202% Conversion growth from an email including reviews of happy customers
239% Conversion growth from an email featuring happy customer reviews and a discount code
* DATA FROM DECEMBER 2020/JANUARY 2021
SELSEY is one of the biggest furniture and home decorations retailers in Poland. The company's mission is to provide its clients with a comfortable space where they can relax, which is crucial for keeping daily activities efficient, and the mood positive.
"Abandoned cart cycle is dedicated to people who take their time when making a purchase. Usually, it does not concern spontaneous shopping. Deciding on purchasing furniture can take up to 6 weeks. Users treat the cart as their wish list, adding various products they liked, not necessarily focusing on buying here and now."
Users who abandon their cart receive an automatic message with a reminder after 15 minutes. Subscribers who decide against making the purchase will receive another message after 24 hours with a reminder and a discount code.
"It is enough for a subscriber of Selsey to add a product to the cart without finalizing a purchase. They will be then added to an automatic cycle of messages, which will remind them to finish the purchase.
If the abandoned cart cycle does not encourage the users to complete the purchase, they will be moved to the educational cycle in which we invite them to visit the store and offer them advice in choosing the right products.
"We came to the conclusion that if a discount code didn't convince the user to make a purchase, it is probably too early to finalize it yet. Perhaps the user needs more time to make up their mind or additional incentives which persuade them to buy a new piece of furniture. At this point, we decided to inform the subscribers about the possibility of ordering free samples of fabrics or consulting a customer advisor. Users from Warsaw and the closest vicinity were invited to our showroom where the clients can see our most popular pieces of furniture and receive advice from a trained professional."
Weronika Andrzejewska, Conversion & Inbound Marketing Specialist
The Splitter filter allows you to divide your audience into groups to send them different emails. A/B tests can be carried out thanks to this feature.
"We wanted to see how important the reviews of other users are to our clients before making the purchase. The results of the test indicate that the reviews are crucial for completing the purchase. (...) The pandemic forced the clients (at least partially) to shop online and it took away the possibility of seeing the product at the store. Clients who were new to shopping online had to adjust their shopping habits accordingly and they looked up to the reviews about the products and the store itself for reassurance."
Weronika Andrzejewska, Conversion & Inbound Marketing Specialist
