CHALLENGE

Bring shoppers back after abandoning purchase

How many times have you shopped online or in an app and quit without buying anything? Maybe you didn’t have your credit card handy or lost signal while shopping on your phone, or needed to consult your travel companion, or maybe you had ten windows open and got overwhelmed. Whatever the reason, emails sent after an abandoned shopping session are especially effective for bringing back shoppers who really intend to buy.

Hotwire’s event-triggered email strategy had stagnated and the visual design was out of date. After a platform migration and redesign, the good news was a more modern look and greater personalization functionality. The bad news was a sharp decrease in click activity.

EXPLORATION

Based on qualitative and quantitative knowledge of the user, I mapped customer concerns at different points in their journey. This formed the basis of my content strategy recommendation.

UX review: How might we make the email more compelling and helpful?

Usability audit: Are any pitfalls undermining success?

Competitive analysis: What can we learn from the industry?

Quantitative analysis: What common user behaviors surface? How do different customer segments behave?

Journey map & user flow: Actions and touch points by referring channel

Content review: Are the messages relevant, helpful, and appealing?

Recommendation

Revised flow with smarter landing experience

Personalized content strategy based on customer behavior

Result

CTO +9.1% YoY
“Legendary” results!