Retention.com - new contacts + personalized flow = new revenue. Obviyo offers 4 ways to enhance the personalized flow and drive more revenue.

TLDR:

Retention.com’s role is to capture the contact information of anonymous visitors to your online store. How you engage and monetize this new audience is up to you. We can assist in four different ways.

How did we get here?

Retention.com is the well-publicized story of a company that discovered a little-known technicality: they can utilize the implicit consent of anonymous visitors, rather than requiring explicit consent directly on the brand’s site, to capture contact information from these anonymous visitors.

They act as a middleman, leveraging 3rd-party opt-ins from publishers whose terms of service stipulate that they may sell your data.

According to the company’s materials, this practice is legal in the US and compliant with the CAN-SPAM Act.

When they introduced this offering, it was met with skepticism and many online brands raised their eyebrows.

The reality today is that thousands of online brands are using their service, and what’s even more impressive is that high-profile customers are providing testimonials on their site.

Challenge: highly fragmented buyer journey

The modern shopper uses multiple devices and makes several visits to a variety of online stores before finalizing a purchase. The image below highlights the poor performance of key metrics throughout the buyer’s journey.

Highly fragmented buying journey leads to cart and site abandonment. Obviyo offers 4 ways to increase retention and drive more revenue.

ACQUISITION: Over the last five years, the customer acquisition cost (CAC) has surged by 60%, a rate that is unsustainable for future operations. On a typical site, 98% of all visitors remain unidentified, with their product needs unknown.

ENGAGEMENT: Shoppers are increasingly unlikely to use site search or navigation features to discover products on their own. If a product of interest is not immediately visible, they tend to abandon the site. This behavior explains why 90% of all visitors leave without adding any product to their online cart.

MONETIZATION: Even when a shopper adds a product to their online shopping cart, a purchase is not guaranteed. Due to various factors, including low commitment to the products added, 70% of all online carts are abandoned.

RETENTION: Attracting store abandoners to revisit your site is a challenging task. Only 5% of site visitors are returning customers, primarily drawn back by significant product discounts.

Retention.com solution: identity capture and visitor re-marketing

At its core, the Retention.com solution is simple: it helps you extend the buyer’s journey by identifying store abandoners, allowing you to subsequently engage them via email or SMS, and thereby encourage their return to your store.

Obviyo offers 4 ways to increase revenue from emails.

Undoubtedly, the capability to expand your contact list through Retention.com’s identity capture is highly valuable and can significantly lower your customer acquisition costs.

However, this tool alone does not constitute a complete solution. The responsibility falls on you to effectively utilize and monetize it.

Leveraging product led growth (PLG) to monetize Retention.com list

The product-led growth methodology enables your products to essentially sell themselves.

Here’s how it can help you better monetize your new Retention.com contacts:

Capturing the identity and attributes of visitors aids in addressing the ‘market’ aspect of product-market fit. However, having an extensive dataset on a visitor’s personal and prior behavior seldom reveals the specific product a shopper intends to purchase.

To address the ‘product’ side of product-market fit, the product-led growth methodology utilizes live visitor engagements with products as buying signals, adapting to shopper needs throughout the entire buyer journey.

Welcome flow

Acting and engaging with new contacts promptly is essential.

Retention.com provides a playbook that guides you on how to leverage your email system and design a welcome flow for newly captured contacts.

CHALLENGE: How to make the email flow relevant to the contacts’ product needs so that an increased number of them return to your online store.

Picture of Klaviyo's product recommendations. Obviyo integrates with Klaviyo to offer personalized recommendations and drive more revenue from emails.

Example: Klaviyo’s product recommendations

RETENTION PLAYBOOK: Merchants are advised to utilize product recommendations via an email system, such as Klaviyo, to promote products based on browsing history or abandoned carts.

While beneficial, these recommendations fall short of closely aligning with shoppers’ implied interests derived from product interactions before site abandonment.

PLG SOLUTION: Enhance your emails with personalized recommendations to achieve:

  • A high degree of relevancy for products recommended based on prior abandoned buying sessions.
  • The ability for shoppers to discover products they have not yet viewed.

Learn More

Welcome Flow: Obviyo offers 4 ways to enhance the personalized flow and drive more revenue.

Merchandizing

The initial page views are the most critical element in determining the overall success of the buyer journey.

CHALLENGE: How to ensure returning visitors are delighted and prevent repeat store abandonment.

Having to search for a product can lead to a negative shopping experience. Obviyo can help personalize email content and on-site recommendations.

Shoppers are unlikely to use search and navigation

RETENTION PLAYBOOK: Lacks strategies for increasing visitor engagement.

Marketers rely on the current site design and functionality, assuming that shoppers are motivated and willing to put in the effort to discover products that interest them.

PLG SOLUTION: ‘Cast a wide net’ with a variety of product recommendations to achieve:

  • An increase in shopper interaction with products.
  • Detection of buying signals for further personalization of the buying experience.

Learn More

Merchandize: use Obviyo to suggest products based on viewing and buying preferences

Personalization

Shoppers expect personalized shopping experiences.

CHALLENGE: How to quickly establish product-visitor fit when actual product needs are unknown.

Use Obviyo to help match the right product with the right shopper.

Shoppers often are uncertain about what they want.

RETENTION PLAYBOOK: Personalization is recommended but lacks support.

Common personalization solutions are not optimized for the specific needs of Retention.com contacts.

PLG SOLUTION: Adapting to shoppers’ buying signals in real time to achieve:

  • Connecting visitors as quickly as possible with products they are interested in.
  • Reducing cart abandonment by showcasing products that shoppers actually want to buy.

Learn More

Personalize: Use Obviyo to help personalize product selections based on previous visits, buying signals, and purchases.

Upsell & Cross-Sell

It is easier to cross-sell or upsell to a customer who is already making a purchase than to convince them to return and buy a second product later.

CHALLENGE: Identifying which product will maximize the average order value without causing a negative reaction from the buyer and leading to cart abandonment.

Obviyo's Cross-sell and upsell options can help increase average order value.

Shoppers often are uncertain about what they want.

RETENTION PLAYBOOK: Cross-selling or upselling strategies are not emphasized.

Many popular applications rely on risky, rules-based methods to recommend products for upselling and cross-selling.

PLG SOLUTION: A hybrid approach that merges merchant-defined rules with adaptive algorithms to achieve:

Learn More

Upsell and Cross-sell: Obviyo can help increase order value with pertinent offerings.

In closing

There’s no question that Retention.com offers a valuable new approach to engaging with visitors at the early stages of the buyer journey. When used effectively, it enables D2C brands to lower their customer acquisition costs.

If you’re looking to fully monetize your investment in Retention.com, Obviyo can help you achieve improved revenue outcomes at every stage of the buyer journey.

You can try us free for 14 days by clicking here.

Author: Zee Aganovic

Founder & CEO – serial software technology entrepreneur whose prior startups were acquired by Microsoft and Ricoh. Focused on use of AI in ecommerce. Spending most of his time listening to and learning from founders, online marketers, and ecommerce professionals, and channeling their input into Obviyo’s product development.