Two staple campaigns for e-commerce companies that encourage users to come back and convert are the Cart and Browse Abandonment campaigns. These campaigns leverage Zaius' ability to stitch users across devices, and once you launch them we can continue to personalize them further and add in other content, such as best upsell products.
By default the Zaius recipe will put the Cart and Browse Abandonment campaigns into a Prioritized Group. This sets up proper prioritization, so that a user will get the cart abandonment campaign over the browse abandonment since it shows greater intent. This guide will walk through setting up and launching the Cart Abandonment campaign; then you can separately launch the Browse Abandonment campaign.
Setting up Cart Abandonment
Cart abandonment is a core campaign that engages users that are low in the purchase funnel and brings them back into the buying cycle to conversion. If you are using one of our out-of-the-box integrations then you should see in your account a '(integration name) Cart Abandonment' recipe to complete. These segments target people that have an item(s) in the cart and have gone away from your site for a few hours.
This recipe contains the Cart Abandonment segment to send to, as well as the content components for targeting users with the products they abandoned. Find the Cart Abandonment campaign and click the card to edit.
Apply Cart Abandonment Segment
Every campaign requires an audience to send to. In this campaign we will be applying a pre-built segment called '(Integration Type) Cart Abandonment'. In this step you will select the segment and apply it to the campaign.
You may not have a segment size greater than 0 yet if you just completed your integration
Create the Cart Abandonment Content
Once you have applied the Cart Abandonment segment you can scroll down and click to edit the content of the first touchpoint called Cart Abandon 1.
Once you are in the Touchpoint screen you can edit the content using the HEADER, FOOTER, and a newly installed (Integration Type) CART ABANDON element.
You can add more content into the email, such as free shipping messaging or other brand content, as well. There is also a personalized Subject and Preheader provided that you can change.
Preview and Test Your Campaign
You now have a functional campaign, let's preview and test it to see that it is working correctly.
Turn Your Campaign Into a Series
Now that you have one Touchpoint working you can create a series of messages that continue to go out until the user converts. If you want to launch with a single touchpoint, but think you may turn it into a series in the future you can Disable the second Touchpoint using the options menu on the second Touchpoint.
You can also clone and delete the touchpoint if desired.
With the Cart Abandonment campaign tested it's time to go live! You can do this by going to the first screen of the campaign (where you applied the segment) and click Go Live! at the top right of the screen.