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.
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.
To set up this promotion, Wine2U put the following targeting rules in place:
*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.
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