Overview:

Tire-kickers are any businesses worst nightmare for any offline business. They drag the sales cycle, they hop from one product to another without buying and they steal your sales team's time. On the other hand, these tire-kickers can be a lot value add for any online business. These users provide a lot of insight into UX, buying intent and help create psychographic profile just by observing their browsing pattern. Any smart marketer will know how to filter out high intent buyers from these window shoppers and create opportunity to convert them to customers.
Users browsing through a different product categories repeatedly within a short span of time, are considered potential customers with a high intent to purchase. This Journey shows how you can engage with users who browsed through a particular product category, either through the website or the mobile app, at least 2 times in the last 7 Days. This automation workflow creates a multi-channel engagement campaigns for such users.
 

Industry:

E-Commerce
 

Use Case:

Convert high intent repeat browsers to customers
 

Segment:

Repeat Browsers: Browsed through a product category at least 2 times in the last 7 Days

Events:

product_viewed

Webengage.Track (‘product_viewed’, {

/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Last_product_viewed”:
“Product_category” :
“Sub_category” :
“Gender” :
“Delivery_location” :
“User_location” :

/*Number*/
“Age_of_user” :
“Average_order_size” :
“Average_order_amount” :
“Last_order_amount” :
“Number_of_transactions” :
“Product_Price” :
“Discount%_on_MRP” : 
“Price_after_discount” : 
“Last_Search_time” :
“product_viewed_time” :
“Last_order_time” :

/*Date/time*/
“product_viewed_date” :
“Last_order_date” :

/*Boolean*/
“User_logged_in” :
“International_shipment” :
“Delivery_possible” :
“Price_filter”:
“Item_under_discount” :
“Coupon_code_applied” :

/*arrays*/
“Related_Products” : [“PROD1”, “PROD2”, “PROD3”, “PROD4”, “PROD5”]

})

Step by step explanation:

1. The journey is triggered for a user when he/she browses through a product category page, over mobile app or website and doesn’t complete checkout in the next 60 minutes.
2. Workflow then checks if the user is in the segment ‘repeat browser’
3. Workflow fetches search details of the users via REST API call.
4. Workflow now checks if the user is reachable on mobile app.
5. If found reachable, workflow triggers a push notification with promotional message - 'discounts on completing purchase within the next 12 hours' along with other CTAs.
6. If not found reachable, workflow triggers an onsite promotional message with 'discounts on completing purchase within the next 12 hours' along with other CTAs.
7. On successful send of either of the messages, workflow waits upto next 30 minutes for the event ‘Checkout Completed’.
8. If the user transacts, workflow triggers a thank you email and ends the journey for that user.
9. If the user fails to transact, workflow triggers an email with other product recommendations
10. Workflow now wait upto 12 Hours for the event ‘Checkout Completed’.
11. On timeout (if the user fails to transact yet again), workflow triggers an SMS with discount offers and other product recommendations.

Pro-tips:

• We could also segment users based on the time spent surfing different product categories. They can then be engaged over different channels with personalized messages.
• If one API call fails, you can make a second API call to fetch the details. On repeated failure, user can exit the journey.
• You may fetch data from search engine API providers like Algolia, if your business has integrated any such service.