Challenge
An online store offering furniture and home furnishings had a problem with customers' long decision-making process. Users often browsed products, added them to favorites or shopping cart, but did not finalize the purchase immediately. The lack of engaging and personalized communication at these early stages meant that many potential customers were lost along the path to purchase, and the company was missing an opportunity to convert them.
The main goal was to reduce the average time from first interaction to purchase and increase the conversion rate. The online store was also looking for tools to increase customer engagement at different stages of the sales funnel and build trust in the brand.
Action
- Automated campaigns for newly registered users
A welcome cycle was prepared for new customers, including information about the brand, popular product categories, as well as interior design tips and inspiration. - Initial segmentation of new subscribers based on their preferences
Customers were segmented based on their interests in the various categories and content they browse. - Newsletter sign-up pop-ups
Upon entering the site, users were shown a pop-up with a place to enter an email to sign up. - Emails with abandoned shopping carts
A sophisticated abandoned cart reminder system was implemented, sent in three stages (after 30 minutes, after 24 hours, after 72 hours).
Emails included dynamically changing content, as well as a subtle incentive (a code for free delivery if the cart value met certain criteria). - Personalized product recommendations
The emails included recommendations based on product browsing history, previous purchases and preferences expressed by the customer.
Recommendations included both cross-selling and up-selling. - Educational and inspirational messages
Newsletters with educational content (e.g., “How to choose a sofa for a small living room,” “Trends in lighting”) and design inspiration were set up for all those who subscribed to the newsletter.
Results
- The company saw a 21% increase in conversion rate.
- The average time from first interaction to purchase shortened by 18%. Customers made purchase decisions faster, thanks to personalized and relevant communication.
- Email open rate increased by 15%.
- 12% more recipients clicked on links in messages. Content was more engaging and hit the needs of recipients.
- Effective reminders significantly helped recover lost transactions. The shopping cart abandonment rate decreased by 25%.
