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Charles Nicholls The Path To Purchase • About Charles Nicholls Chairman, Conversion Academy Founder, SeeWhy Chief Research & Strategy Officer @webconversion
About SeeWhy
• The real time shopping cart & web form recovery service • Live on 1,000+ ecommerce sites • Recovers $400m annually for clients
• Plug-and-play Magento Enterprise extension & X.Commerce partner
On average Individual website Visits / Adds ...and abandons visitor item(s) to their without purchasing cart... 97% don’t buy
Track website visitors 24x7
Trigger an optimized 1-to-1 1st email sent / Email Service follow up campaign ads served in real Provider & Ad on abandonment time 1 2 3 exchange Real time API Visitor clicks through Re-considers the purchase On average 26% Of identified cart abandoners will convert • Topics
The path to purchase Multi-screening Remarketing techniques
Why 72% of shoppers say they abandon
Source: Forrester #1 Price #2 Not ready to buy Males: Females: • More likely to compare prices • More likely to save products for later • Less likely to abandon • Take longer to buy • Even more sensitive to shipping and handling costs
Takeout Design remarketing campaigns to address Price and Timing objections
Shopping Cart Abandon Rate
• 72% of all transactions are abandoned
72% • 97% of mobile transactions are abandoned
97% Excludes digital goods
Source: SeeWhy Understanding the customer journey
Organic Purchase Search ‘term’
Organic Display Ad Organic Purchase Search ‘term’ Search ‘term’
PPC ad Direct Organic Purchase Mobile Search ‘term’ 5 touches across multiple channels
Organic Purchase Search ‘term’
Organic Display Ad Organic Returning ID’d Purchase Search ‘term’ Search ‘term’ abandoner
PPC ad Direct Organic Direct Clicked Purchase Mobile Search ‘term’ remarketing link Multi-touch drives conversion Probability of conversion
O.25% 2.25% 18% 48%
New visitor Returning First time Serial Purchase visitor abandoner abandoner
Remarketing Remarketing 9x
60x Source: SeeWhy
192x • Topics
The path to purchase Multi-screening Remarketing techniques
Multi-Screening
http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi- screen-world.html
Different devices; different uses Payments, security and usability
Source: Forrester Consulting / Demandware Mobile website or apps? • Users want the ‘full experience’
Which of the following best describe your company’s If you have interacted with [the merchant you have just mobile / tablet eCommerce presence? purchased from] on a mobile device, then which experience do you prefer? Mobile browser Accessing the optimization standard website iPhone App I dont have a preference Android App Using an app iPad App Using the mobile Other Mobile App version of the site
Base: 43 retail CIO’s Base: 1,428 recent mobile shoppers Forrester/Shop.org State of Retailing 2012 Forrester/Bizrate Insights Q3 2012 Tablets are most of the action • Most of ‘mobile’ is actually tablet Tablet/mobile sales as a percentage of web sales in 2011
Base: 43 retail CIO’s Forrester/Shop.org State of Retailing 2012 1.5% 3.2% Email is going mobile
• By end 2012, more emails will be opened on mobile than any other platform
Source: Litmus 2012 • Topics
The path to purchase Multi-screening Remarketing techniques
Guthy-Renker Proactiv: Three step campaign
Immediate 23 hrs after 6 days, 23 hours after
Takeout Addresses Price and Timing objections.
The Impact of remarketing
No Remarketing With Remarketing
On average, an On average additional 18% 8% 26% additional will return to buy recovery will return to buy
Number of abandoners returning abandoners of Number when remarketed
Takeout 2x - 3x more abandoners will buy when remarketed Remarketing's biggest impact will be in the first 12 hours.
A/B test: Real time + Multi Stage
• Real time out tracking enables: – Multiple campaign steps (total 3 in this test) • Real time + multi stage gives: Source: SeeWhy
+201% Revenue
412% ROI Set it and forget it?
• Optimizing your campaign • Start by getting a campaign up • Plan to: • Analyze you data deeply after 30 days • Develop an alternate hypothesis • Test and refine
(1) Which subject line generated more revenue? Oops! Was there a problem with your Glamour is just a click away A checkout? B (2) Which subject line generated more revenue? Charles, was there a problem with your Oops! Was there a problem with your A shopping cart? B shopping cart? (3) Timing test: Optimal timing for email #2
• Two stage campaign test • Only the timing of the second email is different
Average Order AOV Increase Difference in Conversion Value Rate – 1st email Real time $54.67
nd A - 2 email after 1 hour
– 1st email Real time $63.25 +16% +42%
B - 2nd email after 23 hours
• Which got a 16% AOV and 42% lift in conversion? Typical ‘Starter’ Campaign
Remind Reassure Promote Immediate 23 hours 6 days & 23 hours
Subject line: Subject line: Subject line: ‘Oops! Was there a problem with your cart?’ ‘Free exchanges on your order at ‘Save 25% on your order at LuckyVitamin’ LuckyVitamin’ Columbia Sportswear – Make the product the hero
• Focus on the product – Large image – Product name – Review stars
• Free shipping call to action (with club membership)
Any observations? Impact of skin tones and faces
http://usableworld.com.au/2009/03/16/you-look-where-they-look/
CSR image is too strong
• Distracts from the primary call to action
• Call to action button not strong enough
Alternate Route – No CSR Highest ROI In eCommerce
• Voted highest ROI by ecommerce execs in eTailing group 2012 Merchant Survey
Only 5% brands remarket with personalized email
Only 5% of brands follow up on abandoned carts with a personalized email...... yet this recovers on average 21%
Personalized 1-to-1 Single Campaign Email
System Email 5%
7% 25% 21%
20% Source: SeeWhy
15%
Newsletter Campaign 1 -
25% to
-
10%
Do Nothing
Recovery rate Recovery Single System Email System Single
63% 5%
Newsletter
Do NothingDo
Personalized 1 Personalized 3% 1% 0% Source: SeeWhy; US IR 250 brands Personalization matters
Test of a 3 step email remarketing campaign, measuring lift in revenue recovered:
Static Content Dynamic Personalized Content
Source: SeeWhy
2.6%
33.2% • The formula you need:
– Compliant with the law: its marketing, therefore unsubscribe, opt out / opt in are important
– Real time: first send needs to be in real time; send a sequence to address timing objections
– Stay in step: ensure that you don’t send emails to customers that have purchased
– Deliver value: if customers value what you send, you can extend your brand values
– Be relevant: 1-to-1 personalization will have a dramatic impact
– Expertise: the way you remarket will impact success. Performance varies from 2% to 20%
Charles Nicholls Twitter:@webconversion Web: seewhy.com Email: [email protected]