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Case Study: Building smarter cart abandonment marketing

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Publié le

NRF NXT 2019
July 24, 2019
Erin Vitero, Sr. Manager, CRM, JustFab

Publié dans : Commerce de détail
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Case Study: Building smarter cart abandonment marketing

  1. 1. Erin Vitero, Sr. Manager, CRM JustFab Wednesday, July 24 SESSION: Building smarter cart abandonment marketing
  2. 2. 2
  3. 3. 3 JustFab is an innovative fashion brand born in California and raised on technology, bringing effortless and affordable Los Angeles style to women all over the world. Our flexible VIP Membership keeps us closely connected to our 2M+ members, who inspire us every single day. Who We Are
  4. 4. 4 Fashion Inspiration Customer Experience Value for Price VIP Membership Community Our 4 Pillars
  5. 5. 5 Funnel Opportunity: Cart Abandons
  6. 6. 6 Our Approach To Improving Cart Abandonment • Started with a hypothesis and then brainstormed how to execute • We tested across many channels and optimized where we saw success • Addressed holistically, not just relying on email to complete the purchase
  7. 7. Onto our 5 tests! 7
  8. 8. Hypothesis: Creating a more engaging and personalized email experience will increase conversion rate 8 #1
  9. 9. 9 If a user leaves both clothing and a bag in their cart, but shows higher interest in clothing, the hero image will reflect the category!
  10. 10. 10 Results 33%increase in click-to- open rate 56%increase in revenue per email sent
  11. 11. #2 Hypothesis: Letting her know when her cart is on sale will drive incremental purchases 1 1
  12. 12. 12 Products In Cart Personalized Product Recommendations vs.
  13. 13. 13 Results 27%increase in conversion rate 56%increase in revenue per email
  14. 14. Hypothesis: Reminding her about her cart in batch emails would help increase conversion rate 1 4 #3
  15. 15. 15
  16. 16. 16 Results 19%increase in revenue per email sent
  17. 17. #4 Hypothesis: Including inventory scarcity messaging will increase conversion rate 1 7
  18. 18. 18 Shows inventory left in your size
  19. 19. 19 Results 25%increase in conversion rate 32%increase in revenue per email
  20. 20. 20 Bonus We were able to take learnings from email and apply on site to help drive 14% increase in orders YOY
  21. 21. #5 Hypothesis: Adding urgency to email creative will increase conversion 2 1
  22. 22. 22 Gif timer
  23. 23. 23 Results 13%increase in repeat conversion rate 45%increase in first-time customer conversion
  24. 24. 24 Bonus Test Ideas • Programmatic direct mail • Dynamic retargeting ads – we saw 21% incremental lift! • Test frequency of abandoned cart email – increasing frequency doubled our revenue
  25. 25. 25 What Now? • Total revenue from cart abandon email increased over 100% YOY. Yes, we increased frequency and volume but also increased efficiency and RPM! • Although we had many incremental wins, abandoned cart is still an area of opportunity we continue to focus on