Cart abandonment campaign

9 min

Note

The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences on the Audiences page and is updating the UI on other pages. See Understand audiences to get information on audiences.

A cart abandonment campaign in Optimizely Data Platform (ODP) engages customers at the bottom of the purchase funnel, bringing them back into the purchasing cycle and fostering conversion.

For example, if a customer puts an item in their cart but does not purchase it, you can remind and encourage them to purchase it. A reminder or a small discount can persuade them to purchase.

Configure the campaign

Note

Email and SMS channels are legacy features and not offered to new customers.

Use ODP's ecommerce integrations to generate the cart abandonment recipe. If you do not have the integrations, you must create the recipes.

Use a recipe

Go to Activations > Overview > Create New Campaign.

Select Behavioral.

Select Cart Abandonment if integrated with a third-party app.

Configure the campaign's Enrollment and Touchpoints. You can customize the touchpoints, including the design, content, and sender profile.

Click Save and Go Live when ready to send the campaign.

Create from scratch

To create a recipe, configure the campaign's Behavior:

Go to Data Setup > Behaviors.

Click New Behavior.

Enter a name for the behavior.

Add the following steps:

The customer added an item to their cart within the last day. The step syntax is "Everyone who matched Product Add to Cart at least 1 time in the last 1 days."

The customer did not remove that item from their cart. The step syntax is "and then did not match Product Remove from Cart linked to Step 1 with same Product Id for all time."

The customer did not purchase that item. The step syntax is "and then did not match Order Item Purchase linked to Step 1 with same Product Id for all time."

Click Save.

After you create the behavior, create the Cart Abandonment campaign:

Go to Activations > Overview > Create New Campaign.

Select Behavioral > Create From Scratch.

Expand Enrollment and click Create New Segment.

Add Customers who have done something, the cart abandonment behavior, and a timeframe in the audience expression.

Expand Enrollment Rules and enable constraints to refine your audience and include customers who were active in the past few hours and did not match the campaign in the previous week.

Expand Touchpoints to edit the campaign's content and include your brand's logo, Header, Footer, and a Dynamic Grid. In the grid, select the cart abandonment behavior as the Source and set a Timeframe. To ensure products display according to your expectations, set the Minimum Columns Per Row field to 1 in the Dynamic Grid.

Click Save.

Create additional touchpoints to urge customers to purchase without overwhelming them by including cart expirations or discounts and product availability warnings. Wait for at least 24 hours before sending the second touchpoint, and include no more than three touchpoints.

Preview and Test the campaign.

Click Go Live when the campaign is ready.

Preview and test the campaign

Note

You must have the PII Viewer role to preview and test a campaign.

Preview the campaign

Click Preview.

Enter the email address or customer ID of someone in the campaign's reachable audience to preview their version of the content.

Click Preview.

Test the campaign

Click Test.

Enter recipients (separated by commas) of the test email in the Recipient Email Address.

Expand Render Template with Customer (Optional) and search for the email address or name of someone in the campaign's reachable audience to preview their version of the content. Leave the field blank to preview the email as an unspecified customer.

Click Send.

Go Live

Select the campaign's name from the breadcrumb trail.

Click Save to ensure all touchpoints are updated.

Click Go Live.