Challenge
A large online store noticed numerous shopping cart abandonments. After analyzing customer behavior, it became apparent that there was a lot of confusion about updating available products, and users often saw ads for items that had already been out of stock for several weeks.
The company was looking for tools that would pull data from various sources and only display ads when something was in stock. In addition, customers who show interest in sold products should be told when the goods will be available.
Action
- Use of Feed Manager
With Feed Manager, the online store had product data collected in one place. Automatic refreshing made it possible to recommend to customers only those products that were available.
- Customer segmentation
Dividing contacts into segments allowed the company to run personalized campaigns. The online store also created a segment with people who clicked a button about sending a notification when other color variants of a particular product would be available again.
- Sending notifications of product reavailability
The online store sent messages to interested parties informing them that goods that were previously sold out were in stock.
Results
- Customers eagerly read the messages about the reavailability of goods and more than 40% of them returned to the store to buy their dream products.
- The conversion rate increased by 21%. Users were more likely to purchase from advertising campaigns showing items currently in stock.
- Customers who received notifications about the re-availability of a product very often matched them with other items from the offer. This increased the average order value by 18%.
- The company saw a marked improvement in completing transactions without abandoning purchases. The rate of abandoned shopping carts dropped by 15%.
