Journey examples

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

I. Case Background

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

• Temporary interruptions (e.g., calls, messages) significantly reduce return likelihood.
• Price sensitivity requiring further comparison.
• Complex payment processes or technical issues.

II. Core Objectives

• Increase payment conversion rate by 20%
• Reduce order abandonment rate by 15%
• Enhance user sensitivity to promotional activities

III. Implementation Plan

1. Trigger Conditions

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

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

• Copy: "Your order is unpaid. 15 mins left to keep the discount!"
• Strategy:
  • Include order number and remaining time.
  • Add deep link to payment page.
  • Use 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 abandoned product images.
    • Detail promotion terms (e.g., "60% discount").
    • Provide step-by-step payment guide.
    • Embed countdown timer.
    • Include customer support contact.
• 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 discount intensity (stackable offer).
  • Use red alert colors and urgent tone.
  • Add social proof (e.g., "1,234 users claimed this offer").