Studying Time: 8 minutes
Are you aware 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 increased income? You do the mathematics.
Buyer journey advertising and marketing, although confirmed to have an effect, continues to be not as extensively adopted appropriately. Manufacturers are but to undertake this magical technique that makes prospects really feel understood and improves advertising and marketing marketing campaign ROI.
However in case you’re one of many uncommon entrepreneurs who has understood the influence 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 situations:
- Search abandonment
- Cart abandonment
- Particular sale reductions
- Cost failures
- Cross-sells and upsells
- Product or app suggestions
 Professional Tip:
These buyer journey templates are greatest fitted to MoEngage Flows, the one buyer journey orchestration suite you want. However in case you have 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 accordance with a research commissioned by Google. At a worldwide degree, the price of search abandonment for retail manufacturers surges as much as $2 trillion yearly, which is increased than the GDP of a big nation reminiscent of Turkey!
Search abandonment causes frustration on the client’s facet as effectively. Over 82% of customers keep away from web sites the place they’ve confronted search difficulties. Actually, specialists argue that the search bar is without doubt one of the most vital property of an E-commerce web site.
As an E-commerce marketer, in case you’ve observed a whole lot of search abandonments in your web site or app, you possibly can leverage buyer journey advertising and marketing to carry 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, that 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 precise channels on the proper time to maximise engagement routinely.
- Wait Until/For: Set this up so you could have 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 reminiscent of their propensity to purchase, LTV, location, and so forth.
- Clever Path Optimizer: Use this to swiftly experiment with totally different channels and Stream paths to get the very best conversions.
| Professional Tip:
Change on the `Exit on conversion` toggle so prospects who convert are immediately exited from the Stream. This can keep away from spamming prospects and scale back the guide effort of conserving a test 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 price 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’ll want 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 situation. Let’s check out the primary one.
Stream Sort: Occasion-triggered
Relating to cart abandonment winbacks, timing is of the essence. It’s worthwhile to remind prospects of their cart in the intervening time after they’re most definitely to come back 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 client have seen considerably higher outcomes.
Stream Parts
- Conditional Break 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 could have 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 Customized Messaging (DPM).
| Professional Tip:
Bear in mind to toggle the ‘Exit on Conversion’ function on. This manner, prospects who convert are routinely faraway from the Stream so they aren’t 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 related or similar levels once more. |
Technique B
You too can do that various technique listed beneath, which just a few manufacturers have used to realize a conversion price of 30%.
Usually, prospects abandon their cart because of a lack of curiosity or a mismatch of their anticipated value. To unravel this, you should use MoEngage’s options to regulate your campaigns intelligently. This consists of nudging them through 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 quick purchases.
Stream Parts
- 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 increased basket values.
- A/B Testing: Leverage A/B testing to tweak your message or picture and decide which variant works greatest on your supposed viewers.
- Wait Until/For: Set this up so you could have 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 Charge through Technique A | Most Conversion Charge through Technique B |
| 39.7% | 29.18% |
3. Particular Sale Bulletins
Globally, manufacturers see a lot increased income throughout particular sale seasons than on an everyday day. That is why 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 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 selected sale interval, you need to choose Stream sort ‘Periodic’ right here and choose the marketing campaign interval accordingly.
Stream Parts
- Conditional Break up: Break up your prospects based mostly on their language preferences, spiritual 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 Stream routinely engages with prospects on the precise channels on the proper time to maximise consciousness.
- Wait Until/For: Set this up so you could have higher management over when your prospects transfer to the subsequent marketing campaign stage.
- Personalization: Personalize your campaigns utilizing key buyer attributes reminiscent of 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 degree of intent, you possibly can craft a message that resonates and reaches prospects on the proper time accordingly.
For instance, low cost buyers may be engaged with financial advantages reminiscent of low cost coupons, and common prospects 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 Charge | Avg. Conversion Charge |
| 30.6% | 17.1% |
4. Dealing with Cost Failures
Research present that 35% of all on-line purchases are interrupted or canceled because 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 refined buyer journey advertising and marketing methods to carry prospects again after a fee failure and guarantee they full the acquisition. One of many methods carried out by a widely known model has elevated its conversion charges by 40%. Check out the technique beneath:
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Cost failure.’
Stream Parts
- Wait Until/For: Set this up so you could have 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 components such because the product info, cart worth, and extra for context.
| Professional Tip:
Change on the `Exit on conversion` toggle in order that prospects who convert are immediately faraway from the Stream. Additionally, bear in mind to make use of the Copy-Paste performance to shortly arrange repetitive Flows with out inputting each 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 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 through MoEngage Flows have additionally seen as much as a 33% conversion price. Listed here are some ideas and methods we’ve realized from them.
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the client enters the Stream as soon as they’ve efficiently bought their desired product.
Stream Parts
- Personalization: Section 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 precise 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 Charge |
| 33% |
6. Accumulating Product or App Suggestions
Among the best methods to enhance your small business is by always 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 repeatedly and create an motion plan accordingly.
However earlier than you got down to acquire suggestions, you need to hold the next in thoughts:
- At all times present the very best expertise to your prospects, even whereas asking for his or her suggestions.
- Await the precise time and the purpose within the buyer journey earlier than asking for suggestions.
You may clear up each shortly with buyer journey advertising and marketing through MoEngage Flows. A well known E-commerce model deployed the next technique, which achieved a conversion price of 23.98%.
Stream Sort: Occasion-triggered
Set your Stream sort as ‘Occasion triggered’ and set the occasion as ‘Buy Completion. This manner, the client enters the Stream as soon as they’ve efficiently bought their desired product.
Stream Parts
- NBA: Make the most of Subsequent Greatest Motion to succeed in 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 assessment.
| Professional Tip:
Good timing could make all of the distinction in asking for suggestions. You must wait a short while after a selected 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 precise 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 through the precise channel on the proper time.
Marketing campaign Outcomes
| Most Conversion Charge |
| 23.98% |
Conclusion
These 6 buyer journey templates ought to allow you to arrange and deploy your journey orchestration campaigns shortly and simply. We’ve coated six of the commonest situations confronted by E-commerce entrepreneurs right here, from search and cart abandonment, particular sale bulletins and cross-sells and amassing buyer suggestions.
Whereas these templates are greatest used through MoEngage Flows, you may also make fast diversifications and reuse them as you want. The last word objective is to supply a seamless buyer expertise that ensures every touchpoint is a cheerful one.
Alternatively, in case you’re trying to discover MoEngage, you possibly can request a fast demo right here:
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