When customers abandon a shopping cart, their customer journey isn't over—and your relationship with them has just begun. Your next move is critical.
This webinar explored:
Why cart remarketing
How Webtrends Streams enables highly-relevant real-time remarketing with email marketing partners such as Silverpop
Best practices for cart remarketing.
Presenters
Rick Weithas, Sr. Solution Marketing Manager, Webtrends
Loren McDonald, Email/Marketing Automation Evangelist, Silverpop
6. “Advertisers will spend $77 billion on
interactive marketing by 2016 to get
customers to their site” — Forrester
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7. Yet…..
98% of Website visitors don’t complete the desired action
in most recent session
Abandonment costs retailers $18 billion per year!
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8. Email Remarketing – Solution for Abandonment
Drive Customer Engagement
• Visitors Who Abandoned:
Browse Didn’t Buy
Shopping Cart Abandonment
• Customers Who Converted:
Cross Sell / Up Sell
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23. Before we start … where does the email address
come from?
Account
Registration
– logged in
Email
Subscriber
– clicked
through
“Remarketable”
Abandoners
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28. Stage Conversion Open Rate Revenue /
email
1: Real
time
22% 70% $11
2: 24
hours
7% 65% $4
3: 7 days 6% 60% $3
Total 35% Average
65%
Average $6
Source: SeeWhy
36. Power of Deploying a Series
Cart Email A
Day 1
Cart Email B
Day 3
Cart Email C
Day 5 AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate 22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
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42. Get creative – think beyond “recency”
“Only 100 items left”
“Price is going up”
“Sold out … recommend..”
“Cart is about to expire …”
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44. Email Remarketing with Webtrends Streams
Customer Centric
Visitor level behavioral
insight around abandons,
browsing, purchases, etc.
Right Time
Immediate remarketing
Actionable
Action Center delivers
customer insight directly to
email partner platforms
Customer Centric
Actionable
Right Time
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45. Webtrends Streams:
A New Solution for Email Remarketing
+Real-Time
Customer Centric
Actionable
Historical
Analytics
Real-Time
Analytics
Use Cases
Dashboards, campaigns, mu
lti-touch attribution, data
mining. All in the past hours
to days old.
High level
trending, campaigns, summar
y-level analysis hours to
minutes old.
Push API powers content & offer
relevance, visitor
engagement, ad targeting, social
interaction, trends, referrals.
As-it-happens
Machine-to-machine
Visitor–level detail
+
+
+
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46. Customer Views
Product on Website
Remarketing Email
Declining Probability of Conversion
24-48 hrs later
Current Industry Email Remarketing Programs
Customer Abandons
Website
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47. Customer Abandons
Website
Immediately after Abandonment
+
Key Behavioral Information
=
Improved Time & Relevance
Declining Probability of Conversion
Email Remarketing w/ Webtrends Streams
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52. Action Center – Direct to Email Partner Platform
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53. Remarket at Just the Right Time
• 24-48 hours, or days later
was the norm
• Shortening this window
increases likelihood to
purchase
• Webtrends Streams
delivers in the moment
insight and action with key
behaviors
• Find the right window and
context with Webtrends
Streams
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54. Measure Success Example Shopping Cart Abandon
Email ROI Program Trial
Emails Sent 20,000 20,000
Open rate 25% 30%
Opens 5,000 6,000
Click thru rate 15% 25%
Clicks 750 1,500
Click to Conversion Rate 15% 18%
Orders 112 270
AOV $250 $300
Potential Sales $28K $81K
Sales/Email $2.52 $6.75
Time and Message Relevance
Drives Email Remarketing
Performance
Open Rate
Click Thru Rate
Click to Conversion Rate
Program Revenue
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55. Getting Started w/ Webtrends Email Remarketing
Webtrends Customers
Leverage Existing Tag
New Customers
Simple Site Tagging
Webtrends Email
Partners
Silverpop
Responsys
ExactTarget
Customer Centric
Actionable
Right Time
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Notas del editor
To summarize, a behavioral approach will help you drive real-time, highly relevant communications through the appropriate channel. Collecting data helps you to build a digital identity for your customer and prospect and incorporating automation allows you to interact with them more effectively in a highly personalized way. The result will be an improved customer experience resulting in increased customer satisfaction and higher conversion rates.
2.1“People are thrilled when their needs are met online. These are the customers who come back, and these will become your brand advocates. How much is a repeat customer worth to your business? What are you doing to make customers so delighted that they will return and do business with you again?”
Integrations with:ExactTargetResponsysSilverpop
Integrations with:ExactTargetResponsysSilverpop
87% of consumers abandon online shopping baskets. 75% claim they would return at a later date to complete the purchase — effectively using the basket as a wish list.
Obviously this is a fantastic result. When we tweak, we usually don’t expect to double the impact with a single iteration. We expect to make small tweaks with incremental results.
Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
Customer Centric – Streams has the ability to enrich the data with valuable information to drive additional insight and action. Currently mobile device, browser, geo, search and traffic sources. Roadmap for 3rd party data such as weather at visitor location.Real-Time – No time delay. Data appears the instant the event takes place. Truly As-it-Happens to drive customer interaction while they are on the site. Traditional Real-Time is generally minutes to hours old in most peoples mind. Actionable – Push API enables immediate integration with action systems, marketing system and engagement with customers. Historical Analytics : Webtrends Analytics, IBM Coremetrics, Adobe Omniture, Google Analytics, ComScoreReal-time Analytics : Webtrends Real-time, Google Real-time, Chartbeat