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Retargeting & Basket Abandonment for Ecommerce - #ecomchat

jamesgurd
@jamesgurd: mentioned SeeWhy and RedEye @danbarker: chipped in later with SaleCycle for basket abandonment, Criteo for product-specific display ad retargeting, and Google AdWords for general display retargeting (which can also use Google Analytics data)
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 69-72 | Added on Monday, 12 August 13 13:55:47
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@macmillanstu: mentioned Struq for display retargeting product views. @emmabonar: mentioned veinteractive, who provide abandoned basket tools (often on an affiliate model)
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 66-68 | Added on Monday, 12 August 13 13:55:37
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Q3 asked which Tools & Suppliers people would recommend:
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 65-66 | Added on Monday, 12 August 13 13:55:29
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James Gurd summarised the various tips very nicely into these 5 points: Time delay for abandonment emails is critical & need to test this Focus emails on customer service messaging to ?help? people, don?t try to sell to them to push the conversion Make sure you capture email upfront in the checkout to support retargeting Learn what behaviours precede a completed checkout vs. abandoned basket and segment retargeting Put data behind decisions ? test & trial, look at attribution and try to validate genuine conversion uplift
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 61-65 | Added on Monday, 12 August 13 13:55:19
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@aattias: timing of abandonment emails (e.g. send 1st within 3 hours, 2nd within 3 days etc). One to experiment with. @gregpower: it?s good for emails to almost plead ignorance & apologise ? chance of finding out if there?s friction too
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 58-61 | Added on Monday, 12 August 13 13:55:07
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@montsecano: We send targeted e-mails to those who haven?t purchased or renewed with us prompting them to a survey. @danieljtruman: A lot of abandoned baskets can be put under the ?price research? heading. @emmabonar: I?ve seen the ?shopping list? effect too, experimenting with perpetual baskets (mobile-desktop) to get the conversion @so_on: we have seen difference in customer behavior that shows intention to buy vs ?I?m just surfing?
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 53-58 | Added on Monday, 12 August 13 13:54:42
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@emmabonar: Emails with a ?we saw you were browsing the website? had as good a conv rate as those offering free shipping #EcomChat @eoin_kenneally: I agree from a service message perspective it?s good. But everyone is pushing the boundaries of service in to Marketing @macmillanstu: we?ve actually had feedback in the past from customers thanking them for the reminder! crazy but true. #ecomchat
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 49-53 | Added on Monday, 12 August 13 13:54:17
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Q2) Is there a right way to handle basket abandonment? @aattias: capture email early, ask for it in 1st step, not as part of first step. @jamesgurd: That?s a good point and some checkouts switched to start with email capture before anything else. @aattias: Use urgency e.g. ?your saved basket is due to expire? or a time limited offer in email copy #ecomchat @emmabonar: I?ve seen good conversion rates from customer service type abandon basket mails #EcomChat
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 43-48 | Added on Monday, 12 August 13 13:54:00
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@macmillanstu: we have a link to our video chat in the footer of the retargeting email #ecomchat @emmabonar: I?ve used a chat popup b4 a user closes the browser at basket stage with some success, it?s mostly about handholding
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 40-42 | Added on Monday, 12 August 13 13:53:33
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(Here it was: bit.ly/14ZcRB8)
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 39-39 | Added on Monday, 12 August 13 13:53:16
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@aattias: 1 of best retargeting emails Ive ever seen was a personalised video embed from a US etailer featuring a love song tailored to me. it was a love ballad with a pianist sat on the beach, my name spelt in roses on the sand & other personal touches.
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 37-39 | Added on Monday, 12 August 13 13:53:09
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@aattias: Dangerous to reward abandonment though. Don?t just send a discount first time, every time or you risk encouraging it further
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 32-33 | Added on Monday, 12 August 13 13:52:47
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@eddyswindell: some companies collect email address on entry ? no permission at all? eek #EcomChat @aattias: We?ve gone with legal advice that said provided you contact them re: their order, its fine so retargeting ok. [in the uk]
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 25-27 | Added on Monday, 12 August 13 13:52:28
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@eoinkenneally: Abandon Basket email re-targeting, skirting the grey area of email opt-in. especially if you haven?t registered as a customer but your email is captured during registration @emmabonar: Yup especially in countries with double opt-in
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 22-24 | Added on Monday, 12 August 13 13:52:17
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@macmillanstu: We used to use a third-party retargeting provider, but found that we get nearly as good results with a simple in-house solution. we send all our transactional emails ourselves, we treat it as one of them. Track it in analytics suite.
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 18-19 | Added on Monday, 12 August 13 13:51:42
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Live chat can be an effective tool with some providers showing data for returning visitors, basket contents etc
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 15-16 | Added on Monday, 12 August 13 13:51:24
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Forrester have said that 90% of their cart abandonment leads go cold with in one hour
Retargeting & Basket Abandonment for Ecommerce - #ecomchat - jamesgurd - Your Highlight Location 13-14 | Added on Monday, 12 August 13 13:51:12
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