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Focusing on basket abandonment 'a good first step in improving conversion rates'
11/03/2011
Sending out triggered emails when a customer abandons their shopping cart is 'a simple way' to boost conversion rates, it has been claimed.
Companies that want to improve conversion rates should look into basic email marketing strategies, it has been suggested.
Writing in a post for Econsultancy, Tim Roe claimed that triggered basket abandonment emails are "the simplest to implement but also one of the highest ROI (return on investment) emails you are able to deploy".
He cited figures from the Econsultancy Conversion Report, which demonstrated that of the organisations that sent out such messages, 84 per cent experienced a rise in conversion rates.
Mr Roe went on to add that once a business has set up this basic communication strategy, it can then "look further up the conversion funnel to identify more opportunities".
Conversion segmentation would be the next logical step, he stated, explaining that this identifies which actions were taken by a shopper who did not enter the checkout process.
Meanwhile, research published last month by the CMO Council revealed that making use of web analytics and other tools to better understand customer intentions and behaviour can help marketers significantly improve their campaigns.
Posted by Alexander Horton-Smith
Writing in a post for Econsultancy, Tim Roe claimed that triggered basket abandonment emails are "the simplest to implement but also one of the highest ROI (return on investment) emails you are able to deploy".
He cited figures from the Econsultancy Conversion Report, which demonstrated that of the organisations that sent out such messages, 84 per cent experienced a rise in conversion rates.
Mr Roe went on to add that once a business has set up this basic communication strategy, it can then "look further up the conversion funnel to identify more opportunities".
Conversion segmentation would be the next logical step, he stated, explaining that this identifies which actions were taken by a shopper who did not enter the checkout process.
Meanwhile, research published last month by the CMO Council revealed that making use of web analytics and other tools to better understand customer intentions and behaviour can help marketers significantly improve their campaigns.
Posted by Alexander Horton-Smith