top 5 ways to combat shopping cart abandonment
TRANSCRIPT
1WordStream Confidential
Top 5 Ways to Fight Shopping Cart AbandonmentNavah Hopkins
11.03.2016
Copyright 2016 WordStream, Inc. All rights reserved. #InternationalEcommDay
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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
linkedin.com/in/navahhopkins
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