Supporting Conni's Customers at Every Step

Conni is Australia’s leading brand for absorbent personal and home care products. From toilet training aids to anti-slip mats, Conni has products that help to give their customers extra confidence around the clock.

Platforms featured

• Klaviyo
• OpenCart

The opportunity

Prior to working with REP., Conni had basic email automations in place. We identified the opportunity to give Conni’s customers a more tailored buying experience through abandonment flows targeting:

These three automations were crafted to encourage conversion at each stage of the decision-making process with a focus on product and brand education to limit discounting where possible. 

“Working with the Conni team in developing the three abandonment flows has been excellent. With a product range that is needs-based, it presents a great opportunity to reach customers during their decision-making window with timely reminders that include helpful information on choosing the right product for their needs as well as demonstrating how Conni has helped others, and can support them in their continence journey.” – Melinda, Conni’s Account Manager at REP.

Browse Abandonment Series

The first journey in the abandonment process REP. crafted for Conni was the Browse Abandonment Series, triggered by a customer viewing a product but not progressing through to adding that product to their cart. The series begins with a series of a/b tests to determine optimum timing between the time a product has been viewed and the first email reminder being sent. 

The Browse Abandonment Series focuses on giving new and returning customers a personalised journey through two separate flow pathways. These two customer groups receive emails with messaging personalised towards their journey stage. 

To encourage first-time customers to make a purchase, we utilised user-generated content (UGC) to create trust. Discounting in this series was also limited to first-time customers in an effort to train return customers not to expect a discount with each purchase. 

In place of a discount in their final reminder, return customers are shown a series of FAQs for the product they’ve viewed. This was achieved through a series of blocks utilising Klaviyo’s show / hide logic capabilities. 

This Browse Abandonment series was limited to two emails in each pathway as this series is the first of three abandonment journeys. The ultimate goal of this series is to encourage browsers to place an order, however if they add a product to their cart, they will move into the next phase of abandonment — the Added to Cart series.

Added to Cart Series

This series begins with an a/b test to determine the best timing between cart abandonment and receiving an email reminder. Like the Browse Abandonment series, the Added to Cart series only has two emails for each pathway. This is done purposefully to keep the journey short as too many prompts can be counter-intuitive. 

This series again splits customers into two groups to give new and returning customers personalised reminders based on the stage of their journey with Conni. Discounting is also limited to customers who have placed zero or one order over all time. This was done to encourage new customers to place their first order, and prompt customers who had placed one order to become repeat customers. 

Within the Data Capture and Welcome Series, profile interests are collected from subscribers in an effort to provide them with tailored product recommendations and information. These custom properties were utilised in the Added to Cart Series via a series of show / hide blocks displaying dynamic product recommendations to first-time customers. 

For return customers, the last email in this series uses UGC as a final push to proceed to the checkout. These reviews are dynamically displayed based on the product the customer has in their cart — a feature available through the Klaviyo x reviews.io integration.

Abandoned Checkout Series

The final step REP. crafted for Conni’s abandonment journey is the Abandoned Checkout Series. This automation sees customers go down one of six different pathways, crafted to create a personalised experience based on:

New customers are taken down the route of brand education and UGC as a way of establishing trust and confidence in the Conni brand. As return customers have previously been shown UGC to encourage conversion, they are instead shown an FAQ based on the product in their cart. These blocks are conditionally coded using Klaviyo’s show / hide logic as an extra educational piece to break down potential barriers to purchase.

The Browse Abandonment and Cart Abandonment Series both contain two emails per journey, whereas the Abandoned Checkout contains three emails per pathway. This was intentionally done to limit the number of emails a customer receives during their abandonment journey. If a customer displays abandonment behaviours at all three stages (browse, cart, and checkout), the most emails they will receive is 5.

Get in touch

If you’re ready to transform your customer journey and increase conversion rates, get in touch with the team at REP. by emailing hello@rep-agency.co.