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BizReport : Ecommerce : October 19, 2011

How improved revenue per visit nearly 500%

Shopping cart abandonment has been a trial for etailers since e-stores were opened. Recently Dungarees tapped iGoDigital to help them re-engage cart abandoners - and revenue-per-session by nearly 500%. How did they do it?

by Kristina Knight

dungarees.jpgKristina: Shopping cart abandonment is a problem system-wide, it seems. Were you able to pinpoint when/why consumers were leaving your site?

Darren Baldwin, Ecommerce Manager, As the economy has continued to struggle, shopping cart abandonment becomes more of an issue. Customers are second-guessing their purchases and looking for the best deal, so it's important to get your message out to entice them to finish their cart with you, instead of a competitor.

Kristina: Once you began working with iGoDigital and Bronto you were able to retarget messages to abandoners - what results did you see?

Darren: In collaboration with Bronto and iGoDigital, we saw by using the name of product abandoned in the subject line, it increased our open rate to 56% on our abandoned cart emails, far surpassing the typical e-commerce open rate of around 15%. These were customers that already had a cart built and could usually finish the checkout with a couple clicks of a button, so it didn't take too much to push them over the edge. Our customers receive these messages 24-48 hours after they abandon, so there is just enough time to determine that it is a permanent abandon but hopefully not enough of a delay that they've had a chance to buy elsewhere. Additionally, we compared conversion rates on our site to conversion rates through the abandoned cart emails. Emails triggered by abandoned carts garnered an 18.4% conversion rate, more than double Dungarees' typical conversion rate. In terms of revenue, the iGoDigital/Bronto abandoned cart messages have generated 490% more revenue per session than other site traffic sources.

Kristina: Did you test different message types - hard-sell, soft-sell, specialized discounts, etc. - and, if so, which messages tested better?

Darren: We tested emails with just product recommendations and emails that also have a current promotion plus product recommendations. The second type of send was sent only to our marketing email subscribers. The messages with the promotion performed a little better, but we do take into account that this type of send is also associated with the extra cost of the promotion or discount to factor in.

Tags:, ecommerce, iGoDigital, retargeted email, shopping cart abandonment

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