Abandoned browse (Top selling product) – Emarsys

The Abandoned Browse (Top selling product) Tactic reacts to customers who viewed one of your best-selling products (based on the Past Purchases page) but who left your website without adding any products to their cart. This Tactic focuses on that top-selling product and the campaign can include marketing materials such as the long description of that item, product reviews written by customers etc.

This funnel Tactic encourages customers to continue their journey to purchase by sending an email with the specific best-selling product they recently browsed and additional marketing materials related to that item.

Interactive product recommendations encourage your contacts to buy products that are the most popular among your customers. In addition, product recommendations based on customers’ individual browsing history help to reduce the number of options that contacts need to consider and to eliminate the risk of buying the wrong product.

This Tactic supports the Revenue objective by contributing to the following strategies:

Convert leads to first-time buyers
Convert first-time buyers to active customers
Retain active customers
Win back inactive customers
Win back defecting customers

Interactions program

Please note that the Abandoned Browse, Abandoned Browse (Top selling product) and Abandoned Browse (Top selling category) Tactics use the same Abandoned Browse Participation check settings meaning that contacts can only receive messages from one of these programs within the defined time period (i.e. 30 days by default). You can adjust the timeframe by opening the Participation check node and clicking Edit next to the shared Abandoned Browse participation setting. For more information, see Participation check.

You can create multiple branches focusing on different products or categories within one program. Make sure that the copy, creative and additional assets (e.g. videos, blog entries, how-to articles etc.) are inserted into your campaigns.

Email-only program

The basic email-only variant of the program looks like this:

Program workflow:

1. When a contact views a product page, it triggers the program. All events triggered by the contact will wait for 20 minutes to make sure the browsing session has ended. You can adjust the setting of the Wait node (based on our clients’ experience, setting this node to wait 20 minutes is optimal to achieve a higher conversion rate) or you can experiment with different Wait node configurations by using the A/B test node.

Only identified product view events trigger the program, which means that contacts either need to log into your website or they have to click a link in one of your campaigns.

2. The Decision splitter node checks the following events:

Purchased - to ensure that contacts have not purchased anything during the browsing session.
Viewed product page - to make sure that only the last event within the session will trigger message sending, so contacts will only receive your campaign once.
Updated cart - to ensure that this is an abandoned browse session instead of an abandoned cart.

3. This is an optional Decision node that checks whether contacts browsed one of your top selling products at least once.

Notes:

By default, the operator is set to contains. You can change it in the following cases:
- if you are familiar with the exact title of the product, then we recommend using the operator is.
- if you have more highlighted products, then you can add them by changing the operator to contains any of. In this case, make sure your campaigns cover all these products.
If you delete this node, then your program becomes an Abandoned browse Tactic.

4. The Participation check node ensures that contacts only receive one abandoned browse campaign every 30 days. The Participation check setting used by this node is shared among your Top selling product and Top selling category and Abandoned browse programs, so contacts can only receive one of these campaigns every 30 days (don’t worry if you have only one abandoned browse program, the Participation check setting will still work).

The Participation check node is set to 30 days by default. You can change this configuration by clicking Edit.

5. Only contacts whose opt-in status is true will receive your campaigns.

6. Contacts will continue their journey as follows:

a. Those who make a purchase within 2 days will proceed to the Yes path and exit your program.

b. Those who don't make a purchase within 2 days will proceed to the No path and they will receive a reminder if their opt-in status is true.

Email + Digital Ads + Web Channel program

The most advanced email + Digital Ads + Web Channel variant of the program looks like this:

Program workflow:

This version is built on the Email-only program with the following differences:

1. After proceeding to the Yes path of the Participation check node, contacts participate in a Web Channel campaign regardless of their opt-in status:

a. Those who make a purchase within 3 days will proceed to the Yes path, will be removed from the Web Channel campaign audience and then exit the program.

b. Those who don't make a purchase within 3 days will proceed to the No path, will be removed from the Web Channel campaign audience and then exit the program.

2. Contacts who did not make a purchase after receiving your campaign, will participate in a Digital Ads campaign:

a. Those who make a purchase within 2 days will progress along the Yes path, will be removed from the Digital Ads campaign audience and then exit the program.

b. Those who don't make a purchase within 2 days will proceed to the No path, will be removed from the Digital Ads campaign audience and then exit the program.

Activating the Tactic

Prerequisites:

Email campaign
Personalization tokens
Web channel campaign (if used)
Digital Ads campaign (if used)

Steps:

1. Check your best-selling products on the Analytics > Product Affinity > Past Purchases page.

2. Navigate to the Management > Predict Data Sources > Product Data page, enter the product name in the Product search field and copy the item’s title.