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      Getting Started with Cart Abandonment

      Here's a quick guide to help you get familiar with Cart Abandonment and follow up messaging.

      Getting Started with Cart Abandonment Capture

      Start capturing cart abandonment behaviours that you can tie directly to a fan, and send targeted messages to push conversions.

      Who can see immediate benefit:

      1. You have a ticketing integration
      2. This ticketing integration requires a login with an email
      3. You plan to send re-engagement emails as part of your purchase flow if a fan abandons cart

      What you'll need:

      A purchase flow that requires fans to log in to purchase.

      Why: To match cart abandonment events directly to a known fan.

      Paired together, our new Cart Item Tracker and the purchasing platforms’ log-in feature can identify cart abandoners nearly 1-to-1. This means, you can send out personalized cart abandonment emails and serve ads knowing that you’re speaking to actual would-be buyers. It’s the next level up from anonymous pixel-based cart tracking.

      Cart Abandonment Steps to Setup:

      1. Configuring your Cart Abandonment Tracker
      2. Actionable Use-Cases
        a. Launch cart abandonment emails

      Configuring your Cart Abandonment Tracker:

      To begin recording cart abandonment behaviours within your FanCRM, you first need to set up your Cart Item Tracker Script. This script requires you to work with a platform that has a login, in order to pass the correct information back to your FanCRM. Fan email capture is essential for acting on cart abandonment.

      What this Cart Item Tracker Script does: Records “add to cart” events. When paired with your direct ticketing or sales integration, we can determine who went on to purchase, and who abandoned cart.

      1. Go to Trackers > Sales and click on the Cart Item Tracker tab. Here you will see the code that triggers when a fan adds items to their shopping cart.

      2. Before copying the script you will need to add in the following mandatory parameters. Replace each variable with the appropriate field on your ticketing/sales platform. This ensures that we’re mapping the right information back and forth between Tradable Bits, and your ticketing/sales integration.


        Parameters definitions: 
      • network: ticketing/sales integration source. For example, if your ticketing company is Front Gate, your network would likely be frontgate.
      • product_key: This is a code that is unique to the product/ticket added into the cart to help identify it. For example, on Shopify this might be referred to as product_key, but on a Ticketing site, this might be referred to as event_key.
      • order_key: Optional. This is the code associated with each order.
      • customer_key: This field will link to the unique fan_ID within Tradable Bits.
      • email: To directly pass the email address of the fan who has added an item to cart, encrypt the email using AES (this key must be shared and configured prior to the cart item tracker integration being enabled). Pass it as a base64 encoded string.

       

      Actionable Use-Cases:

      Build Cart Abandonment Emails with Tradable Bits Auto Emails.

      If you want to send an automatic follow-up to any cart abandoners for a period of time, this is the method for you.

      To get started go to the Market Smarter > Messaging > Email Campaigns part of the platform.

      messaging_-_auto_emails.png

       

      1. Click + New Campaign

       

      2. Select Auto Campaign and set Trigger Type to Cart Event

       

      3. Configure your core email details

      • Rule Name = What this email will be labelled internally to find and report on later. This name can be anything, but we recommend that your team comes up with naming conventions to use moving forward.
      • Reply Email = The email fans will send any replies to.
      • Expiration Date = The last day you want any automated emails to send out. If you’re running these cart abandonment emails as part of your general onsale for a festival, you might set the expiration date to the day of the festival.
      • Email Template = If your team has set up your own templates for Sendgrid, you can access them here. If not, then you can use the standard Tradable Bits Template [how it looks below].
      • Subject = This is the subject line that will appear in any fan’s inbox.
      • Trigger Type = Choose Cart Event
      • Host Name for Cart Event = This is the domain name for wherever the purchase occurs. For example tbitsfest.frontgatetickets.com
      • Group Name = Use group name if you would like to group multiple automated emails under one umbrella. For example, if you would like to send multiple cart abandonment emails over a period of time.
      • Delay = how long after a user has completed an action that they get sent an email. For example, 1 day after they’ve abandoned cart, 5 days, or immediately. To send an automated email immediately, set the delay to 0.

      4. Configure your email variables:

      This section is where the meat of your email is configured (i.e images, copy, buttons)

      • Header Image URL = Add in the image that you want at the top of your email. If your purchasing domain has an associated image in its header, you can click the Take an image from source website and it will automatically pull that image. You can override this image at any time by uploading your own.
      • CTA Text = Your Call to Action Copy! This copy is placed on a button that will redirect your fans to your desired location.
      • CTA URL = The URL you want to send fans to.
      • Button Color = The CTA text lives on a button at the end of your email. This is how you customize that button color.
      • Opt-out = Our standard footer includes our standard opt-out page for your account. If you would like to override this default behaviour, please reach out to your partner specialist.
      • Sender = The from email your fans will see/ You can choose from a dropdown of configured “from emails” for your account.
      • Preview Text = This text lives beside your subject line as additional context for your fans.
      • Body Text = This text makes up the middle of your email. Include any copy you’d like for your fans.

        Example:

      previewing_the_email.png

      5. Click Save

      Protip: To send a series of cart abandonment emails, you will need to group your emails under the same Group Name, then set slightly different delays for each email.

      For example, TBITS FEST ABANDONMENT EMAILS.
      In this example, we have grouped 2 emails under TBITS FEST ABANDONMENT EMAILS. The first cart email will send a day after a cart abandonment happens, and the second will send 2 days after (if the fan has not yet purchased.)

      That’s cart abandonment in a nutshell! Have more questions? Get in touch with your Customer Success team or contact support@tradablebits.com