Abandoned cart follow-up strategy best practice & recommendations
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This document outlines our findings on best practice abandoned cart follow-up strategy & communications.
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Abandoned cart follow-up strategy best practice & recommendations
- 1. Abandoned cart follow-up strategy best practice & recommendations Monday, 19th March 2012
- 2. Abandoned Cart: did you know… • 87% of consumers abandon carts • 75% say they will return to complete the purchase • 54% of cart abandoners who intend to buy will do so in the first 24 hours Source: Amaze/University Glasgow 2010 2
- 3. What you will find in this document • This document outlines our findings on best practice abandoned cart follow-up strategy & communications. • It also outlines some of our recommendations about how these best practices can be implemented & be included in eCommerce communications strategy. • It covers: 1. Abandoned cart follow-up: best practice 2. Abandoned cart follow-up: Australian & overseas e-retailer examples 3. Abandoned cart follow-up: who does it well examples 4. Abandoned cart follow-up: recommendations for eCommerce sites & stores. 3
- 4. 1. Best practice: Key recommendations Time to send, incentives & post conversions rules
- 5. Key recommendations: Overview The top five recommendations on the abandoned cart follow up strategy include: 1. Reminder: best time to send emails 2. Win back: how to incentivise 3. Email content: key messages 4. Sign in: what details to capture 5. Post conversion considerations
- 6. 1. Reminder: best time to send STATS: • 54% of cart abandoners who intend to buy will do so in the first 24 hours • Another 10% will buy within 48 hours • 82% of people who intend to buy, will do so within a week SOLUTION: • The longer you wait to re-engage an abandoner, the less likely they will be able to recall the reasons for shopping. Re-engage no later than 24 hours after the abandonment process • Send the first email within the first two (2) hours of cart abandonment • Send the second within 24 hours • Test the timings: Movies Unlimited, for example, sent emails 1 hour, 6 hours & 24 hours. The 1 hour email generated a higher response, but the highest conversion came from the email send 6 hours after the abandonment process Source: Market Live 2012; Inbound Internet Marketing Blog 2011 6
- 7. 2. Win back: how to incentivise STATS: • Only 16% of retailers with abandoned cart programs offered a discount, free shipping or sales incentive to lure back customers • 11% of cart abandoners found the check out process confusing • 24% place items in cart to consider later, 41% weren’t ready to purchase SOLUTION: • Don’t always default to discount because the primary reason for abandoning cart is not always price • If you do offer an incentive, set up rules so customers only receive once or potentially offer every nth customer an incentive to prevent training customers to expect discounts • Tell the service centre about the discount incase a technical difficulty lead to the customer completing the purchase over the phone Source: Market Live 2012; Inbound Internet Marketing Blog 2011; Chief Marketer 2011 7
- 8. 3. Email content: key messages CONSIDERATIONS: • Include copy such as "did you have a problem at checkout" or "need help" to position email as a value add rather than a sales pitch • Include a link to the abandoned cart & refer to items in the message • Include images or related products for cross selling & upselling, just incase the model has sold out or customer was not sold on the original item • Create a sense of urgency & include an expiration date for the cart • Include other ways to complete the purchase or seek help, such as telephone numbers or email help • If free shipping is normally offered, highlight this in the messaging in case the shopper missed the offer • Add value to the follow-up emails by including ratings, reviews & an alternative way to contact customer service Source: Chief Marketer 2011 8
- 9. 4. Sign in: what information to capture • At the first step ask for an email address • State the purpose for collection is to contact shoppers if there is a question about their order Walmart Example 9
- 10. Rules to consider • Once purchase is completed make sure the customer is removed from the automatic email system. • If the customer does not purchase after a certain timeframe, set rules to remove the customer from the abandoned cart program. Source: Chief Marketer 2011 10
- 11. Australian & overseas e-retailer examples
- 12. Who does a good job? • Not a lot of Australian e-retailers are doing a good job with abandoned cart follow up. Most of them do not do it at all or even cookie the site to allow ease of conversion for return visitors. • There is a big opportunity is to implement a test & learn campaign, analyse results & design an abandoned cart email program as a part of a communications plan. • We placed items in carts & abandoned them on 29th February 2012. All eCommerce retailers who had our email address did not send a follow-up email. • Retailers were revisited on 16th March 2012 to see if cookies had captured cart & purchase information. • This review looks at the eCommerce process for: 1. Nikon (https://e-shop.nikon.com.au/pages/default.asp) 2. Dick Smith* (http://dicksmith.com.au/dsau/home.jsp?gclid=CMPR5tbZsK4CFYVMpgodpUroOA) 3. Apple (http://store.apple.com/au?afid=p219|GOAU&cid=AOS-AP-AU-GOOGLE) 4. Mac Cosmetics* (http://www.maccosmetics.com.au/ ) 5. Movies Unlimited* (http://www.moviesunlimited.com/musite/default.asp) 6. Amazon (http://www.moviesunlimited.com/musite/default.asp) • * When re-visiting this retailer, we proceeded further through the checkout process before 12 abandoning again.
- 13. Nikon: Purchase Process Step 1: Clicked on account. Step 1 Step 2: Abandoned cart at this screen without filling in details. Too much to fill in up –front. Step 2 Step 3: Returned on 16 March & did not find item in the cart. 13
- 14. Dick Smith: Purchase Process Step 1 Step 1: Completed email details (email captured first). Step 2: Abandoned cart at 9:55am. Dick Smith have my email details. No follow up. Step 2 Step 3: Returned 16 March & did not find item in the cart. 14
- 15. Apple: Purchase Process Step 1: Select product & proceed to Step 1 checkout. Step 2 Step 2: Abandoned cart at this screen without filling in details. Form too long. Step 3: Returned on 16 March & did not find item in the cart. 15
- 16. Mac Cosmetics: Purchase Process Step 1: Enter email address only. Step 1 Step 2: Asked for further information, but cart abandoned at 11:30am. Now Step 2 have email details. No follow-up email. Step 3: Returned 16 March & found item still in cart, but did not remember email address. No follow-up email sent. 16
- 17. Movies Unlimited.com: Purchase Process Step 1 Step 1: Asked for email address. Clear checkout process & steps. Step 2: Asked for details & provided Step 2 shipping costs upfront. Abandoned cart at 12:45pm. The store have email details. No follow up. Step 3: Returned 16 March & found items in the cart. Email address was also remembered. Proceeded further through the check-out process. No follow-up email sent. 17
- 18. Amazon: Purchase Process Step 1: Collected email Step 1 Step 2: Technical problems with cart so Step 2 abandoned at 10am. Amazon now have email details. No follow up email. Step 3: Returned on 16 March. Item still in cart. Did not retain email address & had difficulty with the cart, so abandoned it without proceeding further. 18
- 19. Who does it well? Examples Examples of how industry leaders follow up on Abandoned Carts
- 20. Fossil: Example of the Follow up email 1 1. Links to other 2 products incase 2 looking for something else 3 2. Statement to show care & service 3. Imposed time limit to create urgency, but to not rush the customer 4. Link to shopping bag y: Opp ortunit t Produc in details 20 cart.
- 21. Sears: Example of a Follow up email 1. Express concern for the 1 customer about the shopping experience 2 2. Link to shopping cart 3. Additional ways to contact the store 3 21
- 22. 2 1 Shopbop: Example of follow-up email 1. Link to shopping cart (twice) 2. Reiterating free 3 shipping offer 1 (thrice) 3. Statement to encourage 2 urgency 2 22
- 23. How can eCommerce leverage this? Top five recommendations
- 24. eCommerce: recommendations 1. Trigger emails: • Design an abandoned cart program that includes a series of trigger emails designed to re-engage the customer. 2. Email collection upfront: • Modify current process to capture only email information up front. Second step is to capture more detailed information such as address. 3. Service & care: • Refrain from using discount offers, instead focus on customer service & care. 24
- 25. eStore: Deliverables 4. Program: • Design & build abandoned cart program o 2 hours – Key message - Technical problems at the check out? o 1 day – Key message - Service focused o 5 days – Key message - Made a decision? o 2 weeks – Key message – Information offer. 5. Contact rules: • Rules to stop trigger emails once purchase is made or cart is emptied. 25
- 27. Thank you WiTH Collective withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128