A simple way to supercharge your abandoned cart campaigns
Are you missing out on revenue from unauthenticated users? The answer is almost certainly “yes.”
Think about it—how often do you log into a retailer’s website before you’re ready to make a purchase? And if you haven’t logged in, chances are the brand doesn’t know who you are.
You can browse their merino wool base layers, maybe add some top-of-the-line ski mittens to your cart. But if you don’t check out (or otherwise enter your email), the brand has limited options for reaching back out to you.
And that’s a big problem when about 70% of shoppers leave abandoned carts.
Of course, you can work to reduce cart abandonment, and you probably send a bajillion recovery emails.
But you’re probably overlooking the most powerful way to recover this revenue—identifying unauthenticated shoppers.
The CDP identity gap
Your customer data platform is a great tool for integrating first-party data and unifying customer identity across your owned channels. It may be able to help you connect an email address in your marketing automation with a phone number from customer support, for example—but only if you have some sort of common identifier (like a loyalty number).
The typical CDP cannot help you identify unauthenticated website visitors.
So, when you execute abandoned cart campaigns, you can only reach your known customers that actually logged in. This is only a small portion of the people shopping your site. That means you’re missing out on reaching:
- Known customers that have not authenticated
- Unknown customers that aren’t in your contact file
And if you can’t reach them, they’re less likely to buy from you. That’s lost revenue.
Let’s say there are 10,000 people shopping your website that leave without buying anything.
- A quarter of them (2,500) are logged in (you know who they are).
- Another quarter (2,500) have shopped with you before, but they are not authenticated (you don’t know who they are).
- The remaining 5,000 people are not known customers.
Without identity resolution, you are able to reach 2,500 of these people. The remaining 7,500 stay unknown (and your ability to retarget them is disappearing with cookie deprecation).
Identify 50% more unauthenticated website traffic
The solution is to run those unauthenticated website visitors against an identity graph to match them up with a real person.
Identity resolution can help marketers to identify up to 50% more unauthenticated website visitors. This automatically increases the size of the prize when it comes to digital marketing efforts like abandonment campaigns.
The more people you can recognize, the more people you can reach—and the more people you can get back on site to buy.
Now, if those same 10,000 people are shopping your website, you can identify 3,750 more of those 7,500 unknown visitors.
If your average order value is $50, that’s an additional $187,500 at stake.
3X your abandoned cart campaign reach
Not only does identity resolution help you to identify these unauthenticated visitors—it also helps you to reach them in more places. While cart abandonment emails may be your go-to, people don’t just live in their email inboxes.
Remind them their cart is waiting with display ads in their favorite apps.
Retarget them on the websites they visit (sans cookies).
Retarget them on social media by matching against a hashed email.
In fact, FullContact guarantees a 300% increase in reach via these additional identifiers. And this is true for all of your contacts, including those known customers already in your contact file.
Suddenly, your abandonment campaign is omnichannel.
Simon Data partners with FullContact for identity
Simon Data, a leading customer data platform, recognized the power in identity resolution and decided to take advantage of it by partnering with FullContact.
Simon Data’s customers now have access to a richer first-party data foundation to build more complete customer profiles—and create stronger abandoned cart campaigns.
But slaying abandoned carts isn’t the only thing Simon users can do now. They’ll also benefit from:
- 40% more linkage and unification of customer and prospect data, allowing for better reconciliation of customer records (and reducing duplicate records). Better customer records mean a better customer experience and fewer email unsubscribes.
- Enrichment via 50 billion identifiers to enhance each brand’s first-party data. With new insights about known and unknown contacts, brands can create ultra-effective audience segments and nail marketing personalization.
Check out the press release about our partnership with Simon Data to learn more.
If you’re tired of abandoned carts altogether, check out how to increase your ecommerce conversions.
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