According to the Baymard Institute, which aggregated over 40 different studies on car abandonment, 69.9% of online purchases are not completed. This high rate of failed purchases is likely no surprise to you; your website results are probably showing similar trends. There are many reasons that abandoned carts exist; people are easily distracted and leave their main browsing window, they may not feel a sense of urgency, and often they simply forget about the items they were browsing, ultimately failing to complete the purchase. In a world where online purchasing is taking over offline commerce, businesses cannot afford to overlook all of the instances where an interested web visitor fails to convert. Companies must understand that abandoned carts do not equal a lost sale, but rather an opportunity for recovery. For this reason, it’s critical that your team launch and optimize abandoned cart emails, and we’ve summed up a few tips on how to use abandoned cart emails to drive more purchases.
1. Focus on fewer cart items
A potential purchaser may have several things in their abandoned cart; however, instead of sending reminders about all of the items, it’s more effective to focus on one item at a time. Your audience gets confused when they are bombarded with a plethora of graphics and information in your emails, so direct their attention to only a couple of items at a time. By focusing on fewer things, you can also remind the email recipient of the most valuable or highest margin product in their abandoned cart, which drives more revenue for your organization.Read More
In any arts organization, every interaction plays a pivotal role in building valuable patron relationships. Every step in the customer journey, beginning with a website browse, to purchasing a single show ticket, to buying second or third tickets, gives you opportunities to convert your patrons into valuable subscribers. However, with so many different interactions and opportunities, it is often difficult to know where to begin and launching the initiatives that engage patrons can be a daunting task. Taking a phased approach will help. From market segmentation to campaign execution, to programs and events, here are the tactics you should launch to engage, intrigue, and convert single ticket buyers to subscribers.
Phase one – Launch segmentation, flexible price incentives, and calls to action
During the first phase of your subscription upsell initiative, you should not only focus on launching and testing new campaigns but also lay the foundation for the campaigns and offers you want to run in the future. It’s important to gather data and feedback that helps you gain a better understanding of your single ticket buyers, test new approaches, and plan for new processes and tools that will enable you to develop more complex upsell programs in the future. Here are some of the tactics you should consider if you are in the early stages of converting single ticket buyers into subscribers.Read More
In recent years, major airlines have significantly improved passenger profitability through ancillary goods and services, more nuanced seat fares, and better customer experiences. According to IATA, net profit per departing passenger is up about 5% from 2017 to 2018. However, airlines face a threat as ultra-low-cost carriers enter the North American domestic market. The coming years will see incumbent airlines struggle with profitability and revenue growth.
Airlines often overlook an area of opportunity, however. The information from customer event logs can be used to improve customer experience and drive passenger yields, most obviously through better pricing, but also through personalizing offers for goods and services, which will maximize ancillary revenue and passenger profitability.Read More
Museums are some of the most admired and highly regarded destinations in cities around the world, often using leading technologies to showcase some of the most valuable objects ever created. While they often attract visitors from far and wide, museums frequently have difficulty converting those visitors into members and donors that provide regular streams of revenue. Too many museums lack knowledge of their patrons, cannot consolidate and share information, and find it challenging to coordinate processes across teams. As a result, efforts to achieve KPIs around membership sales and donation growth are uncoordinated.
To develop strategies that will enable you to capitalize on the visitors you attract to your exhibits, you need to understand your patrons’ journey from awareness all the way through to donation and loyalty. Mapping your customer journey will provide this understanding and help you achieve your goals. Here are some of the results you can achieve, and why museums need customer journey mapping.Read More
Performing arts organizations face unique challenges when it comes to understanding what drives attendance, ticket sales, loyalty, and profit. With several different sources of revenue, the business model is complex and nuanced, and with a small target audience of affluent patrons, the stakes are high. To succeed, you need to have a deep understanding of your patrons, and for that, you need customer journey mapping.
Here are some of the key advantages you’ll gain from mapping your patron journey.Read More
If you’ve been tasked with creating a customer journey map, or if you have heard that creating one would be useful, you may be asking “What is a customer journey map anyway?”. Here is your answer.
Customer journey map definition
A customer journey map is an outline of all of the different touchpoints customers have with a particular business, brand, service, or product. The outline usually covers every stage, from when the consumer becomes aware of the product or business, to the point at which the consumer makes a purchase, and through to subsequent purchases or other transactions until the customer churns. Generally, customer journey maps outline the entire customer lifetime; however, they can focus on a particular stage in the journey as well.Read More
Nearly every business is keen to drive a positive customer experience. Businesses are constantly striving to improve the customer experience through investments in customer service, support, conferences, events, and countless other initiatives. Oftentimes, however, the business’s investments are wasted because marketing and customer-facing teams are not sure what the ideal customer journey looks like and are therefore misaligned. Misalignment can take many forms, but we often see this take shape by having marketing campaigns that compete with each other, customer service teams that are unsure how to manage certain buyers, and dashboards or metrics that don’t actually measure successful customer engagement.
Success in using software solutions like Canopy Labs requires organizational alignment and a clear idea of which customer experience metrics should be tracked and optimized. This is why Canopy Labs kicks off new business relationships by running a customer journey workshop. We work with organizations to map the current and ideal experience for their “typical” customers.Read More
Net Promoter Score (NPS) has become a KPI at many organizations, and for good reason. It is simple to measure and has the distinctive ability to indicate how the business will perform on several other metrics, including customer retention and revenue.
The challenge with current NPS data approaches
While NPS is easy to measure, it is difficult to improve. Organizations understand that detractors have low NPS because they have had an unsatisfactory experience at some point in their customer journey. However, identifying where or when the unsatisfactory experience occurred is a challenge. This is especially true for financial services organizations, where customers have unique and complex journeys through various different products and services. NPS suffers from these challenges for a few reasons:Read More
Canopy Labs hosted an interactive panel discussion focused on personalization throughout the customer lifecycle on March 8, 2018, welcoming thought leaders and innovators from diverse industries.
5 Tips to Increase Engagement and Loyalty as a Transaction Based Firm
- Offer free previews and packages for current customers to maintain dialogue with prime target audiences months in advance to new releases.
- Present a blended digital campaign and gift guide leading up to the holiday season to spur up excitement for the prime sales season.
- Create content personalized to a community instead of blast marketing using mass promotions and advertising.
- Target content to individuals based on tracked behaviour, not self-selected preferences.
- Invest in the creation and implementation of more advanced digital tools allowing for higher customer engagement.
On March 8, thought leaders in marketing and eCommerce shared their insights on the value of personalizing the customer journey and explored the intricacies of integrating marketing interventions into the customer lifecycle. The event encompassed a panel discussion featuring an all-star group of marketing innovators, moderated by Canopy Labs’ co-founder and CEO Wojciech Gryc. Panelists included James Connell – Vice President eCommerce & Marketing at Roots, Rob Lamb – Managing Director at the Canadian Opera Company, and Larysa Rodriguez – Director, Strategy and Channel Management, Global Targeted Marketing at Scotiabank.Read More
Canopy Labs is excited to share our latest case study with Chatters, a leading provider of salon services and professional beauty products.
With a fast-growing online presence and more than 100 locations, Chatters knew they needed to deliver a personalized omnichannel marketing experience to their customers.Read More