Your eCommerce website is the front line of your business. It's where your customers interact with your brand, sign up for newsletters, explore your products, and truly get an understanding for your branding. In these interactions, your customers figure out what they do (or don't) like about your brand. And often times, they figure this out without making a transaction or even leaving behind a cart. But there's still valuable information to be gathered here: their intent.
With the Universal Touch System, BuyerGenomics discovers your customers' intent on your site, and determines exactly what they are interested. It watches browse behavior and product interactions to determine just what your customers are interested in, and with AutoPilot Window Shopping, then acts on it.
Since you know Window Shopping is a great idea to set up, this article will walk you through the best practices for setting up your Window Shopping campaign.
1. Send your emails at the right time.
Your customers just demonstrated intent on your website. That feeling doesn't last for long, so you'll want to act on it quickly.
AutoPilot automatically calculates the right time to deploy your Window Shopping series - just pick "at the time of the event" to utilize the powerful machine intelligence to perfectly time your email.
2. Highlight the product.
When BuyerGenomics detects a customer that is window shopping, it knows exactly which products your customer is interested in. Feature those products! There's a reason they were interested in them.
BuyerGenomics' drag & drop builder has a "Product" widget - use this to insert the products that the customer showed the highest intent for while browsing your website.
We recommend using the "Feature Product" layout, as this brings the product front-and-center in your email, and adding a full-width, short height hero image just below the nav bar of your email.
3. Set up a campaign series.
It is important to send a couple of emails after your customer has demonstrated intent. Window Shopping is all about recency, though, so you will want to make sure the follow ups occur on the same day as the event. While it makes sense to send abandoned cart emails up to a day later, customer interest without further actions can degrade quickly, so it's important to get an open, click, and eventually conversion as quickly as possible.
We have seen a two-email series works best across clients. Often times these utilize BuyerGenomics' follow up functionality. One of the highest-performing series implemented by real clients is:
- Send a Window Shopping email at the time of the event
- Send a follow up email in the evening, with the condition that the user DID NOT OPEN the first one.
This gives your customers the opportunity to get the email again if they didn't see it in their inbox after their browsing session, but gives a break to those who have already interacted with the email.
4. Do not include promotions
As Window Shopping detects particularly high-intent interactions, you know your customers are already highly engaged. On such a fine-tuned target, there's little need to offer an incentive right away.
Often times a customer that receives a Window Shopping email will either add a cart (at which point they will receive your abandoned cart emails + promotion) or checkout.
You want these touches to be highly targeted and product-focused, since that's where they demonstrated interest. You don't want it to be deal-focused.
Conclusion
Now that you know the best practices to setting up a successful Window Shopping series, you are just minutes away from converting customers that browse your website with intent, using the products that they like.