What is the best strategy to follow once a profile adds to cart but doesn't purchase?

Hello,

@JessFosnough, that’s a wonderful idea! I love the idea of a conditional split of the flow with an offer! 

@Lara Khoury another approach could be to create a segment based on this particular profile, I am sure you have other customers who share similar behavior. For example, segment customers who added products to cart, has been through the abandoned cart flow but yet to make a purchase. You could then target this group with a single campaign including an offer or create a specific flow for them. Check out this article for examples of how to create customer engagement segments and ideas on how to engage with these customers. Hope this helps as well. 

Cheers, 

Bethany

Hi @Lara Khoury! Glad to see you here in the community, and this is a great question to consider as you develop your email marketing strategies. 

I affirm the recommendations given to you by @JessFosnough @Bethany D. and @Omar.

Here’s my quick suggestion: Before you build a flow targeting this specific group of customers that are similar to the example profile you mentioned, use a campaign email as a small test. 

Lately I’ve been trying a new strategy for my clients where we’ll lean into leveraging customer reviews as a method of persuading prospects to take the leap and place their first order. Many of my clients have a zero-discount policy, and we’ve seen promising results here by leveraging the social proof of reviews from existing customers.

Sometimes, the uncertainty of whether or not the product will live up to expectations, or last/ stay high quality for months after the purchase, or similar concerns can be the biggest barrier for a new customer to trust your brand and make their first purchase. In which case, a discount doesn’t actually help solve the purchase problem/barrier they’re having.

Along those lines, and related to the recommendations you got from @Omar - once you get on the discount hamster wheel, you’ll find it’s very difficult to get off. If you establish a pattern of customers who only place their first order when a discount is offered, you’ll find a following pattern emerges where they don’t place a repeat order until they receive a discount offer there as well. It won’t be every customer, but it could be as much as 50% or more of your new customers who start to act this way. 

Some brands choose to adopt this strategy anyways, because they’re willing to cater to that kind of customer. There’s no wrong answer here!

However, I highly recommend you test alternatives to discounting first. Save them as a rare card to play for special occasions, like a holiday sale, or when you need to winback a customer who’s at risk of churning.

If you take my recommendation for a test campaign, there are two ways you could do this review roundup:

1. Gather 3 reviews, each one specific to a different product. I recommend you focus on your top 3 bestsellers, so people can get a taste of why your happy customers like those products/ your brand.
2. Gather 3 reviews, all specific to the same product. Focus on highlighting different features of the product customers say they appreciate, or a mix of product features and attributes of your brand that customers love. (Example: high quality product construction, good customer service experiences, an especially cool feature of your product, etc.)

Happy to answer any follow up questions you have!

Warmly,

Gabrielle