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.
As you probably know, one of our products is a shopping cart abandonment solution, which sends triggered emails to people who leave items in online shopping cart without completing the purchase.
A couple days ago, we received the funniest voice mail ever. We just couldn’t stop laughing.
Hear it for yourself here:
Shopping cart abandonment voicemail
By thinking out of the box and adapting to the local market, Tesco was able to dramatically increase its share in South Korea.
It’s not a secret that targeting visitors with relevant messages could have a big impact on conversion rates. One of US customers has been targeting selected countries with a very simple message - “Yes, we do ship to the <country>, and it’s fast and affordable!” the result?
You can see the report below:
UK visitors really liked the message and converted at 4.9% while the control group (UK visitors who did not see the message) converted at 0.5%.
That’s a big change. It did not involve promotions just a simple message that reassures customers that you ship products to where they live.
Today we are announcing a major upgrade to the behavioral targeting product. The goal of this release is to make it as simple and quick as possible to get value from the product, especially for new customers.
Often, we’ve been asked for best practices that could be implemented using our BT product so we added the “Opportunities” feature which is a collection of pre-defined best practices that customers can use out of the box.
The second feature is the “Offer Zone”. The Offer Zone is a dynamic content zone which allows marketers to create targeted messages quickly without the need for external designers. It also supports tokens, which means that you can create a single rule that shows the message: “We ship to %country%” , and visitors from different countries will see their respective country names and flags. In the screen shot below you can see an example of the offer zone on our website at the bottom right corner.
The combination of the Offer Zone and Opportunities features, allows you to benefit from best practices and ideas that worked for other customers and get to test them on your site real quickly.
You probably know that good feeling when you are a regular at a restaurant or a shop. When you come in, you’re treated differently and you feel important. I always wonder why most online retailers do not reward their best and most loyal customers.
There are a few ways you can identify and value your repeat customers. The most naive way is by frequency and amount of purchase. The image below shows how you can do it using our behavioral targeting product.
Most online retailers tend to focus on converting their first time visitors and do not reward their existing and often most loyal customers. Studies have shown that top converting e-commerce sites do so well because of their focus on repeat customers. It’s a good practice to reward repeat customers and offer them discounts to increase their loyalty, if you don’t do it, think about it!
There is another activity that it is becoming more and more important to measure and should be taken into account when evaluating the value of customers – it is their social activity. A like or a tweet from a customer who has many real friends/followers could result in increased sales. A customer that posts a good review about your product can help convert future visitors who read this review. These customers are valuable even if they are not big spenders themselves and should be treated accordingly.
Back in November we released a new and powerful feature as part of the behavioral targeting product. It allows marketers to automatically apply coupon codes only to eligible segments of customers, and to create a sense of urgency and scarcity around the offer. It also provides better control of codes distribution since you don’t need to communicate the actual code to customers – our software fills the code and applies it automatically.
The screen below shows an offer to international visitors who arrive to GolfMena.com – $20 off on international shipping
When they click on the banner and arrive to 3balls.com , this segment of customers see the offer and that it expires in 24 hours
Next when they add products to the cart (value over $99) , the coupon code is applied automatically for them. This is just one of many segments you can target with this feature. Other examples will be discussed here in the future.
A customer of ours found out that his email marketing efforts were becoming less and less effective. During the last year he sent out 50% more emails than the year before but generated less visits and lower sales. He thought that by better targeting and personalization the email communication with his customers he can increase the ROI from this under-performing marketing channel and boy he was right!
Instead of sending emails to everyone, he now sends emails only to customers who visited the website in the last X days ( we produce this list for him). And these customers receive relevant and personalized product recommendations based on their activity on the website.
Not surprisingly in the very recent campaign, CTR increased from 6% to 50%