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Deep Dive on Jet.com's User Engagement - User Engagement Teardown

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This is Iterable's first User Engagement Teardown - focusing on Jet.com.
It analyzes how Jet engages users in the first 3 weeks post-signup.

The User Engagement Timeline lets you visualize all engagement, and we also evaluate individual emails and suggest improvements.

Published in: Marketing
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Deep Dive on Jet.com's User Engagement - User Engagement Teardown

  1. 1. User  Engagement  Teardown August,  2015 #UEteardown Download:  iterable.com/teardown
  2. 2. 2©2015  Iterable,  Inc.  All  rights  reserved Make  sure  to  watch  full  screen! Press  this  button
  3. 3. What  is  a  “User  Engagement  Teardown”? • Analyze  a  company’s  user  engagement  over  3  weeks  post-­‐signup • Constructive  evaluation  and  feedback • All  types  of  B2C  companies:  e-­‐commerce,  subscription,  media,  etc. • Inspired  by  https://www.useronboard.com/ -­‐ Check  it  out! ©2015  Iterable,  Inc.  All  rights  reserved 3
  4. 4. 4©2015  Iterable,  Inc.  All  rights  reserved • E-­‐commerce  (http://jet.com),  launched  July  2015  to  great  fanfare • Costco  +  e-­‐commerce  model:  yearly  fee  and  large  savings • Founder  sold  Quidsi to  Amazon,  this  time  he’s  going  really  big • $220M  raised  pre-­‐launch!   How  are  they  engaging  users?
  5. 5. What  We  Did ©2015  Iterable,  Inc.  All  rights  reserved 5 • Signed  up  for  an  account • Browsed  on  desktop  and  added  items  to  shopping  cart  (several  times) • Browsed  on  mobile  app  (logged  in)  and  added  items  to  cart  (several  times) • Made  one  purchase • Looked  at  all  messages  we  received  over  3  weeks
  6. 6. 6©2015  Iterable,  Inc.  All  rights  reserved On  to  the  “User  Engagement  Timeline”…
  7. 7. 7 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe
  8. 8. 8 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe We’ll  show  you  what  we  (the  user)  did  here…
  9. 9. 9 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe We’ll  show  you  what  we  (the  user)  did  here… …  and  the  messages  we  received  from  Jet  here.
  10. 10. 10 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe We’ll  show  you  what  we  (the  user)  did  here… …  and  the  messages  we  received  from  Jet  here. Activities  and  messages  are  color  coded  as  shown   in  this  key
  11. 11. 11 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Signed   up Browsed 3  items   in  cart This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser
  12. 12. 12 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Welcome to  Jet Signed   up Browsed 3  items   in  cart And  Jet  sent  us  a  welcome  (triggered)  message   that  same  day This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser
  13. 13. 13©2015  Iterable,  Inc.  All  rights  reserved Fast  forward  to  day  21…
  14. 14. Installed Logged   in Browsed . 14 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Smart item
  15. 15. 15©2015  Iterable,  Inc.  All  rights  reserved Lets  point  out  a  few  things…
  16. 16. Installed Logged   in Browsed . 16 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Very  short   “welcome  series” Probably  could  be  a  bit   better Smart item
  17. 17. Installed Logged   in Browsed . 17 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Great  idea  to  encourage  a   purchase  1  week  in Smart item
  18. 18. Installed Logged   in Browsed . 18 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Lots  of  abandoned  carts,   but  no  shopping  cart   abandonment  campaign! Lost  opportunity. Smart item
  19. 19. Installed Logged   in Browsed . 19 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Smart item No  push  notifications,  even   though  we  installed  the  app   (and  a  subsequent  update).
  20. 20. Installed Logged   in Browsed . 20 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Smart item No  post-­‐purchase  followup (e.g.,  review,  replenish). Lost  opportunity.
  21. 21. Installed Logged   in Browsed . 21 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Fairly  intense  blast   marketing  schedule Smart item
  22. 22. Installed Logged   in Browsed . 22 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe But  just  as  we  thought   there  was  a  pattern,  the   emails  seemed  to  stop. We  aren’t  sure  why. Smart item
  23. 23. Installed Logged   in Browsed . 23 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: Welcome to  Jet 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Art  of Saving  / 5  ways to  save Find  it at  Jet Offer: $10  off first  order Receipt Welcome  to member-­‐ ship Smart item Item  (1/2) shipped 5  ways to  save Smart cart Save here, save there Back  to school Order delay (item  2/2) Smart item Famous couples [Item  1  delivered] Signed   up Browsed 3  items   in  cart Desktop   browser Mobile   app Activity  Type Browsed   Added  2   items  to   cart Purchase   (2  items) Browsed   2  items   to  cart Browsed 3  items   in  cart Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe Smart item
  24. 24. Timeline  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 24 • Significant  amount  of  blast  marketing o Risk  of  overloading,  also  sending  blasts  on  same  day  as  transactional  emails o Although  they  stopped  towards  the  end  of  the  21  day  period • Almost  no  triggered  marketing  — big  opportunity  for  improvement o Short  welcome  series  (2  messages)  could  be  extended o Shopping  cart  abandonment  campaigns  would  be  a  big,  easy  win o Post-­‐purchase  follow-­‐ups  (e.g.,  review,  replenish)  would  also  be  high  impact • No  push  notifications  even  though  we  used  the  app • No  cross-­‐channel  coordination  across  web  and  mobile
  25. 25. 25©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  look  at  some  specific  emails…
  26. 26. 26©2015  Iterable,  Inc.  All  rights  reserved
  27. 27. 27©2015  Iterable,  Inc.  All  rights  reserved Jet’s  transactional  emails   look  great!
  28. 28. 28©2015  Iterable,  Inc.  All  rights  reserved Jet’s  transactional  emails   look  great! Yes,  we  like  macadamias  in   the  office.
  29. 29. 29©2015  Iterable,  Inc.  All  rights  reserved All  the  info  we  need,   presented  attractively Jet’s  transactional  emails   look  great!
  30. 30. 30©2015  Iterable,  Inc.  All  rights  reserved All  the  info  we  need,   presented  attractively This  is  a  missed   opportunity.   Recommend   *relevant*  products   (cashews?)  in  the   “free”  real  estate  of  a   transactional  email Jet’s  transactional  emails   look  great!
  31. 31. 31©2015  Iterable,  Inc.  All  rights  reserved
  32. 32. 32©2015  Iterable,  Inc.  All  rights  reserved Email  #2 (Day  2) Part  of  initial   “welcome  series” It’s  a  good   message.   Educates  user  on   how  Jet  works.
  33. 33. 33©2015  Iterable,  Inc.  All  rights  reserved Email  #10 (Day  10) Arrived  after   welcome  series,   several  blasts   AND  our   purchase.   Email  #2 (Day  2) Part  of  initial   “welcome  series” It’s  a  good   message.   Educates  user  on   how  Jet  works.
  34. 34. 34©2015  Iterable,  Inc.  All  rights  reserved This  content  is  almost   the  same! Jet  wants  customers  to   understand  how  it  works. But  this  is  an  opportunity   to  say  something   different. It’s  also  a  risk.  Sending   users  (especially  engaged   customers)  repeat  content   raises  probability  of   unsubscribes. Email  #2 (Day  2) Part  of  initial   “welcome  series” It’s  a  good   message.   Educates  user  on   how  Jet  works. Email  #10 (Day  10) Arrived  after   welcome  series,   several  blasts   AND  our   purchase.  
  35. 35. 35©2015  Iterable,  Inc.  All  rights  reserved
  36. 36. 36©2015  Iterable,  Inc.  All  rights  reserved These  are  two  of  the  blast   emails.   Also  very  nice  looking.
  37. 37. 37©2015  Iterable,  Inc.  All  rights  reserved These  are  two  of  the  blast   emails.   Also  very  nice  looking. They  seem  to  promote   limited  time  offers,  which  is   great.
  38. 38. 38©2015  Iterable,  Inc.  All  rights  reserved These  are  two  of  the  blast   emails.   Also  very  nice  looking. Potential  opportunity: Replace  some  items  with   my  abandoned  cart  or   things  I’ve  shown   interest  in  (walnuts?).   Conversion  might  increase   for  both  promoted  and   abandoned  items! They  seem  to  promote   limited  time  offers,  which  is   great.
  39. 39. Email  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 39 • Emails  look  great • Room  for  improvement  on: o Repetitive  content  that  could  turn  users  off o Using  transactional  emails  to  drive  relevant  purchases o Personalizing  blasts  (e.g.,  cart  items)  to  make  more  relevant  and  interesting
  40. 40. Overall  Jet  User  Engagement  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 40 • Off  to  a  great  start,  especially  since  they  just  launched! • The  biggest/easiest  opportunity:  set  up  basic  triggered  campaigns  (e.g.,   shopping  cart  abandonment) • Other  key  things  (among  many  possibilities): o Coordinate  across  email  and  mobile  messaging o A/B  testing  (although  it  is  possible  they  are  already  doing  some  of  this)
  41. 41. Request  an  Iterable  demo: That’s  it! ©2015  Iterable,  Inc.  All  rights  reserved 41 • Thank  you  for  reading  our  first  User  Engagement  Teardown! • Join  the  discussion!  Use  #UEteardown • Download  the  slides:  iterable.com/teardown iterable.com/demo ! /iterable " @iterable # /iterableTV

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