Introduction
A common tactic of retail and ecommerce companies is to create journeys which encourage customers back when they end a session without a purchase or adding anything to their cart.
Typically this is done from the website and run via email communications. However, with the growth of purchasing and browsing through apps, offering this journey specifically to users who are browsing on the app allows a company to target users on mobile channels which are likely to resonate more with those customers engaging with the app.
The guide below outlines how an Interactions program can check when a user has been browsing on the app but has not added anything to their bag or made a purchase and send relevant communications to encourage them back.
Benefits:
- Increase revenue
- Drive loyalty and repeat purchases
Required Features:
- Emarsys SDK (with Predict fully enabled)
- Interactions
- Push Notifications
- Web Extend
High Level Use Case Flow
Create the Push Notifications:
- Link to the correct app.
- Link to Automation Center.
- Type the message into the phone preview pane.
- Add any images, action buttons or deep links.
- Click Ready to Launch once complete.
Create the Interactions Program:
- Use Web Extend triggers.
- Add the nodes as per the outline in this document.
Push Notification creation
- From the Mobile Engage Push Messages tab click Create Push Message to begin creating the notification.
- Fill in the general settings, giving the Push Notification a name, linking it to the app, selecting Recipient source as ‘Automation Center’.
- On the Content Creation page type your message directly into the phone preview pane.
Ensure both the title and main body of the message are populated and the message is concise and clear. Pull in personalisation tokens to reference the customers name. At this stage populating the message with relevant browse details is not available (this is coming!) so keep the message more generic but use deep links to direct the user back to your most popular items or categories that are likely to drive revenue and conversion.
Prior to sending further Segmentation could be used to check affinity for certain categories before sending different messages depending on those preferences
- Click on the side bar to the left of the preview screen to include functionality such as Action Buttons or deep links.
- Add Action Buttons in the ‘Tap Actions’ tab.
- Add Deep Links in the ‘Custom Data’ tab.
- Once complete click Ready to Launch and your message will be available for selection in the relevant Interactions program.
Interactions Program
- Use a Web Extend trigger event Viewed Product Page trigger option.
- Add a Decision Node (in the example program) or a Decision Splitter if you want to do something different with users who do not meet the desired conditions. Check whether the browsing has occurred on mobile by checking whether the attribute ‘User agent’ contains ‘SDK’.
To isolate to a specific OS, check whether ‘User agent’ contains either ‘android’ or ‘iOS’
- Add a Wait Node of 30 mins.
- Add a second Decision (or Decision Splitter) node to see whether any Purchase, Cart or further Browse events have occurred since the trigger.
- Add a Participation Check node to ensure users aren’t repeatedly triggering the journey and receiving messages as too many of these abandon browse messages could cause a negative customer experience. In this example, we’re saying a user can only receive the message every 3 days.
- Add a Mobile Engage push message node and select your previously created Abandoned Browse message.
Experiment with content in the message to see which drives the best engagement. Use the A/B node to have different branches and different messaging on each branch.
