Using AI vs Non-AI in the Abandoned Cart Flow with Impressive Results 

STRATEGY:

Background: Labellov is a high-end vintage designer brand operating globally, from Tokyo to our local markets. The vintage market is experiencing a significant boom, with a 20% year-on-year increase worldwide. People are eager to find their next Chanel or Hermès piece. 

Objective: To optimize our abandoned cart flow using AI, we aimed to enhance our customer engagement and conversion rates. Our goal was to test the impact of AI on the abandoned cart process through an A/B test, comparing the results of AI-driven flows against traditional, non-AI flows.

Approach: With the advent of AI, we recognized the potential to revolutionize our marketing strategies by leveraging the capabilities provided by Klaviyo. We designed an A/B test to compare the effectiveness of AI-driven recommendations with non-AI approaches within our abandoned cart flow.

Activities and Execution:

Abandoned Cart Flow Enhancement:

• AI-Driven Approach: Implemented the “YOU MAY ALSO LIKE” feature using Klaviyo’s AI capabilities in the abandoned cart emails. This AI tool recommends similar or complementary products based on the customer’s browsing history and abandoned items.
• Non-AI Approach: Send standard abandoned cart emails without personalized product recommendations

A/B Testing:

• Conducted an A/B test to compare the performance of the AI-enhanced abandoned cart emails against the non-AI emails.
• Monitored key metrics such as open rates, click-through rates, and conversion rates over a defined period.

RESULTS:

Key Performance Indicators (KPIs):

• Open Rates:
  • AI-Driven Emails: Achieved a 15% higher open rate compared to non-AI emails.

• Click-Through Rates:
  • AI-Driven Emails: Saw a 20% increase in click-through rates, indicating higher engagement with personalized recommendations.

• Conversion Rates:
  • AI-Driven Emails: Resulted in a 25% higher conversion rate, leading to more recovered sales from abandoned carts.

Overall Impact:

• • • Demonstrated the significant advantage of integrating AI into the abandoned cart flow, leading to improved customer engagement and higher conversion rates.
    • Validated that AI-driven recommendations can enhance the shopping experience, resulting in increased revenue and customer satisfaction.
    • Reinforced the value of continuous innovation and testing in digital marketing strategies to stay ahead in a competitive market.

Creative:

For the creative touch, we crafted a tactical header image for our abandoned cart emails, spotlighting Labellov’s bestsellers. This eye-catching visual set the stage, followed by a dynamic block showcasing the exact product the client left behind. In our A/B tests, we took it a step further by adding a “You May Also Like” block, offering personalized recommendations to re-engage customers. To maximize success rates, we enriched the emails with strategic buttons and compelling calls to action, driving our message home with style and impact.