Putting the cart before the source
Ep. 12 Takeaways Takeaways from Forgotten Flights
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Let’s dive into the strategies and methods used in the POWERUP Toys abandoned cart email, featured in Episode 11.
Ideas you don’t want to miss
(02:08) Takeaway 1: Research gives you relevance.
(03:03) Takeaway 2: Templates have their place, but they’re limited
(03:26) Takeaway 3: Use abandoned carts to motivate, not just remind
(05:29) Takeaway 4: Layer in emotion – it’s how people make decisions!
(05:52) Takeaway 5: Test your buttons – boring often converts better
Links from this episode
Take a look at the email we’re talking about today
Plan more effective abandoned cart sequences with my Abandonment Playbook
Grow your business when you join the Creative CEO Academy
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Transcript
Nikki Elbaz: The first thing that I got from this interview, and it’s no surprise coming from the Getuplift team, is a reminder that you need a really deep understanding of your customer to do standout work. How in the world would they have tapped into the nostalgia if they didn’t speak to their customers and understand what they’re gaining from the product? Sure, they probably thought they’re having fun nerding out. Maybe they even had the idea that they’re buying them for their kids. But the nostalgia angle? That they’re reliving simpler times? That’s just not something that shows up unless you talk to your customers. So takeaway number one. Research. Research. • • • I’m talking to myself here too, just as much as you. It’s so easy to skip the research because you think you understand what’s motivating or stopping the customer. It’s so easy to skip the research because you just want to get started. • But beyond getting that level of relevance, there’s also just so much more creativity.
Nikki Elbaz
That you can work with when you.
Nikki Elbaz
Have a depth of research to sift through, when you have stuff that can percolate as you plan.
And that leads me into takeaway number two. When Sophia mentioned how the Klaviyo templates are a good place to start, this is true. You’ll recover more cards with the templates than you will with nothing. But they’re templates, which means they’re not based on research, so they’re not customized. We as marketers like to make fun of these templates. To us, they feel canned because we’ve seen them so many times. But how that translates to the customer is so much more important. And how that translates to the customer is irrelevant. A very generic message is just not going to pull any heartstrings. It’s not going to compel them to move. The only thing it does do is remind the customer. That’s takeaway number two. The templates can’t do much emotionally.
But there’s a second more significant issue when using the standard abandoned cart template, and that is this. Your abandoners need more than reminders. Now, I know. I know what you’re about to tell me. The number one reason that people abandon cars is because they get distracted. So don’t reminders do the trick? And here’s what I have to say back to that. The number one surface reason that people abandon carts is because they get distracted sometimes. There’s this famous study that gains traction, and people use it to such an extreme that it becomes such a best practice that everyone just kind of follows it blindly, always pointing back to this one piece of data. Distraction as a reason for abandoning is one of those things. Do people abandon because they get pulled away to do something else? Yes, but why? We’ve heard this stat quoted so many times that we don’t even think about it. • • •
Nikki Elbaz
Uh, why is it that people are so easily pulled away? • • The real, real reason is that decisions are hard. When you click through on a Facebook ad for something that looks enticing, but something. Maybe the price, maybe the shipping time, maybe that you can find a better version in store, maybe that you already have two and you’re not really sure if you need a third. Et cetera, et cetera, et cetera. Whatever objection you have is in the way of the decision, • • and it is a lot easier to say, uh, let me think about this later than it is to say yes. So when the phone pings, or the pizza delivery arrives, or the dog wants a walk, it’s almost an excuse to not have to make the decision. • • Do people abandon for distraction? Sort of. But really they abandon because they’re not sure. • So should your abandoned cards only remind? • • • That doesnt really solve the problem. • • Should it remind and then send a discount? Well, that solves the price objection. But what if that isnt really the objection? Ideally, your abandoned cart should talk through objections, mention benefits, work in some motivators, just like this email that we feature did. Because what they actually are feeling is indecision. So takeaway number three. Use your abandoned cart sequence to help your customer make the decision. Don’t just remind them they’re not a goldfish that got pulled away by some shiny object. They need more information. They need more motivation. They need their hesitations addressed. • I loved Sophia’s idea of adding a gif to this emo. That’s a great way to overcome hesitations to show the product in action. But what’s even cooler is that Sophia said something deeper than just including an instructional gif. She’s said to add gifs that communicate joy. Bam. That’s way more powerful. Again, she’s tapping into that emotion of nostalgia. That will be a huge but very subtle motivator. • • Takeaway number four, dont forget that people buy with emotion and justify with logic. Layer in that emotion wherever you can. • • Last thing. Did you notice the button copy on this email? It was complete order, boring, generic, and not even consistent because it was no longer the voice of the plane. • But buttons are really important elements to test. It kills the creative side of me. I love fun button copy, but sometimes more often than I’d like to admit. Really, people just need the button to be clear, and that means breaking with the theme of the email. It means just having clear copy. • • • That’s it. Hope you enjoyed standard abandoned carts are one of my biggest email pet peeves, so I had fun. And I hope we’re one step closer to ridding the world of, um, non converting abandoned cart emails.
Nikki Elbaz
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