Browse Abandonment is a powerful behavior-based solution that allows you to connect with customers who've shown interest in your brand by visiting your website. In a typical Browse Abandonment campaign, you send friendly and helpful messages to a customer after they've visited a specific product page. You would most likely feature that product in the email as well. But, what about the people that browse your site and never land on a specific product page? By leveraging page browse abandonment, you could potentially reach thousands or even millions of additional contacts. The important point to remember is that these people are already engaged with your brand. Read below to learn more about including these contacts in your campaign.
HOW MANY PAGE BROWSE CONTACTS ARE YOU MISSING OUT ON?
Before we target our page-browsers, we should first take a look at the number of contacts that actually fall into that category.
1. Navigate from the home menu to Authoring.
2. Go to Conductor.
3. Then Conversations.
4. Locate your Shopping Cart/Browse Abandonment conversation.
5. Select the Visual Analytics tab.
6. Select a date range and click Update.
NOTE: You can select any date range you'd like, because the purpose of this exercise is simply to compare page browse abandons to product browse abandons. However, we recommend you look at least a one-month time period.
7. Locate the Page Browse Abandon Trigger Step and Product Browse Abandon Step.
As you can see in the above example, 2.67 million contacts have visited the website within the selected timeframe and are not being marketed to because they never reached a product page. But, why are so many people leaving before they reach a product page? The answer varies, but oftentimes it's because the website contains a lot of pages to navigate through before reaching the product page; In other words, your products may be buried. Whatever the case, the good news is that you can reach these contacts.
Keeping in mind that you are essentially targeting "everyone" by reaching out to this group, it's best to keep your messages relatively general. Some ideas for crafting your first page browse abandonment email include:
- The Customer Service Approach: This type of email might start out with a subject line or heading "How can we help you?" Remaining friendly and inviting is key to success with this approach.
- Suggest Top Products: Since at this point you don't know what these customers were looking for, you can take the opportunity to suggest your best sellers, again remaining friendly and inviting.
- Target Audience by Page Browsed: If you'd like to learn more about targeting different audience based on the page they last browsed, read Targeting Specific Audiences Using Page Browse Abandonment.
- Predictive Content: Serve up relevant content from your blog or other articles to bring the subscriber back to the site.
To get started marketing to your abandoning page-browsers, you can add a single message in your page browse thread, or even set up a two- or three-message series.
1. In your Shopping Cart/Browse Abandonment conversation, locate the Page Browse thread. It is typically positioned at the top of the conversation.
2. Add a Wait Step after your Trigger Step. (The Trigger Step is already set up for you).
3. Next, add a Message Step.
4. Add a final Wait Step.
NOTE: If you'd like to add a second and third message to your conversation, continue building out the steps the same way you did the first.
5. Click Publish to make the conversation live.
CONTROL HOW OFTEN YOUR VISITORS ARE TARGETED
We suggest you limit the how often visitors to your site receive these messages to either quarterly or bi-annually. Follow the below steps to add a Goto Step that will count the number of days since a contact has last received the message and determine whether or not enough time has passed to send it to them again.
CREATE A SEGMENT
1. Navigate from the home menu to Contacts.
2. Go to Segmentation.
3. Then Modify Existing Group.
4. Select ShopperInfo.
NOTE: If you don't see ShopperInfo as a segment group option, contact your account manager.
5. Add a new segment field and call it "Last Page Browse Message Date"
6. Select the data type Date (mm/dd/yyyy).
7. Click the Save icon.
ADD AN ACTION STEP
1. Navigate back to Authoring.
2. Go to Conductor.
3. Then Conversations.
4. Select your Shopping Cart/Browse Abandonment conversation.
5. Add an Action Step directly after the Trigger Step.
6. In the Action Step settings, choose the action type Update Segment Field With Date Step Entered.
7. Rename the step "Set 'Last Page Browse Message Date.'"
8. Set the segment field to Last Page Browsed Message Date (the segment we created earlier).
9. Leave the radio button selection at "to the date the contact entered the step."
10. Click Update.
CREATE AN EXIT THREAD
We're going to create an exit thread in order to filter those contacts out of the conversation who have recently received the message.
- Create a new thread at the bottom of your conversation.
- Name your Trigger Step "Exit Thread" and select the no events required checkbox.
- Add a two week Wait Step.
ADD A GOTO STEP
1. Lastly, add the Goto Step directly after the Trigger Step.
2. In the Goto Step settings rename the step "Exit if Received Less Than 90 Day Ago."
NOTE: In this example, we are choosing to allow contacts to receive a page browse message quarterly or every 90 days. Adjust the threshold as it suits you best.
3. Next, click the Segment Filter tab.
4. Click New Filter.
5. Select the segment type Segmentation Fields Groups.
6. Select ShopperInfo.
7. Select Last Page Browse Message Date.
8. Select the operator Is After.
9. Click the Today button.
10. Select 90 days Before Today.
11. Click OK.
12. Click Update.
13. Click Update again.
14. Finally, click Publish to make your new and improved conversation live.