the art of a browse abandonment email
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www.cloud-iq.com
The Art of a Browse Abandonment
Presenter: Kath Pay
Marketing Director, cloud.IQ
Co-Founder, Plan to Engage
www.cloud-iq.com
Our Speakers today
Kath PayMarketing Director,Cloud.IQ
@KathPay
Lotty CummingMarketing Manager,cloud.IQ
@cloudiqapps
www.cloud-iq.com
#CIQwebinar
@cloudIqapps
@kathpay
Follow us today on:
www.cloud-iq.com
Want to view the recorded webinar?
Please click here
to gain access
www.cloud-iq.com
A Browse Abandon program is an
automated email triggered by a
customer browsing products on
your website without progressing
on to the shopping cart.
www.cloud-iq.com
Why send browse abandonment
emails?
www.cloud-iq.com
Maximise your acquisition budget
You’ve spent time and budget driving traffic to the site, so make the most of this budget.
These visitors have shown an interest so help them out….
www.cloud-iq.com
People abandon their browsing sessions
because ….
• They were determining whether this was the right product for them
• They need more information.
• They had concerns about the process they had started or ran into technical problems.
• They were interrupted
• They were still researching prices or products on other sites.
www.cloud-iq.com
Think of it as being the same as ……
A sales assistance, carefully approaching shoppers as they pick up and browse your products, giving them information on sizing, pricing, and any related offers
www.cloud-iq.com
After all – we all love customer service….
www.cloud-iq.com
Similar but not the same as a Cart
Abandonment Programme
• They are service-based messages same as cart-abandonment emails
• However they focus on service rather than selling
• You will have more opportunities but will convert less
www.cloud-iq.com
They target buyers at an earlier stage in the
buying process
www.cloud-iq.com
The Essentials
• You have permission to market them
• You have approached this with wisdom and caution
• You have a frequency cap in place
• Test the timing, messaging, Tone and format
• You have some awesome technology that enables this
www.cloud-iq.com
Encourage an
unknown
visitor to self-
identify
This then
enables you to
re-market to
them
www.cloud-iq.com
When do you send browse
abandonment emails?
www.cloud-iq.com
Just think….
• You have permission to email them
• You know what products they’ve been looking at in real-time
• You have the means to contact them and offer them the products that the’y’reinterested in AT THE EXACT TIME they’re interested in them!
• Yes –this is REAL-TIME marketing
www.cloud-iq.com
Not every page generates a high abandon
rate
• Track your web page bounces
• Identify the products that have high bounce rates(they may be more of a considered purchase)
• Start with these
• Address the potential objections and offer help
www.cloud-iq.com
Designing a Browse
Abandonment email
www.cloud-iq.com
Don’t personalise the email with their name
www.cloud-iq.com
Show products as if in a catalogue – not a
cart
www.cloud-iq.com
Provide a navigational menu
44%
increased
conversions
over regular
promotional
emails
www.cloud-iq.com
• Track abandonment and recovery to
uncover issues with your website structure
and messaging
• A/B test different remarketing messages
• Send both cart and browse abandonment
emails. Otherwise you’re leaving money on
the table!
www.cloud-iq.com©2014 Plan To Engage – all rights reserved @kathpay
Identify lost sales with SiteAnalyser
• Start collecting abandonment
data immediately
• Use Analytics dashboard
to calculate extra revenue
potential
• Benchmark your online
sales funnel & identify
‘pinch points’
• Free and no obligation
www.cloud-iq.co.uk/cartanalyser
www.cloud-iq.com©2014 Plan To Engage – all rights reserved
exitCapture:How it works
• Tracks a user’s site activity,
down to every single cursor
movement to calculate
exactly when they’re about
to leave your site
• Dynamically generated,
profile relevant content such
as exclusive products,
discounts, news, etc.
• 300% more email opt-ins
• 10% increase in conversion
www.cloud-iq.com
cartRecovery:How it works
• Use the interactive
dashboard to drill down to
specific times of day
• Analyse the number of
customers that abandon,
their cart value, email
performance metrics and
value of recovered sales
• Compare cart performance
pre and post remarketing
• Convert 20% back to
completion
www.cloud-iq.com
35 Kingsland Rd
Shoreditch
London E2 8AA
United Kingdom
T : +44 (0)845 498 9426
F : +44 (0)2077 397 742
Email : uk@cloud-iq.com
Get in touch for
more information
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