Category, Cart and Checkout: Testing Abandonment Messages

, Marketing Manager, Envelopes.com

, your friendly neighborhood Bronto

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!)

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!

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

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

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

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

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

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

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

Thank You! Laura Santos, Envelopes.com

@ecomgrl

laura@envelopes.com