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Abandoned Cart Recovery with HubSpot Marketing Hub

Máster Internacional en Administración Marítima y Portuaria

Industry

Education

Challenge

Imbs is an education company focused on courses for the maritime sector in Spain and Latin America, had a high cart abandonment rate (over 75%), which represented a large loss of potential revenue.

Results

IMBS implemented HubSpot Marketing Hub Pro to reduce its cart abandonment rate and increase conversions. It automated a sequence of three emails to remind customers of their cart, offer discounts and generate urgency. In addition, it used Lead Scoring to segment leads and personalise messages. Complemented its strategy with retargeting on Facebook.

abandoned cart

www.imbs.edu.es
+35%
Reduction in abandoned carts
+30%
Recovery of abandoned carts with automated emails
+25%
Conversions thanks to WhatsApp and Chatbots
5X
ROI on remarketing campaigns with Facebook and Google Ads.

Thanks to HubSpot Marketing Hub, we have transformed our abandoned cart recovery strategy. Now, with intelligent automation, retargeting and WhatsApp, we are able to increase conversion by 30% and reduce abandonment by 35%. Real-time integration and analytics allow us to optimise every action, keeping every customer coming back and buying. It's a total change in the way we sell online. ‘* 🚀 -

Antonio J. Padrón Hernández

Chief Marketing Officer

picture of an office, with a few people working at desks

About our Customer

IMBS is a professional Business School, specialising in the maritime, port and logistics sectors, which has a faculty of teachers and experts of the highest teaching quality, developing its training activities both in Spain and Latin America, through online training.

The Challenge

IMBS had a high cart abandonment rate (over 75%), which represented a large loss of potential revenue. The main problems were:

  • Lack of automated follow-up to remind customers of their cart.
  • Low conversion rate on manual reminders.
  • Difficulty in segmenting users according to their behaviour.
  • Lack of integration between the online shop and marketing automation.

The Solution

IMBS implemented HubSpot Marketing Hub Pro to optimise their abandoned cart recovery strategy.

  • Recovery Email Automation:
    • An automated workflow was set up that detected when a user added products to the cart but did not finalise the purchase.
    • 3 personalised emails were sent within 24 hours with:
      • Cart reminder.
      • Exclusive 10% discount if they completed the purchase in the next 12 hours.
      • Urgency and shortage (‘Limited places’).
  • Lead Segmentation:
    • Segmentation was created with Lead Scoring, prioritising users with purchase history or previous interactions with the brand.
    • Messages were personalised according to the user's behaviour on the site.

  • Retargeting with Dynamic Ads:
    • Synced data with Facebook Ads and Google Ads to show remarketing ads with abandoned products.
    • Implemented ads with urgency and social proof (‘This item is very popular, few places left!’)

  • Use of Chatbots and WhatsApp:
    • A chatbot was set up in the online shop to remind users of their cart when they returned.
    • An automated WhatsApp message was sent to users who left their number, increasing the recovery rate by 25%.

  • Analytics and Ongoing Optimisation:
    • Conversions were measured using the HubSpot dashboard, identifying which strategies worked best.
    • A/B testing was performed on emails to improve conversion rates.

The Results

35% reduction in cart abandonment.
30% more recovery of abandoned carts with automated emails.
25% more conversions thanks to WhatsApp and Chatbots.
5X ROI on remarketing campaigns with Facebook and Google Ads.

 

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