Reduce Cart Abandonment: Studying the Success of Easton Sports

easton reduces cart abandonment

Today, UpSellit released a case study that covers the work we did with Easton Sports. The study details our methodology, technology, and results in fairly exhaustive terms. While all of the information within the study is useful, there were a few areas we simply didn’t have room to cover that give a good bit of insight into how we operate. This blog is going to focus on those details, using our work with Easton as a point of reference. While this post stands alone, it will refer to the case study, so if you haven’t read the full version, I highly recommend that you do!

easton reduces cart abandonment
The Study
Let’s take a quick look at the case study itself to make sure that everyone is on the same page. Easton Sports was looking for a way to reduce cart abandonment and increase revenue without making major adjustments to their existing online store. UpSellit’s lead-recovery technologies were perfectly suited for the task by being easily installable, effective, and unintrusive to the user experience. The campaign ran only for first-time visitors and focused on collecting email addresses from users to initiate different email remarketing strategies dependent on perceived purchase intent. First-time visitors were split into two primary groups: those who reached checkout and those who filled their cart and abandoned before checking out.

Pre-Checkout Abandonment: If a user added items to their cart and then moved to abandon, our abandonment detection solution launched a custom-designed overlay just before the user left. The user is offered a 10% discount coupon, mailed directly to their email address. After the user submits their email, our remarketing platform immediately dispatches the coupon.

Checkout Abandonment: As the user fills out the forms on the primary stages of checkout, Datahound®, UpSellit’s proprietary lead recovery solution, actively monitors the appropriate fields for user input. The moment the customer keys in their email address, Datahound® collects the data and transfers it to our email remarketing platform should the user abandon. After abandonment, we waited two hours before dispatching the first in a two-touch email series. Twenty-four hours later, if the user didn’t convert, the final email is sent, offering a 10% discount on the items in their cart.

The results were immediately positive and, after two months of tweaking and testing, we achieved an 8.6% lift in conversion rates for Easton’s online store. All of this is covered in the case study in full.
Abandonment and Customer Purchase Intent
Customer intent plays a very big role in understanding the mechanics of the campaign, knowing exactly how we determined where to focus efforts isn’t essential in interpreting results–this section will give a little bit more information for those who want a look at the industry from the inside. A customer’s purchase intent is very much what it sounds like, it’s the likelihood that the user will follow through with their purchase. While you can’t put an exact percentage or numerical figure on how a visitor will interact with a website, you can look at customer data and determine which segments are more likely to purchase than others. In general, there are a few key behavioral elements to consider:

• Time spent on each page.
• Average actions made per visit.
• Location along the conversion funnel (product page, shopping cart, checkout, etc.)
• First-time or return visitor.

In this specific case, Easton only wanted to target first-time visitors with this campaign. While looking at the visitor data for first-time visitors, a primary difference between users quickly surfaced: progress made into the purchasing process. As a customer moves further down the conversion funnel, the numbers show that they’re less likely to abandon their cart. Abandonment rates from shopping carts, in general, hover around 70% while checkout pages experience an average of 56% abandonment. Therefore, those that reach checkout are more likely to complete the purchase than those that don’t. In order to meet these customers’ varying levels of purchase, we delivered different experiences with differing levels of incentive.
Timing the Campaign
Another detail that we didn’t have the proper space to expand upon was calculating the timing of the campaign. Exit Email Capture sent out incentives immediately to those who volunteered an email address while Datahound® strategically waited two hours before making first contact. Why?

Immediate send:
On most e-commerce websites, the final price of an order (factoring in taxes and shipping) is displayed in the shopping cart. More often than not, abandonment from the cart or product pages is due to a discrepancy between price and purchase intent. Oftentimes, a customer will abandon to shop around for a better deal or simple because the price is simply too high for an impulse buy. These customers are not engaged in the checkout process and need to be presented with a better deal immediately to start a sale. Capitalizing on this timing, we offered an instantly redeemable coupon to strongly incentivize those with a lower purchase intent.

Delayed send:
The email campaigns prompted by abandonment from the checkout page only launched after the customer had been gone for two hours. According to visitor data on Easton’s website, if a user who abandoned from checkout didn’t return within 90 minutes, the probability of order completion dropped dramatically. As we’d mentioned previously, the probability of a purchase increases with every return visit. Our goal is to generate revenue by recovering customers who would otherwise never return; by delaying the campaign’s launch until just after the optimal return period, we’re able to reach users before relevance fades while giving users enough time to organically return. If the first email is dispatched and doesn’t lead to a conversion, then the second email drives up customer purchase intent by offering a discount after giving the consumer ample time to reconsider abandonment.

Working with Easton required UpSellit to design and engineer a remarketing campaign that required the seamless interaction between many of our abandonment solutions. The end result is a finely tuned lead-collection machine that continues to generate great results for Easton today. To learn more about our technologies or our previous partnerships, be sure to read through some of our other case studies!

 
Written by Bryan Gudmundson


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