WHAT SHOULD I BE DOING TO INCREASE ROI FROM MY BROWSE ABANDONMENT CAMPAIGN?
A triggered Browse Abandonment message gives you the ability to reach site visitors with information relevant to their needs in a timely fashion. Customers find these messages useful in the shopping journey and tend to hold onto the messages as a reminder of the products they viewed to help them make purchase decisions.
BROWSE ABANDONMENT BENCHMARKS
Browse Abandonment typically increases Shopping Cart Abandonment revenue by 40–60%. Check out the specific benchmarks you should be aiming for.
BEAT THE BENCHMARKS: TIPS AND BEST PRACTICES
Below are some proven strategies to help you optimize your revenue potential from your Browse Abandonment campaign.
- Recommend Products: Highlight the item or items the shopper viewed and include recommended products in the same category or sub-category. Recommend products that are around the same price point as the products viewed – you don’t want to undersell. For example, don’t show sale merchandise if the shopper viewed full price merchandise.
- Send a Series of Messages: Send at least three emails in a series in order to nurture customers back to your site. Attack Browse Abandonment very similarly to how you would with Shopping Cart Abandonment.
- A/B Split Test: Play around with the timing of your series to find the optimal combination. Consider your products and the typical time it takes customers to make the decision purchase. The cadence of a series for a high-ticket item should be much longer than an impulse buy or sale. Split test subject lines also for even more insights.
- Hit a Homerun with Knockout Creative: Select eye-catching, memorable creative to grab your potential customers' attention and to ensure they notice the personalization you're employing.
- Short, Sweet Subject Lines: Short subject lines tend to be more effect for Browse Abandonment messages. Try something cute like "You know you need it..." or something simple like, "Thanks for Visiting!" You want to encourage curiosity so that the contact stays engaged with you and your site.
- Utilize the Product Title in the Preheader: Why not point out exactly what they were looking at by calling it out in the preheader? This is a great strategy, but should only be used if you're comfortable with your product titles and know that they are customer-friendly and accurate.