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Best Practice for Turning Abandoned Carts into Sales

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Learn best practices for turning abandoned carts into sales. Our experts provided key tips on incentives, messaging, timing, and more.

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Best Practice for Turning Abandoned Carts into Sales

  1. 1. Best Practices for Turning Abandoned Carts into Sales ACQUIRE ENGAGE CONVERT ®
  2. 2. AGENDA Why? Consumer Insights Best Practices Case Study – Worldkitchen.com Case Study – Envelopes.com Case Study – Thefirefly.com Takeaways About Q&A 2 ®
  3. 3. TAKE AWAYS • ​Acquire Emails • ​Create a Series • ​Messaging & Timing • ​Personalize 3 ®
  4. 4. WHY? 4
  5. 5. FREQUENCY OF ABANDONMENT 5 ® 70%of carts are abandoned #1ecommerce marketing tactic
  6. 6. EFFECTIVENESS OF ABANDONED CART EMAILS 6 ® 27%will return if an email is sent 8%will return if NO email is sent
  7. 7. WHY DON’T ALL MERCHANTS DO THIS? ​• Cost • Technical integration • Requires personalization • Requires workflow/automation setup • Day-to-day growth is incremental • Not just set it and forget it 7 ®
  8. 8. CONSUMER INSIGHTS 8
  9. 9. INSIGHT 1 Consumers expect reminder within 12 to 24 hours 9 ® Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.
  10. 10. INSIGHT 2 10 ® Conversion does not always require an offer/discount Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.
  11. 11. INSIGHT 3 ​Tailor workflow based on audience attributes (age, location, gender, etc.) 11 ® Consumers Tell All. Part 3: Shopping Cart Use & Expectations. Bronto Software. June 2015.
  12. 12. RECOMMENDATIONS 12 ® ​• 1 hour – reminder email • 12 to 24 hours – initial offer email • 2 to 5 days – deeper discount email Continue to test and adjust based on results
  13. 13. BEST PRACTICES 13
  14. 14. TIP 1 14 ® ​• Be careful with the copy Bronto Software: “Revenue Rescue” bronto.com/rescue
  15. 15. TIP 2 15 ® • Watch the intensity Bronto Software: “Revenue Rescue” bronto.com/rescue
  16. 16. TIP 3 • Project the brand personality 16 ® Bronto Software: “Revenue Rescue” bronto.com/rescue
  17. 17. TIP 4 17 ® ​• Make it responsive & include product images
  18. 18. CASE STUDY WORLDKITCHEN.COM 18
  19. 19. SERIES OVERVIEW ​• Message 1: 1 hour / reminder / no offer • Message 2: 24 hours / urgent reminder / no offer • Message 3: 5 days / 15% incentive offer 19 ®
  20. 20. MESSAGE 1 20 ® ​• Short copy • Clear CTA • Values added
  21. 21. MESSAGE 2 21 ® ​• Push urgency
  22. 22. MESSAGE 3 22 ® ​• Offer an incentive • Make the offer visually stand out
  23. 23. RESULTS 23 ® 2000abandoned carts recovered in first three months 35xROI on the cost of annual subscription app
  24. 24. CASE STUDY ENVELOPES.COM 24
  25. 25. KEY OBSERVATIONS ​• Testing coupon didn't convert any better than reminder w/o coupon • If abandon happens before checkout process begins, it's not product specific • If abandon happens when checkout process has begun, the message contains product specific content 25 ®
  26. 26. RESULTS 26 ® • Campaigns depend on messaging & timing 31%cart abandonment rate (down from 51%) 40%conversion rate (normal is 14%)
  27. 27. CASE STUDY THEFIREFLY.COM 27
  28. 28. SERIES OVERVIEW 28 ® ​• Message 1: 24 hours • Message 2: 48 hours • Message 3: 5 days Subject line = Forgot something? Pre-header = Forgot something? Don’t worry, we saved it for you. Sent to all registered & guest customers who have items left in their cart.
  29. 29. EXAMPLE 29 ® ​• Gives users the ability to view their cart • Reminder about free shipping • Personalized greeting
  30. 30. RESULTS 30 ® 26%total email revenue 5xconversion rate improvement over standard marketing emails
  31. 31. TAKEAWAYS 31
  32. 32. ACQUIRE EMAILS • Need to recover email address for abandoned carts • Bronto’s Cart Recovery app reaches 39% of abandoned carts—well above the industry average— and recovers 15% of them 32 ®
  33. 33. CREATE A SERIES ​• Use customer attributes to segment emails and offers • Each email will garner additional conversions • Automate via email platform 33 ®
  34. 34. MESSAGING & TIMING 34 ® • Remind - immediate/1- few hours • Reassure - 24 Hours • Promote - 5 days later The longer you wait to send, the less effective the email
  35. 35. PERSONALIZE 35 ® ​• Use customer’s name • Show their products • Tailor the offer
  36. 36. ABOUT US 36
  37. 37. ABOUT SD 37 ® •  An NYC-based agency that started in 1999 •  A full-service solutions boutique, capable of bringing a vision from concept to launch—and beyond •  A team and a set of skills that help our clients achieve great things. •  A unique place, where people and their projects excel, and everyone gets invited to dinner •  Magento Gold Solutions Partner
  38. 38. ABOUT BRONTO 38 ® •  Marketing Automation for Commerce •  #1 Email Provider to the IR 1000 •  Locations: Durham, NC; New York, NY; Los Angeles, CA; London, UK; Sydney, AUS •  Magento Gold Technology Partner
  39. 39. Q&A 39
  40. 40. CONTACT US 40 ® Jon Klonsky jklonsky@somethingdigital.com 646.561.6600 58 W. 40th St. 7th Fl New York, NY 10018 SomethingDigital.com Tim Dorris tim@bronto.com 917.454.8875 261 Madison Ave 9th Fl New York, NY 10016 Bronto.com

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