Listen up campaign builders – we’ve got a brand new goal method, introducing Keap’s Failed Purchase Goal.
The Failed Purchase Goal
The idea that we can trigger automation when someone attempts to purchase and is unsuccessful isn’t new, but this new goal method allows us a more direct path for starting and stopping automation inside the campaign builder.
The goal has three options for when it will trigger, either on any failure, failure of a specific product, or failure for any product within a category.
The “any purchase” option doesn’t feel as useful to me simply because the automation you trigger wouldn’t be able to be as targeted as with the other two.
As with other campaign goals, once achieved contacts will be added to the sequence following it.
This campaign structure is obviously pretty basic, but it’s what goes inside the Failed Purchase Automation sequence that will need your attention.
If the automation you configure is designed to follow up with the buyer over time, then you’ll also want to make sure this campaign has a conclusion goal so that it automatically stops when they successfully buy.
Check out the video below as I build a sample campaign and address a few of the most common questions I’ve heard on this feature.
Oh, and the section of the video from 10:45-14:00 is no longer necessary. You can skip that sequence/task altogether.
Update: In July 2021 Keap made a change to how failed orders are handled, which simplifies the campaign structure recommended in the video about.
Simply put, failed orders no longer create an open balance. Read about the change here.
Is this just for initial purchases?
In my tests I’ve found that this goal method is also achieved when a recurring subscription payment isn’t able to process – another reason to be careful when using the “Any Purchase” option.
Can I use billing merge fields?
If you need to use the credit card or order merge fields then you’ll want to stick with the options in Billing Automation.
(Want the Billing Automation presentation that I accidentally uploaded to my personal YouTube channel?)
This new goal method opens the door for lots of automation opportunities, the trick is to start looking at what is currently happening when someone tries to buy and isn’t able to – and then asking “What should be happening?”
At the very least you might want to add a step that sends them the link to the sales page – but for higher ticket items it might make sense to task a human to reach out and help facilitate the transaction.
If I missed anything here, or you have any questions, please feel free to leave them in the comments below.