Justuno CEO and Co-Founder Erik Christiansen and Oracle + Bronto Channel Manager Jamie Tharp discuss tips to help you with cart abandonment this Black Friday.
Jenna: All right, guys. Well, let’s go ahead and get started. My name is Jenna Ochoa, and I am in charge of partner marketing and agency training here at Justuno. I’m going to be moderating today’s workshop. And we are hosted by Eric, the CEO and founder of Justuno, and Jamie Tharp, the Channel Manager at Oracle and Bronto. so welcome, everyone. And I’ll go ahead and let the hosts introduce themselves. So Erik, if you guys just want to say hi.
Erik: Hey everyone. Erik here. Thanks, Jamie and Jenna for organizing this. Justuno, we work closely with Bronto. We are an e-mail lead capture and sales conversion platform working with thousands of retailers all around the world. And really happy to have Jamie here, who we work very closely with at Bronto.
Jamie: Awesome. And hi there. I’m Jamie Tharp. I am a Channel Manager with Bronto Software, as Jenna said. Bronto Software is the leading commerce specific e-mail marketing automation platform to the IR 1000. And we are a company owned under the Oracle umbrella. And I’ve worked with Bronto for about seven years, and Justuno is one of our key partners. And I’m thrilled to be joining you today.
Jenna: Jamie mentioned that we’ve been partners for quite awhile. And I know that Justuno and Bronto are longstanding partners. But Erik, can you give us a few details about our integration?
Erik: Yeah, definitely. So Bronto is what we consider one of our tier uno partners. They’re one of our top tier partners. And so what we’ve done is we’ve built an advanced e-mail integration that can be found in the Bronto app center or within the Justuno platform. And what we’ve done is we’ve made it very easy to be able to to sync and connect your different Bronto forms and lists through the Justuno app.
Jenna: Awesome. Oka. And so for those of you who may not have Justuno or may not have Bronto, all that means is that you can use the Justuno solution, which is a lead capture solution [inaudible], to capture an email address and funnel it into your email flow,s which would obviously be what Bronto provides. So that’s just kind of the short and sweet snapshot about how our integration works. I should have mentioned that I guess you guys know each other quite well. You’ve been working together for some time. I know that we’ve been partners with Bronto for a while. And also, you guys are recently merged with Oracle. So maybe I should have said Jamie from Oracle and Bronto. But Jamie, can you give us a quick update, too, on that merger and what that means?
Jamie: Absolutely. Thanks for asking, by the way. So Bronto is 15 years old. We were founded in 2002. We’re a completely independent, organically-funded, bootstrapped company up until the point that NetSuite acquired Bronto in 2015. And then at the beginning of this year, 2017, Oracle acquired NetSuite. So Bronto Software is now an oracle company. However, we still operate very independently and partner very closely with companies like Justuno, Magento, Shopify Plus. Also NetSuite, obviously. Big Commerce. So all the big players that we’re all familiar with in the e-commerce space.
Jenna: Cool. Yeah. Thanks for the update. And I was kind of sad to see the little dinosaur go. He was my favorite part of your logo [laughter].
Jamie: Well, if you come see us at a trade show, they’re still very much alive and inflated [laughter]. So feel free to come pick one up. He’s still there.
Erik: I see three of them around our office right now, too, actually [laughter].
Jenna: Very cool. Well, just a quick note to the attendees. This training is going to be pre-recorded. So at any time, if you have any questions, you can submit those via the chat box on the right. and I will be manning the live chat on both sessions. So if you have any questions, feel free to submit them there, and I will take a look. Okay. Let’s go ahead and look at what we’re going to review today. So today, we’re going to talk about creating a foolproof strategy for cart abandonment on Black Friday. And for those of you– I’m sure you’re probably familiar with what foolproof means, but just a quick refresher. When something is foolproof, it means that it cannot go wrong. So no matter what you do, it can’t go wrong. And the strategies and tactics that we’re going to discuss today will not go wrong if you implement them in the correct way. So that’s what Jamie and Erik are going to coach us through today. We’re going to look at what your current funnel looks like, what preventative measures you can take in order to prevent cart abandonment, what your abandoned cart e-mail campaigns look like, and how you can convert more from those e-mail campaigns. Okay. So let’s start it off by talking about your current funnel. And Erik, I’ll go ahead and let you take this one. But let’s go ahead, and we’ll talk about perhaps how people have their current conversion funnel set up.
Erik: Sure. Your traditional channel, one of the top questions we receive is, “How do I drive more traffic to my website?” And most people’s lead generation are in place with other paid channels, organic, and then that traffic comes into their website. And that’s where the focus really stops. And so it would just [inaudible], our entire focus is let’s look at the entire funnel. You’re bringing the website traffic in, and if you’re fortunate enough to have someone add an item to a cart, what happens at that point? 90% of your visitors are not purchasing. It goes up to 98%. So if we look at why is that funnel not being completed all the way through, and what what can we do in an automated sense to convert that traffic, let’s focus on that cart and the exit. An exit offer is a promotion that can run when someone has an item in a shopping cart and goes to leave the website. And traditionally, marketers, their main focus is driving traffic. For every $98 spent to drive traffic, $1 is spent to convert that traffic. The digital marketers in today’s world with the data-driven marketers, they now are focusing on the actual complete funnel all the way to the shopping cart. You’ve sat in meetings where marketers have said, “That’s products department. It’s not our responsibility.” You really need to take ownership of the complete funnel, and that’s where it’s all the way through.
Erik: So we showed in the prior slide an example of an exit offer on the shopping cart. The number one reason people are leaving your website is to go coupon hunting. And now that coupons are acceptable to use, and you can even mention the word coupon– when we started Justuno in 2011, you could not mention the word coupon to a retailer. Now thankfully, retailers have accepted that customers are expecting a coupon. So let’s give them one. And you can vary the discount promotions that you offer. Ut’s not just the cart. So let’s take a look at an example here of a customer that might be shopping your website. In this example, this customer has added a classic lavender Zipadee shirt into their cart, and for one reason or another, they’ve decided to leave. So what we’re doing here is we’re actually presenting a dynamic promotion saying, “Hey, we have an exclusive offer. $5 off on this shirt. Would you like to accept this?” And if they click yes, please, you as a retailer have the option either present a code right away, or you can ask for an email address which we then can sink into Bronto. And then if they don’t check out, we can follow back up with an email with a specific product. Otherwise if you present a code, you’re going to see– we’ve seen customers go from a .58 up to a 1.78 conversion rate overnight. So you’re looking at doubling, if not tripling, your sales conversion simply by engaging your visitor at the point of them leaving on your shopping cart. And this is so easy to set up. Literally, you can set it up in five, ten minutes, and you will start to see an increase in your sales.
Jenna: Yeah. And [inaudible] is one of our top recommendations to set up if you don’t have one running right now. So let’s go ahead and look at– now that you’ve seen a couple of these visual examples, I want to look at the next steps further down the funnel. So what happens when– let’s imagine that you do capture this visitor’s email address upon exit. Where do you go from there? And that’s where I’m going to kick it over to Jamie. So Jamie, can you walk us through a couple of strategies and probably some best practices that Bronto recommends to nurture these folks back into a sale?
Jamie: Absolutely. I’d be happy to. And this is the perfect tie-in to exit intent offers. So please move to the next slide. Yep. So we will be talking about cart recovery messages. This is another massive opportunity in the conversion phase of what we like to call the commerce marketing funnel. So if you think of exit intent offers as kind of a little bit more top of the funnel because it’s not necessarily targeted at activity in the cart itself, we’re now focusing in on actual cart activity interaction with putting products in a cart. So a few stats just to kind of set the stage for how important cart recovery campaigns are. We’ll play Did You Know. So first, did you know that 70% of carts are abandoned? Everybody blinks in disbelief [laughter].
Jenna: That’s awesome. I actually thought it was a lot lower than that. But yeah. That’s pretty high.
Jamie: Yeah. It’s a lot. And interestingly, a very small percentage of marketers, last benchmark that we checked, said fewer than 10% of email marketers employ this tactic. And of those surveyed, 42% of abandoned cart message recipients actually found these messages really useful. So these messages, or rather what Bronto what recommends, is a series of cart recovery messages are automatically triggered to remind shoppers of their abandoned carts. I’ll go ahead and preempt a possible objection and say that I know not everybody is literally forgetting an item when they put it in their cart. And we at Bronto are fully aware of that. There are lots of reasons that people put items in the cart. If you’re like me, you might put items in the cart because maybe you like 12 things, but you really only want to buy 3. And you use it as a narrowing down process, or perhaps you’re technologically savvy and you know that if you put an item in your cart, maybe you’ll get an offer to further entice you to complete that purchase. So there’s lots of reasons that people put items in the cart.
Jamie: But the point here, technically speaking, is that a cart recovery series is a series of messages that’s automatically triggered to help convert purchases that are sitting dormant in a cart. These triggered reminders can be sent with or without special discounts to incentivize customers to complete the checkout process. And we’ll talk a little bit further about how you should have addressed whether to include a discount or an offer. Interestingly at Bronto, we see that across our 1500 approximate clients, abandoned cart or cart recovery messages typically account for anywhere from around 10 to 35% of total email-driven monthly revenue, which is very significant. So I’m going to give three high-level tips that Bronto actually found from our own proprietary research that we conducted with a pool of online shoppers. So in our study, we found that the best timing for that first message within a series is to send that first message no later than 24 hours after a cart is considered abandoned. Now I say series because as I mentioned, Bronto typically recommends that a cart recovery series consist of three or four messages. Please note that you don’t need to rush to get that first message out the door, but you do need to be timely and make sure you stay within that 24-hour window. Now if you look at this graph, some of our customers actually deploy those messages within the first hour or so. And that is also a very viable option if you’re doing a multi-message series. Now if you do three messages, be sure to send that first one out in a very timely manner. Within the first hour is not a bad idea. The second email should go out within 24 hours. And the third email should definitely go out within four to seven days.
Jamie: Now save that coupon or discount, if you’re considering offering one, for the third email. Now if you’re only doing two messages you want to send that second message, which would be the final message, within 48 hours. Interestingly, Bronto actually offers a random node within our cart recovery workflow that allows you to randomly send different consumers down different paths so that some might receive a message without an offer, some might receive a message with an offer, and that’s a great tool to use so that you don’t end up training your customers to abandon carts in order to expect discounts. We’ll talk a little bit more about that on another slide. But finally, my key takeaway for for timing is while you want to make sure that you’re timely, especially with that first message, do testing. Testing, testing, testing. Often, just one variable within a multi-part cart recovery series can skew or dramatically affect the results. So be sure that you’re doing testing for your own brand.
Jamie: So tip two. We’ve already said don’t feel like you have to rush that first message, although you do want to be timely. Even more importantly on the topic of don’t rushing, is don’t rush the discount. In our study, nearly half of all shoppers who expected to receive a reminder did not expect to receive an incentive discount or offer. So that’s interesting. So we’ve got 50% that do expect an offer or discount and 50% that don’t necessarily expect it. Just important to keep in mind, though that, again, you don’t want to train your consumers because you’re really just training your consumers to lower your own margin. So tip three is– and Eric has already touched on this. I’ll bring it in, as well. Know your audience. Personalize. So make sure that you’re building segments to fuel and better personalize the series that you’re building. So use the data that you have. The more precise data cuts you can apply to your series, the more you’re going to be able to tailor your series content. So I’m talking about even very basic things like gender, location, and age.
Jamie: Okay. So what we’ve got here is a best practice version of a two-message abandoned cart or cart recovery series. So what we see at the top left is the detection that a cart has been abandoned on an e-commerce website. And what we’re going to do is we’re going to move down and send a first cart recovery message in an attempt to recover that cart. And then we are going to delay one day. And moving up to the top of the second column, we will check to see if that cart is still abandoned. If we determine that, yes, that cart is still abandoned, we’re going to ask a second question in our work flow logic. We’re going to ask is that shopper on the payment page or at the payment step in the checkout process. So when we ask that question, if we determine that the answer is no, we are going to determine that that person is not on the brink of checking out. So as not to train them to expect a discount, we will send a message with no discount, no incentive. But that message will have a new subject line, a new call to action, and maybe some different creative. Perhaps you’re even leveraging something that you know about, their gender or their past purchase preferences, to insert some new dynamic content or creative into that message. Now going back up to the question, “Is the shopper on the payment page or step?” If we determine that, yes they are, they’re literally on the brink of checking out, we’re going to ask ourselves a question about the margin to make sure that they convert. So using Bronto’s cart recovery technology, we can actually look at the contents of the cart and say, “Is this a large enough purchase that we want to make sure that we make this sale?” So is the subtotal greater than or equal to? And in this case, we just arbitrarily chose the number, $100. But obviously, set what that margin is for your own business.
Jamie: And if we say that yes, it meets our discount threshold, then maybe we send a 5% off or whatever you determine is the appropriate discount percentage. Or perhaps– and this is a big one. Perhaps you add that free shipping offer to make sure that there’s no friction to complete the sale. So big success using this tactic among our client base. One of those very successful clients is our customer, World Kitchen. So World Kitchen actually saw, within the first three months of implementing a cart recovery series in Bronto, they were able to recover 20,000 carts, which is pretty remarkable. And to the right here, we’ve got a breakdown of the anatomy of a somewhat straightforward, but effective, cart recovery email. So you’ll see best practice at the top, we’ve got a browse bar to be able to link directly back to their site to browse by category. And then we’ve got some short succinct copy at the top. It’s very clear. Also, above the fold here, we’ve got a clear call to action. And then down below the fold– and obviously, this is a mobile device, so fold is a slightly different term here. But at the bottom of the email, we’ve got offers to reduce friction and approach this recovery with a very customer support-oriented tone. So asking if they need help, making sure that they have the confidence that returns will be easy if the purchase doesn’t work out, and finally, reinforcing that this is a secure shopping experience.
Jenna: Yeah, I think this is really cool. And it’s also very powerful because it’s so basic and simple. But to me, and I’m not in email marketing, but I think it’s pretty obvious that just having a clear focus on what action you want them to take– and it looks like this e-mail’s set up just like that. So those numbers are pretty amazing.
Jamie: Absolutely. Another success story, our client, Johnny Was. Johnny Was, again, you’ll see here a theme emerging. Similar anatomy of an e-mail. Short, clear copy at the top, clear call to action with an image of the product that was abandoned, which is also a best practice, clear call to action for both of those products, and then finally value adds at the bottom. In this case, they’re emphasizing getting in touch and how to connect with them via social media. So the results that Johnny Was saw was a 59% open rate, a 40% click-through rate, and a 17% conversion rate. Also pretty remarkable.
Jenna: Yeah. That’s amazing. And 17%, I think, especially if you’re apparel, that can actually translate into some pretty high revenue figures. So that’s awesome.
Jamie: Yeah. Yeah. And a fun fact about Johnny Was is that this actual e-mail only accounts for 2% of their total e-mail volume, and yet it generated 10.4% percent of their e-mail-generated revenue.
Jenna: Yeah, that’s awesome. And that’s just proof of why these tactics are something to spend just a little bit of time either implementing or optimizing. And you can see really great returns. Okay, great. Thanks, Jamie, for those examples. So now that you guys have seen the actual visuals of what the makeup of an e-mail looks like – or as Jamie calls it, the anatomy of a cart recovery e-mail – now I want to talk about the next step in that funnel. So what happens when that person actually clicks through from that e-mail? So here, I’m going to take you back over to Erik, and we can talk about how to increase the value of the traffic coming from those e-mails.
Erik: Yeah, this is the fun stuff. This is really new things that we’ve been working with clients to kind of push the limits. Where Jamie showed us the really cool process of setting up the different segmented and personalized e-mails that are going to be going out to your customers, well now what we’re talking about is what happens when they click that email. Because that’s where we have the really big opportunity is that they’re going to read the email, and they’re going to be like, “Yes, I want that offer, or, “Yes, I am interested in that product.” But once they land on the website, we want to reinforce that marketing message. Simply mirroring the message on-site is extremely powerful. And so in this example here, Blenders Eyewear, they’ve sent a marketing e-mail with 15% off saying use this code, WELCOME15. Well, what happens when they land on the website? Are they going to remember that WELCOME15? So by segmenting your website traffic and presenting a promotion based off of the e-mail they’re coming from, you can reinforce that. So in this case, on top of the website, they have a simple marketing banner where they reinforce the message and the code. So it follows the customer completely through the experience. And from that, we’re going to see a higher ROI, and it just creates that seamless experience. It’s pretty simple.
Jenna: Yeah. And even to add to that, Erik, we’ve seen some of our customers or some of our clients add timers to those discounts or their different incentives for you or a different elements you can add to your offers to incentivize the user to go ahead and complete that picture. But basically, it’s just leveraging the real estate you already have with your website to push them further toward a completion and make all of that time and effort you spend with your e=mail marketing worth it.
Erik: And what’s nice with the full promotions dashboard that we offer is you can set these different promotions up ahead of time so that as you’re setting up your workflows in Bronto, you then set up the similar promotions for your onsite experience. And it’s just a seamless easy process. If you step back and think about, it’s pretty practical. And we just are really encouraging our customers to focus on that on-site experience once they’ve clicked through on that e-mail.
Jenna: Yeah. And another example– sorry. I just wanted to talk about this next example. I went ahead and put this one in. It’s not directly related to e-mail marketing, but it hones in on this topic of mirroring messaging. So Erik, if you want to talk about this and perhaps how it could apply, then again maybe wrapping around the top of the funnel there.
Erik: Yeah, it’s a similar concept. If you’re driving traffic through your paid Google ads– someone here is searching for ugly Christmas suit, they’re going to click a Google AdWords campaign that has been set up. And when they land on that page, we want to reinforce that marketing message. Up top, it’s $10 off Ugly Christmas suit. It’s reinforcing what that visitor came for and the marketing message. So in this case, we could even collect an email at this point, as well, and pass it back into Bronto. That we know they came from which AdWords campaign, which product, and then we can do it a segmented targeted e-mail back to that customer. But going back to the on-site experience, reinforcing that experience all the way through for the customer.
Jenna: Mirroring messaging is one of the most basic and, like you said, practical tactics that a lot of retailers just overlook. But even if you didn’t want to create an offer, even if you just simply put up a number with text, no CTA, you would be surprised at the effect that has on conversion rate. It’s just a reminder to the customer of what you are offering them and displaying it on-site as they continue to shop. So we’ve seen it be pretty powerful. Cool. Thanks, Jamie and Eric, for your input. Let me go ahead and throw the links to our downloads here on the right. And we are going to give you the definitive guide to e-mail pop-up design. It is a four or five-page PDF that just shows you some really great visuals of pop-ups and has some best practices, especially around mobile pop-ups. So you guys can click on the right to download that, or we’ll send it also in the follow up e-mails after the workshop is over. And Bronto also has a PDF up here. It’s a cart recovery PDF that just gives you [inaudible] and reviews what Bronto recommends in terms of setting up those cart abandonment campaigns. So you’ll again see those download links here on the right. And then also, we wanted to extend a couple of extra for those of you that have stayed to watch the whole thing. So Erik, can you talk us a little bit through what we’re offering with this free CRO review?
Erik: Yeah. This is a great opportunity where we’re opening up our team of experts to sit down and take a quick look at your website to try to analyze some just very easy wins and opportunities for you as a retailer to get some professional insights. And a lot of times, there’s very simple things we can do to really increase both through e-mail lead capture sales conversions. So please take advantage of that.
Jenna: Great. And yeah, if you guys click or if you’re interested in that, it’s going to take you directly to a calendar. So you can go ahead and pick a time that suits you, and one of our experts will get on the phone with you. And then Jamie, the free cart recovery assessment, you want to talk about that a little bit?
Jamie: Absolutely. We would like to offer for anyone who books a discovery conversation with one of our Bronto reps, we would also like to offer you the opportunity to walk through a free cart recovery uplift assessment where we can help you understand exactly what kind of– or not exactly, but a great idea. We’d like to give you a great idea for the return on investment that you would be able to expect from implementing a best practice recovery series.
Jenna: Cool. Okay. Well, I’m going to leave both of these links up in the chat bar on the right. So you guys can click and book either a free CRO review or free cart recovery assessment or both. Great. And now I just wanted to transition– I know since this is pre-recorded, it was a little bit different of an atmosphere for some people. So what I did is went online and researched a couple of e-commerce specific forums and kind of seeded some questions that I’d like to ask both of you guys today that seem to be popular topics kind of around this Black Friday time of year. So let’s go ahead and view a bit of a Q&A. Jamie, I’d like to start off with a question for you and for Bronto. Can you just give us, for folks that are really new to setting up cart abandonment campaigns or for people looking to optimize, what can you tell us about how many e-mails you recommend being– and I know you kind of chatted about that earlier, but if there’s just a quick and easy takeaway for that, what would you recommend?
Jamie: Sure. Well, I’ll preface it by saying that Bronto subscribes to a crawl, walk, run methodology. So don’t let not having a four-part or three-part welcome series– I mean, I’m sorry. Cart recovery series keep you from implementing anything at all. So one is better than nothing. I would say ideal or most recommended is three or four. So use that as your guideline. But again, don’t wait to have the entire series built out before you put something in place because you need to start recovering that revenue.
Jenna: Yeah. And that’s a good tip. I think a lot of times, people that are brand new to everything are a little bit intimidated, and it just causes them to be paralyzed. So if anything, take a little bit of action, and then you can optimize after you get it up and running.
Jenna: Okay. Next question is for both Erik and Jamie. So whoever wants to answer first, go for it. But we came across a question that’s just what’s the most common mistake that you guys see retailers making during Black Friday, Cyber Monday. So obviously, it’s a high-volume shopping time, so there’s loads of mistakes that you could make. But what do you guys think is the most common and maybe suggest a correction for it?
Erik: Go ahead, Jamie.
Jamie: Erik, feel free. Oh, okay [laughter] Well, I would say the biggest mistake is not optimizing transactional messages [laughter]. We talk a lot about multi-part welcome series, multi-part cart recovery series, post-purchase series. And then merchants send out these out-of-the-box standard black and white receipts that look like something you’d get at a grocery store [laughter]. So optimize your transactional messages. According to canned spam law, 80% of the content of a transactional message needs to be related to the transaction that’s triggering that message. But 20% of that content, you can use to play with for marketing purposes. And the great thing about transactional messages is that recipients don’t have to be opted in to receive them. So you should use this opportunity to generate additional revenue from your order confirmation and shipping confirmation messages.
Erik: And I guess from me– oh, sorry. Did you want to comment on that?
Jenna: No, no. I was just going to say that that’s a good tip and see what Erik had to say [laughter].
Erik: I mean, most common mistake– I mean, from a broad common mistake, I would say, is that Black Friday, Cyber Monday you’re going to see a huge influx in traffic. And you’re probably seeing an increase in your ad budget to drive that traffic. So the most common mistake I see is not taking advantage, leveraging, and converting the maximum amount of website visitors that you have during this holiday season. So for whatever effort you’re putting to drive traffic, put that same effort into what happens when that website visitor lands on your website, and you’re going to see a much higher ROI by investing in that time on your current website visitors. It’s no different than if you had a brick and mortar store and you drove a bunch of people into your store for sale, but you didn’t focus on them when they were in the store. You just sat behind the register. Get out on the floor. Let’s engage with your visitors, and let’s close some sales. I mean, my common thought there.
Jenna: Yeah. And I actually really love that visual or that illustration about any time that you’re learning about e-commerce optimization or e-commerce improvement, put yourself in the position of having an actual physical store. And lots of you listening probably– some of you probably do and some of you probably don’t. But it’s a great perspective to take in terms of what does that follow-up sequence look like or how often should I speak to this person. So I think it really humanizes the experience and probably helps you think through a lot of these strategies a little bit better. Cool. That sounds good. So let’s go ahead and take the next question. This one is for Erik. So if you were wondering– I mean, cart abandonment is such a popular topic anyway, but especially during Black Friday, Cyber Monday where, like you say, you’re going to have a ton of traffic. Should people be focusing more on preventing abandoned carts, or should they focus on capturing those carts? So I guess when people are talking about that, maybe they’re looking at other types of website optimization that they could do to perhaps prevent abandoned carts. Or should they focus on putting a lot of time into building a campaign to capture those people? Or both?
Erik: Yeah. I’m a former online retailer myself, so I understand the kind of realities of working with a shopping cart. The most basic thing is that you want to put yourself in the shoes of the shopper. When it comes to prevention, are you providing the information that customers want to know at the point of checkout? Are you telling them when the product is going to arrive? Because shipping is still the number one reason consumers abandoned shopping carts. I can tell you our number one promotion across the entire Justuno platform– we’re serving 20 million plus promotions a month. Shipping is the number one converting promotion. It is what your customers care most about. So make sure you’re answering the shipping questions on your shopping cart page. And that can be done by simple text, plug-ins, whatever it is. Work with your developers, and make sure you’re answering that question for your consumer. And then other prevention things are making sure the customer feels comfortable shopping with your business. So whether it’s your logos for your Better Business Bureau or reviews of your store, whatever it is to make sure that person feels comfortable. Then looking at capturing abandoned carts, the easiest thing you can do, and the nice thing about Justuno, is as a digital marketer,you can turn on and off promotions through a simple dashboard. You do not need a developer. So I would say run a free shipping promotion on exit on your shopping cart, and see what happens. You can also AB test it with a discount. If you already offer free shipping, you can offer expedited shipping. You got to keep in mind you’re competing with Amazon Prime. Shoppers that know they’re going to get the item the next day. Focus on the shipping promotions, and that’s my number one suggestion.
Jenna: Oh, yeah. I was going to say I think you made a good point there, too, as to test some things. So if you do feel like you’re in a good spot– maybe you are sort of well-versed e-commerce owner or even if you’re not. If you’ve had just a bit of traffic that you feel pretty comfortable with where you’re sitting, it could be worth setting up an AB test on a promotion just to see how your customers behave through the shopping season. And then you can come away hopefully with some more revenue and some more insight into your audience. Okay. Next question I want to talk about– like I said, before this, I sort of sourced a few forums that are very active. And this one came in particular from a Shopify Plus forum. So for retailers that have multiple locations and are selling to several countries, a lot of them notice a heightened cart abandonment rate from specific countries. So I just wanted to ask both of you guys what would you recommend? For example, if you peeked at your analytics. You see that you have a specific country or multiple countries that have high abandonment rates. What would you suggest to retailers or set up to optimize their website traffic to deal with that a little bit better and smarter?
Erik: I guess I can start with that one. Segmenting your visitors– so we were just talking about cart abandonment. And when you look at the customer profile of a Canadian customer versus an American customer– well, guess what. That Canadian customer shopping a US-based e-commerce website, they have different things on their mind. They have taxes and import duties that they have to pay. And they also have different shipping options. So what we want to do is– and you can do this through a simple uno bar, a message bar across the top or bottom of the website where we can identify through their IP that they’re in Canada, and we can actually speak to them with targeted messaging about shipping or common questions. Even payment. Different countries only accept different payment processing. You can let them know that you accept their local currency, their local payment processing. And that’s one way, once again on the shopping cart page, that you can speak to them in a segmented way and really ease them through that purchasing decision. And Jamie, if you have anything to add to that, please go ahead.
Jamie: I am going to endorse your advice. I think you’ve covered it [laughter].
Jenna: Okay, great. So Jamie, the last couple of questions are for you. They’re more specific to e-mail. But one question that we do have is what other types of automated campaigns would you consider must-have?
Jamie: Great question. We always refer to the revenue trifecta at Bronto, which is multi-part automated welcome series, multi-part cart recovery campaign, and multi-part post-purchase series. So those are the big three.
Jenna: Okay. And then the second one specific to e-mail is how do– I guess this is more direct to what we just presented over. But how do these abandoned cart e-mails get triggered? So I know you walked through that a little bit when you showed us a diagram flow inside of the actual Bronto setup. But can you be a little bit more specific about how those get triggered off?
Jenna: Awesome. So I think that there could be some technical questions there. So if anything that either Jamie spoke about that you have questions about or Erik, if it sounds a little technically confusing, like how would you target people from a certain country or how would you trigger a certain e-mail [inaudible], absolutely book one of the free sessions because you can– that’s not only just a review. That’s also open time for just Q &A with general questions that you have from today’s webinar. So I guess that wraps everything up. Thank you, Jamie and Erik, for taking time out of your day to go over this. I know it’s going to be super helpful, and I know that people are starting to watch and read and learn everything they can before this kicks in. So hopefully they’ll take some advice and get some extra dollars off of what they learned today.
Erik: Yeah. Thanks so much, Jamie, for your time and Jenna, for organizing.
Jamie: Absolutely. Thank you both for inviting Bronto to participate. Yeah, thank you guys. Jenna, you’ve been wonderful.
Erik: Thank you to all our guests, too. Appreciate the time, and we’re here to help.
Jenna: All right. Thanks everybody. And again, if you didn’t grab the downloads, we’ll be sending those through an e-mail after this. So don’t worry if you didn’t get it. We’ll follow up with each of you. And thanks again, everybody. And that’s it.