Cart abandonment is when an online shopper’s cart is loaded up with items but no order occurs. After that the emails start with, “Forgetting something? Come back and complete your order!” This simple step creates a moment of second thought for the shopper, giving them another chance to purchase what was previously in their cart. The global average of cart abandonment is about 78%, and of those, 43% open re-marketed emails. This proves that re-engaging works.
People will dismiss or forget about taking their health serious due to various reasons. Kinley’s swimming lesson ended, so mom couldn’t complete her Breast Cancer HRA. The delivery service required a signature, so Mike didn’t complete the Knee & Hip HRA. Re-marketing is essential to any good lead nurturing program and important to capture their interest again. We can’t control what others do, but we can control whether or not to reach out one more time. We’ve got to at least try, right?
In the health risk assessment business, it is less about forgetting to hit ‘Complete Order’ on a new pair of shoes and more about dropping off before determining a risk for developing certain health conditions. Less fun? Maybe. But arguably more important in the long-term.
Bring Them Back
Medicom Health’s new re-marketing feature ask consumers for an email address upfront so if a user abandons, an email campaign is triggered to bring them back. Clicking back to the HRA from the email allows the users to pick back up right where they left off – meaning no starting over and the experience is clean and simple.
Questions arise around completion rates and early email collection. Data tells us that there is a risk of a dip in completions initially, but with a re-marketing strategy in place, the overall completion rates are equal to or above average. In the end, the net effect of early email collection and re-marketing has shown to be positive.