FNP Witnesses a 40% Conversion Rate on Cart Abandonment Campaigns With MoEngage

FNP’s Omnichannel Approach Leads to Higher Conversions

From the onset, the idea behind partnering with MoEngage was to automate all CRM activities to their fullest potential and use personalization optimally.

FNP aimed to automate:

• Record collection of customers
• Activity collection
• Event insights
• All communication that was being sent to customers

FNP Witnessed 2-3% Increase in Conversions Using MoEngage Journey Orchestration

The leading gifting brand migrated its Flows, including the three major Flows from the previous platform to MoEngage. With a feedback mechanism available on interactions, FNP was able to add conditions within the Flows to enhance relevancy.

For example, they were able to set conditions like - “If a customer opens the message, then send a certain type of communication”.

As a result, FNP witnessed a 2% to 3% uptick in conversions from their new flows. For instance, in their cart abandonment journeys, FNP witnessed a CVR of 14.58%.

Earlier, FNP used to send out an SMS and an email at the same time during a cart abandonment journey. However, with MoEngage, they were able to add conditions to their journeys, allowing them to send relevant communication at the right time.

This allowed FNP to reduce the frequency of their communication by 14% while the sessions and orders increased by 58% and 29%, respectively.

Based on the success of these cart abandonment journeys, FNP has also started with two other journeys:

• Purchase dropout
• Payment failure

FNP Leverages an Omnichannel Approach for Better Conversions

Apart from using Emails, SMS, and WhatsApp, FNP has actively been using On-site Messaging (OSM) and Web Push Notifications to engage with customers.

Since FNP allows anonymous users to make transactions, they depend on lead generation activities via OSM pop-ups to collect relevant information regarding a customer.

For instance, between October and December 2023, FNP used lead generation pop-ups for new customers who visited their website for the first time or anonymous customers who had made a purchase but had not registered. This campaign witnessed a CTR of 12.77% and a CVR of 12.86%.

Another similar campaign was done for the “Upcoming Occasion Collection Pop-Up.” In this campaign, FNP asked the customers post-checkout for details about their or their loved ones' upcoming occasions.

With this, FNP generated 1,400 leads per month, 80 incremental orders per month, and a 6% conversion rate.. Another OSM campaign that FNP launched leveraging MoEngage was the “Shipping Discount Pop-up.”

For instance, if a customer drops out while selecting the shipping delivery method, a new exit intent banner pops up with a 50% discount on shipping. As a result, FNP generated 750 incremental orders with a 40% conversion rate.

Bridging the Gap Between Online and Offline Customer Journeys

During special occasions like Mother’s Day, Father’s Day or Valentine’s Day, FNP sets up QR codes across various physical places like metro stations, malls, etc.

With the help of OSM Pro, FNP was able to capture all the relevant information of the customers who scanned the QR code. As a result, FNP was able to personalize the second interaction of the customer.

One campaign associated with this was “Magnet QR Code”. Through this campaign, FNP was able to garner a CTR of 7.44%.

Alternatively, if a registered customer receives relevant communication regarding any discounts/promotions on emails or other digital channels, they could visit any offline store to avail themselves of the discounts as well.