Double or nothing
Learn how to increase average order value (AOV) and reduce abandoned carts by targeting visitors based on past and current cart qualifiers. With advanced targeting rules, segmenting your audience based on cart value and products added is easier than ever before.
Overview
Using previous order history and current cart contents allows you to display specific offers and messaging designed to not only increase conversions but also increase AOV. Items previously purchased or abandoned, shopping behaviors, and average order values can be telling indicators to help you personalize the buying experience by providing specialized value to every audience segment.
For example, previous purchase history can help to identify a customer’s logical next purchase, their areas of interest, or simply the timing for purchasing a replacement or replacement parts. Combining this information with a visitor’s current cart contents means you can then use more effective cross-selling techniques to suggest complementary items and encourage higher order values.
Details
Wine2U is an online wine club selling wine cases grouped by flavor profile and vineyard region. They wanted to encourage visitors to purchase more than one case at a time so decided to us a free gift threshold based on specific cart-based parameters.
Wine2U encouraged people who ordered only one case on their last purchase to purchase a second case by triggering a pop-up for return customers who added a single case to their cart that offered a free gift if they purchased a second case.
Their gift was a limited-edition wine trio that could only be received through this promotion and for a limited time. By promoting an exclusive prize with a time constraint, Wine2U created urgency and encouraged quick conversions with a higher AOV.
Setup
To set up this promotion, Wine2U put the following targeting rules in place:
- Following the creation of your promotion in the design canvas, create a new advanced rule set. At the top select the following, ‘I want to show pop-up once per session’ to visitors. Between the following triggers make sure between each of the triggers below, the blue “AND” button is displayed.
- Next, you’ll select the section titled ‘URL based Rules’ and drag current URL to the rule set. Set this trigger to say “Current URL contains: cart.”
- This is to ensure the pop-up will only trigger once a website visitor has signaled their intent to check out.
- Go to the ‘date and time’ section to add a second trigger in for “seconds spent on current page.” Wine2U chose a five second time delay so that visitors who simply wanted to look at their cart wouldn’t be served this pop-up.
- Next, go to the ‘User Engagement Rules’ section to add in “engaged with any pop up this visit”. Select the following options from the dropdown menu: “They have not engaged with CTA click with ANY pop up this visit”
- Go to the ‘Cart & past order rules’ to add in the following three triggers:
- Purchased total amount is less than $60
- Purchased total quantity is less than 2
- Purchased days ago is greater than 30
- *Pro Tip* These three triggers ensured that only visitors who bought one wine case on their last subscription choice would see the promotion. The cases cost $59.99 each and are selected monthly. For your own products, you’ll choose the dollar amount and purchase frequency that match your customer’s purchase history.
- From the ‘Cart and past order rules’ section you’ll add in the final trigger of ‘items added to cart this visit’ and select “quantity is less than 2.” This ensures those already intending to purchase multiple cases won’t be served the discount and only those with one case currently in their cart will be eligible.
*Pro Tip* Make sure to think about how this promotion will interact with any other pop-ups live on your site so you don’t create a cluttered site experience. Set the proper exclusionary rules to prevent an overwhelming number of pop-ups for maximum success.
