Archive for the ‘Cart abandonment’ Category
A recent McKinsey & Co. article titled – ‘Why marketers should keep sending you e-mails’ states that “If you’re wondering why marketers seem intent on e-mailing you more and more there’s a simple explanation: it works.”
The articles authors recommend actions marketers need to take to harness the full power of the inbox. Implementing those actions in a shopping cart abandonment campaigns can yield very high conversions.
Recommended step 1: Focus on the journey, not the click
“…Customized landing pages—which send the user directly to the item or offer featured in the e-mail—can increase conversion rates by more than 25 percent”
The Barilliance way:
Don’t just send reminder emails to complete the purchase, include in the emails the content of the abandon cart as well as products recommendations related to the cart content. Once your customer will open the email (and they will, with Barilliance open rates can reach 70%), facilitate their journey a step further by echoing the same message you communicated in the email also on the site. If they left your site because of a checkout issue make it easy for them to contact support when they land back on your website. If your re-marketing email included a discount offer, assure them that they will get the discount once they land on the site, and apply the discount automatically at checkout.
Recommended step 2: Get Personal
“…The best e-mails feel personal….. Building true customization and targeting abilities …. requires specific capabilities and supporting infrastructure…… Although it’s a lot of work, it drives real returns: one financial institution increased revenue from target segments by 20 percent…”
The Barilliance way:
Uncover the reasons why customers are abandoning your website and act upon them with a personalized email that addresses their pain points: For example if they’re price sensitive, first time visitors, consider offering them a discount coupon. If shipping charge was their concern, present them with a shipping discount if you can absorb the cost. If the product they were after was ‘out of stock’, suggest sending them a ‘back in stock’ email.
The good news is that you do not need to drill through your entire customer past browsing and purchase history. Set your marketing rules on the Barilliance solution (who gets which email under what conditions), and let Barilliance do the hard work for you.
If you Google – ‘2014 E-commerce Trends’, you’re bound to find numerous articles and posts featuring Three/ Five /Seven / Ten E-commerce Trends for 2014. Reading through all those lists one trend stood out – The Ability to Offer Personalized Customer Experience.
“The holy grail for marketers in the Age of Context is “pinpoint marketing” — the ability to deliver hyper-personalized and contextual messaging and offers to the individual” (GetElastic – 3 Ecommerce Trends to Watch in 2014)
“No matter the transaction channel, the central principle guiding most emerging retail technologies is personalized customer engagement.” (Zdnet- 7 trends that will transform SMB e-commerce in 2014)
Another very popular trend for 2014 is ‘Big Data and Analytics’ but this trend is an enabler to the personalization trend as collecting and analysing data is a means to an end which is personalizing the customer experience,
“Big Data and analytics will evolve beyond segmentation for email lists. E-commerce merchants will collect and analyze data to discern shopping patterns that have predictive value and to understand consumer experiences in digital and physical contexts. … Data will be the driver for capturing more customers, up selling to existing customers and retaining them for the long term. …. Big Data analytics should emerge in 2014 as not just a buzzy trend, but a core business practice that e-commerce firms use to understand their business and their customers in fundamentally new way’ (Innovation Insights E-Commerce in 2014: Seven Key Trends)
According to a recent Forrester research published in Forbes: A great-digital experience is no longer a nice-to-have, It’s a make-or-break point for you business” Forrester also notes that “it is important to design predictive apps able to sense their environment and respond in real-time,”
“…..the upper half of your customer base will spend up to 50 percent more with you if they receive a personalized offer.” (Forbes.com – Forrester: Top Technology Trends for 2014 and beyond)
We are happy to see that the vision we’ve been working towards since 2008, is finally getting the traction it deserves. Our prediction for 2014 and beyond is that for the first time ever, e-commerce marketers will be able to detect the real time purchase intent of shoppers and uncover the reasons they abandon an e-commerce site. We call this prediction “Intent Based Marketing”. Well, it’s not really a prediction; We are hard at work making it a reality.
Contact us if you want to learn more about Intent Based Marketing
We’ve recently added the ability to bcc email address(es) to outgoing triggered emails:
When combined with our segmentation options, your call center can now receive real time emails only on selected cart or site abandoners (for example customers who abandon above a certain cart value or customers who abandon high margin items) and follow up personally via email or phone to close the sale.
Everyone loves a good promotion. When we are in the customer’s role our decisions seem very simple: if an offer saves us money then it’s a good offer and we should act upon it; but as retailers things can become a lot more complicated. We have different goals than the customer and more often than not the long term value of a customer is much more important to us than a single specific sale. While two different promotions might leave us with a different bottom lines, the conclusion over which one was the better choice isn’t always obvious.
Many of our clients opt to try and recoup visitors who abandon the shopping cart by offering them a promotion. An interesting question came up over which promotion would entice more visitors to come back and complete their orders. Would a customer prefer to get a 10% discount of the total or would Free Shipping sound like a better proposition?
So we tested. Two different cart abandonment email templates were prepared and A/B testing was used to see what works best. 50% of abandoning visitors received an email alluring them to the charms of free shipping while the other 50% were put in the tough spot of saying no to 10% off.
It’s worth noting that this particular test was run on an online shop that sells a wide variety of consumer items but nothing that would be considered a high ticket item. The average order value hovers around $60.
It didn’t take long to see that the competition wasn’t fair and a winner was quickly announced. Free shipping performed 100% better than 10% off. Since the goal of this promotion was to convert people who abandoned the shopping cart, offering free shipping ended up doubling the conversion rate of the campaign.
Considering the items sold, average order value and the segment of visitors this promotion targeted; automatically going for the higher converting promotion was not a clear-cut choice. In some cases the discount was too steep to turn a profit or make the promotion worthwhile for the business. This time our cart abandonment segmenting features really came in handy so after calculating the right cutoff point the cart abandonment campaign was adjusted to offer the free shipping promotion only to customers whose cart total was above the cutoff point. The rest had to settle for a 10% discount. I think both groups ended up quite happy. That’s the important thing, no?
We wanted to update you regarding new features we’ve recently added :
Send to Mobile using QR codes
This is our first experiment in the mobile space. The idea is to allow your customers to easily switch from their PC to their mobile using the barcode application on their phones. While on your website, customers can click on “Send to Mobile” tab, scan the code and continue browsing from their mobile devices.
Shopping cart abandonment
- User defined suppression value – you can limit the number of emails that will be sent to customers in a given period of time.
- More segmentation options – you can send different emails to different customer segments based on the content of their shopping cart. For example, you can exclude customers who abandoned products from a specific brand from getting an email with a coupon
- A/B testing – you can now test 2 versions of an email and see which works better for you
- You can target customers using iPads, iPhones and Android devices as well as target customers by screen size
- Quick access to reports
As always feedback is welcome!
Many prospects will visit your website at least twice before making a purchase. Some might have added products to the shopping cart. If they started the checkout process, you can send them automated cart reminders. But only a fraction of those shoppers who add products to the cart, will move down the funnel to the checkout pages. So most cart abandoners will leave the site without entering their email address.
It turns out that there is another effective technique to reduce cart abandonment rate. When cart abandoners come back to your website after a few hours or days , you can help them complete the order by showing them a “Welcome back, we saved the cart for you” type message. Here is a nice example from hello direct:
One of our customers who setup a similar campaign witnessed 70% increase in conversion rates when measured compared a control group which did not see the “welcome back” message. It’s not surprising. Usually finding the link to the shopping cart is hard, in some cases even very hard…
Thinking about what customers are trying to do next and segmenting them based on their most recent intent can help you win them as this example demonstrates.
As we get closer to the holidays season, marketers who can come up, launch and test these type of campaigns quickly and without IT support, are more likely to win new customers.
Most merchants think about cart abandonment emails as an opportunity to recover lost sales and that is indeed the ultimate goal. But following up with this segment of visitors presents another opportunity: getting their feedback.
Shoppers who started the checkout process but and have not completed the order is one of the most lucrative segments for feedback solicitation. From this segment, you can understand if your checkout process is too long, or if you charge too much for delivery or if first time visitors don’t feel confident buying from you.
One of our customers used this verbiage in his cart abandonment emails: “We’ve noticed that you recently tried to purchase some items from our website but for some reasons you haven’t finished the purchase. If we’ve done anything wrong please let us know by replying to this email or by calling us on …”
Guess how customers responded? many of them replied saying that the customer did not do anything wrong and provided additional information about their situation. From these emails our customer started conversations with these prospects that either led to sales or provided important feedback.
So when you craft your remarketing emails, think about them also as an opportunity to start a conversation with your prospects/customers and use the right tone to spark such conversations.
Last week we released the latest member of our e-commerce personalization products suite: a shopping cart recovery tool that sends automated emails to shoppers who left the checkout process without making a purchase.
Of course we maintained our zero integration philosophy which means that online retailers can implement the service in a few minutes. Our code snippet reads the content of the shopping cart without special tags!
Currently we provide an end-to-end solution and our system sends out the emails but in the future we will add “connectors” to popular email marketing platforms.
If you are using our product recommendations or segmentation products, there are exciting synergies between the 3 products. For example if you offer a promotion in the email, you can upload a matching banner on the shopping cart page that will be served on for those customers who clicked on the link embedded in the cart abandonment email.
Drop us a line if you want to give it a try.