Use an ABX test to identify which products are best for reactivating customers whose last purchase from your eCommerce was between 60 and 90 days ago.
In this article you’ll learn how to create an ABX test to optimize reactivation products.
Objective: Conversion.
Difficulty: Intermediate.
When to use it: When you want to compare two or more product use cases.
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 reactivation with recommended products) then click Select and Create.
How it works
To perform the reactivation product optimization test, create an ABX test in a workflow that compares clicks on two emails in which different products have been fetched. Once the testing has been carried out for 10 days, it will give a winning branch.
Workflow configuration
Before configuring your workflow, create the following elements:
— The dynamic segment plus "Last purchase between 60 and 90 days", to segment contacts according to the time elapsed since their last purchase.
— Two emails, to be sent in each of the branches.
STEP 1. “Start” node
(This node will 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".
4. Click Update.
STEP 2. "Is in segment" node
(This node will check if the contact belongs to the dynamic plus segment created, "Last purchase between 60 and 90 days ago").
5. Click (Edit node settings) for the “Is in segment” node.
6. Under Select a segment, choose the segment to check.
7. Click Update.
STEP 3. “Start A/B/X test” node
(This node will start the A/B/X test).
8. Click (Edit node settings) for the “Start A/B/X” node.
9. In Determine the winning branch, select "Time elapsed since the start of the sampling phase" and set a value of "10" Days.
10. Click Update.
If you want to learn more about the “Start A/B/X Test” node, click here.
STEP 4. “Fetch last cart” node
Branch A: (This node will fetch the contact's last active cart).
11. At the junction of this node with the previous node, click the circle until the letter corresponding to each branch appears.
12. Click (Edit node settings) in the “Fetch last cart” node.
13. In Select cart status, choose the “Purchased” option from the dropdown.
14. Click Update.
STEP 5. First “Fetch products” node
Branch A: (This node will fetch products related to the last purchase).
15. Click (Edit node settings) in the “Fetch products” node.
16. To select the use cases, drag "Automatically related to a cart" to the block on the right and "Best sellers". Click Next .
17. In Main use case settings, select "6" in the Number of products to fetch.
18. Under Select related cart, choose "Internal Cart ID (Fetch last cart)". Click Next .
19. In Additional case settings, select "6" for Number of products to fetch.
20. Under Select the time period of the visits, choose "Best sellers of the last month" and check the "Shuffle the fetched products” box. Click Next .
21. In Summary, locate the section Number of products to fetch and indicate “6”. Then activate "Exclude the products exported by the nodes before this one".
22. Click Complete .
STEP 6. First “Send email” node
Branch A: (This node will send the email corresponding to this branch).
23. Click (Edit node settings) in the “Send email” node.
24. Select the email you want to send and click Next .
25. In the Send to section, select "Contact".
26. Indicate the "Newsletter" type of email.
27. Configure the parameters section of "Send to contact".
28. Under Google Analytics, click "Enable Google Analytics" then Next .
29. Click Complete .
STEP 7. “On link click” node
Branch A: (This node will detect the first click on the email sent).
30. Click (Edit node settings) in the “On link click” node.
31. Select the email and link to which it should react.
32. Click Update.
STEP 8. First “Evaluate A/B/X branch” node
Branch A: (This node will award a point to the branch if the email open is detected).
33. Click (Edit node settings) in the “Evaluate A/B/X” node.
34. Select "Literal value" and type "1".
35. Click Update.
STEP 9. Second “Fetch products” node
Branch B: (This node will fetch the last visited products).
36. At the junction of this node with the previous node, click the circle until the letter corresponding to each branch appears.
37. Click (Edit node settings) in the “Fetch products” node.
38. To select the use cases, drag "Last visited products" to the block on the right. Click Next .
39. In Main use case settings, select "6" for Number of products to fetch.
40. Click Next .
41. In Additional case settings, select "6" for Number of products to fetch.
42. In Select the related product, choose “Product (On product visit)” and click Next .
43. In Summary, locate the Number of products to fetch and choose “6”.
44. Click Complete .
STEP 10. Third “Fetch products” node
Branch B: (This node will fetch recommended products that are relevant to the last products visited by the contact).
45. Click (Edit node settings) in the “Fetch products” node.
46. To select the use cases, drag “Automatically related to a list of products” to the block on the right and "Best sellers" to the additional use case. Click Next .
47. In Main use case settings, select "6" for Number of products to fetch.
48. Under Select related product, choose “Fetch products”and click Next .
49. In Additional case settings, select "6" for Number of products to fetch.
50. Under Select the time period of the purchases, choose "Last month's best sellers" and click Next .
51. In Summary, locate the Number of products to fetch and choose “6”. Uncheck the box "Fill with products until selected limit".
52. Click Complete .
STEP 11. Second “Send email” node
Branch B: (This node will send the email corresponding to this branch).
53. Click (Edit node settings) in the “Send email” node.
54. Select the email you want to send and click Next .
55. In the Send to section, select "Contact".
56. Indicate the "Newsletter" type of email.
57. Configure the parameters section of "Send to contact".
58. Under Google Analytics, click "Enable Google Analytics" then Next .
59. Click Complete .
STEP 12. Second “On link click” node
(This node will detect the first click on the email sent).
60. Click (Edit node settings) in the “On link click” node.
61. Select the email and link to which it should react.
62. Click Update.
STEP 13. Second “Evaluate A/B/X branch” node
Branch B: (This node will award a point to the branch if the email open is detected).
63. Click (Edit node settings) in the “Evaluate A/B/X” node.
64. Select "Literal value" and type "1".
65. Click Update.
Success!
Your workflow to check the best products to reactivate is now ready.
Once the test has started, a sampling phase begins and, when the workflow ends, the winning branch is automatically selected. If you want to know more about ABX tests, click here.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- ABX test to optimize newsletter subscription, to compare different popups with subscription forms.
- ABX test to optimize product recommender, to compare two use cases in product recommendations.
- ABX test to optimize cart recovery, to compare two different abandoned cart mailings.
- ABX test to optimize the email subject, to compare several sends of the same email with different subjects.