Challenge
A travel company offering a wide range of products, such as vacation packages, airline tickets, and hotel reservations, noticed a high rate of abandoned shopping carts on its booking platform. Customers often added products to their shopping carts but did not complete the purchase, leading to a loss of potential revenue.
To improve the conversion rate and recover abandoned shopping carts, the company decided to implement iPresso marketing automation system to automate the processes involved in recovering abandoned shopping carts.
Action
- Integration with the iPresso system
The company integrated its booking platform with the iPresso system, which made it possible to track and collect data on user activity, including abandoned shopping carts. The integration provided synchronization of data on users, products added to the shopping cart and booking status.
- Automatic reminders for abandoned shopping carts
iPresso made it possible to implement automatic reminders campaigns for abandoned shopping carts. The process included:- Sending email reminders: Customers who added products to their shopping carts but did not make a purchase received automatic emails reminding them of abandoned shopping carts. These emails included details about the products that were left in the shopping cart and encouraged them to complete the purchase.
- Push notifications: customers received push reminders on their mobile devices if they used the travel agency's mobile app.
- Personalization of communications
iPresso enabled personalization of customer communications, which increased the effectiveness of reminder campaigns:- Personalized email content: Emails were tailored to customers' preferences and purchase history, with recommendations for products similar to those added to the shopping cart.
- Tailored offers: Customers received discount offers or promotions that could encourage them to complete their purchase, such as discounts on selected travel or additional services.
- Automating follow-ups
iPresso has made it possible to automate follow-ups to keep in touch with customers and increase the chances of completing a purchase:- A series of reminder emails: After the first reminder, if the customer still didn't complete the purchase, they received follow-up emails with reminders and additional incentives, such as limited-time promotions.
- Retargeting activities: Retargeting campaigns were launched on ad networks to remind customers of abandoned shopping carts as they browsed other websites.
- Performance analysis and campaign optimization
iPresso made it possible to track the effectiveness of abandoned cart recovery campaigns:- Reports and analysis: Generate reports on email open rates, reminder clicks, number of completed purchases, and the impact of reminders on conversions.
- Optimizing actions: Based on data analysis, the company was able to adjust email content, promotional offers and reminder frequency to maximize campaign effectiveness.
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Results
- Increased shopping cart recovery rate: With automatic reminders for abandoned shopping carts, the company increased its shopping cart recovery rate by 25%. More customers completed their purchases, which translated into increased revenue.
- Higher email effectiveness: Personalized reminder emails had a higher open rate of 35% and a higher click-through rate compared to standard emails.
- Increased number of finalized purchases: Automated reminder campaigns contributed to a 20% increase in the number of finalized purchases. Customers who received reminders were more likely to complete the transaction.
- Improved effectiveness of marketing efforts: Automating shopping cart recovery processes saved the company time and resources, while increasing the effectiveness of marketing activities and optimizing costs.
- Better understanding of customers: Analyzing data on abandoned shopping carts allowed the company to better understand the causes of shopping cart abandonment and adjust the offer and purchase process, further improving conversions.
