Use Case: Cart Abandonment Campaign

Generating over $300 billion in sales each year, e-commerce is a thriving business. But to be successful there’s a sizable hurdle to overcome: shopping cart abandonment. Recent reports reveal that the majority of digital transactions, 68.6% globally, are abandoned before the purchase is completed.

You can use this campaign to try to convert users and nudge them with a simple push notification if they added items to the cart, but never placed an order.

• Log in to your Braze account
• Select Campaigns In Engagement section on the left 

• Click Create Campaign and select Multichannel Campaign

This starts a multi-step wizard for creating the campaign. 

Step 1 - Compose

• Add name and description to your campaign
• Select Add Messaging Channel  
• Select iOS Push

• You should also add Android push and the method of composing the message is similar for both platforms explained below
• This opens a push notification composer to enter the message for the user

• In Title input field enter, for example: Forgot something in your 🛒?

For the message to be more effective, you can use personalization. Let’s say that the message should look like this: Hey Michael, a delicious meal is waiting for you. Enjoy it today! For the name we can use a placeholder.

• Select plus icon inside the Message input field

• In Add Personalization layover for Personalization Type choose Default Attributes
• For Attribute choose first_name as in the screenshot below

• Click Insert Personalization button
• This adds a placeholder in a message

• After composing the message, scroll down and check if On click behavior is set to Open App
• Other options should be left as they are

You can always test the message before sending it to real users:

• Select Test tab
• In Add Individual Users input field, enter the email you are using to log in to the app
• Click Send Test button

• After testing, click Forward to progress to the next step

Step 2 - Delivery

Now we need to define when the Braze should deliver the message to the user. Let’s say that if a user added an item, combo, or discount to the cart and didn’t purchase anything in the next 20 minutes, then he/she abandoned the cart.

• In Delivery section select Action-Based Delivery

• In Action-Based Scheduling Options section for New Trigger Action choose Perform Custom Event
• Click Add Trigger button

• In Perform Custom Event choose Add Item To Cart

• Add a New Trigger Action below with Perform Custom Event selected
• Now choose Add Combo To Cart
• Add another New Trigger Action below with Perform Custom Event selected
• Now choose Add Discount To Cart
• You should end up with three custom events that will trigger sending a notification as in the screenshot below

• In Schedule Delay section choose after, minutes, and enter 20 in the field

• In Unless The User choose Make Purchase
• Click Add Exception button

• In Campaign Duration section, define the campaign start time and optionally end time. You can also prevent sending messages during specific hours by enabling Quiet Hours.
• In Delivery Controls section, allow users to become re-eligible to receive the campaign and set the time for it. For this campaign, we will put 0 minutes as we want user to get the message every time he/she abandons the cart.

• Click Forward to progress to the next step

Step 3 - Target Users

In this step, you will choose the segment of your users who will get the message. In our case, all users should be in this segment.

• In Add Segment choose All Users (iOS Application - iOS) and All Users (Android Application - Android)

• If your apps must be GDPR compliant, in the Send to section choose opted-in users only

• Click Forward to progress to the next step

Step 4 - Conversions

To see if our campaign is successful we should assign conversion events. This should show us how many users placed the order after our push notification.

• Click Add Conversion Event button

• In Primary Conversion Event - A for Conversion Event Type choose Makes Purchase and set Conversion Deadline to 3 days

• Click Forward button to progress to the final step

Step 5 - Confirm

In the final step, you will get an overview of the changes you’ve made in all the steps.

• Click Launch Campaign to start this campaign

After launching the campaign, you can check its performance by going to Campaigns then click on Cart Abandonment. You can always edit the campaign if you click the gear wheel icon and select Edit.