Project: adidas Abandoned Cart | Membership Test
The program: an overview
The Abandoned Cart program is a high-converting revenue driver contributing to key business KPIs of both PBCR + Retention rate. Within this email, we remind users about products left in their cart and find ways to reduce friction to conversion.
My role in this project involved reviewing and considering the hierarchy and content of the comms. The key growth lever is conversion, and we are concerned with members learning more about the points they can earn in this program. We then tested a variant in the U.S market and these are the results.
Our challenges & the opportunity
Use valuable real estate within abandoned cart email to deepen the relationship with members.
By highlighting to members the tangible benefits of completing their purchase, including the potential points they could earn from products abandoned in the Cart, we aim to drive awareness of our membership program + engagement within our comms.
As points education and our membership proposition broaden and deepen, we must carefully remind members of these benefits across their journey, which will also be key in driving membership engagement.
Our main hypothesis
Since we have observed that tangible benefits appeal to members, we would like to highlight the total possible points earned from the products in a members' cart up-front within their email, which should lead to an increase in engagement and conversion that CTOR, CVR, AOV, Unsubscribe Rate will measure.
Data & insights from the test variant
*Please note exact figures redacted for NDA
The primary KPI, "Click to Open Rate", showed a validated decline. The variant did not entice members to click through from the information shown; showing the upfront price may have deterred click-through. Still, it was important to show context for the potential points →1900 points for a $190 purchase.
Order Rate (orders/opens) saw a validated decline.
The Click-to-Order Rate (orders/clicks) remained FLAT, showing that of the fewer people that clicked through, there was more intention to convert in the Variant, i.e. higher quality traffic.
AOV saw an uplift in the test variant.
Unsubscriptions saw a validated decline - showing that the audience likely found it valuable information but needed to be actionable enough (yet!)
Login KPIs saw improvements across the board with a validated uplift in Login Opens, Login Successes, and Persistent Login Opt-Ins, showing that we could keep membership and points to be gained in front of mind for these users.
Outcome and learnings
From the test findings, we decided to revert to control and iterate again on the test to manage the Ab Cart real estate better while ensuring we communicate Points with a focus on driving click-through while not overwhelming the user with too much information before purchase.