Increasing conversion rate from abandoned cart users by 4x

Situation:

Nuheara was only converting 2 % of abandoned cart users to return and complete their purchases. The abandoned cart flow was conflicting with other offers available and was also not effective in driving more interest in the product to nudge users into making a purchase. The flow was missing education content as well as compelling offers to push users across the finish line more effectively. Just an example, when I came on board, abandonment emails were very general in terms of delivering a compelling message with most emails just reiterating product features that already exist on the website. To compound the issue, we had welcome offers of 10%-20% off when the abandonment offer was 5%.​

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Task:

Clean up the abandonment email flow, create a more cohesive promotional schedule such that the balance between the content and promotional offers get users more interested in acting and converting into paid users.

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Action:

• In addition to writing new content for the emails, I collaborated with the design team to create image variations as well as leveraging existing video content to deliver a more coherent message on the Nuheara value proposition. Integrated product videos and video testimonials.

• Created a cohesive promotional schedule such that any abandonment offers didn’t conflict or be perceived as lower value than what was already public. Modified the abandonment offers to be more compelling than the public offers. Incorporating a mix of higher percentage discounts with product bundling offers.

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Results:

• Within a week, the conversion rate from abandoned cart users increased by 4x to 8%! Other notable improvements were in the open rates where those increased 117%.