Shopping Cart Abandonment
Single Email A/B Test
WebstaurantStore transitioned their cart abandonment campaign into customer.io in order to convert customers that had left products in their cart and not checked out. The secondary goal was to obtain more members for their paid subscription service, Webstaurant Plus.
Open Rate
44%
Click Rate
8.3%
Conversion Rate
12.6%
Data Matters
Cart abandonment emails are apart of heavily performance-driven campaigns. They have the highest return on investments of any automation. Once set up, the campaign runs automatically and continuously generates revenue.
Split-testing your cart abandonment cadence, layout, discounts, and messaging helps you unlock more revenue and reduce risk at the same time.
Split Test Variations
This message for Webstaurant focused on potential conversion gains and Plus subscription sign up from an optimized layout. One version with a traditional layout and a lower Plus ad placement, and a second version with the highest rated product highlighted in the hero and a higher Plus ad placement.
Second to this, this new version was being compared to the performance of the pervious version. The main differences between the new and old versions were less copy and more detailed product information. Notably, products included review ratings and were sorted from highest to lowest rating in the new versions.
And the Winner Is...
When the layouts were compared between both versions of the split test, there was no statistical difference in terms of conversion rate. However, between the new version and the old version, there was a 16% increase in conversion rate, which resulted in a large bump of revenue contributed from the automation.
The biggest gain, however, came from the higher placement of the Plus ad, which gave Version B 60% more Plus subscriptions than Version A.
More projects.
Like What You See?
Whatever your creative or code needs are, I am here to help your team succeed. Let me know if you need anything and I will become your marketing mercenary.