LaptopsforLess.com Computes 40% Increase in Visit-to-Sale Conversions
Online electronics retailer increases sales through automated shopping cart abandonment
Laptops for Less, an online retailer of laptop and electronic parts, thrives in a competitive environment. It understands its customers and their buying cycles, and its smart use of marketing and technology help it maximize every transaction. Other than ink and toner products, the rest of Laptops for Less’ 1,000 plus item inventory isn’t replenishable on a frequent timeline, which means that most of its customers are one-time buyers. “The majority of our marketing initiatives are focused on driving site traffic; and we fall within industry averages with a visits-to-sales conversion rate of 3% - 5% and a shopping cart abandonment rate of 50% - 70%”, said Brian Jones, Director of Marketing at LaptopsforLess.com.
Working with Listrak, Laptops for Less implemented an automated shopping cart abandonment solution to recapture its lost sales. The strategy initially comprised a series of three messages, including personalization and dynamic content to show the specific items left in the cart. The first email was sent 24 hours after the cart was abandoned and offered a 5% discount to complete the purchase. If no action was taken, a second message was sent three days later with a free thumb drive offer as incentive. If the customer still didn’t convert, a third and final message was sent two days later offering 10% off the purchase. Laptops for Less tested this message strategy for three months and found that the third message outperformed the second in click through and conversions, so it cut the second message from the series and now deploys the two shopping cart abandonment messages.
Laptops for Less also uses live chat to decrease the number of abandoned carts before customers leave the site and mobile marketing to send text messages prompting potential customers to complete their online purchase.
The electronics retailer achieves greater than 18% click through rates on its shopping cart abandonment emails, resulting in a 40% increase in visits-to-sales conversions and a 5% increase in overall revenue. Laptops for Less has also noticed an increase in the average order value from shopping cart abandonment emails versus standard site orders.