Digital Marketing Megatrends 2017

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Essential Ecommerce Cart Recovery Tools

Use these cart recovery tools to nudge your customers into converting

Cart recovery tools use email and on-site notifications to drive users back into a site (usually the checkout pages) with the aim of driving incremental transactions by reminding customers of the products or services they abandoned.

With initial customer acquisition becoming increasingly expensive, brands have focused their efforts in trying to re-engage and convert those users they’ve already spent money acquiring and/or who have already expressed some level of interest in a product or service. Cart abandonment is the use of remarketing at the closest point to conversion i.e. once a user has added something to their cart but fails to check out. Cart abandonment tools can therefore be an extremely cost effective way of increasing sales, and usually generate great returns on investment. If you are considering investing in a cart recovery tool for your website, here are some of the top providers to consider.

Convert

Key things to consider before purchasing and using these tools:

  • It can be difficult to assess if sales resulting from cart abandonment tools are incremental. Make sure any tests you run can give as clear an indication as possible as to whether you are rescuing sales you would otherwise have lost.
  • Carefully consider the customer contact strategies you have in place to avoid bombarding your hottest leads.
  • Constantly test your cart abandonment program. Results will likely diminish as more time passes since the item(s) were added to a users’ cart. This should be tested along with subject lines, calls to action and email content.
  • Many brands offer an incentive (e.g. a discount) when using these tools to help secure the sale. Be careful with how this is used; can lead to shaping customers’ behaviour (deliberately abandoning a purchase to receive a discount).

Cloud.IQCloud IQ

Cloud.IQ offers a range of marketing apps, helping recover online sales. It's a tool which is perfectly suited to tackle issues from start-ups right up to the largest of enterprise clients. They have one of the best customer service teams, with 24 hours a day, 7 days a week access to conversion experts, who offer support on anything from remarketing queries to personalization issues.

Key Features

  • Help with setting up and optimising your remarketing campaign
  • No on-going contract or transaction fees
  • Superb customer service
  • Free site audit before upgrading

What makes it stand out?

The main differentiators to other cart recovery platforms, is how they cater for a much wider market, making it suitable for anyone from start-ups to large enterprise clients. On average, users see an increase of 5% on turnover, which can't be said for all tools!

Salecyclesalecycle

Salecycle provides a range of behavioural marketing solutions. They specialised in personalisation solutions, which deliver on-site remarketing to individual customers. It doesn’t offer as many personalisation features as some of the other providers, and its analytics aren’t as capable as some of the other tools listed here. However if a simple and reasonably priced solution for personalised ecommerce cart recovery is what you want, then it’s the ideal solution for you.

Key features:

  • Personalised on-site remarketing
  • Personalised email remarketing
  • Personalised SMS remarketing

What makes it stand out?

Unlike other solutions, Salecycle focuses on remarketing to make sure you convert as many leads as possible. It offers onsite remarketing, email remarketing and SMS remarketing, which isn’t offered by most other providers.

optileadOptilead

Optilead provides real-time solutions for online cart abandonment recovery. Optilead have become specialists in the fields of Retail, Travel, Insurance, Utility, Telecoms and Financial.

Key features:

  • Activity Tracking
  • Email Integration
  • Lead Scoring
  • Lead Distribution
  • Real Time Delivery
  • Retargetting and Remarketing

What makes it stand out?

By connecting your business to abandoned shoppers instantly, Optilead can make a big difference to recovery conversion rates. This kind of instant connection can be more or less effective than the standard model of delayed reminders, it will depend on your industry, so make sure to research this first.

fresh relevance Fresh Relevance

This service is perhaps better known for its web-based recommendations, but also offers cart and browse abandonment and automated daily emails. It offers integrations into a wide range of Email service providers.

Key features:

  • Unlimited real-time live content
  • Multiple trigger types and testing for better
  • Customer Profiling Made Simple

What makes it standout?

By scraping live web-behavioral data from your eCommerce site, Fresh Relevance are able to create a profile of an online visitor’s recently browsed/ carted items. Where you can then re-market these very items to the customer who hasn’t converted via targeted recovery emails like the one pictured above.

Pure360pure360

Pure360 is a digital marketing suite that allows you to redefine email, create better campaigns, and transform your digital marketing results. Pure360’s email platform is PureResponse and features a relational database, so it can store transactional data for marketers who would like to segment on the basis of individual purchases that a customer may have made. Making it an interesting proposition for those who haven’t found what they’re looking for in the aforementioned tools, due to it’s ability to segment so specifically.

Key features:

  • Build great emails with our drag & drop editor
  • Excellent account management
  • Easily integrate your existing business systems
  • Simple yet powerful reporting suite
  • Automation, personalisation, and targeting tools

What makes it stand out?

Pure360 offers a unique combination of a powerful, data-driven marketing suite and best practice framework, which delivers results across email, mobile, web, and social.

By Robert Allen

I am the Editor of Smart Insights. I manage the Smart Insights blog and write on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn.

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