Choosing the Correct URL for the Call to Action (CTA) Button

When designing an email template, you may not be sure which URL to use on your Call to Action (CTA) button. The answer to this will depend on your website and its settings.

Static URLs

Static URLs will remain the same for every customer who receives an email from CartStack. A Static URL should point to the cart or booking page of your website. Ex. https://yoursite.com/cart, https://yoursite.com/book

Your CartStack emails will simply try to route customers to that page so the customer can view their cart items or booking info. This functionality will not work across devices, so if they abandon on a desktop, and attempt to click through their abandonment email on their phone, they will be sent to an empty cart or booking page.

In order for something like this to work effectively, your site's cookie settings should save the customer's cart or booking data for at least a week. If you are not sure of your site's specific settings, you will need to check those with your platform. If your site is not saving the cart or booking data, your site's homepage URL should be used for the CTA button instead.

Dynamic URLs

Dynamic URLs can be used in the email template to send the customer back to the exact page they abandoned. For this to work successfully, you should know how your site will behave and consider the following:

Can the checkout or booking flow URLs be directly targeted without error or re-directs? If not, use a static URL.
If yes to #1, can the URLs still be directly targeted at or after 7 days? If not, please extend the user sessions to at least 7 days or use a static URL.

When you are sure of both of the above, you can add the following variable to the CTA buttons in your email template: %%returnurl[HOME_PAGE_URL]%%

Please insert your site's home page URL within the [ ] above.

With UTM parameters, it will look like: %%returnurl[HOME_PAGE_URL]%%?utm_source1=param1&utm_source2=param2

Contact support@cartstack.com with any questions!