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How Adobe Campaign helped with basket abandonment

Monday 12 March 2018 AdobeCRMCustomer Experience

David Delbridge's picture
By David Delbridge
Adobe Campaign is a powerful tool for real-time personalisation across multiple channels – and to really get the most out of it requires planning, structure and an organisation-wide approach.
As an Adobe Campaign Expert at CACI, I’m responsible for ensuring clients move seamlessly to Adobe Campaign, and maximise their investment. So, I looked at a recent, successful implementation to see what we could learn – and I’ve drawn up a “to do” list for marketers at earlier stages in their journey with the platform.

Start with a compelling use case

It helps to have a clear goal in mind – with well-defined criteria for success, and the prospect of a significant return on your investment. 
In one case, a client in the financial services sector came to us with the problem: they were losing revenue because of high levels of online basket abandonment. 
Follow-up contact – whether by email or through their call centre – took 36 hours to execute; more than a day too late, when you consider the average customers completes a purchase 10 hours after an initial quote. 
Accelerating this process, and increasing conversion rates, was potentially a multi-million-pound opportunity. It proved an ideal goal. 

Consider data integration – timely, accurate data is key

The main obstacle following up the abandoned baskets was having the right data, in the right system, in a timely manner. It's not always simple. We needed to pick up details of abandoned carts, where customers had begun to fill in online forms, and to establish the customer didn’t complete their purchase through another channel. 
Depending on the customer’s inbound journey leading to the quote (which might have included websites, aggregators or telephone conversations), there were nine potential variations of each follow-up message. With the company bound to honour its quote, sending the wrong one – or the wrong price – could potentially have significant financial consequences for the organisation. 
In this case, we implemented a real-time data exchange, sitting between Adobe Campaign and the website, quote database and the policy administration system. This would perform data listening, in real time, while Adobe Campaign would drive decisioning about if and how to follow up, and messaging execution. 
Meanwhile, Javascript on the website could send data in real time, without waiting for forms to be completed – giving a vital head start without additional system load. 

Test, test and test again

Especially in a regulated sector like financial services, it’s essential to make sure the data is flowing correctly, and the system is reaching the right decisions over which quotes and templates to send. 
There are no shortcuts with dynamic content and data selection, so it is key to build enough time and resouces to ensure thorough testing of every permutation and scenario. 

Make the workflow fit the strategy – not the other way around

My final takeaway comes courtesy of my colleague Fareed Boda, who told me: “Start with a blank sheet of paper. Define what you want, before you go anywhere near dragging-and-dropping workflows.”
It’s a good point. Workflow tools are useful, but they can be limiting – and if you’re not careful, they can stop you seeing the structure you really need. In this case, we needed to be a little more creative – and it paid dividends.
The result of the implementation? Instead of waiting for 36 hours, our client could follow up on abandoned baskets almost immediately – in fact, we needed to introduce a fifteen-minute delay into the automation, as it could be too fast for the customer. And most importantly, the changes drove a 3-fold increase in conversion rates.

Let's Talk

If you'd like to talk about your Adobe Campaign setup or you're wondering if it's right for you - come and chat with our experts at Adobe Summit 2018 in London on 3rd – 4th May. Or you can drop us an enquiry here.

We unpick the elements of a successful Adobe Campaign use case on online basket abandonment – and find some insights we can all apply.

How Adobe Campaign helped with basket abandonment

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