Lessons Learned from 200,000 Abandoned Carts: How to Recover Sales Using Cart Abandonment Email
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In 2012, Rejoiner tracked 2.52 million e-commerce transactions and launched over 100 cart abandonment email campaigns for their clients. This presentation explores best practices that they've developed while working with the world' top online retailers.
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Lessons Learned from 200,000 Abandoned Carts: How to Recover Sales Using Cart Abandonment Email
- 1. Lessons Learned from 200,000 Abandoned Carts How to Recover Sales Using Cart Abandonment Email
- 4. Definition of Abandoned Cart A potential customer who has visited your website, carted a specific item or item(s), started the checkout process but has left the site before completing their transaction.
- 5. The Problem 68%E-commerce Abandonment Rate* *http://baymard.com/lists/cart-abandonment-rate
- 6. The Problem 68%E-commerce Abandonment Rate* *http://baymard.com/lists/cart-abandonment-rate DON’T Track DON’T Follow Up
- 7. E-commerce Abandonment Rate Over Time
- 8. The Psychology Window Shopping Shipping Costs Form Frustration
- 9. The Psychology Window Shopping Shipping Costs Form Frustration Login Fatigue Payment Errors Site Speed
- 10. The Psychology Window Shopping Shipping Costs Form Frustration Login Fatigue Payment Errors Site Speed Security Concerns Unanswered Questions Mobile
- 11. Quantify
- 15. Definition of Remarketing The process of re-engaging a customer based on a recent interaction with your website, in an automated fashion.
- 16. Best Practices
- 18. Deliver a Sequence Real-time > Batched
- 19. Use a Customer Service Tone
- 20. Personalize • Salutation • Cart Items • Subject Line
- 22. Measure Performance • Abandoned Carts • Abandonment Rate • Email Open/CTR • Conversion Rate • Avg. Order Value
- 23. Case Study "These emails alone are driving 2% of overall site revenue, with a recent conversion rate of 10%. These results actually are better than what we experienced during the 2012 holiday season." Nov 15-Dec 31 • $63K+ Recovered • AOV 10% Higher then Organic Orders • 11% Campaign CTR • 8.9% Conversation Rate
- 24. Listen • Uncover friction points • Qualitative feedback
- 25. Questions?