{"id":10309,"date":"2023-12-01T11:27:31","date_gmt":"2023-12-01T10:27:31","guid":{"rendered":"https:\/\/www.promogen.cz\/?p=10309"},"modified":"2025-01-19T07:51:11","modified_gmt":"2025-01-19T06:51:11","slug":"blog-opusteny_kosik","status":"publish","type":"post","link":"https:\/\/promogen.cz\/en\/blog-opusteny_kosik\/","title":{"rendered":"Big test: Abandoned cart in practice"},"content":{"rendered":"
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E-mailing, Analytics<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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Big test: Abandoned cart in practice<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t \t\t\t\t\t
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Email automation is an integral part of a successful e-shop. One of the key automations that can significantly impact conversion rates is the abandoned cart. In this case study, we decided to see how e-shops are performing in this area.<\/div>\n
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We have focused on several key questions:<\/div>\n
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  1. Do e-shops have this automation deployed?<\/li>\n
  2. Are they sending discount offers and personalized products to customers as part of this automation?<\/li>\n
  3. Is their process single-step or multi-step?<\/li>\n<\/ol>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>
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    This analysis provided valuable insight into the use of this automation. The results can serve as inspiration for anyone looking to take their email marketing to the next level.<\/p>\n

    In the framework of automation e-mailing<\/a>\u00a0v PromoGEN<\/a> we often recommend the tool to smaller and medium-sized clients Ecomail<\/a>.<\/p>\n

    Making the most of email marketing means not only sending newsletters regularly, but also working with automations.<\/p>\n

    What is email automation?<\/strong><\/span><\/p>\n

    It is a pre-prepared e-mail or even several e-mails in a row, which, based on the behavior of customers, is sent when predefined conditions are met. For example, after a customer starts a purchase, they add an item to the shopping cart but do not complete the purchase.<\/span><\/p>\n

    The automation evaluates this behavior and sends an email that should have personalized content.<\/span><\/p>\n

    Abandoned cart automation is one of the most used and also the most converting. For comparison \u2013 a regular newsletter is opened by 20 % recipients on average. The aforementioned automation is opened by over 50 %s of all those addressed. Money talks - from the total volume of e-mailing sales, this is an average of 10% increase in sales.<\/span><\/p>\n

    It is therefore clear that this automation should be part of every marketing communication of an e-shop that is serious about e-mailing. That's why we decided to test how it is in practice. So before Black Friday, we tried e-shops that are among the top - at least the ranking among the best in the Shop of the Year award, organized by Heureka, should testify to that.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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    What should such automation actually look like?<\/strong><\/span><\/p>\n

    Basically, very similar to a shopping cart on an e-shop. Simply, clearly and unambiguously leading to conversion - purchase. Therefore, it should not contain any elements that distract the customer's attention. On the contrary, it should increase the chance of a purchase - this means presenting advantages such as fast delivery, the possibility of returning or exchanging goods or any unique features of the product being sold.<\/span><\/p>\n

    If it includes personalization, outreach, it is the next step that attracts the customer's attention more and increases the chance of success.<\/span><\/p>\n

    The last element can be a chance-increasing incentive in the form of a discount, further increased by a countdown to when the discount can be used. You need to work with a discount carefully, but right before the purchase, it is a suitable option to avoid losing a customer. However, keep in mind that the discount is not always automatic, so that customers do not get used to buying only in this form.<\/span><\/p>\n

    Perhaps the last thing that seems obvious - the email should show the items that are in the cart. It is possible to send notifications even without it, but the chances of conversion decrease greatly.<\/span><\/p>\n

    Data above all<\/strong><\/span><\/p>\n

    All of the above is generally true and it's fine to start with. But it can vary drastically depending on the product. Cheaper, more frequently purchased goods require a shorter period of time before recall. If someone buys hi-fi equipment for tens of thousands, you can combine the abandoned cart with the advisor during selection, and the time from the reminder may be longer.<\/span><\/p>\n

    For starters, it's best to A\/B test the posting times, such as 2 and 8 hours. You can also test other things, such as the subject, content or name of the sender.<\/span><\/p>\n

    As we tested<\/strong><\/span><\/p>\n

    The first step was to register for newsletters on the given e-shop. After logging in, we monitored whether the e-shop sends out newsletters and whether they were active in reading them. This period lasted several weeks.<\/span><\/p>\n

    We then proceeded to the key part of the test. Through the links in the newsletters, we visited each website, went through the products on offer and then put one or more in the basket. After that we left the e-shop. In doing so, we simulated the normal shopping process of a customer who leaves behind an abandoned cart.<\/span><\/p>\n

    Then all that was left was to wait.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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    How did the testing go?<\/strong><\/span><\/p>\n

    Most e-shops today work more or less with e-mailing. Only 2 e-shops out of 20 do not have e-mailing that you could sign up for. They do not send any newsletters to registered customers on a regular basis either. It is worth considering, because by doing so they are preparing for at least 7 % of potential turnover, which even an average e-mailing achieves. Where they do e-mailing well, however, is the share of 20 %.<\/span><\/p>\n

    But even among others, e-mailing is apparently not given as much effort, because 50 % e-shops do not use this automation at all. They are also losing money, moreover, at very low costs - everything runs automatically and requires nothing more than the initial setup.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>

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    And the winner is\u2026<\/strong><\/span><\/p>\n

    Among the best processed automations is the one from the Cityzenwear.cz e-shop.<\/em><\/span><\/p>\n

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    First reminder one hour after placing the goods<\/u><\/span><\/p>\n

    An e-mail arrived in the mail, which is very clear, cleared of all unnecessary information and contains information about the goods waiting for us in the basket, as well as sales arguments highlighting the uniqueness of the products. The banner at the end of the e-mail, informing about the possibility to return inappropriate gifts until mid-January, is also a perfect time off.<\/span><\/p>\n

    One more reminder the other day<\/u><\/span><\/p>\n

    A very similar e-mail arrives 24 hours later, this time with a name added. That always works.<\/span><\/p>\n

    So Cityzenwear is an example, but for your inspiration we also have reviews of all the others who work with the abandoned basket.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>

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