Cart Abandonment Remarketing

Why

Cart abaondonment is a fundamental use case...
Enabling in realtime and across channels is a challenge...
Offering contextual and personalize content is a game changer
All through lytics

What

Cart abandonment remarketing is a specialized case of a general problem marketing tries to solve:

User displays interest
User disengages before conversion
Remarket to user
User converts or remains disengaged
Transistion user to another marketing effort

For cart abandoment remarketing, specifically, this flow looks like:

User populates a cart
User identified as inactive with items still in cart
Follow-up email campaigns, social media, on-site promotion, and web ads are enabled
User follows up with purchase within time-period or remains inactive
Enroll purchasers into upsell marketing effort, enroll inactive users to re-activation effort

Collect data natively with Lytics

Jstag can take cart information directly from your page or from an ecommerce tag in the datalayer.

Identify cart abandoners

Build an audience of inactive users with populated carts. Use timebased triggers or ML to identify inactive or disengaging users.

Reach your user through various channels

Email
Social
Site
Web

Maximize the effectiveness of your content

Support realtime delivery of static campaigns. Uplevel to contextual and 1:1 personalization by integrating one of Lytics premier tools

Real-time coordination of tools

Capture conversion events and alter marketing touch points in real time

How

User populates a cart: capturing the cart status

Lytics can capture current cart status a couple of different ways. The primary way is directly from your webpage via the Lytics JavaScript tag. Another option is via the Lytics API, where we can integrate your ecommerce solution directly with our platform.

Capturing cart information with the Lytics Javascript tag is most easily done via a tag manager (e.g., Google Tag Manager). Information can either be share directly from your page to our tag. Another option, if there is an ecommmerce Javascript solution on your sight as well, you can share the cart information between our two tags. For more detail, see...

Sending Lytics cart information directly from your ecommerce solution via APIs is also straightforward. In addition to our out-of-the-box integration, we support easily-configured, realtime APIs and webhooks for data ingestion. See...

User disengages before conversion: defining an audience

The easiest way to identify an inactive user with an abaodoned cart is by building an Audience. For general instructions on building an audience, see here.

Most cart abandonment remarketing efforts are based on an inactivity heuristic: "if the user hasn't updated the cart or been had any site activity for # days." This rule can easily be created with the audience builder:

However, we recommend utilizing Lytics ML-generated behavioral scores instead. This allows targeting users with a cart that show "slowing" engagement, as opposed to complete disengagement. This can be done using combinations of the recency and momemtum scores.

For more information on Lytics behavioral scoring, see here.

Remarketing: where to market

One the cart abandoners are identified, there are many options for marketing to the customer. Lytics recommends the following:

Email

The primary method for re-engaging a cart abandoner is with a follow-up email. One option is to setup an Abandon Cart Campaign within your email tool, and use Lytics to enroll the user in the campaign. Setup an abaondon cart campaign in Dotmailer and drive it with Lytics audiences (doc here)

Depending on your ESP, Lytics can support:

contextual content such as sending the last item added to the cart
personalized content based on user specific attributes
content reccommendations based on user content affinity

Website

Another option for re-engagement is to prompt the user your website to return to their cart and complete the purchase. This is enabled with Lytics real-time Personalize functionality. For more onsite personalization information, see here.

Coupled with our segmentation logic, offer users personalized messaging and offers to complete their purchases. Utilize the Lytics Content Reccomndation API to provide inline recommendations, driving further cart interactions and purchase opportunities.

Social

Facebook's native cart abandonement functionality is powerful in its own right. But it can still be enhanced by syncing Lytics audiences, allowing furhter personalization options within Facebook's content delivery. For more on our Facebook integration, see ->>

Web Ads

Some customers may best respond to online ads. Lytics can...