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| Date post: | 13-Jan-2015 |
| Category: |
Education |
| Upload: | bronto-software |
| View: | 818 times |
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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
