Studying Time: 8 minutes
Have you learnt of any buyer journey advertising methods that may improve your conversion charge by 10.8X? That’s 10 occasions extra conversions than your on a regular basis marketing campaign — and possibly a 10X greater income? You do the mathematics.
Buyer journey advertising, although confirmed to have an effect, continues to be not as extensively adopted correctly. Manufacturers are but to undertake this magical technique that makes prospects really feel understood and improves advertising marketing campaign ROI.
However in the event you’re one of many uncommon entrepreneurs who has understood the influence of this all-round technique, then learn on for some simple, reusable buyer journey templates. We’ve collated the most effective templates from worldwide E-commerce manufacturers; one for every of the next situations:
- 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 suited to MoEngage Flows, the one buyer journey orchestration suite you want. However when you’ve got a special suite of your selection, 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 line with a examine commissioned by Google. At a worldwide stage, the price of search abandonment for retail manufacturers surges as much as $2 trillion yearly, which is greater than the GDP of a big nation equivalent to Turkey!
Search abandonment causes frustration on the shopper’s aspect as nicely. Over 82% of customers keep away from web sites the place they’ve confronted search difficulties. Actually, specialists argue that the search bar is among the most essential belongings 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 possibly can leverage buyer journey advertising 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 device like MoEngage to deal with this case:
Stream Sort: Occasion-triggered
Set your ‘Stream Sort’ to ‘Occasion Set off’ mode, which means that the Stream is triggered when a desired ‘Occasion’ happens. You may set the ‘Occasion’ as ‘Product searched/Product considered however not added to cart’.
Stream Parts
- NBA: Arrange ‘Subsequent Greatest Motion’ to make sure your Stream engages with prospects on the appropriate channels on the proper time to maximise engagement routinely.
- Wait Until/For: Set this up so you’ve gotten higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Conditional Cut up: Cut up your prospects based mostly on particular actions, occasions, or parameters equivalent to their propensity to purchase, LTV, location, and many others.
- Clever Path Optimizer: Use this to swiftly experiment with totally different channels and Stream paths to get the absolute best conversions.
| Professional Tip:
Swap on the `Exit on conversion` toggle so prospects who convert are immediately exited from the Stream. This may keep away from spamming prospects and scale back the guide effort of maintaining a examine on transformed prospects. Use the Copy-Paste performance to shortly arrange repetitive Flows with out inputting every from scratch. |
Marketing campaign Outcomes
| Most Conversion Charge | Common Conversion Charge |
| 82% | 43% |
2. Cart Abandonment
The common on-line purchasing cart abandonment charge is round 70.19%. Meaning 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 must 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 strategy this state of affairs. Let’s check out the primary one.
Stream Sort: Occasion-triggered
Relating to cart abandonment winbacks, timing is of the essence. It’s essential remind prospects of their cart in the meanwhile after they’re most definitely to return again, so activate the Stream sort ‘Occasion Triggered,’ with occasion sort ‘Cart Abandonment’.
Personalization is one other key issue right here. Entrepreneurs who’ve leveraged personalization based mostly on actions taken by the shopper have seen considerably higher outcomes.
Stream Parts
- Conditional Cut up: Use this function to separate prospects based mostly on their language preferences and ship localized communications.
- NBA: Set this as much as routinely 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’ve gotten 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 shopper utilizing Dynamically Personalised Messaging (DPM).
| Professional Tip:
Keep in mind to toggle the ‘Exit on Conversion’ function on. This manner, prospects who convert are routinely faraway from the Stream so they don’t seem to be spammed. This additionally eliminates the guide effort so as to add checks after each communication stage. The copy-paste performance additionally helps you keep away from manually creating comparable or an identical levels once more. |
Technique B
You may as well do this different technique listed under, which just a few manufacturers have used to realize a conversion charge of 30%.
Typically, prospects abandon their cart as a consequence of 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 contains nudging them by way of well timed campaigns to reignite their curiosity in a product. You may as well strive making a sensation of FOMO (worry of lacking out) to encourage speedy purchases.
Stream Parts
- Conditional Cut up: Cut up your prospects based mostly on their LTV and ship campaigns accordingly. See if it is smart to prioritize prospects with the next LTV since they could even have greater basket values.
- A/B Testing: Leverage A/B testing to tweak your message or picture and decide which variant works finest to your supposed viewers.
- Wait Until/For: Set this up so you’ve gotten 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 don’t seem to be barraged with repetitive messages.
Marketing campaign Outcomes
| Most Conversion Charge by way of Technique A | Most Conversion Charge by way of Technique B |
| 39.7% | 29.18% |
3. Particular Sale Bulletins
Globally, manufacturers see a lot greater income throughout particular sale seasons than on a daily day. For this reason 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 doable!
Listed here are two methods to craft your buyer journeys to maximise particular sale bulletins.
Technique A
Stream Sort: Periodic
Since your campaigns run just for a particular sale interval, you need to choose Stream sort ‘Periodic’ right here and choose the marketing campaign interval accordingly.
Stream Parts
- Conditional Cut up: Cut up your prospects 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 Greatest Motion’ to make sure your Stream routinely engages with prospects on the appropriate channels on the proper time to maximise consciousness.
- Wait Until/For: Set this up so you’ve gotten higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Personalization: Personalize your campaigns utilizing key buyer attributes equivalent 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 prospects on the proper time accordingly.
For instance, low cost buyers could be engaged with financial advantages equivalent to low cost coupons, and common prospects could 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 Charge | Avg. Conversion Charge |
| 30.6% | 17.1% |
4. Dealing with Fee Failures
Research present that 35% of all on-line purchases are interrupted or canceled as a consequence of failed funds. Regardless of the appearance of a number of modes of on-line funds, transaction failures are nonetheless widespread in a buyer’s E-commerce expertise.
As a marketer, you possibly can leverage subtle buyer journey advertising methods to deliver prospects again after a cost 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 under:
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Fee failure.’
Stream Parts
- Wait Until/For: Set this up so you’ve gotten higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Conditional Cut up: Cut 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 Stream. Additionally, keep in mind to make use of the Copy-Paste performance to shortly arrange repetitive Flows with out inputting every one from scratch. |
Marketing campaign Outcomes
| Most Conversion Charge |
| 40% |
5. Cross-sells and Upsells
A number of analysis research have confirmed that cross-sells and upsells considerably influence firm income and progress. One such examine 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 ideas and methods we’ve discovered from them.
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the shopper enters the Stream as soon as they’ve efficiently bought their desired product.
Stream Parts
- Personalization: Phase your prospects based mostly on language and ship them campaigns of their vernacular language.
- Conditional Cut 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 every one.
Marketing campaign Outcomes
| Most Conversion Charge |
| 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 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 gather suggestions, you need to hold the next in thoughts:
- At all times present the absolute best expertise to your prospects, even whereas asking for his or her suggestions.
- Anticipate the appropriate time and the purpose within the buyer journey earlier than asking for suggestions.
You may resolve each shortly with buyer journey advertising by way of MoEngage Flows. A widely known E-commerce model deployed the next technique, which achieved a conversion charge of 23.98%.
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the shopper enters the Stream as soon as they’ve efficiently bought their desired product.
Stream Parts
- 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 evaluation.
| Professional Tip:
Good timing could make all of the distinction in asking for suggestions. It is best to wait a short time after a specific motion earlier than asking for suggestions. On the identical time, you shouldn’t wait for therefore 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 appropriate timing. |
Keep in mind, prospects would possibly 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 Charge |
| 23.98% |
Conclusion
These 6 buyer journey templates ought to assist you to arrange and deploy your journey orchestration campaigns shortly and simply. We’ve lined six of the commonest situations 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 purpose is to supply a seamless buyer expertise that ensures every touchpoint is a cheerful one.
Alternatively, in the event you’re seeking to discover MoEngage, you possibly can request a fast demo right here:
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