November 14, 2013, 10:36 AM

Bedding retailer Pillows.com lifts web site conversions by 11.8%

It sends automated live chat requests and e-mails to shoppers who leave carts without purchasing.

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Bedding retailer Pillows.com boosted its web site conversion rate by 11.8% after it added automated technology to its web site that sends a first-time shopper a live chat request or an e-mail after she leaves without buying the items in her cart. In the month of August, automated live chats on the retailer’s web site boosted conversions by 39.8%, while 58.3% of shoppers that clicked through the e-mails ended up completing a purchase on the site, the retailer says.

Vendor USI Technologies, also known as UpSellit, provides the automated remarketing technology, which presents a shopper with a live chat window after she abandons a cart, followed by a remarketing e-mail to those who don’t complete a purchase after engaging with the live chat service. To use the system, a retailer adds a small piece of JavaScript code to its web site, in the same way that it would add a tracking tag from an analytics tool, says Bryan Gudmundson, creative and marketing director at UpSellit. That code allows the vendor to capture a shopper’s e-mail address as soon as she finishes typing it into a form during checkout. In August, UpSellit collected e-mails for 32.1% of new Pillows.com shoppers who later abandoned their carts, the vendor says.

The code also tracks the name a shopper gives as she goes through checkout and which items she puts in her cart. That way, if she leaves the site without completing the purchase, UpSellit can send her an e-mail that greets her by first name and includes images and information about the items she’d been considering.

“UpSellit provides a well-coordinated e-mail remarketing solution that targets our new site visitors who abandon their carts and turns them into paying customers,” Chelsea Duckham, director of marketing at Pillows.com, says. “The results and overall experience with UpSellit have been nothing short of impressive.”

Retailers can access the data UpSellit collects about their web site visitors through a dashboard that displays such metrics as: how many shoppers abandon a cart with items in it; how many come back after receiving an e-mail; the deliverability, open and click-through rates of those e-mails; the steps a customer takes before purchasing; and order values, Gudmundson says. UpSellit can also provide reports on which carted items shoppers abandon most often, and from which pages they most frequently leave a site, he says. It can also break down an individual shopper’s visit into the pages she viewed and what actions she took on them, he adds.

The vendor does not charge any upfront fees for its technology. Instead, it takes a percentage of each sale generated by one of its cart abandonment chats or e-mails. Those costs are usually in line with a retailer’s affiliate marketing fees, or between 3% and 20% of the sale price, Gudmundson says.

“UpSellit built a complex solution very quickly that aligned perfectly with the Pillows.com brand,” Duckham says. “Their attentiveness has continued from the start of implementation to their ongoing campaign optimization.”

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