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Abandoned Cart Program

Question asked by 493e856c19d753c683356eb5e0491d98e41981a2 on Aug 26, 2016
Latest reply on Aug 26, 2016 by Grégoire Michel

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We are working on setting up a cart abandonment program in Marketo.

We have a homegrown ecommerce site (so not using a service like Magento).

Does anyone have any experience setting this up? I couldn't find any documentation on it.

As of now, we have two custom objects: Cart Item and Order Item. Cart Item is an item that was added to the cart and order item is an item that was on an order.

The campaigns I have set-up are:

1 – Add to Cart List

Added to cart is the trigger
Flow adds them to an added to cart list

2 – Add to abandoned cart list

Trigger is if they are added to the add to cart list
Flow waits 1 day and adds them to an abandoned cart list

3 – Send Email

Triggered if they are added to the abandoned cart list

Then I have 3 campaigns setup to remove them from the lists:

Deleted Item – if they delete their cart
Email Sent – if they receive the abandoned cart email
Purchased – triggered if the date last shop data value changes

Does this look correct? Any advice?

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Grégoire Michel Aug 26, 2016 10:23 AM

Hi Melissa,

This looks quite good. A few ideas to improve the whole:

You can improve the flow #2, in order to check after the wait step that the leads still needs to be added to the abandoned cart list. (he/she may have come back in between and completed the purchase or deleted the cart).
In the series of 3 smart campaign, you could also use a "remove from flow" flow step in the "deleted item" Smart campaign to remove the lead
The SC 3- Send email could just be done as a flow step at the end of the "2-abandonned cart list"

And read this if you have not done so yet: How to Control Order of Operations in Marketo

-Greg

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Rachel Noble

Aug 26, 2016 12:56 PM

Greg's suggestions are great.

Also, if the lead purchases a different item than the one he/she "abandoned," but not that product, does that impact how you want to interact with them? Should they still get an email in case they want to purchase the original product?

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493e856c19d753c683356eb5e0491d98e41981a2 @ Rachel Noble on Aug 26, 2016 1:14 PM

We are a little stuck on the deleted item. If they check out, we don't want to send them anything about their deleted item, I think that could get tricky. We have some items that due to manufacturer's requirements, they have to add to the cart to even see the price.

But, if they delete one item, but still have other items in their cart, we still want to send the email.

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Grégoire Michel @ 493e856c19d753c683356eb5e0491d98e41981a2 on Aug 27, 2016 6:37 AM

Hi Melissa,

You may also want to consider using some velocity script tokens to populate your emails with information from the Cart Item object.

-Greg

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5 Replies

Grégoire Michel Aug 26, 2016 10:23 AM
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Hi Melissa,

This looks quite good. A few ideas to improve the whole:
- You can improve the flow #2, in order to check after the wait step that the leads still needs to be added to the abandoned cart list. (he/she may have come back in between and completed the purchase or deleted the cart).
- In the series of 3 smart campaign, you could also use a "remove from flow" flow step in the "deleted item" Smart campaign to remove the lead
- The SC 3- Send email could just be done as a flow step at the end of the "2-abandonned cart list"
And read this if you have not done so yet: How to Control Order of Operations in Marketo

-Greg
2 people found this helpful
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- 493e856c19d753c683356eb5e0491d98e41981a2 @ Grégoire Michel on Aug 26, 2016 10:44 AM
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  Thanks Greg!
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Rachel Noble Aug 26, 2016 12:56 PM
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Greg's suggestions are great.

Also, if the lead purchases a different item than the one he/she "abandoned," but not that product, does that impact how you want to interact with them? Should they still get an email in case they want to purchase the original product?
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- 493e856c19d753c683356eb5e0491d98e41981a2 @ Rachel Noble on Aug 26, 2016 1:14 PM
  Mark Correct
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  We are a little stuck on the deleted item. If they check out, we don't want to send them anything about their deleted item, I think that could get tricky. We have some items that due to manufacturer's requirements, they have to add to the cart to even see the price.
  
  But, if they delete one item, but still have other items in their cart, we still want to send the email.
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  - Grégoire Michel @ 493e856c19d753c683356eb5e0491d98e41981a2 on Aug 27, 2016 6:37 AM
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    Hi Melissa,
    
    You may also want to consider using some velocity script tokens to populate your emails with information from the Cart Item object.
    
    -Greg
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