category, cart and checkout: testing abandonment messages
DESCRIPTION
Why is setting up “lights out” marketing important? How can it help you achieve your revenue goals with a little bit of effort? This presentation will answer those questions using a year’s worth of data from Envelopes.com and share the experiences from the setup of Envelopes.com’s Abandonment Messages. The 3 different levels, Category, Cart and Checkout, all utilize Bronto’s Direct Update site tagging, Workflows and A/B Testing. Envelopes.com tested numerous hypotheses including: length of time between site interactions and when the 1st message is sent, frequency of abandonment emails, different email creative and discount offers.TRANSCRIPT
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Category, Cart and Checkout: Testing Abandonment Messages
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, Marketing Manager, Envelopes.com
, your friendly neighborhood Bronto
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Envelopes.com
Hmmm….I wonder what they do? 42 Year Old – Privately Held Envelope & Stationery Manufacturer and an IR500 Online Retailer.
Based in Amityville, NY.
(Yes, that one, the “Horror” house is real!)
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Identify Goals & Objectives
What questions are you hoping to answer?
• Are you fixing a problem?
• Is there an opportunity to improve an existing program?
• What is your timeline for the test? (low hanging fruit or long term)
• How will you measure success?
There’s money left on the table and if you don’t take it, someone else will!
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What do you know already?
Use existing facts to help plan your strategy.
• Very high 1st visit, same day purchase rate
• Paid Search text and display re-targeting did NOT work
• Our email subscribers are very loyal and have always responded with nice conversion rates
• We do not offer frequent discounts
• Limited tech time to work on the project
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How deep do you want to dive?
Identify the levels of abandonment you want to target.
• We identified 4 levels on which we could target for:
Product Page
Category Level
Cart Level
Checkout Level
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What do you want to test?
Based on previously stated goals and objectives
• At first, we did not have the resources to implement the data into the abandonment messages. So only knowing that a customer abandoned the site, we used a couple of different creatives to draw people back to the site to complete there purchase.
• After we integrated the product data, We tested using a couple variables:
Timing of Post Abandonment Messages after each level
Category Level – 3 days or 11:30am next day
Cart Level – 2 days or 11:00am next day
Checkout Level – 1 day or 10:00am next day
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Tools we used to implement and test
Used Bronto’s lovely support system and blog articles to gain most of the information needed to implement.
• Direct Add / Direct Update
(Added fields in Bronto to store the abandonment data at a contact level.)
• Workflows were used to easily automate and deploy the messages
*PS…there are now newer features in Bronto to take advantage of that will help you implement abandonment messages
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Results of Timing Tests
Category Abandonment
Open Rate Click Rate Conversion Rate
Wait 3 Days 39.4% 7.1% 19.8%
Send Next Day at 11:30am
43.2% 7.8% 20.5%
*Tested over 30,000 deliveries
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Results of Timing Tests
Cart Abandonment
Open Rate Click Rate Conversion Rate
Wait 2 Days 39% 26.7% 33.1%
Send Next Day at 11:00am
39% 19.5% 27.7%
*Tested Over 3.500 Deliveries
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Results of Timing Tests
Checkout Abandonment
Open Rate Click Rate Conversion Rate
Wait 1 Days 42.7% 35% 15.8%
Send Next Day at 10:00am
40% 17.9% 24.6%
*Tested Over 3,000 Deliveries
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