Zivame is one of the India’s largest lingerie marketplace functioning in both online and offline space. Founded in 2011, the company has so far raised $46 million in venture capital and currently caters to 1.5 million+ active users on their online properties. Initially, the company was totally into online retailing but forayed into physical space in mid-2016.
During the time of publishing this post, Zivame had 22 open physical stores spread across India and they are planning to cross 100 by next year.
Drop-off from the product page is a ubiquitous challenge across all e-commerce businesses. Users come to the platform, search, visit a product page or a couple of them, and then exit without making a transaction.
Now, Zivame did not want to live with the wildly optimistic hope that, once having exited the website, users would return on their own and make the purchase.
However, the problem is that bulk of MAU for any e-commerce business, which is not totally app-based, is anonymous. You could target known users via mobile or email, but for anonymous ones, the only medium at our disposal is onsite messaging.
Now, creating a personalized, engaging experience, via onsite messaging is easier said than being done. Tying the behavioral history of the user across web and mobile, and incorporating it in your messaging in a live setting is supremely difficult.
So, Zivame used WebEngage ‘Journey Designer’ to address it.
Zivame created a Journey that targeted anonymous users, who dropped off from the product page, via two channels:
- Onsite notification
- Web Push
The lifetime of the journey is 4 days.
If you found it hard to make sense of the above journey, following is the simple whiteboard diagram.
The Journey first checks for 30 minutes whether the user converts on his own or not, post viewing the product page. If she doesn’t, then the journey triggers a message.
The message is to be sent via Web Push so it checks for the reachability. If the user is not reachable on Web Push then it triggers an onsite notification
This is not a normal popup but a highly personalized notification that uses the attributes from user’s viewed_product event and his profile. (Check the Journey) For instance, say the user viewed Puma Running Pant, then she would be prompted with the notification as the one shown above.
Now, if the user doesn’t convert post viewing the notification too then a series of web push notifications are triggered.
Each web push carries a highly personalized copy, with an intent to make user purchase the product that she has viewed.
So, if she doesn’t purchase post viewing the notification then she is nudged with the following web push.
If she yet doesn’t convert, then the Journey triggers this:
This is the final one and we end the journey whether or not user converts because we cannot risk getting unsubscribed. (once the user unsubscribes we lose web push as a channel forever)
Each notification is timed at the gap of 2-3 days so that the user doesn’t feel bombarded.
The journey led to uplift of 20% in the conversion.
As it is apparent from the journey, 32.7k users converted on their own without any intervention whatsoever.
With the effect of Journey designer, 6408 more users converted, which is 19.6% of 32.7k. In other words, Journey Designer led to 19.6% uplift in conversion. (Follow the marker in the Journey to see the number of users who converted via Web push 1 and Web push 2.)
If you multiply this uplift with Zivame’s AOV then it amounts to millions extra to the Zivame’s topline. Now, this Journey has been running for less than a month so it looks like there’s a lot of money on the table for Zivame to grab. And mind you, this is just one such journey.