Tuesday, 16 April

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WHAT’S HOT ON SOCIAL MEDIA

Freedom of speech exercised—thanks to Elon, lol.

They say, everything’s fair in love and war, and marketing is a game of war. You bid against your competitors for the top recruits (customers), so they can join your clan instead of your enemy’s (competitor’s).

It looks like the war has begun, and we’re here for it! 🍿

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LANDING PAGE
#3 Press B to Buy - Ali Abdal’s Productive Innovation

Innovating E-Commerce Interaction

In the fast-evolving landscape of e-commerce, simplicity in user interaction is becoming a key driver for enhancing customer experience and conversion rates. Ali Abdal's new landing page for his book, "Feel Good Productivity," introduces a novel feature: a "Press B to Buy" option. This allows users to hit 'B' on their keyboard at any point during their browsing to be swiftly redirected to the checkout page, epitomizing efficiency.

Deepening Engagement with Clever Design

This clever design not only streamlines the buying process but also reflects the core theme of the book—productivity. It prompts us to ponder: How might such intuitive design principles influence consumer behavior more broadly? Could this be a turning point for DTC sites aiming to minimize friction in online shopping?

Strategies for Seamless Conversion

- Instant Purchase: Implement keyboard shortcuts for an expedited buying process.

- Engage Through Design: Create intuitive interactions that resonate with the user's need for ease and efficiency.

- Measure and Refine: Track the effectiveness of such features through increased conversion rates and customer feedback.

Looking Forward: Integrating Simplicity and Innovation

As we advance, integrating such straightforward yet powerful functionalities could become standard, setting new benchmarks for user experience in e-commerce.

Our Take: Embrace Efficiency

At DTC Daily, we see Ali Abdal's approach as a beacon for future design innovations, emphasizing that simplicity can lead to profound improvements in how consumers interact with digital platforms.

➡️ Check it out yourself here

DTC Daily’s Monthly Spotlight:

Tools and Services:

Need a Graphic Designer? Cost effective solution, instead of full-time employee: Delesign 

🗣 Have an upcoming event or tools you’d like to recommend to 33,441 DTC Brands? Click Here

IBRAHIM’S NUGGETS

All Things Checkout Abandoned Cart..

Hi, everyone!

Yesterday, we discussed about all things abandoned cart flow, and today, let’s dive into all things checkout abandoned flow. These two flows are very similar, and the only differentiating factor would primarily be the trigger.

Must have email flows:

1. Welcome Email Flow | Buyers Vs Non-buyers

2. Browse Abandonment Flow | Buyers Vs Non-buyers

3. Abandoned Cart Flow | Buyers Vs Non-buyers

4. Checkout Abandonment Flow | Buyers Vs Non-buyers

5. Post-Purchase Flow | Buyers Vs Non-buyers

Please note: I would be mentioning Klaviyo by default, but it should pretty much apply to other email service providers (ESPs) too.

Checkout Abandonment Flow | Buyers Vs Non-buyers

Who would enter this flow?

The checkout abandonment flow is typically triggered when a customer adds items to their shopping cart, enters their shipping information, proceeds to the payment gateway, but does not end up making the payment for any reason.

Trigger: Klaviyo monitors this behavior, and once the conditions you've set are met (like a specific time elapsed since the customer added items to the cart and entered shipping information, but didn't complete the payment), the checkout abandonment flow is triggered. As long as a customer proceeds to the payment gateway after enter shipping details and ticks the box to receive email updates & offer, all such profiles would enter this flow.

You could adjust just the timing (eg: ”has not been in the flow in the last 7 days”) based on how long your flow lasts for.

Example: If I have 4 emails that last for 7 days, then I can do 7 days, so the customer does not receive multiple emails from the same flow simultaneously.

Note: While the emails would be firing from the same flow, the content could be different depending on what product the customer abandoned at checkout. You can keep or remove the filter, depending on how many emails you’d like to send out to your customers.

How do you set it up?

• Unlike browse abandonment and cart abandonment flows, this wouldn’t require you to manually add codes to your website

• Klaviyo has a pre-built template for this. To start off, you can use it, and then customise the flow according to your needs

• Here’s a guide by Klaviyo on how you could set this up

• You’ll notice, by default, Klaviyo calls Checkout Abandonment Flow as Abandoned Cart Flow as well, which could be a bit confusing, but you won’t be confused anymore once you read the issue I wrote on Checkout Abandonment Flow vs Abandoned Cart Flow

What are the emails you should send out in this flow?

Quick tip: If you have a lean team or you’re a solo Founder, to begin with, you can use the same emails you’ve used for Abandoned Cart Flow, since the format you’re reaching out is pretty much the same—reminding what items they’ve abandoned, quantity, price, images, messaging, etc.

Email 1: Initial Reminder Email

Timing: Send this email within 30 minutes-1 hour hours after abandonment Content: This email should be friendly and helpful, reminding the customer that they left items in their cart. It can include:

• A list or images of the abandoned items

• A direct link back to their cart to make completion of the purchase as easy as possible

• Possibly a customer service contact if they have questions or experienced issues during checkout

Email 2: Incentive Email

Timing: Send this email about 24 hours after abandonment if the first email did not convert Content: To entice the customer to return, this email can offer a special incentive:

• A discount code (e.g., 10% off)

• Free shipping

• A small freebie with their order (Make sure the incentive is balanced well; it should be enough to motivate without eroding margins significantly)

Email 3: Urgency or Scarcity Email

Timing: Send this email 48-72 hours after abandonment Content: This email should create a sense of urgency or scarcity to prompt the customer to act:

• Inform them that the cart will expire soon

• Mention limited stock for the items they are interested in

• Highlight an upcoming expiration of the special offer included in the previous email

Email 4: Social Proof or Reviews Email

Timing: Optionally send this email 3-5 days after abandonment if they still haven’t purchased Content: Leverage social proof or customer reviews to build credibility and trust:

• Customer testimonials about the product or overall shopping experience

• Star ratings or reviews of the products left in the cart

• “Best Seller” or “Most Popular” tags if applicable

Email 5: Last Call Email

Timing: Send this email about a week after abandonment Content: This should be your final attempt to recover the sale:

• A last reminder of the items they’re missing out on

• A final call to use any incentive you have offered (I usually like to get aggressive with the discounts here)

• A clear message that this is the last email regarding their abandoned cart

Email 6: Feedback Email (optional)

Timing: A few days later, if the user still hasn’t purchased

Content: Ask for feedback on why they didn’t complete the purchase. This can provide valuable insights into possible barriers in your checkout process, customer service issues, high price, etc.

Additional Tips:

• A strong, clear call-to-action (CTA) button that leads straight to the checkout page with the items pre-loaded is a must

• Mobile-friendly design, as most of them would be shopping from their phone (you’ll be tired of how many times I’m going to mention this—it’s that important!)

• Personalization elements like addressing the customer by name, suggesting related products they might like based on the data and with the help of AI (tool: Rebuy), etc.

• Make sure you provide an easy way to unsubscribe, which not only aligns with good marketing practices, but also complies with laws like GDPR

• Keep testing and optimizing your emails based on open rates, click-through rates, and conversion rates to find what performs and resonates the best with your audience

As I’ve mentioned in the beginning, this flow can be very similar to abandoned cart flow, and yet it’s different because the triggers are different. The customers enter these flows depending on which part of the customer journey did they abandon the products.

It’s possible that some might abandon right after entering their email in the pop-up (welcome flow), some might abandon after viewing a product (browse abandonment), some might abandon after adding a product to the cart (abandoned cart), and some might abandon after entering their shipping information (checkout abandonment). Your goal is to capture as many people as possible from these customer journey, and try converting them via emails/SMS by positioning your messaging depending on where exactly they dropped.

Eg: You can’t reach out to a customer who abandoned after viewing a product saying, “Hey, you left XYZ product in your cart” because the customer never added that product to the cart in the first place. All, the customer did was, just view that product.

With this, we’ve covered 4 must have flows so far. Tomorrow, I’ll dive into Meta’s learning phase and how to go about it, and on Thursday, I’ll cover the last exciting bit of the 5 must have flows—post purchase flow!

Thank you for reading!

Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.