Browse Abandonment Emails – Using Browse Behaviors For Your eCommerce Business

May 28, 2015 | Admin

browse abandonment emails

73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends).

Buyers, no matter what they are purchasing, want to feel connected to the seller and confident they are making the right purchase. Reality is – if the experience you offer is not personal or up to their standards, they are going to shop somewhere else. Connecting and creating personal experiences with every ecommerce buyer is essential to long term growth and loyalty.

Browse behaviors give you an inside view into the desires and intentions of your buyers. What are they looking at? For how long? How many times? Is there a certain type of product or brand they tend to search for more frequently.

When you are able to answer these questions, you can immediately begin targeting customers individually.  And the good news is that personalization is a wide open frontier in the world of retail. 40% of consumers buy more from retailers who personalize their shopping experience, and yet 70% of brands fail to use it in their marketing strategy.

Over the next few weeks we are going to take a look at the top ways to incorporate browse abandonment emails and triggered messages into your ecommerce marketing strategy.

1. RECOMMENDATIONS

Fun fact: 71% of online shoppers like it when emails contain recommendations based on products they browsed but didn’t purchase.”

Recommendations are powerful but only if they are actually based off of the shoppers experience.  Don’t get caught in the trap of  “recommending” the same items to all shoppers. Your shoppers are smart and they will realize quickly these ‘recommendations’ are a part of a broad marketing tactic and not genuine personal outreach.

BrowseBehaviorEmailTriggerTo avoid falling into this trap, there are several categories you can use when recommending products. Combine past purchase history with browse data to send emails including:

COMPLIMENTARY:

  • Complete the look
  • Frequently bought together
  • We recommend (staff favorites based on your favorites)

BROWSE ONLY:

  • People that viewed this also viewed that
  • People that viewed this purchased that

BROWSE + ORDERS:

  • Top styles based on your recent order
  • Just for you
  • Treat yourself

35% of Amazon’s revenue is generated by its recommendation engine. It is not worth leaving this kind of revenue on the table. In fact, recommendations are so powerful you should consider adding them into every email you send.

2. INTENT

Have you ever noticed customers visiting a certain product again and again, yet never making the purchase. These shoppers may know exactly what they want, but are waiting for the price to drop or a coupon to be sent before pulling the trigger.

Browse behaviors provide valuable insight into buyer intent. You will then begin to see patterns of how many times a person views a product before purchasing.

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Use Kevy’s segmentation rules to create campaigns that determine how many product views will trigger an email send. For instance – you can set up a rule that says after a customer has viewed a particular product more than ‘5’ times, you will immediately send them an email that includes a coupon for free shipping. This could be the little nudge they need to jump the fence and complete the purchase.

When looking for tools that meet your marketing needs, look for tools that not only provide email, but focus on your full ecommerce marketing needs.  Browse abandonment emails are clearly a powerful tool to help you engage customers, but browse behaviors are only the tip of the iceberg when it comes to great ecommerce marketing.  We will be looking at more ways you can leverage browse behaviors in the next few weeks.

How are you using Browse Abandonment Emails in your marketing strategy?

Want to read more? Download B2Browse: Converting Browses Into Revenue for free here.