Abandoned Shopping Carts: Get them Back into the Checkout Lane!

Marketing is all about one thing and one thing only – driving sales. Your marketing department has a tougher job than ever, though, because winning customers today is a daunting task.

No matter what you are selling, the competition is fierce. Marketers can’t just throw campaigns and promotions against the wall and hope something sticks. Programs need to be laser-focused, markets accurately targeted.

Fortunately, there are tools available to help. Adobe Analytics, for example, allows you to gauge the impact of a campaign by creating segments.

For this blog post, we’ll deal with a particular segment: consumers who respond to a campaign by visiting your e-Commerce site and selecting a product to purchase. They click through till the very end, selecting size, color, style or whatever appropriate options, but then abandon your cart without clicking the “Buy” icon.

What happened? You can use Adobe Analytics to try to discern the answer by weighing commonalities among the “non-buyers,” and that might do you some good, especially if you can follow up quickly with a customized email to them.

That’s why you’ve enlisted the aid of Eloqua. With a Marketing Automation Program like Eloqua, the follow up becomes much easier to execute. But while Eloqua will generate the emails automatically, it will not give you the required deep insights into the members of the cart abandonment segment.

Your marketing department will have to do that manually. This would be a slow, tedious and unreliable solution. Anything done manually increases the chance of error. Or, they can use a legacy integration tool, but that can take up to 24 hours to sync.

Neither doing it manually nor using the legacy solution provides you with the immediate follow up that you need to avoid losing the momentum that drives sales.

 

The ideal answer is to have a tool that syncs Adobe Analytics with Eloqua and does it quickly. SegmentSync from Enautics is the ideal solution. Not only does it provide two-way syncing, it does it fast — up to 48 times faster than the most prevalent legacy tools. It also provides the same function for another Oracle product, Responsys.

Effective follow up often depends on velocity. Velocity will help you turn those “almost customers” into buyers. And for the chronically reluctant, Adobe Analytics in sync with Eloqua or Responsys will provide scheduled follow-up to the segment you choose on the schedule that you choose.

E-commerce: Speed up cart recovery for increased sales and revenue

As an e-commerce retailer, it’s always disconcerting to see potential customers with items in their carts just leave the online store without making a purchase. However, instead of looking at these as losses, you can look at each one as an opportunity to contact the lead with encouragement to finalize the purchase. Let’s take a look at how you can speed up your cart recovery in order to achieve increased sales and revenue.

Make it fast

The goal with cart recovery is to make it happen fast. The longer a customer waits to consider an order, the less likely that person is to purchase the item. You want to strike while the iron is hot. Carts can stay abandoned for hours, days and weeks, never to be returned to again. Think about the way that you make purchases — maybe you see something online or at a store and take a few minutes to decide whether you like it; then you start to second-guess it and turn away. If you get far enough away, chances are you’re not going to about-face and head back to purchase it.

Remarketing

That’s where remarketing comes in. Enautics helps clients who have Adobe Analytics and Eloqua or Responsys to develop a cart abandonment strategy. This includes remarketing, which is a smart way to target visitors who haven’t made an immediate purchase. You can position targeted ads in front of those who have just left items in their carts within the first 40 minutes of leaving your site. This greatly increases the chances of luring them back to make the purchase. Most companies will wait 24 hours to respond, but with faster remarketing, you can up the odds of making the sale.

Increasing confidence on your site

Some customers just get weary of entering all their personal info into new or unfamiliar sites. You can get around this by establishing trust in your transaction forms. Include trust signals such as security logos, and make sure they are recognizable, such as Norton and McAfee. Also, keep your forms short, and don’t ask for unnecessary information that could alienate potential customers.

Getting a handle on cart abandonment is a great way to take advantage of available opportunities for sales. With a few small tweaks, you can speed up cart recovery to increase your sales and revenue.

Sources:

https://www.wordstream.com/blog/ws/2016/03/17/shopping-cart-abandonment

https://www.shopify.com/enterprise/44272899-how-to-reduce-shopping-cart-abandonment-by-optimizing-the-checkout

Why Late Holiday Buyers Are a Revenue Multiplier

Consumers are only human. They might have the best intentions, but when it comes to getting all their holiday shopping out of the way well in advance … well, they don’t always meet that goal. This is great news for e-commerce businesses, however. These shoppers need to make purchases fast in order to have their gifts ready in time for the holiday — so it’s the perfect time to entice them with great deals and coupons. Take a look at some of the reasons that late holiday buyers are a revenue multiplier and how you can best target them.

They Are Looking for Ideas

One of the reasons why people wait to shop is because they just don’t know what to buy! You can take advantage of this need by sending out personalized holiday greetings to previous or potential customers in your mailing list that feature gift ideas based on items they have purchased or browsed through.

They Respond Well to Gift Guides

If customers come to your store, they may know the general sense of what they are looking for, but offering them product ideas and gift guides will give them the extra nudge they need to make the purchase. Pick some of the best-selling products of the year, and make sure they are easy to find and in stock. Create gift guides based on top sellers or crafted around your target audiences, i.e., Gifts for Dad or Gifts for Runners.

They Just Need an Extra Nudge

Retargeting is one of the best ways to entice shoppers who are on the verge of purchasing but have slipped away and left items in their cart. It uses predictive optimization to show these users ads and even coupons for the products they had nearly purchased. It’s a great way to give them another reason to consider making the purchase because they stand to gain from the lowered price.

They Are Waiting for Deals

Some people simply won’t make the holiday deadline or are just interested in taking advantage of sales after the holiday has passed. You can maximize holiday sales by setting up a last minute holiday sales of excess items you have — extended sales like these are a great way to reignite sales late into or after the holiday season.

Eloqua and Adobe Connect allow you to set up analytics integration and personalization so you can take advantage of the revenue that comes from late holiday buyers.

Sources:

https://beeketing.com/blog/holiday-marketing/

https://landing.adobe.com/en/na/solutions/digital-index/ctir-2840-holiday-predictions-2017/

How Shopping Cart Recovery Solutions Impact Conversion Rates

Shopping cart recovery solutions keep items customers choose in their virtual shopping carts, even after they’ve left your e-commerce site and decided not to purchase something. It is an integral part of any successful and high-quality e-commerce site’s strategy because it streamlines the buying process and gently encourages sales. It enables more customers to follow through and make a purchase. This is how shopping cart recovery solutions impact conversion rates from prospective to paying customers.

Why Shopping Cart Recovery Solutions Work

Some customers take longer than others to make a purchase. Your job as an e-commerce site is to make that process easier. If a customer loses their internet connection, for example, you don’t want them to have to go to your website again to add everything back into their shopping cart. The odds are good that they won’t.

Additionally, for slow shoppers that need more time to think about their purchases, having a shopping cart recovery solution in place means that they can come back to make their purchase without having to put too much thought into it. With the average shopping cart abandonment rate at nearly 70 percent, online retailers need to do what they can to secure the sales they need.

Key Performance Metrics to Monitor

Before and after you install a shopping cart recovery solution, you should measure key performance metrics to know how your site is performing. You need to know your conversion rate for how many people put items in their shopping cart and followed through with purchasing it. You should see how many people abandoned their shopping cart and at what point they abandoned it. You should also be able to compare your sales volume before and after the implementation.

What to Do If Your Shopping Cart Abandonment Rate Remains High

If your shopping cart abandonment rate remains high after you’ve implemented a shopping cart recovery solution on your website, it’s time to evaluate the rest of your online sales funnel. For instance, if shoppers always abandon their cart at the payment page, it’s possible that they felt that there were hidden costs your site didn’t properly disclose or that some aspect of the payment process was difficult. If shoppers leave before they get to the payment page, is there something about your website’s content that’s leaving them unfulfilled?

If you have Oracle Eloqua or Responsys and Adobe Analytics and want to gain clear insights on how to implement a comprehensive shopping cart recovery. Check out Enautics’ shopping cart recovery solution to help you increase conversions and revenue.

Sources

https://baymard.com/lists/cart-abandonment-rate

Marketers: don't write off the "nearly-converted."

The nearly-converted. That’s a great way to describe shoppers who visit your Website and almost make the purchase. You utilized your cloud-based Marketing Automation Program to conduct a great email campaign, and it got them to round third base. But to your chagrin, they stopped and headed back before reaching home plate.

But you don’t want to write them off, by any means. And, if you’re using Adobe Analytics and Oracle Eloqua or Responsys, there’s a great way to make sure you’re not. It’s a tool called SegmentSync, and it provides a bi-directional sync between Adobe Analytics and the Oracle programs.

Adobe Analytics and Oracle Eloqua and Responsys

Adobe Analytics allows you to build marketing segments; that is, highly-filtered groups within your target market database. For example, one segment might be the aforementioned visitors to your e-Commerce site who, for some reason, just didn’t pull the trigger. Eloqua and Responsys allow you to conduct the email marketing campaigns directly to that segment. Generally, to make this process smoother, you’ll want to sync the data between Adobe Analytics and Oracle Eloqua or Responsys.

Traditionally, this, would take twenty-four hours. That’s less than optimal performance, as it gives the nearly-converted an entire day to find another solution or abandon the search altogether. But imagine if you could have automation syncing software that provides bi-directional data syncing every 30 minutes. It’s almost as if Adobe Analytics and Eloqua or Responsys were having a conversation in real time.

Conclusion: nearly-converted to “newly-converted”

That’s a horse of a different color. Now, your visitor receives a targeted email with a call to action in well under an hour from the time he or she was one click away. As a matter of fact, they may still be on your site when the email is sent. It’s a chance to add immediacy to the issue, to regain the momentum before it’s lost.

Because SegmentSync is bi-directional, it can also make your future campaigns more effective. Automatically syncing your Eloqua or Responsys email campaign metrics into Adobe Analytics can give you the information you need to make the targets of subsequent email marketing campaigns more granular, more precise and more accurate.

When you consider the fact that convincing “window shoppers” to become actual buyers often takes multiple emails, the quicker you can start the process the better. That’s why SegmentSync from Enautics should be considered a must-have for customers of Adobe Analytics and Oracle Eloqua or Responsys. With SegmentSync, you can increase your response velocity and thereby maximize your chances to convert the nearly-converted into the newly-converted.