ABX test to optimize cart recovery

ABX tests are a very powerful and easy-to-use resource for identifying the strategy that works best in your eCommerce, testing several possible options on a sample of real contacts. 

In this article you’ll learn how to create an ABX test for abandoned carts.

  

Objective: Conversion.
Difficulty: Intermediate.
When to use it: When you want to compare two or more abandoned cart strategies.

  

This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows > Create new workflow”. In the Create from template section, enter the name of the workflow in the search engine (ABX test to optimize cart recovery) then click Select and Create.

 

How it works

To perform the abandoned cart strategy test, we will create an ABX test in a workflow that compares a simple abandoned cart message with an abandoned cart message with recommendations. Once the testing has been carried out with 1,000 contacts, the most successful branch will continue to be used.

Test ABX para optimizar recuperación del carrito-min.png

 

Workflow configuration

  

Before configuring your workflow, create the following elements:
— Two emails, one for each branch of the test.

STEP 1. "Start" node

(In this node, you’ll set the target audience for the action).

1. Click (Edit node settings) for the “Start” node.

2. Under Select limitation, check "All my list" and select "Contacts with email".

3. Under Select data source, check “All existing and new”.

4. Click Update.

Test ABX para optimizar recuperación del carrito inicio-min.png

 

STEP 2. “On cart abandonment” node

(This node will detect the cart abandonment).

5. Click (Edit node settings) in the “On cart abandonment” node.

6. Set a "Total Price" filter for the price to be greater than "0".

7. Under Limitations, uncheck the "Deactivate after triggering" box.

8. In Temporarily disable after event, add a limitation of “1Days.

9. Click Update.

Test ABX para optimizar recuperación del carrito al abandonar carrito-min.png

 

STEP 3. “Start A/B/X test” node

(This node will start the A/B/X test).

10. Click (Edit node settings) for the “Start A/B/X” node.

11. In Sampling phase, set the Maximum limit of contacts to sample. In this case, "1000”.

12. Click Update.

Test ABX para optimizar recuperación del carrito iniciar test abx-min.png

 

 

If you want to learn more about the “Start A/B/X Test” node, click here.

 

STEP 4. First “Send email” node

(This node will send the email of the first strategy corresponding to branch A).

13. At the junction of this node with the previous one, click on the circle until "A" appears.

14. Click (Edit node settings) in the “Send email” node.

15. Select the email you want to send and click Next .

16. In the Send to section, select "Contact".

17. Indicate the "Newsletter" type of email.

18. Configure the parameters of "Send to contact" section.

19. Under Google Analytics, click "Enable Google Analytics" then Next .

20. Click Complete .

Test ABX para optimizar recuperación del carrito primer enviar email-min.png

 

STEP 5. First “On link click” node

(This node will detect the contact's click on the abandoned cart email sent).

21. Click (Edit node settings) in the “On link click” node.

22. Select the email to which it should react and, at the bottom, choose the button link that leads to the website. In this example, "Checkout".

23. Click Update.

Test ABX para optimizar recuperación del carrito primer al hacer clic-min.png

 

STEP 6. First “Evaluate A/B/X branch” node

(This node will award a point to branch A if the contact’s click is detected).

24. Click (Edit node settings) in the “Evaluate A/B/X” node.

25. Select "Literal value" and type "1".

26. Click Update.

Test ABX para optimizar recuperación del carrito primer evaluar rama-min.png

 

STEP 7. “Fetch products” node

(This node will fetch products that are related to those abandoned in the contact’s cart).

27. At the junction of this node with the “Start A/B/X test” node, click on the circle until "B" appears.

28. Click (Edit node settings) in the “Fetch products” node.

29. To select the use cases, drag “Automatically related to a cart” to the block on the right and "Most visited products" to the additional use case. Click Next .

30. In Main use case settings, select "4" in the Number of products to fetch.

31. Under Select related cart, select “Internal cart ID (On cart abandonment)”.

32. Check the box "Shuffle the fetched products" and click Next .

33. In Additional case settings,select "4" for Number of products to fetch.

34. Under Select the time period of the visits, choose "Most visited of the last month" and check the "Shuffle the fetched products” box. Click Next .

35. In Summary, locate the section Number of products to fetch and indicate “4”. Then, uncheck "Fill with products until selected limit" and check "Exclude the products exported by the nodes before this one". 

36. Click Complete .

Test ABX para optimizar recuperación del carrito obtener productos-min.png

 

If you want to learn more about the “Fetch products” node, click here.

 

STEP 8. Second “Send email” node

(This node will send the email of the second strategy corresponding to branch B).

37. Click (Edit node settings) in the “Send email” node.

38. Select the email you want to send and click Next .

39. In the Send to section, select "Contact".

40. Indicate the "Newsletter" type of email.

41. Configure the parameters of "Send to contact" section.

42. Under Google Analytics, click "Enable Google Analytics" then Next .

43. Click Complete .

Test ABX para optimizar recuperación del carrito segundo enviar email-min.png

 

STEP 9. Second "On click” node

(This node will detect the contact's click on the abandoned cart email sent).

44. Click (Edit node settings) in the “On link click” node.

45. Select the email to which it should react and, at the bottom, choose the button link that leads to the website. In this example, "Checkout".

46. Click Update.

Test ABX para optimizar recuperación del carrito segundo al hacer clic-min.png

 

STEP 10. Second “Evaluate A/B/X branch” node

(This node will award a point to branch B if the contact’s click is detected).

47. Click (Edit node settings) in the “Evaluate A/B/X” node.

48. Select "Literal value" and type "1".

49. Click Update.

Test ABX para optimizar recuperación del carrito segundo evaluar rama-min.png

 

 

 

Success!
Your workflow to optimize cart recovery is now ready.

  

Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.

 


Keep learning!

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