IN MAGENTO WITH HUBSPOT

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1 THE ZEN OF RECOVERING ABANDONED CARTS IN MAGENTO WITH HUBSPOT

2 2 Introduction It s a Monday morning. You just arrived to work and poured yourself your favorite coffee. The aroma energizes you as you excitedly see what orders came through to your ecommerce store over the weekend. You walk to your desk, get settled into your chair, and log into your ecommerce admin panel. You quickly scroll to your recent orders, and notice a staggering number of carts that were abandoned. Suddenly your mood shifts. You begin to frivolously click on each abandoned cart to see what the customers were going to order, and initiate an endless sea of theories as to why they abandoned them. If this story sounds familiar, then look no further, Magento connoisseurs. We re going to give you a step-bystep walk through as to why users abandon their carts, how to approach customers who have abandoned their carts, and tips on how to continue building relationships through the Zen of Recovering Abandoned Carts In Magento With HubSpot.

3 3 Benefits of Connecting Magento With HubSpot Integrating Magento and HubSpot helps to drive online sales from new customers and increase repeat sales from existing customers. The connection passes all customer data and attributes from your Magento store into HubSpot, including order information, recent activity, browser type, abandoned carts, lifetime customer statistics, and average order value. You can personalize your follow-up s with images, URLs, and names for the most valuable products in any abandoned cart. Using the HubSpot workflow tool, you can send a timed series of personalized s to your contacts who abandoned a cart, automating the follow-up process and increasing conversions from cart abandoners. Although the list of cart abandonment reasons could be endless, continue reading for a clear explanation of how to solve your abandoned cart problem.

4 4 Reasons for Shopping Cart Abandonment There s nothing more frustrating than spending endless amounts of time trying to figure out why customers abandoned their carts. Your initial reaction may be to blame product pricing and type in comparison to your competitors, but the reality is that there are many uncovered reasons as to why carts go abandoned. Although there are a variety of reasons consumers abandon their carts, there are several problems on the retailers end that may have caused it. On the following page you will find a few factors that influence shopping cart abandonment.

5 5 8 Reasons That Your Customers Abandon Their Carts 1 Customers become shocked by the price spike when shipping and taxes are included in the total. Customers have concerns about website data and transaction security. 2 3 Customers unexpectedly walk away from or leave their computer. Customers conduct research on pricing with an intent to purchase later or purchase from a competitor. 4 5 Merchant does not provide customer with guest checkout. Merchant does not provide a wide selection of payment options. 6 7 Merchant does not provide a wide variety of shipping options. Merchant s payment option is not mobile friendly. 8

6 6 6 Methods to Recover Abandoned Shopping Carts Although all may seem lost, the battle to recover your customers has just begun. There are several unique methods that can be combined when recovering abandoned carts. 1.. Setting Up An Abandoned Cart Recovery System 2.. Recovering Abandoned Carts With HubSpot Smart Lists 3.. Understanding Abandoned Cart Deliverability 4.. Configuring s for Abandoned Cart Automation 5.. Creating Abandoned Cart Recovery Workflows 6.. Recovering Abandoned Carts Using Google Ads

7 7 Setting Up An Abandoned Cart Recovery System First things first, you have to integrate your shopping cart with HubSpot. This can be quickly done by connecting your Magento ecommerce platform with the HubSpot marketing automation platform through both the HubSpot App Marketplace and the Magento Connect Marketplace. This automatic integration will enable you to manage your Magento customer database in the HubSpot platform with marketing automation, cross-sells, upsells, and abandoned cart nurturing. For more information about the HubSpot integration for Magento: Click Here For a one-click install of the HubSpot integration for Magento: Click Here

8 8 Recovering Abandoned Carts With HubSpot Smart Lists The next thing to do is to setup your smart lists. Dynamic smart lists are used to aggregate users who engage with your shopping cart. You can develop your smart lists through Form Submissions, however in order for this to work you need a 2 step checkout process. From your HubSpot platform click CONTACTS then LISTS. Select Create New List. Name the list anything that s relevant to a customer starting the checkout process. For the requirements fill in FORM SUBMISSION - CONTACT HAS FILLED OUT - CHECKOUT PROCESS STEP 1 (these forms must already be made) - ANY PAGE, then click save list. The second portion is targeted towards customers who have completed the checkout process name the list anything relating to customers who have completed the checkout process. For the requirements fill in FORM SUBMISSION - CONTACT HAS FILLED OUT - CHECKOUT PROCESS STEP 2 - ANY PAGE, then click save list. Once your smart lists are ready, it s time to write your abandoned cart to target the customers you ve been automatically segmenting.

9 9 Understanding Abandoned Cart Deliverability The amount of possibilities for cart abandonment is staggering, and even more so because we can t verbally ask customers why they didn t purchase. Although we can t know the exact reason why each individual customer abandoned their carts, we can take effective counter-measures through s. The goal of these s is to encourage the customer to reconsider the product they were about to purchase. This can be done with a series of well-timed, automated s. s should be sent one hour after the cart is abandoned, in 24 hours, and at the 72 hour mark. Anything more than this will most likely be considered spam. To start on an simply click on the CONTENT tab and select . Choose from a selection of templates and get started.

10 10 1st 1 hour after the cart is abandoned The first should address the customer by name, followed with a statement that thanks them for visiting the website. Acknowledge that they didn t finish their last transaction and provide a link for them to continue their order. Provide an image of the product in your to engage your customer visually and attract them to click through to your site. Make sure to thank them for their time and maintain proper formatting. 2nd 24 hours after the cart is abandoned The second should be sent at the 24 hour mark. This should contain relevant information from your first and provide your customer with a promotion or coupon. You can address any of your customers security concerns by including a satisfaction guaranteed badge, your refund policy, or other trust badges. 3rd 72 hours after the cart is abandoned The third should be sent at the 72 hour mark. By this time, if your customer hasn t finished their transaction, you can shift your focus away from trying to reengage them. If you re having trouble coming up with your content, HubSpot has a provided valuable abandoned cart templates, below: HubSpot Abandoned Carts Templates

11 11 Configuring s for Abandoned Cart Automation In order to automate through HubSpot simply click the templates setting, click on the sending icon, and select Send with automated workflows. Now that your s have been configured for abandoned cart workflow automation, you are prepared to begin to create your abandoned cart recovery workflows.

12 12 Creating Abandoned Cart Recovery Workflows Now that the majority of your recovery campaign is ready, the next thing to do is create your work-flow through HubSpot. Click the CONTACTS tab and select WORKFLOWS, then Create New Workflow. Name the workflow anything related to recovering abandoned carts, then click submit. In the top right area where the enroll workflow options are visible, select NEW CONTACT IN LIST then HAS STARTED CHECKOUT (smart list). Next, select the unenroll options and select HAS COMPLETED CHECKOUT PROCESS (goal list). This will ensure that only qualified leads who have started the checkout process will be ed, and not the customers who already purchased. The first workflow step should be to SEND AN followed by your abandoned carts template. To set the automation times, select ADD STEP and set your workflow steps to be completed at the appropriate time intervals. Select the drop down to SEND AN , select the abandoned cart , then activate the workflow on the top right corner. Click the Save Workflow button once you re done.

13 13 Recovering Abandoned Carts Using Google Ads The utilization of the Google advertisements is another alternative to recovering abandoned carts. Track your visitors using cookies enables you to use these bits of information to re-target these visitors through the Google advertisement network. These ads can be targeted towards how far users were on your websites buying process. You can create stronger ads for users who were towards the end of the buying process. The value behind this process is having total control on when, where, and how often a user will see one of your ads through the automated Google advertising network. Although this method can yield great results, it may become costly over time. Additionally, you should be cautious; overly disruptive ads can create a negative effect on customers who have decided against purchasing from you. What other ways can abandoned carts be nurtured? We d love to hear back from you with questions or comments at hubspot@ eyemaginetech.com.

14 EYEMAGINE is an ecommerce innovator and has been a leading force in the industry since We build scalable, durable, and beautifullydesigned ecommerce experiences for some of the worlds largest brands. Our capabilities in design, development, integration, mobile, and conversion optimization have catalyzed online business transformation for many successful merchants. Brands like Disney, HP, TOYOTA, Cisco, Universal Audio, cinda b, BRAVEN, and StriVectin partner with EYEMAGINE to create world-class digital innovations. To find out more about recovering abandoned shopping carts through inbound marketing, contact us today. 1 Technology Drive, Suite J709 Irvine, CA (949) sales@eyemaginetech.com twitter.com/eyemagine linkedin.com/company/eyemaginellc

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