Increasing conversion by up to 26% with new abandoned cart flows and updated insights

Overview

Despite Bolt Checkout’s streamlined and efficient purchasing process, the current abandoned cart feature lacked sophistication and efficacy. By failing to effectively re-engage customers and point them to items previously added to their carts the existing feature led to missed opportunities in recovering potentially lost sales.

The primary issues with the current abandoned cart feature include inadequate retainment of items in the cart, lack of personalization in recovery emails, and insufficient incentives to motivate customers to complete their purchases. Additionally, the current analytics did not provide detailed insights into cart abandonment data for our merchants, hindering the ability to implement targeted improvements.

MY ROLE
I partnered closely with our product manager and engineering leads to craft iterative solutions using technology from another project (checkout links) to improve the experience for abandoned cart emails. I also helped with significant QA testing and followup improvements.

Requirements Definition

Timing of send for Abandoned Cart Notifications

We defined the path of notification and timing of email vs SMS notifications (given we had consent), and if they abandoned on desktop or mobile. Based on competitive research looking at product features, abandonment by industry, peak months, and benchmark performance metrics, we determined best practive was 2hrs and 24hrs after abandonment. TCPA also dictates that SMS notifications cannot be sent between the hours of 8pm and 8am.

Defined Content & Branding of emails (mvp) and SMS (post-MVP)

  • Bolt & Merchant branding, Subject line, copy, image preview

  • Checkout Now CTA using order token link which allowed us to pre-load cart contents and any saved shopper info at time of abandonment to maintain a one-click checkout from email notification

Defined Merchant Dashboard Experience & Analytics Experience

  • Dedicated homepage to upsell value prop of the solution and allow them to self-service configure the feature

  • Once enabled, we provide detailed history and demonstrated the value by highlighting Hero Metrics (Abandon Rate, Recovery Rate, Recovered Value)