Abandoned Cart

Owned by Aleksandra Klusińska (Unlicensed)
May 29, 2019

The abandoned cart example does not apply only for e-commerce customers. It's a general example of how to activate hesitating customers. Marketers can determine the time after which a customer who is not purchasing, consulting, or responding to their contact might still be interested in the offer. Then they can create the inactive and prospective customers audience and retain contact with them by using email, advertising, etc.

How to make this audience in Mapp Acquire:

Using pixel and events:

  1. Create a custom event (TRACKING PIXELS OVERVIEW -> CREATE (or EDIT if the pixel exists) – CONFIGURE ON SITE -> +ADD CUSTOM EVENT) with Contains URL rule and add the unique part of your cart (book, order, etc.) URL address, like "/cart"

  2. Create order custom success event - Contains URL rule and add unique part of your order URL address, like "/order"

  3. Create custom audience with two conditions: 1. Is any of Cart event 2. Is none of Order success event

Using the only audience:

  1. Create a new audience

  2. Add the first condition for addition – Contains URL and add unique part of your cart (book, order etc.) URL address, like "/cart"

  3. Add the second condition for addition – Doesn't Contains URL and add unique part of your confirmation URL address, like "/confirmation"


This is a very basic example. We can also create a more specific audience (for example people who didn't buy shoes or spend more than a minute on the coats page) by adding more conditions or events. Both ways of creating an audience are correct but using the "events way" helps to make more reports and allows the use of the same conditions in other audiences.

Excluding delay

Mapp Acquire allows marketers to choose the time window for things not to happen (so all conditions with "Is none of", "Doesn't contain"). The default time is 24hours and there is no maximum.

Removing from Abandoned cart audience

By using the new feature conditions for removal, we can remove users from the audience:

  • after a time period (setting up EXPIRATION TIME)

  • if they get to the Success buy audience (to do this we need to create an event that user got to buy audience (Audience ID -> Is any of and choose Success to buy audience)) and then add condition PIXEL Is any of and choose the created event

Other settings

Abandoned cart audience can also collect which items (services) users were looking for (by using event and Capture User Attributes functionality). You can find more information in Sandra's training video - https://www.yammer.com/mapp.com/#/files/143769405
Also, if the ordering process has several steps we can create a few events and check where we're losing customers (more in 4. Optimize the Entire Customer Journey – creating funnels).

Examples

  • e-commerce: users who didn't finish the order process

  • travel agencies, airlines: users who didn't finish the order process

  • SAAS: users who started the ordering process, users who finished the trial period but didn't buy a full plan, users who didn't renew paid plan