Casper Guerilla Abandoned Cart Email Testing

I abandoned carts on Casper.com with the goal of identifying Casper’s abandoned cart segmentation strategies.

OBJECTIVE

Identify ways to improve Casper’s abandoned cart email strategy.

TARGET USERS

Screen Shot 2015-12-02 at 1.04.04 PM

Casper’s Home Page

Working professionals aged 24–35 who don’t have a budget or the patience for a traditional mattress buying experience. Users who are ready to buy a mattress and are looking for it online.

My hypothesis for the target users was based on: 1) The expected age of the individuals featured on the images on Casper’s home page 2) The average age of people who are likely to use Affirm during checkout.

QUESTIONS I WANTED TO ANSWER

I wanted to answer two questions:

  1. Are abandoned cart emails being customized according to shopper behavior and demographic information?
  2. Does the abandoned cart workflow follow best practices?

TASK

Interact on Casper’s website as 3 different customer personas before adding a mattress to cart and abandoning it. I also opened emails as soon as I received them, to ensure that only emails intended for”opened mail” triggers were sent across both personas.

  1. Interested Shopper

    Browse the entire website (design, reviews, FAQs, help, financing, blog,etc). Spend 15+ minutes browsing the site before attempting to checkout.

  2. Straight-to-cart shopper

    Visit pages in this order: HomePage -> Mattress Page -> Checkout Page. Complete the process as quickly as possible before attempting to checkout.

  3. Nap-Trial Eligible shoppers

    Casper offers nap trials to customers in NYC, LA and Venice (the one in California). These customers should be offered nap-trials in any communication that is sent to them.

    Access Casper.com through proxy servers in NYC, LA and Venice and interact as an Interested Shopper to see if shoppers in those areas received nap trial offers. None of the personas received Nap Trial offers suggesting that Casper doesn’t utilise customer location as part of their abandoned cart  strategy.

FINDINGS

FIRST ABANDONED CART EMAIL

Both Interested shoppers and straight-to-cart shoppers received the same email:

Interested Shopper.
Straight to Cart.
Abandoned Caart Interested Shopper Casper Abandoned Cart Straight to Cart Casper

Different levels of interest amongst customers, as gauged by browsing behavior, should be treated differently. Casper’s first abandoned cart email does not do that. The conversion of the marketing campaign can be improved if Casper can tailor abandoned cart emails to customers with different interest levels.

SECOND ABANDONED CART EMAIL

The second emails to Interested shoppers and straight-to-cart customer personas were a bit more tailored and quirkier:

Interested Shopper.
Straight to Cart.
 Casper6
Casper7The HTML Version can be found here http://bit.ly/1MLjh3l

The interested shopper persona is not receiving all the additional info that the straight-to-cart shopper is. That’s most likely because the interested shopper having browsed through the site longer already knows that information and doesn’t need it again. The email to the interested shopper persona should only need to remind them to complete the purchase. Casper did a great job of making that simple reminder a bit quirkier and more personal with a gif of conversation bubbles.

 

SUGGESTIONS

FIRST ABANDONED CART EMAIL

My first suggestion for the first email would be to customize them. Here are my suggestions for different versions of the first email:

First abandoned cart email for interested-shoppers
Having pored over the website before adding a mattress to their cart, interested-shoppers must have convinced themselves that they want to buy a mattress. So, why did they stop? Was it the additional taxes? Were they confused about the shipping? Would they have to be home to receive it? How would they unpack it? Did a significant other convince them they didn’t need it? Or maybe they just forgot.

Getting the answer these questions should be the primary goal of the first email sent to interested-shoppers. hsoA simple way to accomplish this is by giving quick ways to reach the team and links to FAQs in the email. Here’s a simple mockup I designed using HTML:

Subject: Hey <<First.name>>, Do you have any questions about your Casper?Preview Text: Questions? Chances are we have answers! Let us know.
 First Email Casper

I made the email body, subject line and preview text more personal and more ask than push. I Included links to support, and reminded the shoppers that Casper offers free shipping, free returns, and 100 Day Trials in the pre-header. I also removed the borders around boxes to better match Casper.com’s layout and added a more relatable image to the header.

Note:The added benefit of asking potential customers if they have any questions is that Casper will get a better insight into what their potential customers are thinking about. That information can be used to optimize the checkout process, which makes customers happier and turnover faster.

First abandoned cart email for straight-to-cart-shoppers
The first email should be more informational with lots of details and info about the mattress. Similar to the 2nd email this type of customer receives. In fact the 2nd email that’s sent to this customer should be the first with a few changes.

Suggested
Subject: Hi <<first.name>>Welcome to Casper

Preview: Get to know great sleep. Just the right sink, just the right bounce.

Casper 5

Similar to suggestions for the previous email, I added more personalization into the subject line and email body, and featured the free shipping, free returns, 100 Day Trial offer more prominently. In addition to these changes I added or modified buttons (changed “Shop Now” text to “Return to Cart”, added buttons for “Make an Appointment”, and “Get Answers” CTAs.)

SECOND ABANDONED CART EMAILS

Second abandoned cart email for interested-shoppers

The interested shopper persona is not receiving all the additional info that the straight-to-cart shopper is. That’s most likely because the interested-shopper having browsed through the site longer already knows that information and doesn’t need it again. The email to the interested shopper persona should only need to remind them to complete the purchase. Casper did a great job of making that simple reminder a bit quirkier and more personal with a gif of conversation bubbles.

Second abandoned cart email for straight-to-cart-shoppers

If the straight to cart shoppers did not click on the first email but read it, it could mean that they are not interested in the matress at all. This customer is almost lost. The second email should prevent that churn by giving an incentive for the customer to buy. It may be a proposition for a free nap trial (as used in my sample below) or even a discount.

Suggested
Subject: Hi <<first.name>>Welcome to Casper

Preview: Get to know great sleep. Just the right sink, just the right bounce.

Casper 5

Implementing the above changes could particularly improve how often shoppers click on emails. For example, a user who is very interested in the mattress and almost ordered it, wouldn’t need information restated in the follow-up email. They couldn’t find the information to help them on the website and by giving them quick access to support the conversions could be improved.

Casper’s emails are very well designed and well written. I  I love Casper’s ads (especially, the drawings on the subway) and I love marketing. I was just thinking about ways I could make their follow-up emails more relevant and personalized to than it already is.

No comments yet.

Leave a Reply