top 5 ways to combat shopping cart abandonment

1WordStream Confidential

Top 5 Ways to Fight Shopping Cart AbandonmentNavah Hopkins

11.03.2016

Copyright 2016 WordStream, Inc. All rights reserved. #InternationalEcommDay

2WordStream Confidential

A Little About Me + WordStream

Customer Success – Team Lead

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We’ll Be Talking About:

• Why Does Shopping Cart Abandonment Exist

• Cross Ad Medium Messaging

• Mobile

• Retargeting

• The Localization of eComm

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What Makes People Abandon

Shopping Carts?

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Shopping Cart

Abandonment is at 80%

Baymard Institute

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Some Reasons Why

• 66% of online consumers abandon their cart

because of problems with the payment process.

(RetailMeNot.com)

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• 63% of online consumers said they were more

likely to return to a website that offers live

chat. (RetailMeNot.com)

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57% Won’t Recommend A Retailer With Bad

Mobile UI/UX

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SEM Can Only Send The Leads

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Let’s Work Magic With

What We Can Control

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Trick #1 Cross Platform Messaging

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First A Confession: I’m An Avid Witcher Fan

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So It Stands To Reason I’d Engage With

Witcher Merch

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Alas, They Didn’t Have My Size, So I

Bounced

No matter how

much I love it, it

won’t fit…guess it

wasn’t meant to

be

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Within 5 Seconds: On My Facebook Page

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85% of orders From Social Media Sites

Come From Facebook

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#1 In Shopping Box

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Don’t Forget YouTube

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Even Bing Had Me

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What Went Right?

Consistent experience: Return

visitors are up to 6X more likely to

convert, but only if they’re sure they’re

in the right place

Contextual placement was great

(particular on the youtube video)

The ad followed around at a

reasonable pace of impressions.

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What Went Wrong?

• Title is not keyword centric

• Price stayed the same/no promos to get

me to buy

• Missed opportunity to hit me in my

Facebook feed.

• No accounting for why I didn’t buy in the

first place!

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Trick #2 Owning eComm By

Owning Mobile

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Newsflash: Shopping Gets A Lot of Love On

Mobile

Credit: Andy Taylor/SearchEngineLand.com

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Average Click Through Rates Compared to 2015

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

Computer Smartphone Tablet

Average CTR

July2016-Oct2016 July2015-Oct2015

1.64%

Data based off of 550 accounts with at least one shopping campaign

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Average Conversions Compared to 2015

0

20

40

60

80

100

120

140

160

180

200

Computer Smartphone Tablet

Average Conversions

July2016-Oct2016 July2015-Oct2015

180

Data based off of 550 accounts with at least one shopping campaign.

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Average Cost Per Acquisition Compared to 2015

$0.00

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

Computer Smartphone Tablet

Average CPA

July2016-Oct2016 July2015-Oct2015

$37

Data based off of 550 accounts with at least one shopping campaign.

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Mobile Might Be More Expensive, But The

Volume Is Clear

70% of online transactions occur on a mobile device.

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One Reason For This Might Be Price Extensions

Behold the Mighty Price Extension!

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Price Extension’s – The Hybrid Extension

With Over 10% CTR

The aggregated data in this post is based on a sample of four WordStream client accounts with early beta access to Price Extensions who were

advertising on the Google Search Network in May 2016.

@navahf

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Avoid Shopping Cart Abandonment By

Accounting for Device

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Trick #3 The Power of Promos

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Sales/Coupons Excite people

Over 80% of shoppers say they use more

than one promotional media type to make

purchase decisions. (Market Track)

40% of shoppers prefer receiving discounts

on purchases over loyalty program points

or a gift basket (Precima)

91% of brand loyal shoppers use coupons

(Valassis)

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Begin with Dynamic Product Ads

Characteristics of good Dynamic Product Ads:

• Include price (hopefully with some sort of discount)

• Include product

• Include your brand

• Simple design!

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Your Shopping Ads Mean

You Already Have the Feed!

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Contextual Images Are Powerful

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Even if I Already Booked, This Is Helpful

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Out of Place “Images” Are Not

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Search With Display Select RLSA = Bad

Time

• Budget should exclusively go to

search – display select directs

budget towards display campaigns

without crafting display ad.

• Don’t want to engage with PPC ad on

shaving site, no matter how much I

love both

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Trick #4 RLSA/Customer Match

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Abandoning = You’ve Been Tagged!

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Retargeting Lists Search Ads(RLSA) For

Shopping

• Membership has been extended to 540 (display) days!

• Catch folks who abandoned you before

• One of the most receptive audiences to promos

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Layering in RLSA Focuses the Budget

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Customer Match: Use Emails

From Promos/Past Orders!

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New Customer Can Be Up To 6X More

Expensive Than Returning Customer

Source: invesp

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Trick #5 Local + eComm

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53% of consumers are willing to share

their current location to receive more

relevant advertising.

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62% of consumers share

local deals with friends.

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When Local + Ecomm Meet

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What’s the Experience Like?

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Let’s Go Shopping!

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“In Store” Signals the Local Landing Page

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What catches your eye?

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What’s Working Well?

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What catches your eye?

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Biggest Risk: I Can’t

Convert on That Page!

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These Are Still in Beta

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What Did We Learn?

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Keep messaging consistent across content

mediums

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Own Shopping By Owning Mobile

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Promos Are the Lifeblood of Shopping

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Adding Retargeting Through

RLSA & Customer Match

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Bridge the Gap

Between Local

Retail and

eCommerce

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List of sources outside WordStream Data

Sets• Retail’s Main Event: Brick & Mortar vs. Online, RetailNext

• Retail’s Impact, National Retail Federation

• 13 Alarming Stats About Retail in Digital, Digiday

• 15 Holiday Retail Stats That Every Marketer Needs to See, AdWeek

• 2014 US Retail Industry Overview, About.com

• Hold the Phone: 66% of Time Spent With e-Retail is on Mobile, Internet Retailer

• How Proximity Marketing Is Driving Retail Sales, Forbes

• 15 Retailer Resources, Stats and Tactics, SnapRetail

• Speed of Delivery Is Important for Retail Shoppers, Accenture

• Trends in Retail Show US Consumers Plan To Spend More on Holiday Shopping, Accenture

• 12 Illuminating eCommerce Stats from January-March 2015, eConsultancy

• 5 Ecommerce Stats That Will Make You Change Your Entire Marketing Approach, Kiss Metrics

• 40 Amazing Online Shopping And Ecommerce Statistics, Selz

• Five 2015 Ecommerce Stats & Trends You Should Know About, PixelMEDIA

• 5 Stats Every Ecommerce Business Should Know, Gigya

• 7 Statistics About E-Commerce Shoppers That Reveal Why Many Consumer Stereotypes Don’t Apply Online, Business Insider

• 13 Startling Customer Service Statistics, Parature

• 10 Useful Customer Experience Statistics For Your 2015 Strategy, Neosperience

• 38 Powerful Customer Experience Stats for 2015, Christine James of HissingKitty

• 10 Statistics from the Online Marketplace Seller Survey, Web Retailer

• 12 Retail Trends and Predictions for 2015, Vend HQ

• U.S. Social Commerce – Statistics & Trend, AdWeek

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@navahf

nhopkins@wordstream.com

linkedin.com/in/navahhopkins

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