Abandoned Cart - Part 4: Record a conversion (optional)

In this article, we will explain how to record the conversion of your abandoned carts.

After sending your abandoned cart email to contacts who left their cart behind, you may want to measure your abandoned cart conversion rate. Knowing that abandoned cart emails have an average 10% purchase rate, analyzing your own conversion rate can help you consider if your abandoned cart email and workflow are effective or need some adjustments.

We have created a series of articles to help you automatically send an abandoned cart email to your customers:

Before you start

💰 Set up a conversion

To be able to automatically record your abandoned cart conversion in a workflow, you first have to set up a conversion in Sendinblue.

To set up a conversion:

  1. Go to Campaigns > Settings.
  2. In Conversions, click Configure.
    mceclip1.png
  3. Click Create a conversion.
  4. Set up your conversion:
    • Give an internal name to your conversion,
    • Select Tracking via Automation workflow,
    • Set the default value to 0 (we won't use this default value in the workflow).
      mceclip2.png
  5. Click Create a conversion to save the new conversion.

You will now be able to select this conversion from your workflow.

⚙️ Create the abandoned cart conversion workflow

mceclip0.png

Create a custom workflow

To create your abandoned cart conversion workflow, you will need to create a new custom workflow.

To create a custom workflow:

  1. Go to Automation > Workflows.
  2. Click Create a workflow.
  3. Click Create a custom workflow.
    mceclip0.png
  4. Name your workflow and give it a description.
  5. Select Allow your contacts to enter the workflow more than once so that you can record several conversions from the same contacts.
  6. Click Start Automating.
    mceclip1.png

From now, we will guide you through the 3 steps you have to follow to set up your workflow.

Step 1: Contact clicks in your abandoned cart email (entry point)

The entry point for this workflow is when a contact clicks the link in the abandoned cart email you sent them after they left products behind.

To create your entry point:

  1. Click Add an entry point.
    mceclip2.png
  2. Select Email Activity > Transactional Email Activity.
    mceclip3.png
  3. Select to start the workflow if the email is Clicked.
  4. In the first drop-down list, select the same abandoned cart email template you are using in your Abandoned Cart workflow.
  5. In the second drop-down field, select Equals to.
  6. In the empty field, enter the URL your contacts must click in your abandoned cart email to be redirected to their abandoned cart.
    2021-05-19_14-08-16.png
  7. Click OK.

Step 2: Wait until the contact purchases their cart

Now, we want to wait for a few minutes to see if the contact purchase their cart thanks to the abandoned cart email you sent them.

To add a Wait until step to see if the contact purchases their cart:

  1. Click the + sign below your entry point.
    mceclip4.png
  2. Select Wait until > Website Activity.
    mceclip6.png
  3. Select Until a 'Track Event' occurs.
  4. Enter the event name that indicates when a cart is purchased.
    Note: If you are using a Sendinblue plugin, the event is named order_completed. If you are using your own custom events, please enter your own event name.
  5. Enter the delay you want to wait for to see if your contacts purchase their cart.
    mceclip7.png
  6. Click OK.

Step 3: Record a conversion if the contact purchases their cart

If the contact purchases their cart after clicking the link in your abandoned email within the delay you selected, a conversion will be automatically recorded.

To record an abandoned cart conversion:

  1. Below the Yes branch, click the + sign.
    mceclip8.png
  2. Select Record a conversion.
    mceclip9.png
  3. In the first drop-down list, select the abandoned cart conversion you created.
  4. In the second drop-down list, select Advanced value: Provided by an event to be able to record the real value of each abandoned cart that were purchased.
  5. In the Event Name field, enter the event name that indicates when a cart is purchased.
    Note: If you are using a Sendinblue plugin, the event is named order_completed. If you are using your own custom events, please enter your own event name.
  6. In the Revenue parameter field, enter the name of the parameter that indicates the total value of the purchase.
    Note: If you are using a Sendinblue plugin, the parameter is named revenue. If you are created your own custom events, please enter your own parameter name.
  7. Leave the Record a conversion with default value if the event is not found option unticked as we do not want to record the default value.
    mceclip10.png
  8. Click OK.

Activate your workflow

Once you are done setting up the workflow, you can activate it to allow contacts to enter it and record their abandoned cart conversion.

To activate your workflow, click Status: Inactive and select Active.

🔨 Test your workflow [highly recommended]

❗️ Important
You must activate the workflow in order to test it in real conditions and to allow data to be pulled from your website.

To make sure your workflow works well and that the abandoned cart conversions are recorded, you can test it yourself. For this workflow, we recommend testing both the Abandoned Cart workflow and the conversion workflow at the same time with a real test scenario:

  1. Create an account on your store.
  2. Add a product to your cart.
  3. Abandon your cart and wait for the delay you added in the Abandoned Cart workflow.
  4. Once you receive the abandoned cart email, click the link to be redirected to your cart.
  5. Purchase the products within the delay you added at step 2.

This should trigger the workflow and record the conversion of your abandoned cart.

📈 Calculate your conversion rate

To calculate your abandoned cart conversion rate, do the following calculation: (number of conversions/total number of emails delivered)*100.

In our example below, this would mean: (11/100)*100 = 11%.

Conversion statistics

To access your conversion statistics, go to Campaigns > Statistics > Conversions. From there, you will be able to see the number of abandoned cart conversions tracked and their total revenue.

mceclip7.png

Number of emails delivered

To view the number of abandoned cart emails delivered:

  1. Go to Automation > Workflows.
  2. Under your Abandoned Cart workflow, click Stats.
  3. At the Send an Email step, click View more statistics.

You can now view the number of abandoned cart emails that were delivered to your contacts.mceclip8.png

 

⏩ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.