Mobile push about abandoned cart

Published December 02, 2020

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Currently, the abandoned carts are the focus of one of the most commonly used marketing campaigns. Thanks to its effectiveness, it allows you to recover customers who have abandoned shopping carts on your website. To use this tool even more effectively, we can extend these campaigns by using mobile push notifications.

Example of use - Telco industry

A customer from the telecommunication industry used mobile push in their mobile application to inform users about the products they left in the basket on the website (web or mobile). Due to the fact that customers have different UUIDs on the website and in the application, a very important element of the process was the appropriate identification of users. Customers are connected by sending a custom customer ID (both in the application and on the website), but you can also use an email address. The path starts for the user when a product is added to the cart. At the end of the session, the system checks whether the user has made a purchase. If not, a message is sent to the user that contains the last viewed product.

Mobile push - example — Example mobile push with an abandoned cart items

Results

OR - 32%
Conversion – 4,6% (purchases vs messages sent)

Prerequisites

Implement tracking code on your website.
Add product Feed.
Create product catalog.
Import transaction events.
Collect add to cart event.
Integrate push account.
Import your subscriber’s database.

Process

To prepare such scenario, you have to follow 4 important steps.

Prepare the aggregate

Prepare the aggregate with the product recently added to the cart.

Go to Analytics > Aggregates > New aggregate.
Enter the name of the aggregate.
Set Aggregate to Last.
Select productAddToCart event.
As an event parameter, select sku.
Save your aggregate.

Tip: Remember that you can use additional conditions in each aggregate, as shown in the screenshot below. Such action will allow you to select, for example, a given group / category of products that should be sent in the abandoned cart message.

It is also worth remembering that another event can also be used for this type of scenario. It is only important that such an event has in its parameters information about the product’s SKU.

Prepare the catalog

Tip: Snrs-product-ogTag catalog is build in Synerise by default if you have og tags on product page. Depending what OG tags you have, you can collect information like product id, title, price, brand etc. in the catalog, every time somebody visits a product.

In the message, we want to provide information about the abandoned product, such as a picture, link to the product, and a price.

To prepare the catalog, we use information in the form of a catalog from which it will be dynamically taken for each product displayed to the customer.
In the system you will find a default catalog, which is based on the OG tags on the product card.
Its name is Snrs-product-ogTag.

Important: If you don’t have a default catalog, you can import items to a catalog in Synerise. The instruction is available at the link.

Prepare a mobile push notification

Go to Communication > Mobile > Templates.
Create your mobile push in the code editor.
Use the code sample available below and adjust it if needed.

Check the Jinjava code

"data": { 
        "issuer": "Synerise", 
        "message-type": "static-content", 
        "content-type": "simple-push", 
        "content": { 
            "notification": { 
                "title": "Finish your purchase", 
                <!-- Referencing with the help of variable to the snrs-product-ogTag directory built by default from OG tags. The variable names depend on the name of the OG tags on your page --> 
                "body": "You have products in your basket {% aggregate 36a2c62d-14c5-3d8a-b9c0-ac781247e134 %}{% for sku in aggregate_result %}{% catalog.Snrs-produktu-ogTag(sku).og:title %}{% endfor %}{% endaggregate %} za {% aggregate 36a2c62d-14c5-3d8a-b9c0-ac781247e134 %}{% for sku in aggregate_result %}{% catalog.Snrs-produktu-ogTag(sku).product:original_price:device_start_price %}{% endfor %}{% endaggregate %} PLN for New Customers in Mobile Plan {% expression %} b2924a7b-fa96-4ea7-9be9-a1e4b7b571ef {% endexpression %}. Click to finish your purchase!.", 
                "sound": "default", 
                "icon": "{% aggregate 36a2c62d-14c5-3d8a-b9c0-ac781247e134 %}{% set sku = aggregate_result %}{% catalog.Snrs-produktu-ogTag(sku).g:link %}{% endaggregate %}", 
                "action": { 
                    "type": "OPEN_URL", 
                    "item": "{% aggregate 36a2c62d-14c5-3d8a-b9c0-ac781247e134 %}{% set sku = aggregate_result %}{% catalog.Snrs-produktu-ogTag(sku).g:link %}{% endaggregate %}" 
                } 
            }, 
            "campaign": { 
                "hash_id": "64a58037-2748-4812-87b0-b962656bdc4c", 
                "variant_id": 2508181, 
                "type": "Mobile push", 
                "title": "Abandoned basket MV_ACQ_Android" 
            } 
        } 
    } 
}

Configure automation

To start sending mobile push messages to customers you will have to prepare a workflow, which in basic configuration may look like the one below. Of course, you can add additional nodes, depending on your needs, but let’s focus on this workflow and get deeper into each node.

In Synerise, go to Automation > Workflows > New workflow.
Enter the name of the workflow.
Start the workflow with the Profile Event node. In the settings of the node, select the productAddtoCart event. It means that the workflow starts when a customer adds a product to the cart

Configuration of the Profile Event node
Add the Delay node to define the lag between adding a product to the cart and sending a mobile push with the products from the cart. In this example it is 1 day (24 hours).

Configuration of the Delay node
To exclude users who made transaction in the last 24 hours, add the Profile Filter node. In the settings of the node:
1. Click the matching to change the settings of the filter to not matching.
2. Select transaction.charge event.
3. Set the date range to the last 1440 minutes.
  
  Important: Use 1440 minutes instead of 1 day – use smaller granulation, as in this case 1 day would take the time from current hour till the midnight, so such an analysis will not take into consideration all necessary users.
Configuration of the Profile Filter node
Add Send Mobile Push. In the settings of the node, choose the type of the mobile push and the template you have prepared in the previous steps.

Configuration of the Send Mobile Push node
Add End nodes to necessary places in the workflow (Profile Event Filter as a not matching path and after Send Mobile Push node.
Specify capping (here 1 for 1 day).
Optionally, add titles to each node so the workflow will be more understandable to your colleagues.
Name the workflow and Save it or Save & Run.