The path leading a visitor to a converted user is full of potholes. There are just too many diversions beyond your control for your visitor to steer away from the funnel. WebEngage is on a constant crusade to remove this bottleneck of conversion in the digital age.
Thousands of websites use WE to engage visitors on their websites. We help them combat cart abandonment, increase user signups, enlarge their social community and solve a plethora of vital pain-points that impact the conversion funnel – all by some really smart and targeted nudges/overlays on your website. Using conversion analytics, you can quantitatively measure the uplift that you got in your funnel.
We came across some astonishing growth hacks that our customers have implemented through the years for user engagement and monetization of their traffic using on-site overlays. We have hand-picked 17 most astounding growth hacks and collated them in the following slides.
At WebEngage, one of the key pain points we solve for our customers is to reduce their bounce rate and cart abandonment. In the last 6 months, we have amassed tons of data to understand the root cause of the problem and help you solve it better.
We measure consumer psyche based on data collected on thousands of websites globally. This gives us some amazing insights into what works versus what doesn’t when it comes to conversion rate optimization on your cart/checkout page.
The #WebEngageLive series on this blog is aimed at bringing those insights to you. If you have anything to do with e-commerce or online travel, you’d find this post useful.
The Key Insight
Over 70% of users on your site abandon their carts. Depending upon your category and checkout flow on the site, a bulk of them do so anonymously. The reasons vary, but more often than not it revolves around comparative price or an alluring discount offered by your competition.
Using behaviorally targeted push messages, almost 25% of such users can be made to stay on the checkout page for a bit longer. Interestingly enough, if you present a personalized offer to such users (a real-time push, while they are still on the checkout page), you’d end up converting almost 20% more than usual.
Does That Mean Discounting?
Neither exactly nor always. The point is – loyalty needs to be rewarded and there are many ways to do it.
These are some of our observations –
Most companies have some or the other rule based incentives for their users.
Most of the times, users aren’t aware of these incentives because they’re not triggered at the right moment, to the right users.
Users, therefore, bounce off the website, uninterested.
Incentives remain unused leading to loss of potential sales.
An interesting solution to engage potential consumers would be to trigger these incentives/offers/promotions when its needed the most.
Here’s a scenario … A user lands on your site, intends to make a purchase, adds a product to cart and goes to the checkout page. Then (s)he decides to leave. What do you do? Well, make one last attempt to reach out with your best offer for the user to finish the transaction!
And here comes the sales pitch! … 😉
WebEngage can be a very effective tool in reducing the cart abandonment to a great deal. For illustration sake, let us consider you own an online clothing store. Your core clientele would most probably be the female demographic aged between 18 and 25. Money spenders and perennially distracted, which explains the high bounce rates from your cart page. Here’s how we help you convert them …
You have an inventory of unused offers, discount codes etc which you decide to leverage with WebEngage. Here are three different ways you can use WebEngage to push the right offer at the right time and make a sale instead of struggle with abandoned carts:
Use-case I: Use our Callout Notifications just next to your “got a coupon code?” box on the checkout page
Even if your user reaches the cart (s)he is still in two minds about the purchase (you can guess that by the time spent on the page). At this juncture, you choose to pop a discount code as shown and lure the user into making a purchase. Everybody loves surprises, you see!
Use-case II: Catch hold of users bouncing off the cart!
Did you know that we have a targeting capability inside WebEngage which allows you to push a Notification to users who are “about to abandon your site“? We call it Leave Intent Targeting. The idea is simple – make one last attempt to close a sale, before the user leaves your site.
Use-case III: Personalized offers based on user profile and purchase history
Loyalty is a rare quality and also, an under appreciated one. Users feel good when you recognize them and give them a little something just for the fact that they have stuck with you for so long. We let you achieve this via, what we call as, Custom Targeting. Don’t you love it when you see something like this?
WorldRemit is a rapidly growing online money transfer company that is shaking-up the traditionally offline remittances industry. Its award-winning service enables migrants and expatriate workers to send money oversees from 50 countries to more than 110 destinations. WorldRemit is available on the web or via smartphones or tablets. Money is received as a bank deposit, cash pickup, to a Mobile Money service or as a mobile airtime top-up.
WorldRemit uses email and social media to provide customers, fans and followers with short-burst promotion. Because these offers are targeted at selected individuals, the company needed to offer a tailored experience for those people within its website. Placing static content within the existing CMS would not have provided the targeting required.
The product team had these two major goals when they chose to use WebEngage:
To support targeted promotions with a custom online experience.
To prove these promotions have an uplift on conversion to justify using them.
How WorldRemit used WebEngage to achieve their objective?
The WorldRemit team created their on-site promotions using WebEngage Notifications – adding copy, uploading images, styling the notifications and most importantly, using targeting rules to pop these to the right segment of users coming to their site via corresponding email marketing campaigns.
Targeting was maintained across email and web by identifying the promotion with a URL query parameter that passed the promotion code through to the WorldRemit website. WebEngage was configured to behaviorally target users based on their activity on the site. E.g. on the desktop site, once a user (who came to the site via an email campaign) tried to leave the website, a pre-configured push notification (like the one above) would pop on the site.
Using A/B testing, the WorldRemit team found out that users who were nudged with a WebEngage Notification, converted 25% better than the rest.
In a nutshell, here’s how this worked – WorldRemit, while sending out emails, would append a unique tracking parameter in the URL to the links inside the email’s body. When a user clicks on those links and comes to the website, WebEngage starts tracking user journey if a Notification/Survey is pre-configured to display for that tracking parameter. Using an interesting mix of engagement levels, behavioral and device targeting, WorldRemit improved the conversion funnel for such users via some interesting on-site Notifications.
Here’s a step-by-step guide on how WorldRemit set up this campaign:
1. Inject WebEngage Tracking Parameters in Email Campaigns.
2. Create Notification > Choose a Layout. 3. Create Notification body > Choose/create Theme.
4. Add rules for the Notification > Activate the Notification.
By adding, Page URL Targeting rule, it was made sure that the Notification was ONLY shown to users coming via the email campaign. Further, the rules (as shown below) were differently set for users coming via their desktop browser versus mobile devices. The image underneath shows rules for two different Notification Layouts, desktop and mobile modal respectively.
The team at WorldRemit set up this entire campaign in less that 45 mins. The best part being that at no point in time, they had to change any code on their website – all the knobs and controls they needed, were inside WebEngage’s dashboard!
Users seeing WebEngage notifications on-site, converted 25% better compared to those that did not see the promotion – WorldRemit ran A/B tests to come to this conclusion.
Best practice landing page development suggests continuing the visual journey for the user and carrying a consistent message was a key driver behind this. Which essentially means WebEngage makes your email marketing even more awesome! 🙂
Credits: Thanks to Depesh Mandalia (Head of Conversion Rate Optimisation at WorldRemit) for his input into this case-study. WorldRemit uses WebEngage to collect customer insights and optimize the RoI on their online marketing spends. Via WebEngage push messages, WorldRemit ensures that their customers receive a great user experience. At WebEngage, we love the fact that the WorldRemit team are huge advocates of our toolkit.