4 Tactics to Recover Customers With High Intent to Buy January 9th, 2018 Albert Chou, AddShoppers Albert Chou, AddShoppers Albert Chou, AddShoppers Author BioAlbert Chou’s technology career started in Oracle and SAP project management before joining Expion, a social marketing platform that was acquired by Sysomos in 2015. After building a mobile eCommerce application, he joined AddShoppers and currently serves as VP of Sales. Read More About Albert Albert Chou, AddShoppers A brand manager once told me something I couldn’t comprehend: “We don’t really have many competitors. We are the market.” While you may not have many competitors in your category, the reality is everyone has competition for customer dollars. If you let interested customers walk away without a purchase, you are enabling infinite marketplace competition to interfere with your sale. Recovering high-intent customers is the fastest and least expensive method to make an impact on your bottom line. AddShoppers helps your business identify which shoppers are most likely to buy products and recover as many of these customers as quickly as possible. Our integration with Bronto allows you to push the right customers into your appropriate workflow so customers can be segmented, added to relevant lists and treated differently. With AddShoppers and Bronto, you can leverage four integrated methods to ensure high rates of customer recovery: Measurement Exit Intent Acquisitions Workflow Triggered Email Retargeting Advertising Measure the Value of the Customer When users navigate to your site for the first time, they are typically in the information-gathering phase. The likelihood of a checkout is lower and the revenue per visitor is lower than for returning visitors. Each website visitor session leaves breadcrumbs indicating how likely the customer is to purchase. Examples include time on site, number of products viewed, cart activity and views of your loyalty program sign-up page. Each time a visitor passes a threshold in one of these metrics, their intent to buy increases. By enabling site behavior measurement in the AddShoppers app, you can use these metrics to build Bronto segments to control who sees promotions, discounts and other information without overinvesting in site optimization tools. The next three integrated tactics work best after the value of the customer is recognized. Drive Exit Intent Acquisition With Pop-Up Messaging According to data across more than 5,500 ecommerce sites, category-level behavior messaging captures more than 4x more emails than site-wide messaging. With AddShoppers’ site behavior measurement tools and the Bronto Pop-Up Manager, you can ensure customer exits are met with the right message at the right time. Simply put, if a customer is looking at shoes but moves as though to leave the site, display a pop-up message promoting shoes. If the visitor is a returning customer who exits without carting or purchasing, provide a pop-up that promotes the value of your loyalty program. Our data suggests that less than 4% of web visitors will submit an email, but category-level messaging can get that number to 16% or higher. Additionally, email capture rates can increase by an additional 8% when providing mobile exit messaging with one touch email signup using social logins. For example, on mobile devices, the URL bar disappears when browsing. When users want the URL bar to visit a different site, they tend to scroll up quickly, which displays the bar and is a prime opportunity to use abandon messaging. Our data suggests this tactic being more successful if the customer has scrolled down more than 50% of the page. The best-performing calls to action serve a dual purpose. For example, for a customer who attempts to abandon a product detail page, display a pop-up message showing back-in-stock items or best-sellers. Automate the Follow-Up With Triggered Workflows Once you have the customer’s email, the next emails they receive will help determine whether they stick around or not. Customer- and category-specific workflows help ensure that you’re delivering messages that are timely, relevant and effective. AddShoppers enables the measurement and capture of the user, while Bronto workflows automate the task of sending these customers through the process. Browse and cart abandonment emails are like printing money. To take these recovery workflows to the next level, create unique workflows based on the customer’s behavior. Use page views (or the lack thereof) of the fit guide, product video demonstration, promotions page, new releases and any other high-value content on your page to help guide your recovery call to action. Try testing these behavioral-based messages in lieu of a discount for gross margin performance. Use Bronto Segments to Integrate Retargeting Ads Delivering an ad to someone who has not showed any intent to buy is a waste of advertising budget. Use Bronto segments driven by AddShopper data to make smart choices about how you spend your retargeting dollars – and your time. For example, build custom audiences in advertising accounts that identify users that submitted an email, visited the site from email at least once and are part of your hoodie campaign, and then show relevant retargeting ads to bring them back to your site to buy a hoodie. Other variables to consider include customers who: Spent 2 minutes or more on your site. Visited the return policy page. Went to the fit guide. Checked out a product that was out of stock and did not add to cart. Integration between Bronto and AddShoppers is simple. AddShoppers can connect and customer to any customer list with the simple exchange of information (API, user accounts, or exact workflow identifier). Multistep recovery campaigns can be set up within 14 days. Learn more about AddShoppers.