WHERE TO START

Following an assessment of the conversion data and open and click through rates of Protect Your Bubble's automated shopping cart recovery emails, it was evident that existing email templates were not performing as well as they could be. The email messaging was fairly standard and not very appealing across all products. Basically, conversion was low and there was a huge opportunity for improvement.

APPROACH

Besides the obvious need to review the content of the emails, layout, copy and use of imagery to align it with the new product page designs, I also wanted to tap into and extract data from the internal middleware database. The middleware layer captures user data and device(s) data which calculates the quotes. This data enabled me identify common themes on which products types were being abandoned in the cart, I reviewed historical data for the previous 3 months for each data set:

  • Product Type

  • Open Rates

  • Click Through Rates

  • Conversion

I reached out to our analyst along with the third party email tool supplier to work through the math to get a benchmark on how existing template designs were currently performing. This would allow us going forward to get some measurable optimisation data to form part of an improvement roadmap.

FINDINGS

To cut a long story short the data concluded was that our highest cart abandonment related to the standard Gadget Insurance Product, whereby open rates ran at 38% and click through rates were only 11%.....There was work to be done!!

SOLUTION

NEXT STEPS

Following the initial designs being delivered, working closely with the third party provider, my goal was to implement a robust performance reporting capability for this data insight to be used ongoing for further optimisation of customer emails. 

© 2019 Ellen Taylor @ UX360 Ltd. 

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