OnlineGolf was launched in 1999 and has grown to become the largest internet-only golf retailer in Europe, supplying all major golf brands at competitive prices.
As a successful internet-only business, OnlineGolf spent a significant proportion of their budget driving visitors to their website. As a result, they needed to gain the maximum value from their spend. This could only be achieved by maximising conversion rates from all visitors to the website. This included re-engaging browsers who had abandoned baskets or abandoned their browsing session after looking at a product or category. OnlineGolf has a group of European sites so they also needed a solution that could work across all geographies.
A campaign was devised to send triggered emails to visitors who had exited their session after placing items in their basket or after simply browsing a particular category. Emails were sent within an hour of exiting the session to entice the browser back to the site before purchasing from a competitor. Emails featured the products that were being browsed or had been put in the basket along with best-selling products from the same category browsed. An invitation to complete the purchase or view the products again was also included. If the user didn’t come back to complete a purchase within 24 hours, a second triggered e-mail was sent, reminding the user of the products they had shown an interest in.
Results for the campaign have exceeded expectations:
– Abandon Basket campaign delivered a 70% incremental uplift compared to a control cell that did not receive a re-engagement triggered email.
– Abandon Product campaign delivered an 81% incremental uplift against a control cell that did not receive a re-engagement triggered email.
After the successful trial the 2Prompt service has been rolled out to 7 other OnlineGolf websites across Europe as well as their other UK Branded site AmericanGolf.
2Prompt has been instrumental in helping us maximise sales from web visitors. Being able to capture ‘lost’ revenue has made a positive impact on our bottom line.