Convert Site Visitors into Buyers

To say that the holiday season is a busy time of year is an understatement; and for 2017, eMarketer expects eCommerce sales to climb 15.8%. With this comes a dramatic increase in site traffic as holiday shoppers begin browsing your site to find the perfect gifts. However, while these shoppers are busy researching the best prices or products, they don’t always make it to the shopping cart - or more importantly - the conversion. This makes re-targeting a key tool during the holidays.

With a significant and growing number of retailers remarketing to cart abandoners and seeing great success, few are reaching back to the vast number of visitors who don’t get as far in the sales journey. By implementing a browse abandonment strategy, you will be able to re-engage these potential customers.

What is Browse Abandonment?


Browse Abandonment is a powerful behavior-based solution that connects you with customers that have shown interest by visiting your website and viewing product pages. With every visit, view, click and search, your shoppers are expressing various levels of purchase intent even before adding an item to the cart. By looking at this browse activity, you can send timely, relevant messages to site visitors that abandon without converting and remarket to them with campaigns designed to drive them back to your site. This influences shoppers’ purchase decisions and engages shoppers in personalized communications - guiding them down the path to purchase.



Connection Between Browse and Cart Abandonment
More Emails Sent, More Money Made

If you are already sending a shopping cart abandonment series, adding a browse abandonment series is not only quick and easy to implement, but is extremely beneficial. Just like a cart abandonment series, browse abandonment works better when you send more than one email. In these campaigns, shoppers are sent two or three – or more – messages designed to engage customers and take them back to the site.

Simply adding a browse abandonment campaign to your remarketing mix will give you a nice revenue boost:

The average conversion rates for browse abandonment and shopping cart abandonment campaigns – 7.8% and 20.7%, respectively.
Our research shows that significantly fewer browse abandonment emails feature percentage or dollars off promotions compared to cart abandonment messages (20% vs. 30%), making the profit on conversions from browse messages higher. 
In addition to being simple to implement for retailers who already have shopping cart abandonment solutions in place, our research shows that browse abandonment campaigns pay for themselves quickly. 
You can expect your cart abandonment campaigns to make up about 64% of the revenue from your remarketing campaigns and browse abandonment to make up 36% of the total remarketing revenue. 
Browse abandonment can bring in 8% of total email revenue while shopping cart abandonment accounts for 14% of total revenue.  
66% of conversions from cart abandonment campaigns are from new customers, and just about the same – 63% – from browse abandonment campaigns are also first-time buyers. 
Clearly the holiday season is a prime time for retailers to leverage increased site traffic to acquire new customers they can continue to engage with and convert with strategic, personalized marketing messages all year-long. 

 

Other Benefits of Browse Abandonment

Timely Messages - Setting the Right Cadence
Through automation, browse abandonment messages are automatically deployed at the right time. After years of research and testing, we found that cart recovery messages that are sent three hours after the abandonment have the highest probability of generating a conversion. Additional messages should be sent every 2-3 days. Browse Abandonment messages, on the other hand, should be sent a bit sooner. The first message should go out within two hours of the customer abandoning the site as there is a bigger chance that the customer is still online and is still contemplating the purchase. Similarly, each successive message should be sent closer to the online visit in order to recapture the interest and attention of the shopper.

Contextually Relevant Messages - Driving Awareness and Product Discovery
Browse abandonment campaigns give retailers the opportunity to reach back to recent site visitors with information that is timely, relevant and helpful in the shopping journey. Broadcast messages are great at driving awareness, but these triggered browse abandonment messages do much more than that. They allow you to build targeted, personal conversations that are based on consumer signals collected across multiple channels. These emails automatically populate campaigns with product and content recommendations based on each recipient's browse behavior and are deployed when engagement is at its highest to maximize conversions. With this, you can deliver email campaigns that are more relevant to customers earlier in the funnel, increasing the chance they will open, click-through and buy.

Personal Messages - Putting AI and Machine Learning to Good Use
If you’re looking to enhance your customer’s shopping experience, consider adding personal product recommendations or predictive content to your browse abandonment campaigns. Personalized product recommendations offer a number of benefits to both shoppers and retailers, including:
  • Increased product discovery
  • Increased loyalty and happy customers
  • Increased average order value
  • Increased items per order
  • Increased time on site
  • Increased revenue 

Including personal product recommendations based on the same category or sub-category or items related to the merchandise viewed will greatly increase the conversion rates of your browse abandonment messages.

We found that browse abandonment campaigns that do not contain personal product recommendations have an average ROI of 13.4x while those with recommendations have an ROI of 17.3x, a 29% increase.

Conclusion

With the 2017 holiday season fast approaching, retailers should consider implementing browse abandonment into their marketing strategy. With the use of browse abandonment emails, you can use data from your customers’ browse behavior to remind or recommend different products allowing you send timely, relevant and personalized messages designed to re-engage and convert.

3 Types of Triggered Email Campaigns You Can Personalize with User- Generated Content

Triggered email campaigns can help you reach potential customers at opportune times with relevant content. Furthermore, after the initial set up, triggered emails can save marketers a ton of time and work while maintaining high levels of customer attentiveness. While adding personalized visual content to even the most specific triggered email campaigns can greatly impact their effectiveness, until recently, it’s often been considered too tedious a task to undertake.

Today, we are excited to announce a strategic partnership between Pixlee and Listrak, which will allow our joint customers to easily display curated user-generated content visuals in their triggered email campaigns, delivering a more customer-centric email experience.

This integration enhances the ability of marketers to publish relevant, real-time content that contextualizes products and optimizes the impact of their triggered emails by delivering higher click-through rates and increased top line revenue.

With Pixlee and Listrak’s partnership, marketers can feature real customer photos and videos in various types of triggered email campaigns, such as: 

Abandoned Cart Emails
Marketers project almost visceral reactions when talking about shopping cart abandonment. They are aware that it’s a big problem yet at the same time a lucrative opportunity. Approximately $4.6 trillion worth of merchandise will be abandoned in online shopping carts this year and about 60% of that revenue is potentially recoverable [Business Insider].

Displaying product-specific customer photos and videos in abandoned cart emails can help to contextualize products for shoppers who are still in the early stages of the purchase funnel. It also adds a layer of social proof and peer validation to help shoppers, who may not be able to touch and feel a product as they would in a store, to make a purchase with confidence.
Browse Recovery Emails
While product page browsers may not have as high of intent to purchase as those who leave items in abandoned online carts, these browsers have still indicated some interest. By only emailing subscribers who have abandoned items in cart, marketers are missing the opportunity to re-engage with a huge percentage of other shoppers.

One way to display user-generated content in browse recovery emails is to highlight similar products to re-engage these browsers. It can help the browser to discover relevant products offered by your brand that peers are using and that he or she might be interested in.


Lifecycle Emails
Finally, lifecycle email campaigns (such as Welcome emails, Order Confirmation emails, or Shipping Confirmation emails) can play important roles in your customer loyalty and retention.

While the primary message of these emails is transactional, displaying user-generated content to upsell and cross-sell can help to personalize these email campaigns. Furthermore, incorporating shoppable photos and videos from real customers into lifecycle emails can also help you to highlight your greater brand story through email touchpoints.


Conclusion
Triggered emails are a powerful way to personalize brand messaging and to recover revenue. To improve your triggered email campaign engagement and increase click-through rate, consider your visual content. Does it contextualize your products in an authentic way? Does it help your subscriber to discover similar or complementary products? If the answer is no, consider using real customer photos and videos to enhance your email engagement and encourage website revisits.

For more information, please visit Pixlee.com

Miriam Tremelling
Content Marketing Lead at Pixlee


Digital Marketing – Risks to Avoid

The new rules of digital marketing predicate the need to take risks. Brands must be innovative. They must move quickly. They must be the early adopters of new technology. They must be first.

While there are risks associated with that it’s far riskier to remain status quo. If you aren’t implementing new, more personalized ways to reach your audience, you can bet your competitors are.

When it’s time to upgrade to a new digital marketing platform there are many factors to consider. We’ve outlined several considerations below to help you mitigate the risks.

What’s the cost of “free”?
There are many low cost or even free digital marketing services available. But buyer beware – you get what you pay for. Going with the cheapest solution often ends up costing brands more as the hidden costs for integration, implementation, customer service and support add up quickly. More importantly, companies have to consider the downtime and lost revenue being caused when solutions aren’t implemented in a timely manner, when all acquisition touchpoints aren’t firing correctly, when third party software breaks or when they simply have a support question but can’t reach a representative in a timely manner.

Low cost providers typically focus on customer acquisition, not customer service. Low cost providers “innovate” by offering new solutions from third parties rather than developing the technology themselves, which is the only way to fully ensure integration is accurate and easy to implement and giving you a single point of contact. And because low cost providers solely focus on their – and their investor’s - bottom lines, they aren’t focused on the ROI of their customers. Performance and metrics are secondary.

Free or low cost solutions come with a huge risk that rarely pays off as they end up costing much, much more in the long run – in the form of hidden fees, poor integration and service, and lost business.

At Listrak, our clients average $50 of ROI for every dollar spent. That’s 16.3 percent higher than industry averages of $43 as reported by the DMA. Our guiding philosophy and hallmark of our business is “customers come first in all we do”. We develop technology and many of the best practices in our industry in order to help our clients drive customer acquisition, retention and loyalty, resulting in higher revenue and customer lifetime value. Our client services team earned a world-class Net Promoter Score of 80, which is 60% higher than Disney’s score of 50. According to Net Promoter Score, any score above 50 is excellent while 70 or above is deemed world-class. A score of 80 is unparalleled in our industry.



Acquisition is risky business
It is rare for a technology company to grow organically without taking outside funds from venture capitalist firms or other investors. Similarly, many companies look at acquisition as a model for growth and innovation. Listrak is one of the exceptions. 

From Business Insider, “And yet history shows that, in at least half of all cases, after the deal closes, acquisitions sour. (There are dozens of studies and papers, and estimates of how many M&A deals fail to meet financial expectations run from 50 percent to as high as 90 percent.) The good news is that entrepreneurs, option-holders and investors cash out, but the bad news is that the employees find themselves in an oxygen-starved bureaucracy and customers end up confused or even orphaned.” 

Whether you’re looking for a new service provider or even if you’ve worked with a company for several years, you must remain aware of mergers and acquisitions in the industry in order to protect your organization. Remember – many times the customers of acquired companies end up confused or even orphaned. They’re left behind – shuffled among account representatives who may or may not understand the customer’s business or even know the new technology or corporate culture they are now a part of.

Customers of acquired companies end up confused or even orphaned, dealing with new account representatives who may or may not understand the customer’s business or even know the new technology or corporate culture they are now a part of. Working with organizations that are going through an acquisition – especially if it isn’t the first time – isn’t a risk you can’t afford to take.

The success of your business is paramount to our success here at Listrak, which is why we consider all clients a partner. Our client services, strategy services, technical project managers, learning and development, creative services, deliverability, support and other teams mean you have 350+ people on your side whose main purpose is ensuring your digital marketing solutions are optimized to maximize returns. We answer to our customers, not outside investors or shareholders or even to a parent company that focuses on goals that aren’t aligned with our core values and objectives.

What risks do pay off?
In the immortal words of Bruce Arians of the Arizona Cardinals – “no risk it no biscuit”. While you definitely don’t want to choose a risky organization to work with, there are some risks you’ll want to consider with your digital marketing solutions that will pay off big time.
  • Implementing new technology – Being the first to test new solutions puts you ahead of your competitors. Whether you’re implementing AI technology that can analyze customer data to predict what action they’ll take next or testing SMS to see if your audience responds to messaging in a new channel, don’t wait to see how other businesses do. Test the technology yourself. Being the first to market provides invaluable opportunities to engage consumers in exciting new ways. 
  • Testing new campaigns – Be the trendsetter. Take the “next practices” and find out how to make them your industry’s best practices. Even small and simple enhancements, like adding a third or fourth message to a cart abandonment series, can lead to big returns. Listrak’s resource center is full of strategies and tactics that are easy to implement. 
  • Segmenting audiences in new ways – If you are still just segmenting on simple preferences – or worse, not segmenting at all – it’s time to use your data more effectively. Try sending offers only to former customers who haven’t purchased in over 90 days to win them back. Or send back in stock or price drop alerts to people who browsed those particular product pages but didn’t buy anything. These messages are highly targeted and can even be automated. They’ll outperform many of your other campaigns. 

Was there a time you took a big risk with your digital marketing initiative that paid off? We’d love to hear about it in the comments section.



Megan Ouellet
Director, Content Marketing