With an average online cart abandonment rate approaching 70% and e-commerce brands losing $18 billion in sales revenue due to abandons, it is imperative to try to drive your customers who abandon their carts back to site to continue and complete their purchase.
By utilizing Web Push as part of your Cart Abandonment strategies you can start to claw back some of that potential lost revenue.
Whilst it may be a good tactic to add Web Push as an additional option to already existing Cart Abandonment programs to supplement channels such as email or Push Notification, in this use case you’ll see how to go about creating a standalone Web Push version.
- Increase revenue
- Increase loyalty
- Encourage repeat purchase
- Web Push
- Web Extend
High Level Use Case Flow
Create the Web Push message;
- Link to the correct domain.
- Link to the Automation Center (this will make it available in Interactions).
- Add content including any images and Action Buttons.
- Include personalisation.
- Click Ready to Launch.
Not all browsers support Action Buttons. Therefore, it is always a good idea to add a default action when creating your Web Push message.
In this case you may wish to add a default action to take the user back to their cart via the External URL.
Create the Automation Center/Interactions journey;
- Use a Web Extend Cart Update trigger as the entry node.
- Add a Wait Node.
- Add Decision nodes to check for any further activity/purchase.
- Add a Participation check.
- Add a Web Push message node.
Web Extend triggers will only work for logged in or identified users.
Web Push segments are not currently available within Interactions, so you cannot check for Web Push opt-in.
As a result, you will likely see more errors in reporting as non-opted in users may be targeted with the Web Push message within the program. They will not be delivered so will show as failures but this does not affect the running of the program. This does not affect the program in any other negative way.
We are actively investigating the possibility to add Web Push segments to Interactions.
Web Push message creation
- From the Web Push tab select create Web Push Campaign.
- Fill in the General Settings, giving the message a name, linking the message to a domain, and choosing whether to target a Segment or in this case an Automation Center.
- Create the Web Push message on the Content Creation screen, add images, pull in personalisation if required, and add Action Buttons if desired.
Remember that Banner Images are not supported on all browsers.
For example, Chrome on Apple Mac will not display the banner image so consider this when creating your Web Push message.
This is controlled by the browsers, not Emarsys.
If you include Action Buttons in your Web Push message, remember they are displayed differently on different browsers.
Some will offer a dropdown, whilst others will display the buttons directly as seen in the UI, so consider whether you need Action Buttons and how it may appear for anyone who does not see the buttons.
As with the above this is controlled by the browser, not Emarsys. Additionally, some browsers do not support Action Buttons (see earlier TIP on always including a Default Action).
Consider the content of your abandoned cart message and experiment with different content and potentially incentives.
For example, 55% of people abandon a cart due to extra costs such as shipping so experiment by offering free shipping as an incentive to drive customers back.
- From the Automation menu select Automation Programs, click Create Program, then select Behaviour-focused journeys (Interactions).
- Select the event trigger for the Interactions program, an Updated Cart event in this case.
- Add a Wait Node of 20 minutes.
- Add a Decision Node and check for whether any other cart update or purchase happened since the trigger.
- Add a Participation Check - this will ensure customers cannot go through this journey multiple times in quick succession. Set to 3 days as a minimum.
- Add a Web Push message node and select your previously created Web Push.
This journey could be extended to include a reminder Web Push message if there is no purchase 3 days after the original Web Push message is sent.
Add a Wait for Event node and check if there has been any purchase. If not send a follow-up reminder Web Push message to the customer.
This would look like the below.