How a top 1% Shopify store uses targeted overlays to tackle cart abandonment, and build a direct channel to the market.
To celebrate Gather's new integration with Mailchimp, I'll run you through the essence of this integration and how it will help improve your conversion rates.
How Gather helps Improve Conversions
Gather isn't your average optin popup provider. With Gather's rules based system, you can target the popup to only present itself to certain customers based on their behaviour.
One of Gather's core values comes from giving you the ability to automatically place your prospect customers in a funnel, when you would otherwise lose them as they exit your site without taking a desired action.
This gives you the chance to convert those customers at a later opportunity, and hence improve your conversion funnel.
Imagine if you knew what those customers were interested in, what they were looking at, when they opted in?
Well that's already possible with Gather. Gather gives you the acquisition URL from which an opt-in came.
Now, with the Mailchimp integration, not only does Gather send your opt-in's name and email address to your Mailchimp list, it also sends Mailchimp the acquisition URL (the page they were on when they signed up).
This gives you the opportunity to segment customers based on their interests. Which also means you get to send them highly targeted emails, aiding with conversion optimisation.
Connecting your Gather account to Mailchimp is as easy as 1, 2,3:
Here are a few examples to illustrate how this new functionality can benefit you:
Ecommerce Example - More Power to your Store
Cart abandonment is such an issue for many ecommerce merchants. This is when a customer adds an item to their cart, checks out, but leaves without making a payment.
By the time a customer checks out, they usually register with the store, adding their email address. With that, Mailchimp is then able to send the customer an automated reminder email.
However, until a customer adds their email address in the check out process, cart abandonment emails cannot be sent.
Gather can help with that.
When enabling the Exit Intent Mode, and adding a cart targeting rule on Gather, when a visitor adds an item to the cart and for whatever reason they decide to exit the site, they can then be given the option to opt into your email list and can be offered a compelling discount code.
A significant number of visitors will opt-in at this point, where Gather gives them the discount code automatically. Gather then sends their email addresses to Mailchimp, including the page on which they were on when they signed up (the acquisition URL).
Mailchimp works with a number of ecommece software, like Shopify, to track customers by email and provide you with details as to if they have made a purchase, and how much they made in orders?
Ok, this is when you can get super smart:
You can then create a segment for a particular customer interest (based on the URL information sent by Gather to Mailchimp), and only for customers who have not made a purchase yet.
That way, you'll know which customers have not completed a purchase despite being given a coupon code.
You can then send an automated email with Mailchimp to remind them to use their code, and perhaps follow up with a series of emails with information about other products which are related to the product they were originally interested in.
Content Marketing Example - Better Email Open Rates
Combining Content marketing, opt-ins and email marketing is a powerful pattern for targeted customer acquisition.
As your content grows and you add more and more content categories, you may find that your email readership and open rates fall due to the wider set of interests you now cater for.
For example, an opt-in who is interested in cake baking, may not be interested in content related about farmers markets.
When Gather sends the URL Acquisition details to Mailchimp, you can start segmenting readers by their interest categories, based on the page they were on before opting-in.
As and when a particular segmented list reaches a certain number of subscribers, you can start tailor-sending emails specific to that segment based on their interested; which in turn helps with keeping the content sent to readers (or customers) targeted and relevant to them, increasing open-rates and clickthroughs.
These were just two of many wayswith which you can utilise the power of the Gather - Mailchimp integration.
Hope that helps.
Having read this, do you have any other ideas that come to mind?
What other customer information would you like Gather to send to Mailchimp?
I would love your comments below.
Iz. Founder, Gather.