VWO Webinar: Build a winning email retargeting strategy with conversion optimization
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The document outlines a comprehensive strategy for email retargeting aimed at recovering abandoned shopping carts and optimizing conversion rates. Key steps include understanding user behavior, personalized communication, and improving checkout flow through effective messaging and design. It emphasizes the importance of timing, frequency, and content in retargeting efforts to drive engagement and sales.
VWO Webinar: Build a winning email retargeting strategy with conversion optimization
- 1. Build A Winning Email Retargeting Strategy With Conversion Optimization Utkarsh Rai Growth Marketer, VWO Michal Leszczynski Content Marketing Manager, GetResponse
- 2. What are we covering today? 01 Building an email retargeting strategy 02 Using personalization to improve re-engagement 03 How to improve checkout flow to drive results
- 3. Ask Questions on Twitter #AskVWO
- 4. How to capture abandoned carts with emails First, understand the reasons behind it
- 5. Top reasons Why are users abandoning their online shopping carts?
- 6. People who we can convert by offering a better deal. 33% Top reasons Why are users abandoning their online shopping carts?
- 7. Top reasons Why are users abandoning their online shopping carts? Users we can convert by improving our communication. 32%
- 8. Top reasons Why are users abandoning their online shopping carts? Users we can convert by optimizing our site. 31%
- 9. Top reasons Why are users abandoning their online shopping carts? Users we can convert expanding our offer. 4%
- 10. • Ask them! (email, messenger, exit pop-up) • Analyze your funnel (checkout behavior) and where people drop out Why are users abandoning their online shopping carts? How to find the reasons why users abandon your carts
- 11. Source: Statista.com Why are users abandoning their online shopping carts? Also: look at what is being abandoned
- 12. Let’s come up with a retargeting strategy
- 13. Example: Google Merchant Store Demo Account Retargeting abandoned carts using Marketing Automation Step 1. Timing
- 14. Example: Google Merchant Store Demo Account Retargeting abandoned carts using Marketing Automation Step 1. Timing
- 15. Source: GetResponse Email Marketing Benchmarks Retargeting abandoned carts using Marketing Automation Step 1. Timing
- 16. What to do: • Start as soon as possible (within a couple of hours) • Don’t schedule the time for your users, instead treat them individually and adjust the time based on their behavior* • Don’t just assume, A/B test. Retargeting abandoned carts using Marketing Automation Step 1. Timing
- 17. Retargeting abandoned carts using Marketing Automation Step 1. Timing
- 18. Look at the conversions after day 1 Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 19. Consider: • What type of a product or service you’re offering and what’s the buying process? e.g. Cars vs Apartments vs Jackets How long does it take for people to make the decision? Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 20. Consider: • How often do people want to hear about it? *Frequency capping* Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 21. What to do: • Plan a series, not a single message • Connect different channels (email, messenger, ads, SMS, traditional mail) • Look at your metrics (conversions vs opt outs/spam complaints) Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 22. Example communication plan e.g. if you’re selling clothes online • Email #1: Sent within 2 hours from when the user abandoned the cart • Email #2: Sent after 24 hours from the previous message • Email #3: Sent after additional 48-72 hours from the previous message • Email #4: ...After a year?* Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 23. Retargeting abandoned carts using Marketing Automation Step 2. Frequency
- 24. First you need to get the message opened: What’s affecting email open rates: • From Name • Subject line • Preheader • Deliverability • Past Experience Retargeting abandoned carts using Marketing Automation Step 3. Content
- 25. Source: GetResponse Email Marketing Benchmarks Retargeting abandoned carts using Marketing Automation Step 3. Content
- 26. Then you have to make the message interesting enough to be click-worthy. Retargeting abandoned carts using Marketing Automation Step 3. Content
- 27. Tactic 1. Subtle reminder, offering help Retargeting abandoned carts using Marketing Automation Step 3. Content
- 29. Tactic 2. Adding a sense of urgency Retargeting abandoned carts using Marketing Automation Step 3. Content
- 31. Tactic 3. Offering: • a discount • free shipping • free upgrade • free addon • a gift Retargeting abandoned carts using Marketing Automation Step 3. Content
- 32. Tactic 4. Focusing on key benefits Retargeting abandoned carts using Marketing Automation Step 3. Content
- 33. 1st email
- 34. 2nd email
- 35. 2nd email
- 36. 2nd email
- 37. 3rd email
- 38. What to do: • Offer help • Use reminders • Offer discounts • Focus on benefits Test which approach works best for you and when it’s the right time to offer a discount Retargeting abandoned carts using Marketing Automation Step 3. Content
- 39. Improving Checkout Flow To Drive Revenue Enhancing Your Checkout Experience
- 40. 3 Step Checkout Journey Ensure consistency in your offering throughout the journey. Visitor comes back to your sit Motivate users to move product to cart through your retargeting campaigns Businesses miss out on using conversion triggers
- 41. Ways To Improve Your Checkout Flow Tips To Drive Revenue ● REDUCE CHECKOUT FEARS ● BUILDING TRUST WITH DESIGN ● REINFORCE YOUR BENEFITS ● USING PSYCHOLOGICAL CUES ● REMOVE DISTRACTIONS
- 42. Checkout Fears Fear of credit card info. being stolen If i don’t like it then i’ll be stuck with it. Not being able to track orders. I can’t tell what the product is like. You’ll sell my information and spam me with emails It could be a fake store. I’ll need help from a salesperson.
- 43. Busting Checkout Fears Share image of your warehouse facility in your ‘about us’ section Provide descriptive product information to cover product look and feel
- 44. Indicating Trust with Design Building credibility with header design Building trust with transaction policy Define your shipping policy
- 45. Reinforcing Your Benefits Showcasing your business policies List why it’s great to do business with you
- 47. Optimized Checkout Page Thumbnail Of The Actual Product Secure Payment Gateway Exclusive Offer Shipping Details Urging Scarcity
- 48. NameOn - Case Study Challenge: ● Improve the cart-to-checkout rate Observation: ● High drop-off from cart ● Too many call-to-actions on checkout page Solution: ● Removing distractions
- 49. NameOn - Case Study The Result: 12% increase in cart-to-checkout conversions. ControlC
- 50. Thank You! Q&A