Brand Manager at N/A
02 February 2011 14:06pm
I'm currently trying to put together an abandoned basket campaign. Within the booking process customers fill in their contact details on a page and the submit that page before moving onto the payment page - it's at this stage that we'd collect their details.
The only examples I've come across are retailers (Amazon, Graze, M&S etc) who require you to set up an account. However, it's for a seasonal travel brand so customers are unlikely to want to register.
I've been advised by our legal department that we're on rocky ground collecting info at this stage and then following up with customers. Even if this is literally only a service type email. But I'm finding it hard to believe that I'm the first person to have asked this question!
Has anyone had any experience with setting this type of thing up?
Ecommerce Director at Monocore
02 February 2011 14:32pm
The usual way to do this would be to capture the user's details at registration and then detect the user via a cookie when they return to the site at a later date and retrieve their details from the database. If they abandon their basket, you can then contact them via email.
It certainly might be considered a bit intrusive if you capture their email early in the process and get them to opt-in and then target them via email if they don't complete the purchase process.
One alternative solution would be to use re-marketing with display advertising. Google and Criteo both offer this service. Basically, you'd add a snippet of code to the first step and one to the completion page and then bucket the users who start the purchase process but fail to complete.
You can then show branded ads to them on a huge range of other sites, which will hopefully jog their memory and get some of them to return to the site and complete the purchase.
Criteo allows you to put product images into its ads, so you can get the re-marketing very precise. I notice this in use on quite a lot of sites now, and it's almost becoming hard to escape the ads of some companies using the technique, so presumably it must work fairly well.
02 February 2011 16:49pm
Thanks for your response Matt, it all makes sense. We're already "stalking" people with Criteo :)
Commercial Director at RedEye International Ltd
04 February 2011 17:03pm
Hi, RedEye work with brands such as Haven, Butlins, OnTheBeach, DirectLine Holiday, Warner Breaks, MacDonalds Hotels... all of whom we run basket abandonment emails and behavioural programmes for. You can have a look at the case studies for all of these on our website, www.RedEye.com. If you want to discuss in more detail, how to etc, contact me direct. Free advice, no sell. Matthew
CEO at Econsultancy
07 February 2011 09:27am
@Anonymous - I wouldn't want to argue with your legal department but what you're suggesting sounds fine to me. And I'd think it is perfectly legal. Whether people find it intrusive or not is another matter but I think if you position it as a service email/contact then it would be fine. I think quite a few financial service providers do this (follow up on an unfinished quote / transaction). I think it's Confused.com that phone you (or one of their FS merchants) if you don't complete your quote...?
21 March 2011 16:16pm
By coincidence, I noticed one of our competitors doing this the other day. I entered my email address but did not submit the form. Thirty minutes later an email arrived asking me whether I'd experienced a problem.
It was quite well written, but did seem a bit intrusive to me, particularly as the email was sent asynchronously and I didn't submit it to them.
While they might be measuring the number of people they convert through this form of remarketing, I wonder whether they're also measuring the number of people who they frighten off entirely.
The software being used was a third-party one, but I'm afraid the name escapes me...
21 March 2011 16:29pm
That's interesting that they sent you an email when you hadn't submitted the form. You weren't logged in / they couldn't have your email address any other way? If not then they must be using a tool that is capturing all your client-side actions, including mouseclicks, form-filling etc. and have 'scraped' your email address? This isn't actually anything new but I haven't heard of an example of this data then being used proactively for marketing like you describe. I suppose most 'consumers' would think that just by entering an email address in a box that they'd 'submitted' it / the company would have it.
21 March 2011 17:09pm
Sorry, I didn't explain that very well, Ashley. I partially entered some details into the form, including my email, but did not press submit. The data was submitted to the third-party asynchronously via Ajax.
The first time it happened I thought I must have been mistaken, so went back and tried it again with another email address, before eventually having a poke around in their code to see how they were doing it.
Clever, but seems too intrusive to me.
21 March 2011 17:17pm
Ah... Ok... Ajax. Interesting. Could see this would be useful to capture data in partially filled forms though, as you say, not sure how people would like this being used if they had deliberately abandoned a form.
Sales Director at PilotBean Ltd
15 April 2011 16:08pm
Janet - hi
I have just come across this thread - this is somethine that we have recently done for a financial services client. If this is something that you still require please feel free to get in contact.
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