How to Retarget Dropped-Off Customers

Introduction

As marketers, understanding users who drop off before achieving the end goal we have for them is important. This helps marketers retarget users and thus reduce our drop-offs.

In this article, we will understand how to target users who have dropped off before purchasing an item after viewing the same, through the following steps:

  1. Create a Funnel to identify the users.
  2. Create a segment using this funnel definition.
  3. Create a Push campaign using the segment to target dropped-off users.

Expected Result

Users who drop off before purchasing an item after adding it to the cart will see a Push Notification:

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Prerequisites

  • Events to track the action of a user searching for an item, and related information such as the platform, searched product’s ID, name, price, and other related information. In this example, we will name the event as "Product Viewed”. To understand how to track events, refer to the Developer Guide.
  • Events to track the action of a user adding the items to a cart and purchasing a product. In this example, we will name the event as "addedToCart” and “Product Purchased” respectively. To understand how to track events, refer to the Developer Guide.
  • Settings for one or more channels such as Push, Email, SMS, or WhatsApp.
  • Funnels enabled for your account. 

Find Users Through Funnel Analysis

Funnel Analysis helps us select different events and find the count of users who have performed those events. In this section, let us find users who have dropped off without purchasing an item after viewing the same in the last 30 days.

  1. Navigate to the MoEngage dashboard.
  2. From the left navigation, select Analyze > Funnels.
  3. Under Steps, from the first drop-down list, select "Product Viewed".
  4. From the second drop-down list, select "addedToCart".
  5. To add more events, click + Add Step and select "Product Purchased" from the drop-down list.
    UC57-1.png
  6. Click + OR to add other events to each step. This can be helpful if you have multiple events for different platforms or different actions that are part of same step that leads to the end goal, as shown below:
    UC57-2.png
    This essentially considers people who have done the (Product Viewed or Product Searched), (addedToCart or Buy Now), and Product Purchased events.
  7. In the Filter Users section, select All users because we want to perform this analysis on all users and not a specific segment of users. 
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  8. In the Funnel Options section, enter the following details:
    Field Description
    Funnel Type

    For our use case, select “Unique Users” because we want to get unique user count.

    It can also help you see the time users take to complete all the events mentioned above.

    Duration For our use case, select “Last 30 days” to define the time period to be considered for the analysis.
    Funnel split

    Keep the default value.

    Holding Attribute

    Keep the default value.

    Funnel window For our use case, select 7 days so that the resultant analysis considers a maximum gap of 7 days from the time the user did "Product Viewed" to "Product Purchased". This option helps you define the maximum time gap between the first and the last event.
    Order For our use case, turn this toggle on to consider only those users who have done the defined events in the same order as you have defined.
    The following images show an example of how you can define the options:
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  9. Click APPLY. As expected, the chart shows the drop-offs in users who did the events from "Product Viewed" to "Product Purchased".
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Now that we have competed our funnel analysis, let us create a custom segment to retarget users.

Retarget Users Through Segmentation

In this section, let us create a custom segment to retarget users who have done the "addedToCart" event, but have not done the "Product Purchased" event.

  1. Click the "Step 3 Product Purchased" column (or the third column). The Create segment pop-up is displayed:
    UC57-6.png
  2. Keep the default selection of the Static segment option. This means that the users who are the result of the current analysis at this point alone are considered for the segment.
    If you want, you can select Dynamic segment. This refreshes the segment dynamically and gets the users who fulfill the criteria in the last 30 days.
  3. In the Segment name field, enter a name for the segment. For example, "AbandonCart_Users"
  4. Select the Take action on the Custom Segment checkbox .
  5. Select the Create campaign for this segment option.
  6. From the Campaign channel drop-down list, select "Push Campaign" because we want to send a push notification to users.
  7. From the Delivery type drop-down list, select "One Time Push Campaign" because we want to send the push notification to users only once.
    UC57-7.png
  8. Click Create. We are taken to the Push campaign creation page.
  9. Create a Push campaign. For instructions on creating a Push campaign, refer to Create Push Campaigns.

Conclusion

In this use case, we created a Funnel to identify the users who have dropped off before purchasing an item after adding it to the cart and created a segment using the funnel definition, and then used the segment to create a Push campaign to target the dropped-off users.

For high value products or products with longer conversion, we can use Flows to send multiple communications to the user across channels. We can further analyse user journeys using User Paths in MoEngage.

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