Mixbook case study

Founded in 2006 and headquartered in Palo Alto, CA, Mixbook provides an easy and fun way to make completely customizable photo books, cards, and calendars on the web and through its Mosaic mobile app. With Mixbook, users aren’t limited to static pre-designed templates because their design software gives users the freedom to layout and design creations to their heart’s content.

Mosaic by Mixbook

Mixbook’s mobile app Mosaic helps reduce the amount of time and effort it takes to create a beautiful photo book, yet like other m-commerce providers, abandoned carts is a tough challenge. With the explosive number of photos being taken on mobile devices, boosting mobile shopping cart conversion is 
a company-wide imperative for Mixbook.

Challenge

Less than 1 in 10 mobile shoppers convert. On average, one of the largest headaches in mobile commerce is the...

Less than 1 in 10 mobile shoppers convert. On average, one of the largest headaches in mobile commerce is the dreaded shopping cart abandonment rate. The Baymard Institute, an independent web usability research institute, reports that the average shopping cart abandonment rate for web is 68 percent and for mobile it is upwards of a whopping 90 percent. That is a lot of money down the drain.

Recovering sales

There are many reasons why customers ditch their carts and while some are uncontrollable like a sudden change of heart, many other factors include mobile app crashes, lengthy checkout funnels, and tedious payment processes. If mobile cart abandonment rates leaves just a 10 percent opportunity to convert a customer, it is critical to use mobile optimization techniques to recover sales.

Strategy

Hoping to convert more customers, Mixbook 
turned to Leanplum’s lifecycle marketing solution to optimize user engagement.

Hoping to convert more customers, Mixbook 
turned to Leanplum’s lifecycle marketing solution to optimize user engagement.

Push notification A/B test

Mixbook set up an A/B test for their Android app to be triggered by user behavior, in this case shopping cart abandonment. One hour after customers abandoned their cart, timed responses were delivered via push notifications with the following message: “We saved your Mosaic order. Check out now and get it in 4 days.” The control group received no push notifications after they abandoned their cart.

Results

The Android push notification test drove a 14% increase to overall purchase conversion, a significant boost for the mobile app!

The Android push notification test drove a 14% increase to overall purchase conversion, a significant boost for the mobile app!

Why Mixbook trusts Leanplum

“Using Leanplum’s automated trigger and respond approach allowed us to re-engage with our customers in a personal and timely way that put the shopper right back at checkout, making it seamless and easy for them to convert.” — Andrew Laffoon, CEO and Co-Founder at Mixbook

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