psychology Window Shopping Shipping Costs Form Frustration Login Fatigue Payment Errors Site Speed Security Concerns Unanswered Questions Mobile
  11. 11. Quantify
  12. 12. LIVE CHAT Re-engagement Strategies
  13. 13. LIVE CHAT DISPLAY RETARGETING Re-engagement Strategies
  14. 14. LIVE CHAT DISPLAY RETARGETING EMAIL REMARKETING Re-engagement Strategies
  15. 15. Definition of Remarketing The process of re-engaging a customer based on a recent interaction with your website, in an automated fashion.
  16. 16. Best Practices
  17. 17. Capture Email Early
  18. 18. Deliver a Sequence Real-time > Batched
  19. 19. Use a Customer Service Tone
  20. 20. Personalize • Salutation • Cart Items • Subject Line
  21. 21. Think Cross-Device
  22. 22. Measure Performance • Abandoned Carts • Abandonment Rate • Email Open/CTR • Conversion Rate • Avg. Order Value
  23. 23. 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
  24. 24. Listen • Uncover friction points • Qualitative feedback
  25. 25. Questions?
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