€4.1bn was spent on online shopping in Ireland in 2013, up from €2.96bn in 1 year

- Ecommerce Ireland

The Irish online retail market is set to grow to €21bn by 2017

- Eurostat

Source: eCommerce Ireland

… there has never been a more crucial time for Irish retailers to act and win back market share from international online retailers that are dominating this space

Michael McCormack, eMark

“

”

72% of carts are abandoned just before the purchase is made

- Listrak

Source: SeeWhy

The reasons for cart abandonment:   Price shock

Not ready to purchase

Online buyer anxiety

Lack of time

Poor user experience

Poor product visuals

256 Media surveyed 27 different retailers, half international and half Irish, to see how they were dealing with cart abandonment. We devised 39 questions informed by our research to evaluate how brands were performing. This gave us an insight into ecommerce best practice and the innovative tactics used by industry leaders.

So, what tactics are being used online? And to what degree are they being used – by Irish firms and by international firms?

Here’s what we did

Our Respondents:

1.Price Shock

44% of users abandoned their carts because the shipping costs were too high- SeeWhy

73% of users considered free shipping a critical factor when shopping online- E-tailing Group

Clear info on shipping costs

Irish brands are on a par with their international counterparts when it comes to displaying clear

info on shipping costs

Getting it right

Getting it wrong

2. Lack of Time

Source: Forrester

Source: eConsultancy

Too many steps in payment process

Max. recommended number of payment steps = 467% of international brands respondents can take 1 step backward to

increase sales, compared to 40% of local brands

3. Not Ready to Purchase

The only respondent who offered a sales incentive in their pop-up message was a local Irish website

Pop-up Message

‘‘Initial emails, sent 3 hours after a customer abandons their cart,

average a 40% open rate and

a 20% CTR.”- Forrester research

Retargeted ads have a 100-200% higher CTR than standard display adverts

Source: WPCurve.com

42% of international brands retargeted cart abandoners with

display ads V only 33% of Irish brands

Retargeting cart abandoners

What brands are doing it right?

John Lewis retargeted display ads

John LewisBrown Thomas LifestyleSupervaluLittlewoodsMick’s garage

4. Poor Product Visuals

Using visuals to sell the product

73% of international Brands V 50% of Irish brands surveyed scored 4 or 5

E-Consultancy:Visitors are 64-85% more likely to purchase after watching a product video

5. Online Buyer Anxiety

What brands are doing it right?

Vodafone

What brands are doing it right?

Mick’s Garage - 3rd party review email

No Return policy visible during checkout

58% of international brands surveyed displayed their returns policy

during payment process. 73% of Irish brands achieved this

Harvey Norman

Checklists and points of reassurance for buyer anxiety

What brands are doing it right?

What brands are doing it right?

Expert - Live order tracking

What brands are doing it right?

Vodafone

Information checklist to ease buyer anxiety at Point of Sale

What brands are doing it right?

Mick’s Garage

Information checklist to ease buyer anxiety at Point of Sale

No Security Badges at checkout

67% of international respondents have SSL badges near the

payment page in comparison to 60% of local brands

How did they do this?

Checklists and points of reassurance for buyer anxiety

Vodafone’s information checklist to ease buyer anxiety at Point of Sale

6. Poor User Experience

Maintaining cart items for returning customers

67% of international brands maintained their carts for 72 hours or

more, compared to 40% of local brands

Unfriendly mobile checkout

27% of local brands and 16% of international brands do not have

responsive design for mobile buyers. They are missing out on 15% of all online traffic

Limited Payment Options

16% of international brands surveyed had more than 2 payment options

available. 33% of local brands had more than 2 options

‘Recently viewed items’ keeps track of user habits and offers them personalised content

automatically

Harvey Norman

Product Recommendation

67% of Irish brands surveyed recommend products to consumers

58% of international brands surveyed made recommendations

Recommended products are not personalized

57% of international websites who have recommended

products have targeted user with personal suggestions. 50% of Irish brands have achieved this

What brands are doing it right?

McElhinney’s personalised recommendations

What brands are doing it right?

Littlewoods’ personalised recommendations

# 2 Not ready to purchase: Loyalty schemes

33% of local Brands surveyed offered a loyalty or reward scheme

for returning customers, compared to 58% of international brands

What brands are doing it right?

Brown Thomas Loyalty sign in

http://www.256media.ie/2015/03/cart-abandonment_just-trying-to-stop-the-hurt/http://www.256media.ie/2015/03/

cart-abandonment_just-trying-to-stop-the-hurt/