#savethecarts

Driving demand for a better mobile
shopping experience, one abandoned cart at a time

The Client
The Strategy
The Solution
The client

MOBIFY

Mobify is a global technology company that helps top retailers like Ann Taylor, Garmin, and Sharper Image deliver better mobile shopping experiences that drive mobile revenue through optimized web layout and loading times. Since their founding in 2007, rapid adoption of their mobile ecommerce platform positioned the company as a leading competitor in the mobile software industry, requiring a more robust, automated, and personalized marketing strategy to meet the demands of the market. 

Mobify turned to Yesler to help them generate brand awareness, drive more impressions, and increase demand with smarter, more effective lead generation, using an array of tools and technologies, including Marketo, Salesforce, BrightFunnel, InsightSquared, and Influitive. The challenge – to do more with their investment in marketing technology and show real results, not vanity metrics. 

The Strategy

The Buyer's Buyer Journey

Our work with Mobify began with a brand new set of buyer personas and a detailed map of every step in the buyer’s journey to better understand what content to deliver at each touchpoint. Our marketing operations (MOPs) team also audited the Mobify lead-nurturing strategy, setting up intelligent lead nurture tracks that could serve up content based on buyer signals, moving beyond a “one size fits all” approach. 

The result? A new target audience, a more intelligent, fully integrated automation process between Marketo and Salesforce, and a map of the buyer journey from start-to-finish.

And when research revealed that a number of potential Mobify clients had lost touch with the fact that they were, in fact, their own consumer, Yesler helped develop a campaign that told the story of frustrated mobile shoppers, going right to the pain point of their prospects – lost revenue opportunities from abandoned shopping carts.

Market Research
Buyer Personas
Journey Mapping
Content Strategy
Media Plan
Distribution Plan
Landing Page Build
Martech Integration
Lead Nurture Audit
Lead Scoring
Ebook creation
Photo & Video Direction
Social Content
Search & Display Ads
Analytics Scorecard
The Solution

#savethecarts

The Save the Carts campaign was inspired by the travails of the customer’s customer, reminding e-commerce vendors of the pains and frustrations of slowly loading websites, crashed browsers, and screens not optimized for mobile. The heart of the digital campaign was an eBook that detailed the nine most common causes of shopping chart abandonment, with recommendations about how to address each issue. 

Over 75 digital assets were created to promote the book through video, targeted display, Facebook, Twitter, LinkedIn, and Google search, all of which drove to a responsive design landing page. A Tagboard on the confirmation page employed the #savethecarts hashtag to generate further discovery. 

The campaign, which ran through the fourth quarter of 2014, generated nearly 4.5 million impressions and 11,000 clicks with a .25% click-through rate.

The Results

[ carts saved ]

The campaign, which ran through the fourth quarter of 2014, generated nearly 4.5 million impressions and 11,000 clicks with a .25% click rate.

75

Digital Assets Created

4.5

Million impressions

11,000

Clicks

.25%

click-through rate