Our client is a major online retailer for wine, liquor and all kinds of spirits. With thousands of brands in stock and 20K+ SKUs, it has some of the best liquors on sale in the Los Angeles area.
The challenge: Cart abandonment ratio was alarmingly high at 85%
A quick look at Google analytics revealed an exceptionally high cart abandonment rate touching 85%.
What is cart abandonment?
Shopping cart abandonment is the term that refers to customers although adding products to their carts but leaving the website without completing the purchase.
Cart abandonment is responsible for $4.6 trillion in terms of lost eCommerce revenues in a single year.
According to a Baymard Survey,2019, the eCommerce cart abandonment rate is nearly 80%
which means 4 out of 5 customers don’t complete the purchase.
This graph exhibits the primary reasons for it –
Reference: https://blog.salecycle.com/featured/10-fascinating-stats-cart-abandonment/
Our client was struggling with low sales. The abandonment rate was way higher than the industry average. After digging deep, this is what we found out –
- The buyer journey was not smooth
- User engagement was lacking
- Content personalization was missing
- Re-targeting lacked personalization
While a small fraction of the sales get recovered using retargeted campaigns, the campaigns were not working for the client because they lacked personalization.
What was the solution?
We decided to deploy PushFlew which enables personalized push campaigns. With this, we intended to increase user engagement.
Most online consumers are not confident in sharing their personal details like email ids, contact details when they visit an online store. This is mainly out of fear of getting spammed and receiving needless promotional emails.
We understood this issue and came out with a unique solution-
We used Pushflew to track user activity on the website. The users were also given the option to opt-out of the notification if they felt uncomfortable.
PushFlew neither shares nor stores customers’ details in a database so we ensured user privacy was not compromised with.
Using PushFlew, businesses can schedule automatic notifications based on certain set rules.
1. Visitor journey was made hasslefree
We looked at the entire path and found something notable. The Buy now button was missing. It basically helps to facilitate Single-click checkout which is usually available on most eCommerce sites.
Additionally, after clicking on to Add to Cart button, customers were finding it difficult to navigate through their carts and browse for products.
We fixed this. We also ensured the users were presented with similar products based on their browsing history.
These small changes didn’t take much time before resulting in a 20% increase in sales.
2. Visitor to prospect ratio was targeted
PushFlew enables one-click opt-in web push notifications. This lets visitors stay up-to-date with relevant products and schemes without sharing their personal details.
Less than 60 seconds is all it takes to set-up the opt-ins.
In our case, the first opt-in message appeared when a visitor spent 25 seconds or more on the website. The time for the follow-up message was 5 days. Though whenever a visitor clicked on the Allow button, he did get a welcome notification.
We maintained the strategy to send a notification every 2-3 days. And that was the fix. It made all the difference.
We were able to convert about 7% of daily website visitors to push subscribers, which resulted in 14500 subscribers within a month of implementation.
3. User engagement was improved
PushFlew sends 1:1 cart recovery emails to their customers who although they have items in their cart but abandon without purchasing them.
For this, a Drip sequence was created. The first mail was sent after 30 minutes of cart abandonment. If the visitor still didn’t make the purchase, a second email was sent a day after, followed by the final reminder after 5 days.
PushFlew provides a complete report on the number of emails, read count and the emails that are clicked on.
This helped the client to conduct A/B testing. This resulted in identifying which messages had a higher CTR.
Once a user clicked on Complete the checkout, he was redirected to the checkout page with all items in his cart. He could easily complete the purchase now.
The push campaigns helped the client recover 7.5% of abandoned carts.
4. Personalized content promotion
Segments were created on the basis of location, device, similar products, and other parameters to send automatic yet timely triggered personalized web push notifications.
PushFlew did it well resulting in an increase of 10% in CTR.
5. We focused on opt-in rate
PushFlew tracks a visitor’s movement right from the time he lands on the website. It predicts the exit intent of the visitor and enables push notification, retargeting him on-site with a personalized notification before he leaves. This instantly grabs his attention and encourages him to subscribe to newsletters and other offers.
By running these campaigns, it resulted in a 12% opt-in rate and a higher CTR.
End result
The end result was rather encouraging, to say the least.
Not only total sales were increased, but we also started seeing an upward trend month on month thereon.