Journey examples

Order Payment Reminder: Multi-Channel Strategy to Boost Conversion Rate

I. Case Background

A cross-border e-commerce platform discovered that the payment page exit rate reached 45%, leading to numerous incomplete orders. Analysis identified the following key reasons for abandonment:

• Temporary interruptions (e.g., calls, messages) significantly reduce the likelihood of users returning.
• Price sensitivity, prompting further comparisons.
• Complex payment processes or technical issues.

II. Core Objectives

• Achieve a 20% increase in payment conversion rate
• Reduce the order abandonment rate by 15%
• Improve user responsiveness to promotional activities

III. Implementation Plan

1. Trigger Conditions

• User Segmentation: All users who accessed the payment page but did not complete payment.
• Behavioral Trigger: Detected when users exit after staying on the payment page for more than 30 seconds.

2. 5-Minute Post-Abandonment: Immediate Reminder (AppPush)

• Copy: "Your order is unpaid. Only 15 minutes left to keep the discount!"
• Strategy:
  • Include the order number and remaining time.
  • Add a deep link to the payment page.
  • Use an urgency icon (e.g., ⏳).

3. 1-Hour Post-Abandonment: Deep Reminder (Email)

• Email Content:
  • Subject: "Limited-Time Offer Expiring! Complete Your Order Now"
  • Body:
    • Display images of the abandoned products.
    • Detail the promotion terms (e.g., "60% discount").
    • Provide a step-by-step payment guide.
    • Embed a countdown timer.
    • Include customer support contact information.
• Strategy:
  • Personalized greeting (e.g., "Hi [Username]").
  • Dynamically insert order number and discount amount.
  • Offer dual payment options (PC/mobile).

4. 24-Hour Post-Abandonment: Enhanced Reminder (AppPush)

• Copy: "Pay within 30 minutes for an EXTRA 10% off!"
• Strategy:
  • Increase the discount intensity (stackable offer).
  • Use red alert colors and an urgent tone.
  • Add social proof (e.g., "1,234 users claimed this offer").