Post Description: 67% of online transactions are abandoned before money is exchanged. Learn the best ways to reach out to those participants to bring them back into your registration.
In a world full of distractions, it’s no secret that sometimes racers fill out a registration form, fully intending on participating, and then bail on the process when their kid starts crying in the next room or their boss walks in as they are pulling out their credit card. According to the Baymard Institute, 67% of online transactions are abandoned before any money is exchanged.
At Race IT, these abandoned registrations are called Incomplete Registrations. Our system collects the data from these participants, which can be viewed by going to the Participant List and choosing “Show Incomplete Registrations.” You can access this list at any time in order to view trends, as well as follow up with these participants using our Email Participants features and convince them to come back and register.
These incomplete participants clearly expressed a high level of intent to register because they entered all of their information and reached the cart, so why not re-engage them with a quick email? Email is proven to be the fastest, easiest way to reach your incomplete registrations. A case study conducted by Peak Design found that through the use of their email remarketing campaign, they were able to recover 12% of all abandoned transactions.
Race IT’s Email Incomplete Participants grants you complete control of the timing and messaging to your participants. This feature can be accessed under the Email Participants area. Emails can be saved and used again as needed.
When it comes to creating your re-marketing messaging, we have a few suggestions
While you may be eager to reach out to your Incomplete Registrants early and often, be aware that you also don’t want to flood their inbox. Race IT suggests sending between 1-3 follow-up emails to your incomplete registrants. These emails should be customer service oriented (What went wrong? How can we help?) and provide participants with clear directions on how to return to the registration.
You can also create a discount code to further entice incomplete registrants to come back. You can view a tutorial on how to add a discount code by clicking here. Sometimes even 5-10% off is enough to pull potential customers back through your registration.
Avoid sending messages to your incomplete registrants on the day of or right after large price jumps, as this can be perceived as deceitful practice. The Race IT team suggests sending out these emails about a week before any price increase. A final email should be sent no later than a week before online registration closes.