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Do you know of any customer journey marketing strategies that can increase your conversion rate by 10.8X? That’s 10 times more conversions than your everyday campaign — and maybe a 10X higher revenue? You do the math.
Customer journey marketing, though proven to have an impact, is still not as widely adopted as it should be. Brands are yet to adopt this magical strategy that makes customers feel understood and improves marketing campaign ROI.
But if you’re one of the rare marketers who has understood the impact of this all-round strategy, then read on for some easy, reusable customer journey templates. We’ve collated the best templates from worldwide E-commerce brands; one for each of the following scenarios:
💡Pro Tip💡:
These customer journey templates are best suited for MoEngage Flows, the only customer journey orchestration suite you need. But if you have a different suite of your choice, you can still use these templates! |
Let’s start with the most common use-case for an E-commerce marketer:
$234 Billion — that’s how much E-commerce brands lost to search abandonment in the US alone, according to a study commissioned by Google. At a global level, the cost of search abandonment for retail brands surges up to $2 trillion annually, which is higher than the GDP of a large country such as Turkey!
Search abandonment causes frustration on the customer’s side as well. Over 82% of consumers avoid websites where they’ve faced search difficulties. In fact, experts argue that the search bar is one of the most important assets of an E-commerce website.
As an E-commerce marketer, if you’ve noticed a lot of search abandonments on your website or app, you can leverage customer journey marketing to bring customers back to the purchase journey.
Here’s a quick look at how you can set up your Flows on a tool like MoEngage to handle this situation:
Set your ‘Flow Type’ to ‘Event Trigger’ mode, meaning that the Flow is triggered when a desired ‘Event’ occurs. You can set the ‘Event’ as ‘Product searched/Product viewed but not added to cart’.
💡Pro Tip💡:
Switch on the `Exit on conversion` toggle so customers who convert are instantly exited from the Flow. This will avoid spamming customers and reduce the manual effort of keeping a check on converted customers. Use the Copy-Paste functionality to quickly set up repetitive Flows without inputting each from scratch. |
Maximum Conversion Rate | Average Conversion Rate |
82% | 43% |
The average online shopping cart abandonment rate is around 70.19%. That means 7 out of every 10 customers add one or more products to their cart and never complete their purchase.
E-commerce marketers know that customers who add products to their cart exhibit supremely high levels of purchase intent, and it’s easier to win back ‘abandoned cart’ customers than to convert new ones. All you need to do is to strategically remind customers of the value of the products they’ve added to their cart.
Here’s how you can leverage MoEngage Flows to do so.
There are two ways to approach this scenario. Let’s take a look at the first one.
When it comes to cart abandonment winbacks, timing is of the essence. You need to remind customers of their cart at the moment when they’re most likely to come back, so turn on the Flow type ‘Event Triggered,’ with event type ‘Cart Abandonment’.
Personalization is another key factor here. Marketers who have leveraged personalization based on actions taken by the customer have seen significantly better results.
💡Pro Tip💡:
Remember to toggle the ‘Exit on Conversion’ feature on. This way, customers who convert are automatically removed from the Flow so they are not spammed. This also eliminates the manual effort to add checks after every communication stage. The copy-paste functionality also helps you avoid manually creating similar or identical stages again. |
You can also try this alternative strategy listed below, which a few brands have used to achieve a conversion rate of 30%.
Often, customers abandon their cart due to a loss of interest or a mismatch in their expected cost. To solve this, you can use MoEngage’s features to adjust your campaigns intelligently. This includes nudging them via timely campaigns to reignite their interest in a product. You can also try creating a sensation of FOMO (fear of missing out) to encourage immediate purchases.
Maximum Conversion Rate via Strategy A | Maximum Conversion Rate via Strategy B |
39.7% | 29.18% |
Globally, brands see much higher revenue during special sale seasons than on a regular day. This is why brands invest so much in holiday marketing, festival marketing, and special sale events. As an E-commerce marketer, if your brand is doing the same, you should make as much noise about it as possible!
Here are two ways to craft your customer journeys to maximize special sale announcements.
Since your campaigns run only for a specific sale period, you should select Flow type ‘Periodic’ here and select the campaign period accordingly.
Like the previous strategy, you can experiment with different channels and content based on your customer’s intent. For each level of intent, you can craft a message that resonates and reaches customers at the right time accordingly.
For example, discount shoppers can be engaged with monetary benefits such as discount coupons, and regular customers can be engaged with a loyalty discount.
Here’s how this strategy performed for a renowned E-commerce brand:
Maximum Conversion Rate | Avg. Conversion Rate |
30.6% | 17.1% |
Studies show that 35% of all online purchases are interrupted or canceled due to failed payments. Despite the advent of multiple modes of online payments, transaction failures are still common in a customer’s E-commerce experience.
As a marketer, you can leverage sophisticated customer journey marketing strategies to bring customers back after a payment failure and ensure they complete the purchase. One of the strategies implemented by a well-known brand has increased its conversion rates by 40%. Take a look at the strategy below:
Set your Flow type as ‘Event triggered’ and set the event as ‘Payment failure.’
💡Pro Tip💡:
Switch on the `Exit on conversion` toggle so that customers who convert are instantly removed from the Flow. Also, remember to use the Copy-Paste functionality to quickly set up repetitive Flows without inputting each one from scratch. |
Maximum Conversion Rate |
40% |
Multiple research studies have proven that cross-sells and upsells significantly impact company revenue and growth. One such study found that cross-sells generate 16% more annual revenue, and another one found that upsells increase average order value (AOV) by 41%.
E-commerce marketers who have leveraged customer journey marketing via MoEngage Flows have also seen up to a 33% conversion rate. Here are some tips and strategies we’ve learned from them.
Set your Flow type as ‘Event triggered’ and set the event as ‘Purchase Completion. This way, the customer enters the Flow once they’ve successfully purchased their desired product.
Maximum Conversion Rate |
33% |
One of the best ways to improve your business is by constantly listening to your customers and acting on their feedback. Your customers are the ones who use your products or app the most, so you should make it a point to collect their feedback and thoughts regularly and create an action plan accordingly.
But before you set out to collect feedback, you should keep the following in mind:
You can solve both quickly with customer journey marketing via MoEngage Flows. A well-known E-commerce brand deployed the following strategy, which achieved a conversion rate of 23.98%.
Set your Flow type as ‘Event triggered’ and set the event as ‘Purchase Completion. This way, the customer enters the Flow once they’ve successfully purchased their desired product.
💡Pro Tip💡:
Good timing can make all the difference in asking for feedback. You should wait a little while after a particular action before asking for feedback. At the same time, you shouldn’t wait for so long that they forget the product or experience they’ve had. This can be tricky to estimate, but you can utilize A/B or multivariate testing to land on the right timing. |
Remember, customers might take a while to respond but don’t lose heart if they don’t. You can always utilize NBA (Next Best Action) to send follow-ups via the right channel at the right time.
Maximum Conversion Rate |
23.98% |
These 6 customer journey templates should help you set up and deploy your journey orchestration campaigns quickly and easily. We’ve covered six of the most common scenarios faced by E-commerce marketers here, from search and cart abandonment, special sale announcements and cross-sells and collecting customer feedback.
While these templates are best used via MoEngage Flows, you can also make quick adaptations and reuse them as you need. The ultimate goal is to provide a seamless customer experience that ensures each touchpoint is a happy one.
Alternatively, if you’re looking to explore MoEngage, you can request a quick demo here: