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Diapers.com Utilizes Web Analytics To Nurture Shopping Cart Abandonment

  • Written by  Mike Santos

Unlike brick and mortar stores, sales associates are unable to tend to shopping cart abandonment for online shoppers.  MarketingSherpa estimates the average cart abandon rate for e-commerce sites is nearly 60%. Online baby specialty retailer Diapers.com experienced high abandoned shopping cart rates, and sought out an effective and cost efficient way to draw these customers back to the Web site to complete their purchase.

A New Formula for Reaching Customers
Companies anxious to engage customers in meaningful ways can start by optimizing the integration between their email marketing and Web analytics platforms. This integration enables a two-way flow of actionable information allowing companies to more efficiently target and trigger email campaigns based on Web-site clickstream data—the details of how visitors interact with a Web site. By integrating Coremetrics LIVEmail with Silverpop, Diapers.com receives automated data that it can use to send triggered messages based on certain criteria.

Diapers.com automatically receives a list each day that contains customer names, email addresses and dates of the abandoned online shopping carts. Two days after abandonment, the Silverpop/LIVEmail system triggers an email reminding the customers that they left some items in their shopping cart and encourages them to come back to the Diapers.com Web site to complete their purchase. Items are held in abandoned carts for two weeks, and no enticements such as discounts or sale promotions are part of the "come back" program.

"We feel like we're offering our customers a great service," Lindenberg said. "Because our customers are mostly moms with young children, they lead pretty hectic lives. Our reminder emails show that we noticed their cart additions and remind them to come back to Diapers.com to finalize their purchase."



Baby Booming Progress
The open rate for Diapers.com's shopping cart abandonment campaign was 48% higher than any previous campaign and the click-through rate 78% higher. Additionally, the net conversion rate was 129% higher.

Naturally, Lindenberg is very pleased with the integration. "Once you develop a program like this, it runs automatically and in the background. It's a useful up-front investment in time to recoup sales that are just being lost," he said. Indeed, the Diapers.com shopping cart abandonment emails made up only 2.7% of the email volume for May, while contributing 10.4% of the total revenue from email marketing.

The integration of Coremetrics and Silverpop helps marketers tap the power of true one-to-one marketing. The two solutions work seamlessly to give you full visibility into the effectiveness of your messaging campaigns and allow you to target customers precisely and effectively. The result is a higher return on investment for email marketing campaigns.
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