A warm hello from Team CleverTap!
Today, I’m choosing to share my story of initiating In-action campaigns. If you’ve heard the term for the first time, no worries, we are on the journey to master it.
In-Action campaigns is one powerful type of campaign used to capture drop-offs and one of my personal favorites, too. However unfortunately, when I talk to our community I don’t see many of them leveraging it.
So, let’s roll. How should you begin with a drop-off campaign? I shall explain it by taking an example of an e-commerce website.
Step 1: Think of an ideal route for your customer searching a product till transacting for it.
Charged being transaction done.
Step 2: Plot a Funnel with those steps.
As per the stats, it’s visible that 25% users dropoff after viewing the Search results page, and almost 50% drop-off post adding to the cart. Alarming, isn’t it!
Step 3: Identify the drop-offs you’d like to capture and action it > As per my KPI of increasing transactions, I’m choosing to focus on the users who Add to cart and do not transact. You can choose a Funnel of your choice.
How to go about creating a campaign:-
Firstly, Campaigns > Choose Push notifications for the time being, you can choose either Email/ SMS/ App Inbox or even Web Push for the same.
Going to select Live Behaviour as a qualification criteria as I’d want the users to qualify real-time. Going to set up a Conversion Goal as Charged.
In the Who section, go to choose Inaction within time as a Segment.
In the Who section, as shown above choose ‘Inaction within time’ where you add events as per your desired logic and the wait time till which you want the user to do the action and if not done, to shoot the campaign. For my use-case, I’ve chosen to give users half an hour of time post adding product to the cart. If the user fails to transact in that time, I shall send a communication with an offer.
Voila! Your Inaction campaign is all set.
CLEVER TIP:- Make sure your communications hint at the drop off instead of a generic message.
For eg: We saw you viewing an ABC Red hoodie. Why not use the UPI payment method to avail 5% Off. Resume Booking >
The unmissable impact of Web Exit Intent notifications Ruchita comes with a decade of experience in Retention Marketing, and is now helping early-age startups turbo-charge their growth with CleverTap.
