Studying Time: 8 minutes
Are you aware of any buyer journey advertising methods that may improve your conversion charge by 10.8X? That’s 10 instances extra conversions than your on a regular basis marketing campaign — and possibly a 10X larger income? You do the mathematics.
Buyer journey advertising, although confirmed to have an effect, remains to be not as broadly adopted accurately. Manufacturers are but to undertake this magical technique that makes clients really feel understood and improves advertising marketing campaign ROI.
However when you’re one of many uncommon entrepreneurs who has understood the affect of this all-round technique, then learn on for some straightforward, reusable buyer journey templates. We’ve collated the perfect templates from worldwide E-commerce manufacturers; one for every of the next eventualities:
- Search abandonment
- Cart abandonment
- Particular sale reductions
- Cost failures
- Cross-sells and upsells
- Product or app suggestions
 Professional Tip:
These buyer journey templates are finest suited to MoEngage Flows, the one buyer journey orchestration suite you want. However you probably have a special suite of your alternative, you possibly can nonetheless use these templates! |
Let’s begin with the commonest use-case for an E-commerce marketer:
1. Search Abandonment
$234 Billion — that’s how a lot E-commerce manufacturers misplaced to go looking abandonment within the US alone, in response to a research commissioned by Google. At a world stage, the price of search abandonment for retail manufacturers surges as much as $2 trillion yearly, which is larger than the GDP of a big nation akin to Turkey!
Search abandonment causes frustration on the client’s aspect as effectively. Over 82% of customers keep away from web sites the place they’ve confronted search difficulties. Actually, consultants argue that the search bar is among the most necessary belongings of an E-commerce web site.
As an E-commerce marketer, when you’ve observed a variety of search abandonments in your web site or app, you possibly can leverage buyer journey advertising to carry clients again to the acquisition journey.
Right here’s a fast have a look at how one can arrange your Flows on a software like MoEngage to deal with this case:
Movement Sort: Occasion-triggered
Set your ‘Movement Sort’ to ‘Occasion Set off’ mode, that means that the Movement is triggered when a desired ‘Occasion’ happens. You possibly can set the ‘Occasion’ as ‘Product searched/Product considered however not added to cart’.
Movement Components
- NBA: Arrange ‘Subsequent Finest Motion’ to make sure your Movement engages with clients on the fitting channels on the proper time to maximise engagement routinely.
- Wait Until/For: Set this up so you may have higher management over when your clients transfer to the following marketing campaign stage.
- Conditional Cut up: Cut up your clients based mostly on particular actions, occasions, or parameters akin to their propensity to purchase, LTV, location, and many others.
- Clever Path Optimizer: Use this to swiftly experiment with totally different channels and Movement paths to get the absolute best conversions.
| Professional Tip:
Swap on the `Exit on conversion` toggle so clients who convert are immediately exited from the Movement. This can keep away from spamming clients and cut back the handbook effort of protecting a examine on transformed clients. Use the Copy-Paste performance to rapidly arrange repetitive Flows with out inputting every from scratch. |
Marketing campaign Outcomes
| Most Conversion Fee | Common Conversion Fee |
| 82% | 43% |
2. Cart Abandonment
The typical on-line buying cart abandonment charge is round 70.19%. Meaning 7 out of each 10 clients add a number of merchandise to their cart and by no means full their buy.
E-commerce entrepreneurs know that clients who add merchandise to their cart exhibit supremely excessive ranges of buy intent, and it’s simpler to win again ‘deserted cart’ clients than to transform new ones. All you want to do is to strategically remind clients of the worth of the merchandise they’ve added to their cart.
Right here’s how one can leverage MoEngage Flows to take action.
Technique A
There are two methods to strategy this situation. Let’s check out the primary one.
Movement Sort: Occasion-triggered
In relation to cart abandonment winbacks, timing is of the essence. It’s essential remind clients of their cart for the time being once they’re most probably to come back again, so activate the Movement kind ‘Occasion Triggered,’ with occasion kind ‘Cart Abandonment’.
Personalization is one other key issue right here. Entrepreneurs who’ve leveraged personalization based mostly on actions taken by the client have seen considerably higher outcomes.
Movement Components
- Conditional Cut up: Use this function to separate clients based mostly on their language preferences and ship localized communications.
- NBA: Set this as much as routinely talk to every buyer on their most popular channel on the proper time to maximise engagement and conversions.
- Wait Until/For: Set this up so you may have higher management over when your clients transfer to the following marketing campaign stage.
- Personalization: Craft your marketing campaign across the particular merchandise added to the cart and show these to the client utilizing Dynamically Personalised Messaging (DPM).
| Professional Tip:
Bear in mind to toggle the ‘Exit on Conversion’ function on. This fashion, clients who convert are routinely faraway from the Movement so they aren’t spammed. This additionally eliminates the handbook effort so as to add checks after each communication stage. The copy-paste performance additionally helps you keep away from manually creating comparable or equivalent levels once more. |
Technique B
You too can do this different technique listed beneath, which a number of manufacturers have used to attain a conversion charge of 30%.
Usually, clients abandon their cart on account of a lack of curiosity or a mismatch of their anticipated price. To unravel this, you should utilize MoEngage’s options to regulate your campaigns intelligently. This consists of nudging them by way of well timed campaigns to reignite their curiosity in a product. You too can attempt making a sensation of FOMO (worry of lacking out) to encourage speedy purchases.
Movement Components
- Conditional Cut up: Cut up your clients based mostly on their LTV and ship campaigns accordingly. See if it is sensible to prioritize clients with the next LTV since they could even have larger basket values.
- A/B Testing: Leverage A/B testing to tweak your message or picture and decide which variant works finest in your meant viewers.
- Wait Until/For: Set this up so you may have higher management over when your clients transfer to the following marketing campaign stage.
- Exit on Conversion: Toggle this on to take away clients as soon as they’ve transformed so they aren’t barraged with repetitive messages.
Marketing campaign Outcomes
| Most Conversion Fee by way of Technique A | Most Conversion Fee by way of Technique B |
| 39.7% | 29.18% |
3. Particular Sale Bulletins
Globally, manufacturers see a lot larger income throughout particular sale seasons than on a daily day. That is why manufacturers make investments a lot in vacation advertising, competition advertising, and particular sale occasions. As an E-commerce marketer, in case your model is doing the identical, you need to make as a lot noise about it as attainable!
Listed here are two methods to craft your buyer journeys to maximise particular sale bulletins.
Technique A
Movement Sort: Periodic
Since your campaigns run just for a selected sale interval, you need to choose Movement kind ‘Periodic’ right here and choose the marketing campaign interval accordingly.
Movement Components
- Conditional Cut up: Cut up your clients based mostly on their language preferences, spiritual or ethnic practices (in case your sale is centered round a competition), and locality, and ship your campaigns accordingly.
- NBA: Arrange ‘Subsequent Finest Motion’ to make sure your Movement routinely engages with clients on the fitting channels on the proper time to maximise consciousness.
- Wait Until/For: Set this up so you may have higher management over when your clients transfer to the following marketing campaign stage.
- Personalization: Personalize your campaigns utilizing key buyer attributes akin to their final searched product and associated objects which have a particular sale low cost.
Technique B
Just like the earlier technique, you possibly can experiment with totally different channels and content material based mostly in your buyer’s intent. For every stage of intent, you possibly can craft a message that resonates and reaches clients on the proper time accordingly.
For instance, low cost buyers may be engaged with financial advantages akin to low cost coupons, and common clients may be engaged with a loyalty low cost.
Right here’s how this technique carried out for a famend E-commerce model:
Marketing campaign Outcomes
| Most Conversion Fee | Avg. Conversion Fee |
| 30.6% | 17.1% |
4. Dealing with Cost Failures
Research present that 35% of all on-line purchases are interrupted or canceled on account of failed funds. Regardless of the appearance of a number of modes of on-line funds, transaction failures are nonetheless frequent in a buyer’s E-commerce expertise.
As a marketer, you possibly can leverage subtle buyer journey advertising methods to carry clients again after a fee failure and guarantee they full the acquisition. One of many methods applied by a widely known model has elevated its conversion charges by 40%. Check out the technique beneath:
Movement Sort: Occasion-triggered
Set your Movement kind as ‘Occasion triggered’ and set the occasion as ‘Cost failure.’
Movement Components
- Wait Until/For: Set this up so you may have higher management over when your clients transfer to the following marketing campaign stage.
- Conditional Cut up: Cut up your clients based mostly on their LTV.
- Personalization: Add in personalization parts such because the product data, cart worth, and extra for context.
| Professional Tip:
Swap on the `Exit on conversion` toggle in order that clients who convert are immediately faraway from the Movement. Additionally, keep in mind to make use of the Copy-Paste performance to rapidly arrange repetitive Flows with out inputting every one from scratch. |
Marketing campaign Outcomes
| Most Conversion Fee |
| 40% |
5. Cross-sells and Upsells
A number of analysis research have confirmed that cross-sells and upsells considerably affect firm income and progress. One such research discovered that cross-sells generate 16% extra annual income, and one other one discovered that upsells improve common order worth (AOV) by 41%.
E-commerce entrepreneurs who’ve leveraged buyer journey advertising by way of MoEngage Flows have additionally seen as much as a 33% conversion charge. Listed here are some suggestions and methods we’ve discovered from them.
Movement Sort: Occasion-triggered
Set your Movement kind as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This fashion, the client enters the Movement as soon as they’ve efficiently bought their desired product.
Movement Components
- Personalization: Phase your clients based mostly on language and ship them campaigns of their vernacular language.
- Conditional Cut up: Categorize clients based mostly on their final buy and suggest the fitting merchandise accordingly.
- Automate: Automate Flows for upselling or cross-selling based mostly on their most up-to-date buy completion occasion.
- IPO + NBA: Experiment with IPO to automate buyer allocation and use NBA to ship out campaigns on the proper time for every one.
Marketing campaign Outcomes
| Most Conversion Fee |
| 33% |
6. Accumulating Product or App Suggestions
Top-of-the-line methods to enhance your enterprise is by continually listening to your clients and performing on their suggestions. Your clients are those who use your merchandise or app probably the most, so you need to make it some extent to gather their suggestions and ideas commonly and create an motion plan accordingly.
However earlier than you got down to accumulate suggestions, you need to maintain the next in thoughts:
- At all times present the absolute best expertise to your clients, even whereas asking for his or her suggestions.
- Watch for the fitting time and the purpose within the buyer journey earlier than asking for suggestions.
You possibly can resolve each rapidly with buyer journey advertising by way of MoEngage Flows. A well known E-commerce model deployed the next technique, which achieved a conversion charge of 23.98%.
Movement Sort: Occasion-triggered
Set your Movement kind as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This fashion, the client enters the Movement as soon as they’ve efficiently bought their desired product.
Movement Components
- NBA: Make the most of Subsequent Finest Motion to succeed in clients on their most popular channel on the proper time to maximise engagement.
- Personalization: Personalize your campaigns to incorporate particulars about their final buy or overview.
| Professional Tip:
Good timing could make all of the distinction in asking for suggestions. You must wait a short time after a specific motion earlier than asking for suggestions. On the similar time, you shouldn’t wait for thus lengthy that they overlook the product or expertise they’ve had. This may be difficult to estimate, however you possibly can make the most of A/B or multivariate testing to land on the fitting timing. |
Bear in mind, clients would possibly take some time to reply however don’t lose coronary heart in the event that they don’t. You possibly can at all times make the most of NBA (Subsequent Finest Motion) to ship follow-ups by way of the fitting channel on the proper time.
Marketing campaign Outcomes
| Most Conversion Fee |
| 23.98% |
Conclusion
These 6 buyer journey templates ought to allow you to arrange and deploy your journey orchestration campaigns rapidly and simply. We’ve coated six of the commonest eventualities confronted by E-commerce entrepreneurs right here, from search and cart abandonment, particular sale bulletins and cross-sells and accumulating buyer suggestions.
Whereas these templates are finest used by way of MoEngage Flows, you may also make fast diversifications and reuse them as you want. The last word aim is to offer a seamless buyer expertise that ensures every touchpoint is a cheerful one.
Alternatively, when you’re seeking to discover MoEngage, you possibly can request a fast demo right here:
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