Bronto marketing strategist David Taitelbaum reveals the secrets to boosting online sales.
“The data I've seen says that about 75% of shopping carts ended up being abandoned.”
Bronto marketing strategist David Taitelbaum urged the industry to raise its path-to-purchase game at a recent conference in Sydney.
Taitelbaum pointed out that a large majority of online shoppers become disinterested in their purchase and end up leaving sites before completing their purchases.
He believed a triple messaging system, adopted by a Bronto retail client, offered a simple and measurable solution
In the first stage, the retailer would send a reminder email to the customer.
Including images of abandoned merchandise saw a large increase in return visitors completing transactions.
In the second stage, the company would create a sense of urgency, using phrases such as “time is running out” or “items from your cart may be sold out."
While metrics showed the first email was usually successful, it was the third email that yielded the strongest sales conversion.
By this point the retailer would offer a discount on the cart, usually around the 10% mark.
In a similar scenario, an Australian shoe manufacturer offered a 20% discount to those who completed their carts. This technique resulted in a 100% increase in revenue per email.
However, Taitelbaum urged retailers to hold off on this approach until the very end as consumers may come to expect these discounts should they appear frequently.
Taitelbaum also stressed the importance of pop-ups.
He said many businesses failed to develop strong customer engagement rates due to the lack of updated pop-ups.
One business, which had a unique visitor rate of 104,000 a month, found that a monthly pop-up update allowed them to monitor engagement and the impact of online offers.
In this case, one campaign was responsible for driving less than 50% of sign ups for the month.
The team then compared this to previous months and were able to adjust the pop-up campaign based on this data.
A call to action is also vital, with Taitelbaum pointing out that businesses need to make this exchange as simple as possible to drive customer growth.
“You want to make the call to action, this being the newsletter sign up, as easy as possible. So I believe the best way to convert this is just by asking for an email. Keep it simple.”
An online fashion retailer saw a significant increase in their sign-ups after they adopted a 10% discount code during the call to action phase.
This not only lead to further engagement by clients, such as an increase in sales through the code's use, but also saw a sharp decline in the amount of fake emails being registered on the site.
After the initial stage of engagement, brands should personalise messages with content relating to topics, items or areas of customers' of interest.
Taitelbaum referenced a company which saw a 36% increase in email open rates after tailoring content after an initial welcome email.