Goal: Customer activation


Website visitors on the KLM website often search and select a flight but don’t finalize their booking. The challenge is to encourage customers to complete their check-out and therewith lower the abandoned shopping cart rate and boost conversions.


KLM sends a reminder by email to subscribers who did not complete a booking after selecting a flight. We add personalized videos to the email to increase engagement and boost conversions. The video animation contains the date and destination of the selected flight. Based on this information, dynamic elements (voice-over, text, and imagery) are added to create a personalized video for every unique customer. This resulted in a significant increase in conversions from abandoned shopping carts.

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Dynamic video elements that adjust to the viewer:

Flight path
Travel date
Image of destination

How it looks...