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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: [email protected]