The express aisle at the supermarket. The high roller area at a casino. The premium member lounge at the airport.
What do they all have in common?
They all offer something different based on how much a consumer spends. And they are very effective at creating a positive experience, even if each is decidedly different.
The express aisle for shoppers with only a few items creates a fast and efficient experience for small orders that brings customers back for larger orders in the future.
The high roller area creates a more luxurious, personalized experience that keeps you gamblers playing and spending beyond what they had planned. And the longer they play, the more likely casinos are to make money.
The premium flyer lounge is provided primarily as a thank you for spending more money with an airline over a long period of time. The lounge is chock full of amenities, but not designed with a specific goal of immediate sales.
So, how does that apply to ecommerce?
The important thing to take away is that you have different types of customers who should be treated differently based on their value to your business. Some people will buy something small, but if they have a good first experience, they'll come back for more. Others will be comfortable making a major purchase. And yet another group will come back over and over again. Each of these customer types will likely respond to a different offer once your recognize them.
For example, new shoppers with a small cart value may really appreciate free shipping or a small percentage discount to help them feel comfortable buying from a new store. Bigger spenders may want a dollar amount discount that looks and feels more significant. Frequent visitors may appreciate a non-financial reward such as a bonus product or free sample of a new item.
In the next section, we’ll talk about how to target and build those offers.
A Key Question: To Use Exit Intent or Not?
That’s a little bit of a trick question. Of course, cart value based messaging works great when combined with exit intent to save a sale from vanishing into thin air. The question is really whether that is the only time to use cart value messaging.
The answer is definitely not.
Regardless of the goal or the value, you want to keep people on the happy path to making a purchase. Once someone has decided not to buy, you’re fighting against momentum. But if you give them a special offer that entices them to complete the purchase before they change their mind, your conversion rate will surely go up.
Now, some people might say that you’re giving away something unnecessarily. But if the goal is happy, repeat customers, a token of appreciation is never a waste of money.
Next, we'll put this theory into action and show you exactly how to build a cart-value based campaign.