shopping cart optimization for ecommerce web sites
DESCRIPTION
Tips for optimizing conversion rate on eCommerce websites.TRANSCRIPT
SHOPPING CART OPTIMIZATIONAugust 25, 2009
SHOPPING CART OPTIMIZATION
k f dGuest Speaker from Red Door InteractiveCharles Wiedenhoft, Director of Business Planning & Optimization
Shopping Cart Optimization
Introduction Abandonment trends
Reducing abandonmentReducing abandonment
Data‐driven strategy
Q&A Q&A
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Shopping Cart Optimization
Abandonment trends
68
70
Shopping Cart Abandonment % -3.1%Projected retail
62
64
66
68 Projected retail e‐commerce sales decline in 2009.eMarketer: Retail E‐Commerce Continues Slow Slide
56
58
60
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Slow Slide http://bit.ly/AXISR Twitter: @eMarketer
Coremetrics 2nd Annual Online Retail Holiday Optimization Guide
p y g p
Current Year Previous Year
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Coremetrics 2nd Annual Online Retail Holiday Optimization Guide http://bit.ly/ut9aS | @coremetrics
Shopping Cart Optimization
Breaking it downg
High shipping charges
Reasons for Cart Abandonment $109 The average cost f b d d
Couldn't find preferred pay optionWanted to shop offline
Wanted to look for a couponLack of money
Wanted to comparison shop of abandoned goods.PayPal Checkout Abandonment Studyhttp://bit.ly/LS50e | Twitter @PayPal
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Concerned about security of credit card dataCouldn't find customer support
Item was unavailable at checkoutp p y p
79%Retailers who
PayPal Checkout Abandonment Studyhttp://bit.ly/LS50e | Twitter @PayPal
identified cart and checkout as a top priority.Shop.org ‐ The State Of Retailing Online
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p g g2009: Merchandising Report http://bit.ly/1Abr13 Twitter @shoporg
Shopping Cart Optimization
Appeal to discount shoppers Keep coupon hunters in
the funnel‐ Decrease visual
prominence of theprominence of the promotional code field
‐ Display field dynamically based on referring URL
‐ Offer a universal discount and display code on all pages
‐ Encourage email opt‐in for immediate discount
27% 7/21/2012 ©2009 Red Door Interactive 8
27% Shoppers who reported leaving a cart to find a coupon.PayPal Checkout Abandonment Study | http://bit.ly/LS50e | Twitter @PayPal
Shopping Cart Optimization
Appeal to discount shoppers Highlight savings from
clearance items and instant web discounts ‐ Carry‐through symbols
and messaging from product pages
‐ Show original and marked d idown price
‐ Show total amount saved
‐ Show total % savings
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Shopping Cart Optimization
Avoid surprise chargesR l hi i h Reveal shipping charges and tax on the shopping cart page‐ Offer a choice of shipping‐ Offer a choice of shipping
methods
‐ Auto‐select the least expensive option
‐ Include a shipping and/or tax calculator
‐ Simplify shipping formulas
46% 7/21/2012 ©2009 Red Door Interactive 10
46% Shoppers who reported leaving a cart because of high shipping charges.PayPal Checkout Abandonment Study | http://bit.ly/LS50e | Twitter @PayPal
Shopping Cart Optimization
Avoid surprise chargesR l hi i h Reveal shipping charges before the cart‐ Provide a perpetual
shopping cartpp g
‐ Display shipping charges on product detail pages
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Shopping Cart Optimization
Offer alternate payment methods Extend credit at the
point of purchase
Enable consumers without credit cards to purchase from your site
31% 7/21/2012 ©2009 Red Door Interactive 12
31% Estimated online dollar volume from alternate payments methods in 2012.Javelin Strategy and Research | http://bit.ly/o76su | Twitter @JavelinStrategy
Shopping Cart Optimization
Build confidence and trust Show “trustmarks” with
increasing prominence through cart and checkout processprocess‐ Call number and live chat
‐ Security badges
Guarantees and policies‐ Guarantees and policies
‐ Awards and endorsements
‐ Customer testimonials
C lt d l‐ Company culture and value
Answer common questions
21% 7/21/2012 ©2009 Red Door Interactive 13
21% Shoppers who reported leaving a cart because of security concerns.PayPal Checkout Abandonment Study | http://bit.ly/LS50e | Twitter @PayPal
Shopping Cart Optimization
Show clear path to completion Encourage shoppers to
take action‐ Tell shoppers what to do
with inductive messagingwith inductive messaging
‐ Show how many steps are in the checkout process
‐ Differentiate primary and secondary actions
‐ Remove actions with potential to cause irrecoverable errors
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Shopping Cart Optimization
Data-driven strategy Benchmark and monitor KPIs
‐ Cart and order sessions42%Online retailers‐ Average order value (AOV)
‐ Visitor engagement
Isolate problem areas
Online retailers who know their shopping cart abandonment
l‐ Shopping cart page exit links‐ Form field abandonment ‐ Checkout funnel retention
rates exactly.MarketingSherpa 2009 Ecommerce Benchmark Reporthttp://bit.ly/E4I7L Twitter @MarketingSherpa
Expand focus‐ Attitudinal and competitive data analysis‐ A/B and multivariate testing
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/ g
Shopping Cart Optimization
Q tiQuestions
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Shopping Cart Optimization
Don’t Miss Our Next Webinar! Brand Monitoring in Social Media ‐ Presented by Tony Felice,
Developer & Strategist
Tuesday, September 22
http://reddoorbuzz.com/20twenty/
Connect with us: Blog ‐ http://reddoorbuzz.com/
Twitter – http://www.twitter.com/reddoor
7/21/2012 ©2009 Red Door Interactive 17
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