VWO Webinar: Build a winning email retargeting strategy with conversion optimization

Build A Winning Email Retargeting
Strategy With Conversion Optimization
Utkarsh Rai
Growth Marketer, VWO
Michal Leszczynski
Content Marketing Manager, GetResponse

What are we covering today?
01 Building an email retargeting strategy
02 Using personalization to improve re-engagement
03 How to improve checkout flow to drive results

Ask Questions on Twitter
#AskVWO

How to capture abandoned
carts with emails
First, understand
the reasons behind it

Top reasons
Why are users abandoning their online shopping carts?

People who we can
convert by offering
a better deal.
33%
Top reasons

Top reasons
Users we can
convert by
improving our
communication.
32%

Top reasons
Users we can
convert by
optimizing our site.
31%

Top reasons
Users we
can convert
expanding our offer.
4%

• Ask them!
(email, messenger, exit pop-up)
• Analyze your funnel
(checkout behavior)
and where people drop out
How to find the reasons why users abandon your carts

Source: Statista.com
Also: look at what is being abandoned

Let’s come up with
a retargeting strategy

Example:
Google Merchant Store
Demo Account
Retargeting abandoned carts using Marketing Automation
Step 1. Timing

Source:
GetResponse Email Marketing
Benchmarks
Step 1. Timing

What to do:
• Start as soon as possible (within a couple of hours)
• Don’t schedule the time for your users, instead treat them individually and adjust the time
based on their behavior*
• Don’t just assume, A/B test.
Step 1. Timing

Step 1. Timing

Look at the conversions
after day 1
Step 2. Frequency

Consider:
• What type of a product or service you’re offering and what’s the buying process?
e.g. Cars vs Apartments vs Jackets
How long does it take for people to make the decision?
Step 2. Frequency

Consider:
• How often do people want to hear about it? *Frequency capping*
Step 2. Frequency

What to do:
• Plan a series, not a single message
• Connect different channels (email, messenger, ads, SMS, traditional mail)
• Look at your metrics (conversions vs opt outs/spam complaints)
Step 2. Frequency

Example communication plan
e.g. if you’re selling clothes online
• Email #1: Sent within 2 hours from when the user abandoned the cart
• Email #2: Sent after 24 hours from the previous message
• Email #3: Sent after additional 48-72 hours from the previous message
• Email #4: ...After a year?*
Step 2. Frequency

Step 2. Frequency

First you need to get the message opened:
What’s affecting email open rates:
• From Name
• Subject line
• Preheader
• Deliverability
• Past Experience
Step 3. Content

Source:
GetResponse Email Marketing
Benchmarks
Step 3. Content

Then you have to make the message interesting enough to be click-worthy.
Step 3. Content

Tactic 1. Subtle reminder, offering help
Step 3. Content

Tactic 2. Adding a sense of urgency
Step 3. Content

Tactic 3. Offering:
• a discount
• free shipping
• free upgrade
• free addon
• a gift
Step 3. Content

Tactic 4. Focusing on key benefits
Step 3. Content

What to do:
• Offer help
• Use reminders
• Offer discounts
• Focus on benefits
Test which approach works best for you and when it’s the right time to offer a discount
Step 3. Content

Improving Checkout Flow
To Drive Revenue
Enhancing Your Checkout Experience

3 Step Checkout Journey
Ensure consistency in your
offering throughout the
journey.
Visitor comes back to your
sit
Motivate users to move product to
cart through your retargeting
campaigns
Businesses miss out on
using conversion
triggers

Ways To Improve Your
Checkout Flow
Tips To Drive Revenue
● REDUCE CHECKOUT FEARS
● BUILDING TRUST WITH DESIGN
● REINFORCE YOUR BENEFITS
● USING PSYCHOLOGICAL CUES
● REMOVE DISTRACTIONS

Checkout Fears
Fear of credit
card info. being
stolen
If i don’t like it
then i’ll be stuck
with it.
Not being able to
track orders.
I can’t tell what
the product is
like.
You’ll sell my
information and
spam me with
emails
It could be a
fake store.
I’ll need help from
a salesperson.

Busting Checkout Fears
Share image of your
warehouse facility in
your ‘about us’ section
Provide descriptive
product information to
cover product look and
feel

Indicating Trust with Design
Building credibility with
header design
Building trust with
transaction policy
Define your shipping
policy

Reinforcing Your Benefits
Showcasing your
business policies
List why it’s great
to do business
with you

Behavioral Cues
Using
Social Proof
Urging
Scarcity

Optimized Checkout Page
Thumbnail Of
The Actual
Product
Secure
Payment
Gateway
Exclusive Offer
Shipping
Details
Urging
Scarcity

NameOn - Case Study
Challenge:
● Improve the cart-to-checkout rate
Observation:
● High drop-off from cart
● Too many call-to-actions on checkout
page
Solution:
● Removing distractions

NameOn - Case Study
The Result: 12% increase in cart-to-checkout conversions.
ControlC

VWO Webinar: Build a winning email retargeting strategy with conversion optimization

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