HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Optimisation du taux de conversion du site e-commerce via la relance par e-mail des paniers abandonnés

Carlozzi, Roxane ULiège
Promotor(s) : de Moerloose, Chantal ULiège
Date of defense : 21-Jun-2016 • Permalink :
Title : Optimisation du taux de conversion du site e-commerce via la relance par e-mail des paniers abandonnés
Author : Carlozzi, Roxane ULiège
Date of defense  : 21-Jun-2016
Advisor(s) : de Moerloose, Chantal ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Ghilissen, Michael ULiège
Lebecque, Magali 
Language : French
Keywords : [en] e-commerce, conversion, marketing automation, permission marketing, triggered e-mail, e-mail retargeting, shopping cart abandonment, abandoned cart e-mail
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] In November 2014, the company Planet Parfum decided to rise up to the challenge of the digital shift by launching its own e-commerce platform. However, keeping a firm grip on the Web evolutions remains a real challenge, reflected by the gap between the new customers' expectations and businesses that have trouble providing the right solution.
Nowadays as the conversion rate only reaches 2%, Planet Parfum would like to convert more visitors into customers on its e-shop. In order to reach this goal, we focused our « thesis » on an e-mail retargeting strategy, and more specifically on the process of sending e-mail to recover abandoned shopping carts. Indeed, on average 80% of the visitors do not complete their checkout process and are regrettably not retargeted. There is clear evidence that this undoubtedly high statistic is unfortunate and harmful for the turnover of an online store such as the one of Planet Parfum.
After an in-depth theoretical documentation, we observed and studied the shopping cart abandonment e-mail campaigns of various e-commerce platforms, to ultimately create and implement our own strategy. Finally we conducted a test on the timing to send out the e-mail. The results confirmed that the adage « we need to strike while the iron is hot » applies to our retargeting application. Nevertheless, we recommend the company to experiment, through several A/B tests, all the mailing components likely to encourage the cart abandoners to complete their purchase, in order to find the best e-mail recovery campaign for it.
In conclusion, the abandoned cart e-mail strategy and its level of sophistication are the key assets for a succeeded customer experience and a strategic vector for the turnover increase. In order to achieve this goal, there is nothing better than testing, accustoming and optimizing any e-mail components.



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  • Carlozzi, Roxane ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)


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