Abandoned Cart Campaigns: Do’s and Don’ts

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Emily Keye
Marketing Strategist, Bronto Software

Fawn Young
Marketing Strategist, Bronto Software

Abandoned cart campaigns, when used effectively, can be a HUGE asset to a marketer’s email program.

As a marketer, your goal is to turn the costs that you incur in driving traffic to your website into profits. You do this by converting visitors into customers. No matter how good your purchase funnel is, you WILL have visitors leave your site with items still in their shopping cart.

So how do you win these folks back? With abandoned cart campaigns, of course! In this session we will discuss how to get more effective results from those campaigns. Among the topics we’ll cover:

• Is one email enough?
• Timing is EVERYTHING!
• To discount or not to discount? • Make it personal!

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Abandoned Cart Campaigns: Do’s and Don’ts

  1. 1. Abandon Cart Campaigns: Do’s & Don’ts Emily Keye & Fawn Young Marketing Strategists at Bronto Software
  2. 2. What is an Abandon Cart Campaign?
  3. 3. Abandon Cart Campaigns  Lifecycle Messages  Remarketing Messages  Transactional Message/Promotional Messages
  4. 4. Today’s Agenda:  Why do people abandon?  What’s involved in setting this up in Bronto? (API, Magento, Direct Update Code)  One Abandon Cart Campaign or more…  How to make your abandon cart strategy more effective!
  5. 5. Understanding Abandonment
  6. 6. Abandonment Issues!  Abandonment Rates are Increasing - 2010: 55% (Forrester) - 2011: 71% (Fireclick) - 2012: 75% (Fireclick) - 2013: 78% (AbandonAid)
  7. 7. Two Sides of Abandonment Prevention Recoveryvs.
  8. 8. Why do people abandon?  User Experience  Indecision  Technical Issues  Total Order Cost
  9. 9. User Experience
  10. 10. User Experience: Required Registration  Guest checkout keeps the buying process going  Account sign-in for returning customers - Time consuming to get forgotten password - Forrester: 14% didn’t pay because of this
  11. 11. User Experience: 7 Steps out of cart  Click password reminder link  Enter email or ID info  Wait for the email  Click link  Create new password  Log in  Go back to cart
  12. 12. User Experience: Too many pages  Keep it short and sweet  A 2-3 page process could be ideal to keep the customer flowing through the cart process  Make sure you capture email address as early in the cart process as you can  5.6 average pages from the cart to the order confirm
  13. 13. User Experience: Keep it Simple
  14. 14. User Experience: Site Functionality  Different calls to action  Different buttons  Different selection options
  15. 15. User Experience: Emotions  Excitement  Confusion  Anixety
  16. 16. User Experience: Emotions  Cart overloaders- we all know one.
  17. 17. User Experience: Emotions  What happens next?”  Set expectations  Include breadcrumb trail or step indicator
  18. 18. Indecision
  19. 19. Indecision  Not Ready  Changed Mind  Decided to Save Product
  20. 20. Indecision: Not Ready  Wait until payday  Wait to get home from work  Wait for spouse to weigh in  85% of consumers start on one device and finish on another
  21. 21. Indecision: Changed mind  Result of price  Shipping timeline  No longer want product
  22. 22. Indecision: Decided to save product  Wish List  Save for later
  23. 23. Technical Issues
  24. 24. Technical Issues  Slow load times  Not enough product info  Not reinforcing security
  25. 25. Technical Issues: Security  35% of brands do not display information about the security of an order during the checkout process.
  26. 26. Technical Issues: User-Friendly Promo Codes
  27. 27. Technical Issues: User-Friendly Promo Codes  Code copied in email  Pasted in check out  Code must be: - Memorized - Written - Inbox revisited  O or 0?
  28. 28. Technical Issues: Customer Support Options  Offering live chat  Providing a customer service phone number  Include these in the cart as well as in abandon cart messages
  29. 29. Technical Issues: Customer Support Options  66% of consumers believe accessible customer service contact information is the most important
  30. 30. Total Order Costs
  31. 31. Total Product Cost & Additional Fees  Price Comparison  Shipping Costs 36% didn’t pay for items because they felt the total cost was higher than anticipated 27% didn’t pay for items because they wanted to comparison shop
  32. 32. Total Product Cost: Shipping Costs  36% of brands did not include actual or estimated shipping costs  People want fast & free shipping  Clearly communicate shipping costs  Show totals or estimated totals early in the cart
  33. 33. Even More Reasons… Checkout not optimized for mobile Using as wish list User got distracted Device Toggling Preferred payment type not accepted
  34. 34. From Prevention to Recapture Identify at which stage people are commonly abandoning & make any site adjustments necessary
  35. 35. Post Abandonment Let’s recover that lost revenue!
  36. 36. The shopper has abandoned cart. What now? Don’t assume they will come back on their own. Do send an Abandon Cart Message!  13% sent at least one post- abandonment email.
  37. 37. Where to Start  Option 1: API  Option 2: Partner Integrations (Apps)  Option 3: DirectUpdate Code  Option 4: Manually How many people know how long you save abandon cart data?
  38. 38. One is better than none!
  39. 39. There is no magic strategy Testing is key!
  40. 40. One & Done!  Subject Lines  Content - Urgency - Personalization vs. “generic” - Offer vs. No Offer  Timing
  41. 41. Subject Line Strategy Balance Service & Urgency • “We are saving your cart for you” • “You left something in your cart” • “Can we help you complete your purchase” • 46% of brands included a note about the cart • 77% of brands took a customer service tone with their subject lines
  42. 42. Message Content Strategy Extra credit • Show the price • Show the availability Be sure your message includes:  Determine your approach  A sense of urgency (your cart is going to expire)  Show the product(s) that are in the cart  Link back to the cart  Consider including an offer  Option to complete over the phone
  43. 43. Content: The Honest Co. – Friendly Reminder
  44. 44. Content: Zulily – Sense of Urgency
  45. 45. Content: UGG – Fear of Loss
  46. 46. Content: doggyLoot – Fear of Loss
  47. 47. Content: Dell– Cart Expiration
  48. 48. Guess – Shipping Offer/Generic • Generic message, reinforces the brand
  49. 49. ProFlowers - Incentive
  50. 50. Old Navy – Reminder/Shipping/Fear of Loss
  51. 51. Content: Disney Destinations - Be different!
  52. 52. Timing: When to Send?  30 hours? 45 minutes? 3 days after abandonment?  Testing will be key to find out what the optimal time is  45 minutes post-abandonment starting point • Remember, 64% of carts can be recaptured within the first 48 hours – determining when in that time frame depends on testing
  53. 53. Take it a step further… Create an Abandon Cart Series
  54. 54. Expanding from one message to a series:  38% of brands send a second abandon cart message  5% used personalization in the subject line of the second message  14% mentioned the cart
  55. 55. Expanding from one message to a series  Think about offering an incentive  Don’t train customers to wait for coupons  Subject lines for later abandon cart messages: - Message 1: “Friendly reminder, “we’re saving your cart for you.” - Message 2: “Sense of urgency, cart will soon expire, possible incentive.” - Message 3: “Last chance on offer, cart is expiring, quantities limited, etc.” 
  56. 56. Content: Abandon Cart Series SL: “You Left Some Things In Your Shopping Bag + Get FREE Shipping!” SL: “Your Shopping Bag Expires Soon!” Be sure your message includes:  A sense of urgency (your cart is going to expire)
  57. 57. Content: Abandon Cart Series Customer Service Friendly Reminder Incentive
  58. 58. Content: Abandon Cart Series Customer Service IncentiveIncentive
  59. 59. Content: Abandon Cart Series Friendly Reminder Incentive
  60. 60. Timing Considerations - AOV • What is your AOV? • The higher the AOV, typically the later you can send message 3  More comparison shopping is typically done for large ticket items • Someone may wait several weeks to shop for a $2,000 TV, but not so much for a pair of shoes
  61. 61. Timing: More Numbers – From SeeWhy Percentage of all carts that are successfully recovered that are won back within the first few hours after abandonment 54% 10% Percentage of additional carts that can be recovered within 48 hours 82% Percentage of all carts that can be recovered at the end of 7 days
  62. 62. There is no magic strategy Testing is key!
  63. 63. Wrapping it up
  64. 64. Top 5 Takeaways • Audit the purchase process • In the cart include Customer Service Contact information, Security Icons and Shipping Costs • Send at least one Abandon Cart Message/s • Determine your strategic approach • Test, Test, Test!
  65. 65. Questions? Emily Keye & Fawn Young Marketing Strategists at Bronto Software
  66. 66. Bronto client is sending a 3 message abandoned carts series using the Magento Extension. Message 1 (non-incentivized) has been sending for a full year. Message 2 and 3 for a little under 1 year. This series is driving 10% of their email revenue while sending less than 0.35% of total emails. Customer Successes
  67. 67. Bronto client used the Megnto Extension to generate a cart recovery message that has resulted in $350K of recaptured revenue in less than 6 months. Customer Successes
  68. 68. Customer Successes Bronto client is sending a 2 part shopping cart abandonment series utilizing Bronto Direct Update Code. On average these messages are recovering ~5% of lost revenue! Their basic set up only sends to users that are opted in, messages do not include any details on the order. Message 1 - Got Questions we can help with (Sent 24hrs) Message 2A - Complete your order get 15% off (Sent 72hrs after message 1) Message 2B. - Complete order get Free shipping. So far the Free shipping message is out performing the 15% offer in total revenue.

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