Winback
Overview
eStara Winback helps companies "win back" customers who don't initially complete an online transaction. Winback actively watches for signs that a visitor is about to abandon a site, such as when she only partially completes an online reservation or application, or fills a shopping cart but does not check out.
By prompting visitors to submit an e-mail address upon leaving a Web site, Winback enables businesses to send an e-mail reminder to those visitors at a later time — giving online merchants another opportunity to convert a percentage of lost reservations, applications, and shopping carts into revenue.
How it Works
Business Benefits
eStara Winback is a key component of a total online customer acquisition strategy, and the perfect next step for sites already using eStara Click to Call and Click to Chat. Companies can use the same rules engine that powers these live help services to identify a potentially high-value customer showing signs of imminent site abandonment — and then dynamically launch a Winback offer. Winback can also be:
- A frontline acquisition tool for low-value sales,
- A secondary offer for visitors who don�t engage with live help, and
- A method of increasing opt-ins for a company's e-mail marketing mailing lists.
Benefits of Winback include:
» Decreased Web Site Abandonment
Winback attracts lost leads back to your site and reduces marketing cost per lead
» Increased Customer Acquisition
Winback increases Web site conversion rates and improves the ROI of marketing investments
» Customer Loyalty
Winback retains loyal customers over the long term by growing opt-in mailing lists
Key Features
Winback capabilities include:
» Creation of Targeted Rules
Marketers can easily create rules for targeting Winback offers on specific areas of their Web site in response to
specific behavior. Common rules include:
- Landing on error pages or other pages with high abandonment rates
- Hovering on a page for more than 60 seconds
- Clicking a cancel button on a purchase/application form
- Cursor movement out of the window
- Specific field inputs in forms or applications, such as dollar value or zip code
Marketers can design Winback pop-up offers that ask a visitor to submit his e-mail address. Each Winback offer can match the visitor's specific action or page on the site.
Example Winback buttons may:
- Offer a visitor an e-mail reminder of a specific online form or application he started
- Offer a visitor an e-mail reminder of a shopping cart he filled
- Ask a visitor to opt-in to receive special e-mail offers or promotions
From the same place marketing teams can measure how their live help solutions are increasing conversions, they can also measure the benefits of Winback.
With up-to-the-minute Winback reporting, companies can see:
- The number of times a Winback button was offered
- The number of e-mail addresses captured
- The number of invalid addresses rejected
e-Mail addresses can then be matched against conversion reports to determine the increase in conversion and reduction in abandonment.
