Studying Time: 8 minutes
Have you learnt of any buyer journey advertising and marketing methods that may enhance your conversion price by 10.8X? That’s 10 occasions extra conversions than your on a regular basis marketing campaign — and possibly a 10X larger income? You do the maths.
Buyer journey advertising and marketing, although confirmed to have an effect, remains to be not as extensively adopted correctly. Manufacturers are but to undertake this magical technique that makes prospects really feel understood and improves advertising and marketing marketing campaign ROI.
However in the event 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
- Fee failures
- Cross-sells and upsells
- Product or app suggestions
 Professional Tip:
These buyer journey templates are finest fitted to MoEngage Flows, the one buyer journey orchestration suite you want. However when you’ve got a unique suite of your alternative, you may nonetheless use these templates! |
Let’s begin with the most typical 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 accordance with a research commissioned by Google. At a world degree, 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 similar to Turkey!
Search abandonment causes frustration on the client’s aspect as properly. Over 82% of customers keep away from web sites the place they’ve confronted search difficulties. Actually, specialists argue that the search bar is likely one of the most necessary property of an E-commerce web site.
As an E-commerce marketer, in the event you’ve observed quite a lot of search abandonments in your web site or app, you may leverage buyer journey advertising and marketing to deliver prospects again to the acquisition journey.
Right here’s a fast take a look at how one can arrange your Flows on a software like MoEngage to deal with this example:
Circulate Sort: Occasion-triggered
Set your ‘Circulate Sort’ to ‘Occasion Set off’ mode, that means that the Circulate is triggered when a desired ‘Occasion’ happens. You may set the ‘Occasion’ as ‘Product searched/Product considered however not added to cart’.
Circulate Components
- NBA: Arrange ‘Subsequent Greatest Motion’ to make sure your Circulate engages with prospects on the appropriate channels on the proper time to maximise engagement robotically.
- Wait Until/For: Set this up so you have got higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Conditional Break up: Break up your prospects based mostly on particular actions, occasions, or parameters similar to their propensity to purchase, LTV, location, and so on.
- Clever Path Optimizer: Use this to swiftly experiment with completely different channels and Circulate paths to get the very best conversions.
| Professional Tip:
Swap on the `Exit on conversion` toggle so prospects who convert are immediately exited from the Circulate. This can keep away from spamming prospects and cut back the handbook effort of preserving a verify on transformed prospects. Use the Copy-Paste performance to rapidly arrange repetitive Flows with out inputting every from scratch. |
Marketing campaign Outcomes
| Most Conversion Price | Common Conversion Price |
| 82% | 43% |
2. Cart Abandonment
The common on-line procuring cart abandonment price is round 70.19%. Which means 7 out of each 10 prospects add a number of merchandise to their cart and by no means full their buy.
E-commerce entrepreneurs know that prospects who add merchandise to their cart exhibit supremely excessive ranges of buy intent, and it’s simpler to win again ‘deserted cart’ prospects than to transform new ones. All you have to do is to strategically remind prospects 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 method this state of affairs. Let’s check out the primary one.
Circulate Sort: Occasion-triggered
Relating to cart abandonment winbacks, timing is of the essence. It’s essential to remind prospects of their cart for the time being after they’re most probably to come back again, so activate the Circulate 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.
Circulate Components
- Conditional Break up: Use this characteristic to separate prospects based mostly on their language preferences and ship localized communications.
- NBA: Set this as much as robotically talk to every buyer on their most well-liked channel on the proper time to maximise engagement and conversions.
- Wait Until/For: Set this up so you have got higher management over when your prospects transfer to the subsequent 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’ characteristic on. This manner, prospects who convert are robotically faraway from the Circulate 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 similar levels once more. |
Technique B
It’s also possible to do that various technique listed beneath, which a number of manufacturers have used to realize a conversion price of 30%.
Usually, prospects abandon their cart resulting from a lack of curiosity or a mismatch of their anticipated value. To resolve 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. It’s also possible to strive making a sensation of FOMO (concern of lacking out) to encourage quick purchases.
Circulate Components
- Conditional Break up: Break up your prospects based mostly on their LTV and ship campaigns accordingly. See if it is smart to prioritize prospects with a better 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 supposed viewers.
- Wait Until/For: Set this up so you have got higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Exit on Conversion: Toggle this on to take away prospects as soon as they’ve transformed so they aren’t barraged with repetitive messages.
Marketing campaign Outcomes
| Most Conversion Price by way of Technique A | Most Conversion Price 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 an everyday day. For this reason manufacturers make investments a lot in vacation advertising and marketing, pageant advertising and marketing, 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 below are two methods to craft your buyer journeys to maximise particular sale bulletins.
Technique A
Circulate Sort: Periodic
Since your campaigns run just for a selected sale interval, you need to choose Circulate kind ‘Periodic’ right here and choose the marketing campaign interval accordingly.
Circulate Components
- Conditional Break up: Break up your prospects based mostly on their language preferences, non secular or ethnic practices (in case your sale is centered round a pageant), and locality, and ship your campaigns accordingly.
- NBA: Arrange ‘Subsequent Greatest Motion’ to make sure your Circulate robotically engages with prospects on the appropriate channels on the proper time to maximise consciousness.
- Wait Until/For: Set this up so you have got higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Personalization: Personalize your campaigns utilizing key buyer attributes similar to their final searched product and associated objects which have a particular sale low cost.
Technique B
Just like the earlier technique, you may experiment with completely different channels and content material based mostly in your buyer’s intent. For every degree of intent, you may craft a message that resonates and reaches prospects on the proper time accordingly.
For instance, low cost customers might be engaged with financial advantages similar to low cost coupons, and common prospects might 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 Price | Avg. Conversion Price |
| 30.6% | 17.1% |
4. Dealing with Fee Failures
Research present that 35% of all on-line purchases are interrupted or canceled resulting from failed funds. Regardless of the arrival 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 may leverage subtle buyer journey advertising and marketing methods to deliver prospects again after a fee failure and guarantee they full the acquisition. One of many methods carried out by a well known model has elevated its conversion charges by 40%. Check out the technique beneath:
Circulate Sort: Occasion-triggered
Set your Circulate kind as ‘Occasion triggered’ and set the occasion as ‘Fee failure.’
Circulate Components
- Wait Until/For: Set this up so you have got higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Conditional Break up: Break up your prospects 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 prospects who convert are immediately faraway from the Circulate. Additionally, keep in mind to make use of the Copy-Paste performance to rapidly arrange repetitive Flows with out inputting each from scratch. |
Marketing campaign Outcomes
| Most Conversion Price |
| 40% |
5. Cross-sells and Upsells
A number of analysis research have confirmed that cross-sells and upsells considerably affect firm income and development. One such research discovered that cross-sells generate 16% extra annual income, and one other one discovered that upsells enhance common order worth (AOV) by 41%.
E-commerce entrepreneurs who’ve leveraged buyer journey advertising and marketing by way of MoEngage Flows have additionally seen as much as a 33% conversion price. Listed below are some suggestions and methods we’ve discovered from them.
Circulate Sort: Occasion-triggered
Set your Circulate kind as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the client enters the Circulate as soon as they’ve efficiently bought their desired product.
Circulate Components
- Personalization: Phase your prospects based mostly on language and ship them campaigns of their vernacular language.
- Conditional Break up: Categorize prospects based mostly on their final buy and suggest the appropriate 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 each.
Marketing campaign Outcomes
| Most Conversion Price |
| 33% |
6. Amassing Product or App Suggestions
Among the finest methods to enhance your enterprise is by continually listening to your prospects and appearing on their suggestions. Your prospects are those who use your merchandise or app essentially the most, so you need to make it some extent to gather their suggestions and ideas repeatedly and create an motion plan accordingly.
However earlier than you got down to accumulate suggestions, you need to hold the next in thoughts:
- All the time present the very best expertise to your prospects, even whereas asking for his or her suggestions.
- Look ahead to the appropriate time and the purpose within the buyer journey earlier than asking for suggestions.
You may remedy each rapidly with buyer journey advertising and marketing by way of MoEngage Flows. A well known E-commerce model deployed the next technique, which achieved a conversion price of 23.98%.
Circulate Sort: Occasion-triggered
Set your Circulate kind as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the client enters the Circulate as soon as they’ve efficiently bought their desired product.
Circulate Components
- NBA: Make the most of Subsequent Greatest Motion to achieve prospects on their most well-liked channel on the proper time to maximise engagement.
- Personalization: Personalize your campaigns to incorporate particulars about their final buy or evaluate.
| Professional Tip:
Good timing could make all of the distinction in asking for suggestions. It’s best to wait a short time after a selected motion earlier than asking for suggestions. On the similar time, you shouldn’t wait for thus lengthy that they neglect the product or expertise they’ve had. This may be difficult to estimate, however you may make the most of A/B or multivariate testing to land on the appropriate timing. |
Bear in mind, prospects may take some time to reply however don’t lose coronary heart in the event that they don’t. You may all the time make the most of NBA (Subsequent Greatest Motion) to ship follow-ups by way of the appropriate channel on the proper time.
Marketing campaign Outcomes
| Most Conversion Price |
| 23.98% |
Conclusion
These 6 buyer journey templates ought to enable you arrange and deploy your journey orchestration campaigns rapidly and simply. We’ve lined six of the most typical eventualities confronted by E-commerce entrepreneurs right here, from search and cart abandonment, particular sale bulletins and cross-sells and gathering buyer suggestions.
Whereas these templates are finest used by way of MoEngage Flows, you may also make fast variations and reuse them as you want. The final word objective is to supply a seamless buyer expertise that ensures every touchpoint is a contented one.
Alternatively, in the event you’re trying to discover MoEngage, you may request a fast demo right here:
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