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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

Re-considers the purchase

Individual website visitor

Visits / Adds item(s) to their

cart...

...and abandons without purchasing

1st email sent / ads served in real

time

Visitor clicks through

On average

26% Of identified cart abandoners

will convert

On average

97% don’t buy

2 3 1 Email Service Provider & Ad

exchange

Track website visitors 24x7

Trigger an

optimized 1-to-1 follow up campaign

on abandonment

Real time API

• Topics

The path to purchase

Multi-screening

Remarketing techniques

Why 72% of shoppers say they abandon

#1 Price #2 Not ready to buy Males:

• More likely to compare prices

• Less likely to abandon

Females:

• More likely to save products for later

• Take longer to buy

• Even more sensitive to shipping and handling costs

Source: Forrester

Design remarketing campaigns to address Price and Timing objections

Takeout

Shopping Cart Abandon Rate

72% 97%

Source: SeeWhy

• 72% of all

transactions are

abandoned

• 97% of mobile

transactions are

abandoned

Excludes digital goods

Understanding the customer journey

Purchase

Purchase

Purchase

Display Ad

Direct Mobile

Organic Search ‘term’

PPC ad

Organic Search ‘term’

Organic Search ‘term’

Organic Search ‘term’

5 touches across multiple channels

Purchase

Purchase Display Ad

Purchase Direct Mobile

Clicked remarketing

link

Direct

Organic Search ‘term’

PPC ad

Returning ID’d abandoner

Organic Search ‘term’

Organic Search ‘term’

Organic Search ‘term’

Multi-touch drives conversion

Source: SeeWhy

New visitor Purchase

Probability of conversion

O.25%

Returning visitor

9x

2.25%

60x

First time abandoner

18%

Remarketing

Serial abandoner

192x

48%

Remarketing

• 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

Other Mobile App

iPad App

Android App

iPhone App

Mobile browseroptimization

Mobile website or apps?

Using the mobileversion of the site

Using an app

I dont have apreference

Accessing thestandard website

Which of the following best describe your company’s mobile / tablet eCommerce presence?

If you have interacted with [the merchant you have just purchased from] on a mobile device, then which experience do you prefer?

Base: 43 retail CIO’s Forrester/Shop.org State of Retailing 2012

Base: 1,428 recent mobile shoppers Forrester/Bizrate Insights Q3 2012

• Users want the ‘full experience’

• Most of ‘mobile’ is actually tablet

Tablets are most of the action

1.5% 3.2%

Tablet/mobile sales as a percentage of web sales in 2011

Base: 43 retail CIO’s Forrester/Shop.org State of Retailing 2012

• By end 2012, more emails will be opened on mobile than any other platform

Email is going mobile

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

Addresses Price and Timing objections.

Takeout

The Impact of remarketing

No Remarketing

Nu

mb

er

of

ab

an

do

ne

rs r

etu

rnin

g

2x - 3x more abandoners will buy when remarketed

Remarketing's biggest impact will be in the first 12 hours.

Takeout

On average

8% will return to buy

With Remarketing

On average, an additional

26% will return to buy when remarketed

18% additional recovery

• Real time out tracking enables:

– Multiple campaign steps

(total 3 in this test)

• Real time + multi stage gives:

A/B test: Real time + Multi Stage

412% ROI

+201% Revenue

Source: SeeWhy

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 checkout? A Glamour is just a click away B

(2) Which subject line generated more revenue? Charles, was there a problem with your shopping cart? A B Oops! Was there a problem with your

shopping cart?

• Two stage campaign test

• Only the timing of the second email is different

• Which got a 16% AOV and 42% lift in conversion?

(3) Timing test: Optimal timing for email #2

Average Order Value

AOV Increase Difference in Conversion Rate

– 1st email Real time

- 2nd email after 1 hour

$54.67

– 1st email Real time

- 2nd email after 23 hours

$63.25

+16%

+42%

A

B

Typical ‘Starter’ Campaign

Immediate 23 hours 6 days & 23 hours

Remind

Reassure

Promote

Subject line: ‘Oops! Was there a problem with your cart?’

Subject line: ‘Free exchanges on your order at LuckyVitamin’

Subject line: ‘Save 25% on your order at

LuckyVitamin’

• Focus on the product

– Large image

– Product name

– Review stars

• Free shipping call to action (with

club membership)

Columbia Sportswear – Make the product the hero

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

• Voted highest ROI by ecommerce execs in eTailing group 2012 Merchant Survey

Highest ROI In eCommerce

Only 5% brands remarket with personalized email

Newsletter 25%

Single System Email

Personalized 1-to-1 Campaign Email

0%

5%

10%

15%

20%

25%7% 5%

Only 5% of brands follow up on abandoned carts with a personalized email... ....yet this recovers on average 21%

21%

3% 1%

Sin

gle

Syst

em E

mai

l

Per

son

aliz

ed 1

-to

-1 C

amp

aign

New

slet

ter

Do

No

thin

g

Do Nothing 63%

Rec

ove

ry r

ate

Source: SeeWhy; US IR 250 brands

Source: SeeWhy

Personalization matters

Test of a 3 step email remarketing campaign, measuring lift in revenue recovered:

2.6%

33.2%

Static Content Dynamic Personalized Content

Source: SeeWhy

• 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: info@seewhy.com