client connect 2013 - abandon cart best practices
DESCRIPTION
TRANSCRIPT
![Page 1: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/1.jpg)
INSPIRED MARKETING
iGoDigital, an ExactTarget Company
![Page 2: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/2.jpg)
Who We Work With
iGoDigital works with 8 of the top 10 online retail sites
![Page 3: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/3.jpg)
The Engine…To Drive a Personalized Cross-Channel Experience
Explicit Feedback
Single View of Customer: iGo + Point of Interaction: ET
![Page 4: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/4.jpg)
The Platform
![Page 5: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/5.jpg)
hourglass New York
dark color palette
heels
clothing
Sara
designer
shoes black sale
flats
cocktail party
female
silk
abandoned
The Customer Profile
![Page 6: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/6.jpg)
Recs + Email
![Page 7: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/7.jpg)
Case Study: Online Shoes.com
![Page 8: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/8.jpg)
Personalization + Email
![Page 9: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/9.jpg)
Average Results – Abandoned Cart
Sent Emails 31,000 / yearly
Opened Emails 15,000 / yearly
Clicked Emails 3,600 / yearly
Converted Emails 400
Revenue With iGo: + $48,500
iGoDigital Metrics
Capture Rate 30%
Open Rate 52%
Click Through Rate 25%
Conversion Rate 12%
![Page 10: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/10.jpg)
Abandon Cart Email
• Abandon Cart Rate about 70-75% • Only about 20% of IR1000 sending
abandon cart in 2012 • Why?
![Page 11: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/11.jpg)
Abandon Cart Email
• Seems easy – A person puts something in the cart and doesn’t buy, send an email
• Challenges: • Web traffic work with your ESP? • Should you send an offer? • When to send the email? • How many emails to send?
![Page 12: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/12.jpg)
Abandons can be quite different
• Male vs. Females • Males – typically compare prices then
abandon less • Females – Tend use the cart almost as a
wish list, and are more sensitive to S&H costs
![Page 13: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/13.jpg)
Offers and incentives can be very competitive
• Forrester found about 85% of people abandon because of either S&H costs were to high, or they were not ready to buy.
• 36% of consumers said they would not buy unless they had free S&H.
• 47% would not buy without a promotion
![Page 14: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/14.jpg)
Cadence
• About 60% of purchases are in the first 3 hours average for IR1000
• First email within 24hrs (40% Revenue) • Second email within 48hrs (9% Revenue) • Third email on day 4 (34% Revenue) • Fourth at day 7 (17% Revenue) • Different for different retailers
![Page 15: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/15.jpg)
Subject Line
• Customized subject line increases the
open rate • Use the name of the product in the
subject line • If you are making an offer leverage that in
the subject line • Vary the subject line between sends
![Page 16: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/16.jpg)
Offers
• About 41% of the IR 500 offer some discount in message 1 and 56% in message 2.
• Typical: • Free Shipping • 5% off • 10% off
• Discount Ladder • Expire discounts in timeframe
![Page 17: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/17.jpg)
Personalize the content
• Personalize the content by using the person’s name
• Use the image of the product abandoned in the email
• Link back to their cart • Include related items or other
recommendations with prices • Include rating and review information in
the email
![Page 18: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/18.jpg)
A couple of thins about Check Out
• Ask for email first in the process • Don’t surprise people with hidden fees
during the checkout process • Keep the number of pages small in the
checkout process
![Page 19: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/19.jpg)
Test Everything
• Your setup will need to be different • Starting point can be based on common
best practices • Adopting testing as part of the process
![Page 20: Client Connect 2013 - Abandon Cart Best Practices](https://reader033.vdocuments.mx/reader033/viewer/2022051611/54b5bf494a79596e0a8b4806/html5/thumbnails/20.jpg)
Start!
• Most important thing is to get started as soon as possible
• Even basic campaigns can recover lost opportunities and increase revenue