Optimization

Strategy: Boost Email Signup & Conversion Rates By Incentivizing Add to Cart Actions

Learn how to incentivize data collection during high intent actions.

The Facebook <> Apple iOS changes, privacy regulations like CCPA & GDPR, and other industry trends are placing increased pressure on “owning” customer communication.

And owning this communication today is primarily via email, SMS, and other 1:1 communication.

This is in contrast to the historically affordable remarketing and prospecting campaigns that brands could use to scale quickly.

Time will tell how the iOS and other changes impact CPA.

So until we know the real impact it’s time to get proactive with creative new strategies!

Enter:

Incentivize data collection during high intent actions.

Obviously iOS14 is a big topic these days.

So we’ve been thinking of creative ways that can:

  • Improve onsite conversion rate
  • Improve data sent to Facebook that helps with customer advanced matching…to help with the value optimization that FB will be relying on

Which led us to:

Email Collection.

Modals here, there, everywhere.

Do they work?

Sure.

But could email collection be better than the 2-5% that popups get?

Maybe.

Can prompts with discount codes help prevent exits and increase conversion rate?

Yes!

We proved that with a checkout strategy that displayed a discount code on failed coupon code input.

Enter:

The post add to cart email opt-in.

It’s that high intention action.

The user made the conscious decision that they might want to buy today…or some time soon.

Incentivize that decision to keep moving…

….and collect an email if they still decide to bail.

Below is a mocked example of Everlane we created:

email-opt-in-addtocart1

This example shows their mini cart slide up, but with a twist of prompting for email in exchange for discount code.

Now check out this second example:

email-opti-addtocart2

This shows their cart page with similar value prop to incentive the email collection.

From our CRO guru Kirby:

“The idea is to redirect on email submit so they’re not having to take multiple actions (submit email, click button to go to cart). Just grab and go.”

You might be thinking..

“The % of emails we’ll capture is so low based on small % of people adding to cart…and those that already opted in.”

That could be true.

But think about conversion rate impact.

Here’s a hypothetical scenario:

  • 77K sessions
  • 6907 sessions add to cart
  • 1507 sessions purchase

So ~ 22% add to cart => purchase rate

Aggregate conversion rate for site: 1.97%

What if we improved the add to cart => purchase rate from 22% to 25%?

That boosts the aggregate conversion rate for the site to 2.24%

1.97% => 2.24% conversion rate difference.

That is huge!

To us this experience is a no brainer to validate:

  1. Do you collect more emails?
  2. Can you improve the conversion rate funnel from add to carts => purchase
  3. Can you improve the aggregate conversion rate
  4. Can you prevent people from bouncing to look for coupons on retailmenot, etc.

Thoughts?

Let me know in the comments.

Cheers!

// Interested in learning more about how Elevar can help accelerate your Facebook Conversion API integration?

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Brad Redding

Brad, co-founder of Elevar, has lived in eCommerce for over 12 years. He's helped design, build, and optimize over 100 websites in his career. From new retail startups to well-known brands like Le Creuset, Signature Hardware, Rebecca Minkoff, Char-Broil and more, he specializes in data analytics and conversion optimization to help achieve business goals.

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